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A fter winning three World Series championships since 2010, and continuing to set attendance records at iconic AT&T Park, the San Francisco Giants might be satisfied to just let things roll. But that’s not how President and CEO Larry Baer’s mind works. “We have to keep innovat- ing,” Baer says. “We have an intensity to succeed.” As the ink dried on the Giants’ new free-agent signings for this season, Baer was also leading the Giants’ business team in several initiatives intended to lift the franchise to greater excellence off the field. The team’s Ballpark Pass experiment seeks to attract a new segment of specta- tors, while the Junior Giants community program develops a new generation of fans. And, just outside the stadium, the hugely ambitious multibillion-dollar Mission Rock real estate development led by the team is what baseball announcers might call “a whole new ballgame.” Such projects are emblematic of a visionary leader who never stops striving to im- prove on an already wildly successful baseball experience. A HISTORY WITH THE GAME Sitting in a conference room in the Giants corporate offi ces within AT&T Park, and wearing his massive, diamond-encrusted 2014 World Series championship ring, Baer is far from his beginnings in the sports world. In 1977 he began doing play- by-play as a UC Berkeley student working for the university radio station. Even then, Baer showed deal-making initiative. He called Oakland A’s owner Charles O. Finley directly, appealing to his sense of civic responsibility to negotiate rights for the student station to broadcast games from the 1978 A’s season for a total of $0. Bay Area baseball was different in the late 1970s. The A’s were coming off three recent World Series Championships, while the mediocre Giants played before what 82 LARRY BAER A L A S K A B E YON D M AY 2017 ABM 05.17 Larry Baer v2.indd 82 4/20/17 5:57 PM