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May 23, 2007

Volume 6, Issue 8

Dodgers Eat Their Way to Ticket Sales

Forward To A Friend

Fans in Right Field Buy Tickets to Take in Ball Game, All the Food They Can Eat

Contact: LA Dodgers Ticket Sales

                 1-800-866-Dodgers

                  Website

                  www.dodgers.com

Team: Los Angeles Dodgers 

Program Title: ampm All-You-Can-Eat Pavilion

Objectives: On April 16, the Dodgers signed a three-year sponsorship deal with ampm to create the ampm All-You-Can-Eat Pavilion in right field. The intent of the partnership is to maintain already strong ticket sales and, more importantly, offer fans a better ball game experience by allowing them to focus on enjoying the game and their favorite snacks, not waiting in line at concession stands.

Program Description: After successfully testing the all-you-can-eat idea three times last season, the Dodgers teamed with ampm, creators of the "Too Much Good Stuff" ad campaign, and converted their 3,000 right field seats (formerly known as the Right Field Pavilion) into an all-you-can-eat buffet. "The response [last season] was overwhelmingly positive," said Dodgers Executive Vice President and Chief Operating Officer Marty Greenspun.

Starting an hour and half before game time and closing two hours after the opening pitch, fans sitting in the ampm All-You-Can-Eat Pavilion are free to grab as much food as they like (4 items per trip) from the buffet style booth. Offered are stadium favorites like Dodger Dogs, Nachos, Peanuts, Popcorn, Coca-Cola Products, and water. Additionally, menu items such as Beer, Ice Cream, and Candy are available for purchase.

A ticket to sit in the ampm All-You-Can-Eat Pavilion costs $35 if bought in advance or $40 on game day (in comparison, left field seats cost $10). The Dodgers are also offering Super Saver Nights to the ampm All-You-Can-Eat Pavilion (tickets at $25 and $30), Pavilion Rivalry Packs (30% savings offered on packs of 4 games against the Padres, Angels, Giants, Astros, Rockies, or Diamondbacks), and a Pavilion 27-game flex plan ($30 a ticket selecting only the games you want), as well as special group rates.

Greenspun notes the Dodgers aren't exclusive owners of the idea, a few other teams offer all-you-can-eat sections as well, but nothing in comparison to the size of the Dodger's section. "The other ballparks charge a higher rate than this," he says.

Media: The LA Times broke the story in January before the Dodgers could even put out their official press release (wired on April 16). The story then found its way onto ESPN.com, numerous blogs, and even onto NPR's airwaves.

Partner: ampm, a convenience store chain located in the Western U.S. with nearly 930 stores, has been a "loyal partner [to the Dodgers] for the last four seasons" according to Greenspun. Along with branding rights, ampm received a permanent outfield wall position, logo placement in the Pavilion, exclusive discount Pavilion ticket opportunities at select in-store locations, and ampm product sampling options during Dodger home games.

"The ampm All-You-Can Pavilion is an exciting part of our 2007 marketing efforts and a great addition to our existing sponsorship," said Richard Barker, BP Head of Global Retail Advertising and Communications. "ampm is all about 'Too Much Good Stuff.' Partnering with the Dodgers allows our customers a great way to indulge in the game with our discounted tickets and sample our proprietary products, all while having fun with the whole family."

Results: Results for the Pavilion have been overwhelmingly strong to this point in the season. The section has been sold out more at more than 50% of the games, starting with Opening Day. In addition, many articles and blogs have covered the topic since the Pavilion's inception, all noting the excitement (and at times sore stomachs) of the fans and workers in the section.

Looking Ahead: ampm and the Dodgers are in year one of a three year sponsorship deal. If the numbers remain as strong as they are currently, the Dodgers plan to maintain the All-You-Can-Eat Pavilion.

After all, as Marty Greenspun says, "This isn't really about gluttony. This is about fan amenity and cost certainty." And the fans are certainly eating this amenity up.

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