September 7, 2005

Volume 4, Issue 16

Cardinals Follow the “Stadium” Brick Road

Contacts: Victoria Bryant, VP Event Services & Merchandising, [email protected], 314-982-7875

Team: St. Louis Cardinals

Program Title: St. Louis Cardinals Brick Paver Program and St. Louis Cardinals Family Art Paver Program

Objective: There are three main objectives for the Brick Paver Program:

1) Celebrate the history of the Cardinals and their dedicated fans

2) Generate non-traditional revenue while strengthening affinities for the Cardinals in St. Louis

3) Activate MasterCard’s sponsorship with the Cardinals

Program Description: The Cardinals have come up with a “brick house” of a promotion…in celebration of their stadium opening next year! That's because the "Red Birds" are offering fans a chance to be a permanent part of Cardinals architecture and history at the new stadium by purchasing personalized bricks which will be seen throughout the stadium.

Fans are encouraged contact the Cardinals by phone or online in order to purchase brick pavers to honor friends, family members, events, or even Cardinals players. Bricks range in size from 4x8 to 8x8 inches, and cost between $155 and $360 each. Plus, a portion of the proceeds from the Brick Paver Program will go to Cardinals Care, a foundation that benefits St. Louis youth charities. 

Each brick purchase comes with:

 --A complimentary replica brick with additional replica bricks available for purchase

 --An officially numbered certificate of acknowledgement bearing the brick’s inscription

 --A brick locator map to help fans find their bricks at the new stadium

And what’s more, the Cardinals have successfully activated MasterCard’s sponsorship of this program by entering all of the fans who purchased their brick with a MasterCard into a special drawing. The winner of the drawing wins four tickets to the Cardinals 2006 regular season home opener at the new stadium and attendance to batting practice before the game!

Additionally, the Cardinals have put a unique spin on traditional brick pavers by offering the Family Art Paver Program. Bricks from this program are in a separate area of the new ballpark and feature bricks that families and children designed. The artwork will be permanently displayed in a special baseball diamond in the Family Pavilion.

Media: The St. Louis Cardinals used drop-in spots on television and radio broadcasts to promote this program. Direct mail was also used to a limited extent.  Fortunately, the Brick Paver Program has received a large amount of free press due to the news coverage of the new stadium.

Sponsor: MasterCard was the Cardinals’ sponsor and was able to gain a large amount of exposure by sponsoring the contest that accompanied the Brick Paver Program.  MasterCard was also featured in advertisements and online banners advertising the program.

Results: The Cardinals expect to have sold out of brick pavers and family art pavers by the end of this baseball season.  By selling 15,000 bricks at $155 to $360 per paver, the Cardinals will generate a substantial amount of revenue from this program.

Looking Ahead: If the Brick Paver Program continues its success, the St. Louis Cardinals may open another brick paver area at the new stadium to cover the increased demand.

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