December 29, 2010 | Volume 9, Issue 16

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Let it snow! Let it snow! Let it snow!

Cleveland turns Progressive Field into a premier winter destination

CONTACT

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Kurt Schloss
Senior Director of Merchandising
Cleveland Indians
Phone: (216) 420-4484
Email: [email protected]

ORGANIZATION

Cleveland Indians

PROGRAM TITLE

Indians Snow Days

OBJECTIVES

Since the team's inaugural year in 1901, there has always been a commitment to tradition around the team and it's ballpark, Progressive Field. While there are no difficulties keeping fans engaged throughout the summer season, the winter months (as with most ball clubs), find the stadium dormant and the thought of baseball fleeting.

It became evident through feedback on social media groups that the people of Cleveland were missing a winter holiday tradition. In response, the Indians wanted to create a tradition that the fans and Cleveland community could look forward to; an event that could connect people not only to the ball club, but to each other as well. The Indians needed to move away from the norm of day-long summer events in order to find a unique idea that could highlight Progressive Field and provide a fun and worthwhile experience for the city.

PROGRAM DESCRIPTION

After two years of extensive research on venue maximization, "Indians Snow Days" was finally born. Presenting a winter wonderland in downtown Cleveland, Indians Snow Days offers its guests over thirty days of snow-laden activities, events, and unforgettable experiences.

Being the first of its kind, Snow Days features various rides and attractions, event days, and the ability to rent out the park to host private parties and holiday events. Each day, 150 tons of snow is pumped into Progressive Field, totaling 5000 tons of snow over the events entirety.

Snow Days kicked off on November 26th with a very special "Snopening Day," complete with fireworks and coinciding with the City of Cleveland's Winterfest. Prior to the opening, all media personnel were invited to preview and participate in the "Snowlympics" on November 22nd. Snow Days have kept its doors open for Christmas Eve and Christmas Day, and will present a special fireworks show on "Snow Years Eve." Snow Days has hosted exclusive staff and season ticket holder events, as well as the Indians holiday party, giving groups uninterrupted access to Progressive Field and all its winter attractions.

Much more than a simple ice skating rink, Progressive Field houses The Frozen Mile, the first and only ice track in the United States, second in North America. The Frozen Mile stretches a quarter of a mile around the outfield. Additional attractions include:

Batterhorn (Snow Tubing), presented by RTA - 10 lane snow tubing hill on top of Time Warner Cable Bleachers (eight adult lanes 60'6" high off the ground and two children's lanes starting at the top of the 19' outfield wall)

Slider's Snow Zone - Kids play area in short left field.

The Rookie Rink (Ice Skating) - Ice skating rink for beginning skaters in the left field corner

Winter Haven - Walking trail through the outfield featuring winter lights and a 3,000 square foot snow maze

Home Run Porch - Area to congregate and watch the festivities, complete with fire pit and concessions

Indians Home Dugout - Heaters will be turned on in the Indians home dugout on the third base line

A panorama view of Cleveland Indians' Snow Days

MEDIA

Before any press was made public detailing Indians Snow Days, the Indians released a number of videos from a teaser campaign, designed to spark interest without revealing details about what the program actually was. Once November rolled around, the Indians began utilizing local markets, broadcasts and social media to create more buzz and excitement about the coming of Indians Snow Days.

PARTNERS

The Indians utilized their existing partnership with The Greater Cleveland Regional Transit Authority (RTA) for Indians Snow Days. "We were very excited about the concept and Indians Snow Days and being associated with the Cleveland Indians," says Director of Marketing and Communication for RTA Steve Bitto.

The Indians also partnered with Positive Cleveland and Winterfest Cleveland, creating coordinating events located in the downtown area.

Indians' Manager, Manny Acta, enjoys tubing down The Batterhorm at Snow Days

RESULTS

The response to Indians Snow Days has been overwhelming on both a local and national level. The people of Cleveland, both young and old, have already become attached to the newest tradition at Progressive Field. The creation and execution of Indians Snow Days has managed to touch every part of the organization, creating a more innovative and experienced club.

Proving to be such a unique event, Indians Snow Days has attracted national media attention. Cleveland's Snow Days have made media mention in The New York Times, ESPN, CNN, USA Today, The Sports Business Journal and The Sports Business Daily.

Watch how the Indians' transformed Progressive Field into a winter
wonderland through their time-lapse video by clicking here

LOOKING AHEAD

With the overwhelming positive response to Indians Snow Days, it should come as no surprise that Progressive Field will continue to be transformed into a winter wonderland for years to come. "The event has far exceeded our expectations, with a great market response. We have been very pleased," says Bitto.

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