SBD/June 7, 2011/Franchises

D'Backs Look To Boost Attendance With Promotions Aimed At Young Adults

The D'Backs have opened the outfield pavilion to regular fans more this year

In an effort to bolster attendance, the D’Backs are trying “to drive more young adults to the ballpark this summer, especially fans buying tickets on game day,” according to Mike Sunnucks of the PHOENIX BUSINESS JOURNAL. Targeting the young adult crowd marks “a shift” in the team’s marketing strategy, but is "not a complete departure from its focus in recent seasons on creating a family-friendly environment.” D’Backs VP/Corporate Partnerships & Marketing Cullen Maxey said that the team “will develop promotions aimed at the 18- to 34-year-old set and ways to improve game-day ticket sales at Chase Field.” Maxey noted that “marketing energy and resources will be directed toward young adults and couples who may have gravitated away from baseball to other sports.” The D’Backs have already held two college nights this season, offering $5 tickets “to Arizona State University students and other young adults,” and Maxey said that additional college night promotions “could be added” to the ’11 schedule. In addition, the team held a “happy hour” promotion this season aimed at young adults. Maxey also said that the D’Backs are "opening the outfield pavilion more to regular fans this year." In the past, the team focused on “booking special events and private parties” at the pavilion. The team also advertises in the Phoenix New Times and is attempting to “boost its social media presence” on Facebook, YouTube and Twitter, in hopes of “getting more young adults and college-age kids to attend games at the last minute.” Maxey said, “They don’t plan two weeks out. We’re up against everybody’s social schedule” (PHOENIX BUSINESS JOURNAL, 6/3 issue).

AMAZIN’ ATTENDANCE? In New Jersey, Bob Klapisch reported the Mets’ attendance “is off by 13 percent from a year ago” and 28% from ’09, and the "trend-line continues downward.” The Mets are 7.5 games out of first place in the NL East, and “will be flirting with another 90-loss season” if they continue at their current pace. One major league scout said, "(The Mets) are basically a Triple-A team. They have a few interesting pieces, but they win because of spunk. Once you take that away, you’re looking at disaster.” In addition to a potential “free-fall in the standings,” Klapisch noted "its the attendance that’ll suffer as well” (Bergen RECORD, 6/5). 

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