December 24, 2003

Volume 2, Issue 24

Shorebirds Bring in Major League Dollars

Delmarva generates non-traditional revenue with its Executive Club

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Contact: Kris Rutledge, Group Event Manager - 410.219.3112 ext. 168 [email protected]

Team: Delmarva Shorebirds

Program Title: Comcast Executive Club

Objective: There were three main objectives for this program:

1)       To maximize non-traditional revenue opportunities year-round

2)       To provide a meeting and banquet facility for the team as well as outside businesses

3)       To provide an upscale atmosphere for patrons during game days

Program Description: Non-traditional revenue is something that Major League clubs have aggressively cultivated for years now – especially with the openings of new stadiums - but the Delmarva Shorebirds have successfully developed a form of non-traditional revenue that few minor league teams have captured...

They’ve done this through their Comcast Executive Club located inside Perdue Stadium. When the team isn’t playing, Delmarva has rented out this club to host unique events such as church services, wedding receptions, baseball card shows, and even beer and wine tastings!  The club offers attendees great food and a spectacular view of the ballpark…and thus far, it’s making a major impact on Delmarva’s bottom line!

For example, one of the reasons why the club is so popular for business meetings is because of the room’s presentation capabilities.  The club has five televisions throughout the room that can display any video, DVD or PowerPoint presentation a company brings in.  And to top it off, the clubs’ prices are very reasonable.  Prices can range anywhere from $500 for a breakfast event for 50 guests to well over $7,000 for an elegant buffet for 150 plus guests.

So whether it’s a special banquet, a meeting place for a church congregation, or a baseball card show, this club seems to have no off-season…and it’s helping Delmarva generate “Major League” non-traditional revenue every week!

Media:  The Comcast Executive Club has been advertised in local newspapers and its upcoming events are mentioned to fans on the PA system during Shorebird baseball games.  Some of the events that the club has hosted have also been recognized on a list of the top 10 things to do in Delmarva by the local newspaper.

Sponsor: The club is named after Comcast Corporation, a local/national cable provider. Comcast Corporation is also a partner with the Shorebirds ownership group. Comcast Spectacor, a sports & entertainment firm owns multiple venues as well as other sports teams including the Philadelphia Flyers, 76ers and Phantoms.

Results: The first annual deal was struck this year with Vineyard Church, a local church in the area that meets for service every Sunday at the stadium.  The Executive Club has also given the Shorebirds the ability to keep all baseball related events “in house,” and not have to spend money on outsourcing services to large banquet and meeting areas.

Over the last year, the club has hosted over 200 events and has seen a substantial increase of usage during the holiday season.  The Shorebirds have had the venue booked every Friday and Saturday night for the last month leading up to Christmas.  The club has proved to be very successful and it has become the highest priced piece of Delmarva’s sponsored inventory.

Looking Ahead: Due to its success and the positive reaction the team has received from the public, the Shorebirds look to increase the number of events held in 2004.  The Shorebirds have already created a business development plan for each of the new markets they’d like to go after in 2004.

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