Changes In Attitudes: More MLB Teams Holding Margaritaville Nights

WHITE SOX

Jimmy Buffett’s Margaritaville brand will stage activations at nearly half of MLB ballparks this summer, according to the company’s blog that is scheduled to go live this afternoon. Fourteen teams have signed on with the lifestyle brand, up from eight last season. The clubs that staged a Margaritaville-themed night last season saw average attendance increase 6.4% compared to the teams’ season-long average on the same night of the week, according to SBJ research. The Rangers drew 40,276 on their themed night July 7, which was 23% higher than the average for its other 12 Friday night games last season. Nearly all the clubs set the promotion up as a premium ticket offer, limiting the number of packages that are sold to about 1,000. Most hand out a team/Margaritaville co-branded item, such as a beach-themed bobblehead. Although details still need to be worked out with several clubs, Margaritaville Marketing Dir of Content & Communications Courtney Griffith estimated that at least 10,000 such items will be handed out at the gates this season. Griffith noted the Twins and Rockies teamed up with the brand because Buffett is playing with the Eagles at their ballparks this summer. The Pirates will host an all-fan Margaritaville-themed pregame block party, but will not have a giveaway. Similarly, the Blue Jays are doing an overall theme night, but the 20,000 bucket hats that they are handing out that night are not part of the Margarativille promotion.

Download the Margaritaville