SBD/Issue 121/Facilities & Venues

Luxury Suites At New Busch Stadium Sold Out For Next Decade

MLB Cardinals Luxury Suites Supervisor Julie Nienhuis said that all the luxury suites at the new Busch Stadium are “booked for the next decade,” according to Victoria Saeland of the ST. LOUIS BUSINESS JOURNAL. Nienhuis noted that the suites’ price range of $105,000-185,000 is “only slightly higher than at the old stadium,” which featured “about the same” number of suites. Saeland notes the new ballpark’s design “places all the suites in the infield” between first and third base. The boxes are “stacked on two levels.” They hold 10-24 people each and range from 410 square feet to 800 square feet. The suites’ interiors and amenities include leather furniture, coffee tables and a full-service bar. There are also 45 party rooms for rent that range from $82-195 per ticket (ST. LOUIS BUSINESS JOURNAL, 3/10 issue).

SPONSORS & ADVERTISERS: The ST. LOUIS BUSINESS JOURNAL’s Anna Jones reports most advertisers and sponsors are following the Cardinals to the new ballpark. Returning sponsors include Hardee’s, which will have two branded concessions, and Bank of America, which will sponsor in-stadium replays. McDonald’s will also keep its Big Mac Land, which will be located in the left-field section of the ballpark but will not be completed until midseason. Anheuser-Busch, BofA and Coca-Cola are the “top sponsors, all holding exclusive sponsorships in their respective categories,” although the Cardinals declined to disclose the values of those deals. Other returning exclusive sponsors include Ford, AT&T, MasterCard, Casino Queen and BJC Health Systems. Cardinals Senior VP/Sales & Marketing Dan Farrell said that, there will be an “overall increase in advertising and sponsorship revenue, but he declined to estimate how much” (ST. LOUIS BUSINESS JOURNAL, 3/10 issue).

Build-A-Bear Planning To Open
Store At New Busch Stadium
BUILD-A-MASCOT: Also in St. Louis, Gail Appleson reports Build-A-Bear Workshop will open a “make-your-own Fredbird store” inside the new ballpark, the company’s fifth exclusive ballpark mascot store. Build-A-Bear spokesperson Shawn Bertani said that there also are “plans to open a regular retail store” in Faneuil Hall Marketplace near Fenway Park, which would be the “only location where an exclusive mascot will be available outside a stadium” (ST. LOUIS POST-DISPATCH, 3/15).

CAR RACE: Also in St. Louis, Rick Desloge reports after 18 years of Ford serving as the exclusive auto sponsor on Cardinals radio broadcasts, Chevrolet will also air ads this season. Johnny Londoff Chevrolet President John Londoff Jr. said that 45 local Chevrolet dealers “doubled their advertising commitment to spend about $1[M] for the season.” Auffenberg Enterprises President and St. Louis Ford Dealers Association member Jamie Auffenberg said the exclusive radio package “doesn’t exist any longer.” The change coincides with the move of the team’s radio broadcasts from KMOX-AM to KTRS-AM (ST. LOUIS BUSINESS JOURNAL, 3/10 issue).

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