February 23, 2011 | Volume 9, Issue 20

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Cleveland Fans Experience the Ultimate FanCave

Indians convert suite into private clubhouse

CONTACT

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Vic Gregovits
Senior Vice President, Sales & Marketing
Cleveland Indians
Phone: (216) 420-4427
Email: [email protected]

ORGANIZATION

Cleveland Indians

PROGRAM TITLE

Cleveland Indians FanCave

OBJECTIVES

The Cleveland Indians are always looking for new and innovative ideas to capture fans' attention, as well as enhance their in-game experience. One of last year's organizational goals was to recreate underutilized areas of the ballpark, particularly finding solutions to the growing suite vacancies at Progressive Field, a ballpark that opened in 1994 and includes 130 skyboxes. Since the wave of constructed ballparks in the early 2000s, not one facility has come close to providing a similar amount of suite inventory, with New York's Citi Field and New Yankee Stadium having only 105 skyboxes combined. The Indians' objective was to use the untapped suite inventory and offer a unique setting for the fan in order to recapture some of the revenue from the underutilized assets.

PROGRAM DESCRIPTION

Inspired by the TV show "Man Cave," the Indians decided to transform one of the 12-person suite units between home plate and first base into the ultimate dream come true for any Indians' fan, naming it the Indians FanCave. Selling for $3000 per game, the Indians FanCave ticket package includes all food, soft drink and beer consumed, as well as a fantastic view of the field.

The FanCave was completely outfitted with branded Indians and player graphics, neon signs, a 3 foot bobblehead of Chief Wahoo, and an Indians' themed pool table (which also converts into a ping pong table). Additionally, the FanCave contains 6 HD TVs, a Nintendo Wii, vintage arcade games, a beer fridge stocked full of Budweiser, as well as the "Bucket List" of food and beverage items. There is even bathroom toilet paper with that nights' opposing team logo imprinted on it!

Fans enjoy a game of pool in the Indians FanCave.

MEDIA

The Indians FanCave was advertised during the Indians' in-game broadcast as well as through a press release that was distributed to various media outlets. The FanCave was also apart the "What's New at Progressive Field" brochure, a marketing tool created every year for promotional purposes with the Indians' radio partner and Danny Vegh's, the local recreation supply company.

PARTNERS

The Indians partnered with multiple organizations to make the FanCave a possibility, including Budweiser, Danny Vegh's (who assisted in outfitting the area with video games and billiards), HHGREGG (who provided the 6 HD TVs), and local radio station WMMS 100.7FM. "This is a great example of using existing inventory, getting creative, and incorporating several partners as well as promotional partners with our local Clear Channel affiliate and creating a unique place in the ballpark that truly hadn't been done before, especially in our market," stated Indians' SVP of Sales & Marketing, Vic Gregovits.

RESULTS

The results of the Indians FanCave turned out better than expected, selling the suite several times throughout the season. Outside of rentals, the FanCave became a great promotional product, with the Indians providing fans with multiple contests to win a night in the FanCave. Lastly, the FanCave also added value to those already in attendance as it was used as an upgrade promotion within the ballpark.

Indians' Director of Marketing, Sanaa Julien, gives a video tour of the FanCave which you may view by clicking here

LOOKING AHEAD

Bookings for the FanCave were strong enough that the Indians built a second, larger FanCave for the 2011 season that will host up to 20 people. Furthermore, the Indians were surprised by the vast amount of positive feedback from teenagers that attended the FanCave. Because of this, the Indians are looking to target teenage groups for birthday parties and events moving forward.

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