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Volume 26 No. 227
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Orioles Attendance Down 18% From Same Point Last Season

The Orioles are using more data analysis to determine how to better sell tickets and deploy promotions
Photo: GETTY IMAGES
The Orioles are using more data analysis to determine how to better sell tickets and deploy promotions
Photo: GETTY IMAGES
The Orioles are using more data analysis to determine how to better sell tickets and deploy promotions
Photo: GETTY IMAGES

The Orioles' average announced attendance of 16,758 entering this week represents an 18% drop from the same period last year, when the team had the "worst record in club history and traded away many of their stars," according to Nathan Ruiz of the BALTIMORE SUN. The team now is "intent on rebuilding its talent base in hopes of winning in the future," and is using "increased data analysis not only to help evaluate and develop players, but also to attract and develop a fan base in terms of how they sell tickets and deploy promotions." Multiple concessions stand workers at Camden Yards said that unless the Yankees or Red Sox are "in town or it's a giveaway night, it's unlikely they'll do much business." The Maryland Stadium Authority confirmed that it is $1.1M "short of projections" for FY '18-19 for its "gains on its 8% admissions tax on Camden Yards ticket sales." Ruiz notes the Orioles have "significantly increased their number of theme nights from last season." Many fans "listed giveaways and the ballpark atmosphere among their primary reasons for attending games this season." The Orioles, through a new analytics department, are "tracking the effectiveness of deals such as Kids Cheer Free, testing various email subject lines, seeing what times fans arrive for various promotions and deploying uses for data they hadn't previously capitalized on" (BALTIMORESUN.com, 6/26).