Roping Them In: Rangers Going After Affluent Dallas Fan Base

The MLB Rangers have launched a marketing campaign “that targets affluent Dallas customers and business owners with high-end ticket packages” that include valet parking, VIP receptions and in-game concessions, according to Suzanne Marta of the DALLAS MORNING NEWS. The campaign has an “emphasis on small businesses,” with the team creating ticket packages that combine a 50-person suite for some games and four “close-in” seats for others. Also available are packages “of as few as 12 games that include infield seats, souvenir programs, valet parking, entrance to special pregame events and wait-staff service.” The Rangers also changed their marketing strategy, “focusing on the brand instead of promotions or game highlights.” The team hired Door Number 3, Austin, to create TV, radio, print and billboard ads “that poke fun at the busy lifestyles of fans who may have lost touch with the ballpark experience.” Ad slogans include “Kissing has nothing to do with first base,” and “Fond memories aren’t made in a strip mall.” Rangers President Jeff Cogen said that the team “is spending more than $1[M] on the effort –- more than double the Rangers’ typical budget for the entire Dallas-Ft. Worth area.” Cogen added that season-ticket sales “are up 5[%] and are expected to rise as much as 10[%] over last year” (DALLAS MORNING NEWS, 3/24).

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