SBJ/20100628/This Week's News
Supercross event jumping to Dodger Stadium
Published June 28, 2010
The Monster Energy Supercross Series will attempt to freshen its schedule next winter with its first trip to Dodger Stadium.
Supercross has long fed the hearty Southern California appetite for its sport, with three early season events in Anaheim since 2001. Based on attendance last season, though, there were signs of Supercross fatigue in the market.
The 2010 season-opening event at Angel Stadium drew 43,841, but subsequent events at the same venue dropped off to 31,874 and 34,227, two of the smallest crowds on the 17-race circuit that runs from January to May.
Feld Motor Sports, the Chicago-based agency that manages Supercross, decided it was time to shift one of the Southern California events out of Orange County and move north, into Dodger Stadium in 2011.
“We feel like the move to Dodger Stadium will expose Supercross to a new set of fans,” said Ken Hudgens, Feld’s chief operating officer. “We felt like it was time to tweak the schedule and try to expand the base. Dodger Stadium gives us that chance to grow while still delivering two other events to the Orange County base that’s been so vital to the series.”
The new schedule also features a shift out of San Francisco across the bay to Oakland. Hudgens said that Feld has enjoyed successful events in Oakland with its Monster Jam property and hopes the same support will filter to Supercross. The Supercross event at AT&T Park this year drew 41,872.
Overall, Supercross saw a moderate lift with its attendance, from an average of 46,289 last year to 46,329 in 2010.
Feld doesn’t go into financial details of its properties, but Supercross is called a profitable series by the promoter. Feld rents the stadiums in which Supercross events are held and typically shares revenue, including ticket sales, parking, souvenir sales and concessions, with the venue.
“The more revenue streams we can vend for ourselves, the better,” Hudgens said.
Title sponsor Monster Energy will be back for 2011, and Supercross will again look to increase the number of live events televised on Speed. Five Supercross races were televised live this year.
Feld also buys time on CBS for a handful of one-hour broadcasts each year.