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REDBIRDS BASEBALL BECOMES A VACATION DESTINATION HIT

Ticket usage and walk-up sales increase 15% during economic slowdown

CONTACT

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Jason Potter
Director of Marketing
[email protected]

ORGANIZATION

Memphis Redbirds

PROGRAM TITLE

"9-Inning Vacation"

OBJECTIVES

The on-going economic downturn has forced sports franchises to pay attention to the dwindling purchasing power of their fans. Fans are examining the value of each sports-related purchase from buying a new HDTV to the cost of driving to the stadium or arena. In an attempt to alleviate the economic hardship and financial stress many families are going through, teams such as the Memphis Redbirds are trying to create an oasis where people can experience good times amidst down times.

Since the opening of AutoZone Park in 2000, there has been moderate attendance results and increasing entertainment options in the Redbirds’ marketplace. Thus, the Memphis Redbirds wanted to "re-introduce" the essence of baseball at AutoZone Park as more than just a game, but a relaxing “getaway” experience.

PROGRAM DESCRIPTION

Prior to the team’s season, when a “9-Inning Vacation” marketing campaign was being devised, a summer of economic woe and record high gasoline prices was drawing near. As the marketing ideas were flowing, it became clear that by positioning the team as an attractive alternative for entertainment seekers, the Redbirds could target and appeal to cost-conscious fans. These fans, who might be making plans to venture out of Memphis for their summer trips, were encouraged to make a couple of extra visits to AutoZone Park and experience the “same benefits” at a fraction of the cost. In response to fan critiques from the previous year’s in-season ticket renewal campaign, the team was able to spin negative attitudes into positive ones. Attending a Redbirds game, objected by some as a “long drive downtown,” was positioned to address the need to save money on entertainment as “the closest vacation destination.” It was possible to get out of the house, enjoy a ballgame and not put a dent in your wallet.

MEDIA

The idea began as a billboard, but was quickly adopted across all channels and advertised through print, TV, radio, direct marketing and the team’s website.

PARTNERS

Tactical Magic, a brand identity specialist based in the Memphis area, helped give rise to the “9-Inning Vacation” campaign prior to its implementation.

RESULTS

The results of the campaign were tremendous. “9-Inning Vacation” themed materials entered the marketplace two weeks before Opening Day. Though the campaign was too late to have a significant impact on season ticket numbers, single-game and walk-up ticket sales experienced a major increase. The team finished the season with an increase in walk-up ticket purchases in excess of 15% compared to 2007 and saw a significant increase in ticket usage.

LOOKING AHEAD

Future campaigns may differ from the “9-Inning Vacation” theme of 2008. Next year marks the 10th Season of AutoZone Park, and will likely be a central feature in promotional efforts. “Elements of the ‘9-Inning Vacation’ campaign will be kept indefinitely,” said Jason Potter, the team’s Director of Marketing, “as we feel the phrase captures the spirit of the Redbirds perfectly and helps our fans and potential fans position our product in their minds in a proper place - a place of relaxation, of getaway, of renewal - a vacation - not just a night at the ballpark”.

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