You can’t walk into a bar in LoDo or scroll through a Colorado sports forum without hearing it. Someone, inevitably, is calling for the Monforts to sell the team. It’s the background noise of summer in Denver.
Dick and Charlie Monfort have become the ultimate lightning rods for frustration in the Mountain Time Zone. If the Colorado Rockies lose 100 games, it’s Dick’s fault. If a star player like Nolan Arenado gets traded with $50 million attached to him just to make him go away? Well, that’s the Monforts being the Monforts. But if you actually look at the history, the family business, and the way this team functions, the story is a lot more layered than just "cheap owners."
Honestly, they aren't even cheap in the traditional sense. They spend money. They just don't always spend it on the things fans want.
The Beef Empire That Built Coors Field
To understand how we got here, you have to look at Greeley. Long before they were the faces of a Major League Baseball franchise, the Monfort family was the undisputed royalty of the American cattle industry.
It started with their grandfather, Warren Monfort, who pioneered the feedlot concept during the Great Depression. Then came their father, Kenneth Monfort. He was a legend. He turned Monfort of Colorado into a global powerhouse, eventually selling it to ConAgra in 1987 for something like $300 million.
Dick and Charlie didn't just inherit that money; they worked the lines. Dick spent 25 years in the cattle business, starting as a buyer and working his way up to President of ConAgra Red Meats. Charlie was the international guy, pushing Colorado beef into Asian markets. They are "ops" guys by nature. They like tangible assets. They like logistics.
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When the Rockies were born in 1993, the Monforts weren't even the lead dogs. They were part of a group led by Jerry McMorris. It wasn't until 2005 that the brothers took full control. Since then, they've run the Rockies less like a high-stakes gambling operation and more like a steady, family-owned agribusiness.
The Great Misconception: Are They Actually Cheap?
Fans love to call Dick Monfort "cheap." It’s an easy label. But the numbers tell a weirder story.
The Rockies often carry a payroll in the middle of the pack—sometimes even in the top ten. They gave Todd Helton a massive deal. They gave Troy Tulowitzki a massive deal. They gave Kris Bryant $182 million. That last one? It’s arguably one of the worst contracts in baseball history, but it wasn't "cheap."
The real issue, as most analysts like those at The Athletic or Purple Row point out, is the "internal-only" philosophy. For years, Dick Monfort has been criticized for refusing to hire outside "baseball minds." He likes his people. He likes loyalty.
- Bill Schmidt, the current GM, has been with the org since 1999.
- Jeff Bridich, the previous GM, was an internal hire.
- Walker Monfort, Dick’s son, is now the Executive Vice President.
It’s a closed loop. While other teams like the Dodgers or Rays are using advanced Bayesian statistics and high-tech biomechanics labs, the Rockies have often been accused of being a "mom and pop" shop in a Silicon Valley world.
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The 2026 Shift: A New Era or More of the Same?
Right now, in early 2026, we are seeing something we haven't seen in decades: actual outside help. The hiring of Paul DePodesta—yes, the Moneyball guy—as President of Baseball Operations was a shock to the system.
For the first time, Dick Monfort seems to be stepping back. He’s 71 now. He’s admitted he has more league-level responsibilities with the upcoming CBA negotiations. He’s leaning more on Walker.
This is the "insider" secret about the Monforts: they truly believe they are doing right by the fans by keeping the "Rockies Way" alive. They see Coors Field as a community hub. And business-wise? They are geniuses. The "Party Deck" in right field and the McGregor Square development next door are massive revenue generators. The Rockies make money even when they lose. That is the frustrating reality for fans who want a World Series trophy, not just a nice place to drink a Coors Light.
The Charlie vs. Dick Dynamic
People often lump them together, but they are different personalities.
Charlie Monfort was the original face of the ownership. He’s known as the more social, "good-time" brother. He’s been open about his personal journey and faith, often speaking about how winning isn't everything in the grand scheme of life.
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Dick is the grinder. He’s the one who answers fan emails at 2:00 AM. He’s the one who gets into arguments with people in the stands about whether the team is "close" to competing. He is deeply, perhaps stubbornly, invested in the day-to-day.
What This Means for the Future
If you’re waiting for a "For Sale" sign to go up on 20th and Blake, don't hold your breath. The Monforts have spent 30 years building this. It’s a family legacy now.
With Walker Monfort taking the reins and DePodesta overhaul in progress, the "Monfort Era" isn't ending—it’s just evolving. They’ve survived the lean years of the early 2000s, the magical 2007 "Rocktober" run, and the recent 100-loss doldrums.
The reality? The Rockies are a stable, profitable, and deeply rooted Colorado institution. Whether they can become a winning one under the Monfort banner is the only question that remains.
Actionable Insights for Fans and Investors:
- Watch the Front Office structure: The degree of autonomy given to Paul DePodesta in 2026 will be the true indicator of whether Dick Monfort has actually let go of the "baseball side."
- Follow the Real Estate: The Monforts are increasingly real estate moguls. Their success with McGregor Square suggests future "Rockies" investments might have more to do with land than left fielders.
- Monitor Walker Monfort’s moves: As the next generation takes over, his willingness to embrace modern analytics will determine if the Rockies can finally bridge the gap with the NL West giants.