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INDIANS MAKE LADIES FIRST AT PROGRESSIVE FIELD

Aggressively targeting women helps the Cleveland Indians exceed sales by 170% in 2008

CONTACT

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Kurt Schloss
Senior Director of Merchandise
[email protected]

ORGANIZATION

Cleveland Indians

PROGRAM TITLE

"Tribe Pride for Her" store

OBJECTIVES

Using extra space at a venue to target specific demographics can be vital, if not necessary, to increasing an organization's bottom line. The Cleveland Indians already had a merchandise store unique to children, and sought to narrowly target women; a demographic responsible for 40% of their attendance this past season. The objectives of a unique "Tribe Pride for Her" store and the success it could bring was built around the team's 2008 business plan. Giving women a unique shopping experience meant offering them merchandise they could not find at other retail shops located at Progressive Field or at stores in Northeast Ohio.

PROGRAM DESCRIPTION

With newly available space in Section 142 located along the first base line of Progressive Field, creative brainstorming led to the idea of an exclusive, women's-only store. Among certain objectives to consider, the front office wanted to offer women the chance to walk around and browse a store versus walking up to a kiosk with a countertop.

A merchandise plan was formulated to illustrate how the store would achieve its necessary sales. Arising from the list of ideas included items ranging from $325 purses and "bling-bling" Swarovski crystal denim jackets to a new line of vintage-look hoodies and t-shirts, along with usual fleeces and sweats.

MEDIA

From the moment the project was completed, every effort was made to showcase the location through the local media. This was accomplished through on-site, televised broadcasts and radio.

PARTNERS

The Indians work within the vendor matrix provided by Major League Baseball. New vendors such as LITTLEARTH for bags, Banner 47 for vintage Women's apparel or Majestic for authentic on-field apparel all played important roles in making the store successful.

RESULTS

In 2008, Cleveland finished with their highest per cap (a measure of sales against attendance) in thirteen years. Given their successful runs in the 1990s, this newfound success was more than the club could have expected. Sales exceeded the organization’s initial sales forecast by 170%.

LOOKING AHEAD

"In the end, it is about giving the fans what they want and not trying to create something that can't last" said Kurt Schloss, the Indians' Senior Director of Merchandising, "this store was built for our female fans and their response was overwhelming." With their rich history in professional baseball, there is a possibility to see a Cooperstown-themed store at Progressive Field that will feature merchandise reminiscent of previous Indians logos and trademarks dating back to the inaugural 1901 Cleveland Indians.

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