Blue Jays' "Weekend Getaway"

Selling It

October 10, 2007
Volume 6, Issue 18

  

Blue Jays' "Weekend Getaway"

 

Selling It is a bi-weekly e-newsletter dedicated to showcasing the best sports marketing and promotions. Every other week Selling It focuses on an outstanding program/initiative that a sports organization has implemented, which has either increased ticket sales or generated incremental sponsorship or non-traditional revenue. Would you like to join over 1600 sports executives and have the latest edition of Selling It delivered to your inbox for FREE every other week? Click here to subscribe

  Dunedin Blue Jays


 2008 National Sports Forum

 
Blue Jays' "Weekend
  
Getaway" Promotion
 
Increases Attendance 121%
 

 
Dunedin Blue JaysContact: 

Janette Donoghue          
Manager of Community Relations and Game Day Operations
Dunedin Blue Jays
Phone: (727)-738-7019
E-mail: [email protected]
Website: www.dunedinbluejays.com/
 
Team: Dunedin Blue Jays
 
Program Title: Pack Your Suitcase & Win a Trip
 
Objectives: The first intention was to connect with fans through an idea that would increase their excitement and embrace the “instant gratification” fan market.  Once the fans were hooked, the focus plan capitalized on extracting from all “game-day” opportunities for the organization.
 
Program Description: Upon arrival to Knology Park on Friday night in July, the fans were instructed to “check-in” their luggage at one of the sponsor’s tables. Each entrant received a numbered tag for their luggage and one to hold onto. From the 2nd through the 8th inning, the luggage numbers were called in the middle of every inning. However, the contest was unique because it was a REVERSE RAFFLE. The object was to NOT have your number called. When only 3 numbers remained, those fans’ luggage pieces were brought to the top of the dugout at the end of the eighth inning.  This is when one final number was called announcing the winner for the “weekend getaway.” A luxury motor coach was waiting at the front gate to transport the winner and one guest to the getaway destination in Tampa, Florida. The vacation included two-night hotel accommodations at the Tampa Marriot Waterside, a package full of travel goodies, free meals, and a return trip to Knology Park for a 1:00pm game vs. Tampa Yankees that Sunday. On the other hand, for those who rolled their suitcases home, as a consolation they were awarded 2 complimentary tickets to the next home game.
 
Media: The Dunedin Blue Jays sent a media release to the local newspapers and television stations. They also distributed it to all of the Minor League Baseball Teams.
 
Partners: Ships-N-Trips, a local Dunedin Travel Agency, donated the two-night stay at the Tampa Marriott Waterside and the prize package full of travel accessories. Additionally, Ships-N-Trips set up a table inside the stadium and provided travel themed “giveaways.”  Julie’s Limousine and Coachworks, Inc. donated the travel transportation. Bennigan’s, Channelside and NYPD of Channelside donated FREE meals for the trip.
 
Results: The Blue Jays had a 121% increase in attendance. To provide a comparison, average game attendance is 700, but on this night 1,540 fans attended the game.  The night had a positive impact to all revenue streams such a merchandise, concessions, programs and tickets. "We wanted our Free Trip Give-Away to give an element of fun and excitement to our fans and it did just that while also having a positive impact on our organization," said Jason Diplock, General Manager and Vice President of Florida Operations.
 
Looking Ahead: The Blue Jay’s Janette Donoghue, Manager of Community Relations and Game Day Operations said, “We will definitely make this an annual event!”

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