March 19, 2003
Volume 2, Issue 4

Storm get a piece of the "Action"

Lake Elsinore generates over $300,000 in ticket sales without playing a game! 

Rovell Dials-in 
This April

ESPN.com's Business Journalist Darren Rovell speaks out on future trends of the industry.

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CONTACT:  Dave Oster, President/General Manager, 909.245.4487, [email protected]

ORGANIZATION:  Lake Elsinore Storm

PROGRAM TITLE:  Throttle Sports & Music Festival

OBJECTIVE:  To develop new streams of revenue when the stadium is not being used for baseball by cross promoting minor league baseball with action sports.

PROGRAM DESCRIPTION:  Southern California is a hotbed for action sports and its popularity is growing at a tremendous pace worldwide. Recognizing this, the Lake Elsinore Storm looked to tap into this emerging market by creating the Throttle Sports & Music Festival. This all day Action Sports event featured Summer X Games winner and Freestyle Moto innovator Mike Metzger, BMX superstars Cory Nastazio and Rick Thorne, and skating legend Kevin Staab. Dirt ramps and a street skateboard course were constructed in the stadium parking lot, along with a large interactive kids game area. Inside the stadium included the main concert stage, the areas largest skateboarding Vert ramp, and another Freestyle Moto ramp for the day's main attraction - Mike Metzger. The festival also featured a diverse array of musical acts, which played throughout the day on three different stages. With music all day and athletes performing different stunts and tricks on skateboards, bikes, and motorcycles, the Diamond was rocking well into the night!

MEDIA:  The Throttle Sports & Music Festival was featured on ESPN, Fox Sports West, MTV, ESPN the Magazine, Team Marketing Report, and many other action sports magazines.

RESULTS: Over 10,000 fans attended the all day event, generating over $300,000 in ticket sales. The Storm also made over $150,000 in additional revenue from concession sales, new sponsors, and vendor booths. The event enabled the Storm to make new contacts with sponsors and athletes that aren't normally a part of minor league baseball. Additionally, the festival was successful in tapping into the action sports generation (15-24), a key age demographic.

LOOKING AHEAD:  During the 2003 baseball season the team is planning an X game exhibition during two Storm doubleheaders. Storm baseball offered the area something it had not experienced before. Cross promoting baseball with action sports will truly benefit both sports. The other positive was the introduction and popularity of the Storm logo to the action sports fans. The Storm eyes will be appearing on some of these action sports stars in hopes of generating appeal for their team and logo.