The Red Sox unveiled plans Thursday "to celebrate the 100th birthday" of Fenway Park during the '12 season, according to David Filipov of the BOSTON GLOBE. Fans on April 19 "will be able to enter the ballpark free of charge to view such artifacts as old lineup cards and bases, rub elbows with Red Sox legends, and explore parts of the park that are normally closed to the public, such as the dugout tunnels and the clubhouse." The Red Sox the next day "will face off against the Yankees, whose ancestors, the New York Highlanders, played the Boston nine on April 20, 1912, in the first professional matchup at the park." A gala ceremony will precede the first pitch at 3:05pm ET. The season also "will feature 'throwback days,' when the Red Sox and their opponents will dress in historic uniforms." Throughout the year, fans "attending games will receive commemorative tickets" (BOSTON GLOBE, 12/9). In Boston, Michael Silverman reports more than 4,000 artifacts "from the ballpark’s history have been catalogued over the past few years with most showcased in a collection of 50 new sites -- plaques, displays, historical markers -- that will be spread throughout the ballpark as part of its 'Fenway Park -- A Living Museum.'" Players during the season will wear a patch on their left sleeve that "will bear the 'Fenway Park 100 Years' logo, which will also be emblazoned on the bases." Every ball "used during home games this season will also bear the logo." The club "also produced its own 256-page coffee table book." Meanwhile, Red Sox Exec VP/COO Sam Kennedy said that a college or high school football game "may also return in a year-ending event." Silverman notes the Red Sox have "yet to start formal discussions with prospective teams." Another "soccer match, likely featuring the Liverpool club owned by Red Sox owner John Henry could make the schedule in June or July" (BOSTON HERALD, 12/9). Red Sox President & CEO Larry Lucchino said, “No other Major League ballpark has ever celebrated a 100th anniversary so we are going to be the first to do it. Pardon us, but we're going to celebrate it in a major big-time way because we think that's appropriate" (“NESN Daily,” NESN, 12/8).
FOR LOVE, NOT MONEY: In Boston, Greg Turner notes Red Sox execs "insist they won’t be getting rich off the 365-day Fenway nostalgia tour." Kennedy said, "This really comes with a lot of expenses for the events we’re putting on. It’s not a financial windfall for the club by any stretch. The goal is to sort of break even." Turner notes sales of "anniversary T-shirts, throwback jerseys and commemorative pins will be mixed into a single revenue pie that feeds all 30 Major League Baseball teams -- so the Sox only get a slice." Kennedy: "There will be some incremental merchandise revenue opportunities, but we only get a small percentage" (BOSTON HERALD, 12/9).
