Mark Attanasio: From the Bronx to the Brewers

The Yankees are not the only New Yorkers competing for a spot in the World Series this fall. Bronx native and Columbia law school graduate Mark Attanasio, the chairman and principal owner of the Milwaukee Brewers, will host the Arizona Diamondbacks this afternoon in the opening game of the National League division series.

Attanasio, who quotes from “Faust” (“Linger awhile, thou art so fair”) and cites “The Divine Comedy” as his favorite book and the Beatles’ White Album as his favorite music, made his mark as an investment banker. He bought the team from MLB commissioner Bud Selig in September 2004. Twelve months later, the Brewers went 81-81, ending a string of 12 straight losing seasons while their team valuation rose, according to Forbes magazine.

I spoke with Attanasio shortly after that. One topic he discussed at the time seems as relevant now as it did then. He came to baseball from investment banking, where he had to manage risk. How did he manage risk with the Brewers?

“You have to look at that both from the baseball and the business sides of the equation,” Attanasio said. “From the baseball side, you start by trusting good management. That involves not just the manager and GM, but also the scouts, the training staff — all the people who make up the baseball operation.

“[In 2005], our team had the lowest number of disability days of any team in the National League, which is really a testament to our doctors and training staff but also to the scouts and GM, because we are trying to get players who are durable and not injury-prone. I think the No. 1 risk you have on the baseball side in injuries. We work hard at trying to contain that risk, which is inherently a challenge.

“Obviously as well on the baseball side you need to manage your payroll in such a way that you don’t concentrate it too much in a handful of players. One thing I’m learning as an owner is you really use that 25-man roster, especially in the National League with no DH, you use every player on that roster. The 25th guy can affect the outcome of games. Many times, you’re only as strong as your weakest link.”

What about managing risk on the business side, I asked.

“On the business side, frankly it’s the business of baseball — outside of player payroll, which is the biggest expense — it’s no different from any other business in terms of managing,” Attanasio said. “You have a handful of revenue streams, which are attendance, media, parking, and concessions. You share revenues, both in terms of revenue sharing and things you get from national sources in baseball. And then expenses. You want your revenues to exceed your expenses.”