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May 6, 2015 | Volume 13, Issue 6
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PAMPERS AND FISCHER HOMES PARTNER WITH THE CINCINNATI REDS FOR GREAT AMERICAN BALL PARK NURSING SUITE
The Cincinnati Reds add a new space for moms to feed and care for their babies during the games.
By: Alby Abalos
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Click the image above to check out the Cincinnati Reds' website!
Dear Faithful Readers,
This past February during the 2015 National Sports Forum we had the great opportunity of getting to spend Tuesday night at Great American Ball Park with the Cincinnati Reds for our Budweiser Gala. Touring the Ballpark was definitely a highlight but one area that we weren’t shown was the new Nursing Suite.
One thing was apparent when touring Great American Ballpark, the Reds are ahead of the times so it doesn’t come as a surprise to hear that they are one of the first organizations to have a Nursing Suite available at the ballpark. Along with the help of Pampers and Fischer Homes this is a perfectly executed partnership.
Check out the article below to see the results and some pictures of the suite. I wouldn’t be surprised to see more of these pop up around the different stadiums and arenas.
Enjoy!
Ryan Heidrich
P.S. - Don’t forget to stay engaged on social media! Follow @NatlSportsForum on Twitter and Instagram and like us on Facebook!
PROGRAM TITLE
Cincinnati Reds: Pampers Nursing Suite
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OBJECTIVES
A primary objective of the Cincinnati Reds is to accommodate the needs and requests of fans. Reds VP of Ballpark Operations reported that at very busy games, upwards of 30 women were requesting a quiet and private place to feed their babies while at a Reds game. The best options available were either a non-private first aid station or a partitioned conference room. Otherwise, women were having to use a restroom facility, which was not ideal. In always looking for ways to improve the fan experience, Reds COO Phil Castellini strongly pushed for this to request to become a priority.
The Reds looked to make this concern a priority coming into the season. They believed nursing moms deserve to have a great fan experience at the ball park as other fans while still being able to take care of their babies without any distractions to others. From this request, the Pampers Nursing Suite built by Fischer Homes became the latest addition to Great American Ball Park.
PROGRAM DESCRIPTION
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Professional sporting stadiums and arenas are loud, crowded and provide a bit of a challenge when looking for an undisturbed space for a mom to care for her baby. With this concern in mind, the Cincinnati Reds looked to implement a Nursing Suite at the ballpark where breast-feeding moms can retreat during a game for a more comfortable and private space to care for their child.
This is how the Pampers Nursing Suite, built by Fischer Homes, came to be. The Nursing Suite is located on the suite level near the Champions Club elevators and debuted April 6 on Opening Day. The space features four recliner chair stations, five comfortable gliders, changing stations, ice and refrigeration, lockers for storing items, a private restroom, and kitchenette with a sink. Additionally, there is a small desk to occupy siblings in the case that mom has more than one child at the game with her.
An attendant is also present who manages getting moms in and out of the space and can provide a diaper and wipes upon request. Outside of the actual Nursing Suite, there is a lobby for dads who are waiting for mom to finish in the suite and for families who are waiting their turn. In each of these areas there are flat screen TV’s to allow everyone to follow the action on the field.
Amy Hucke, Architectural Designer, Fischer Homes states, “As we do in all of our design work at Fischer Homes, we started out with thinking about the function of the space. In talking with area moms we were able to identify some specific needs that we wanted to highlight in this space. Moms are looking for places to nurse, a secluded area to pump, a comfortable Nursing Suite with the latest elements of style and design from Fischer Homes, and with the help of the Reds and Pampers set the gold standard for a nursing area in a public space.”
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Click the image above to view the Cincinnati Reds' ticket page!
PARTNERSHIP
During the offseason, the Reds partnered with P&G’s Pampers and local homebuilder Fischer Homes to create what they believe is the first ever dedicated suite at a ballpark built exclusively as a quiet and private place for moms to feed their babies while at a Reds game. Fischer Homes worked closely with the Reds to develop the important design elements. Their design and build teams made the space warm and inviting as if moms were at home.
Steve Whaley, Corporate Marketing Manager for Fischer Homes states, “Fischer Homes wanted to establish a unique space at Great American Ball Park that would really feel like a home away from home for area moms. Our designers and decorators worked with the Reds and Pampers to make the Nursing Suite a warm and inviting place where moms could still stay connected to the game, but also have all the comforts of her home within reach. As the largest home builder in the Cincinnati area, Fischer Homes knows the latest in area home design and trends, and we brought all of these features to the Nursing Suite.”
As the title sponsor, Pampers brought their brand equity and their ability to activate, giving the space legitimacy with fans and the community at large. According to Pampers, “For more than 50 years, Pampers has cared for the happy, healthy development of babies. In support of this mission we are pleased to partner with the Cincinnati Reds to provide this quiet place for moms to feed and care for their babies.”
RESULTS
During the first week of Reds home games (April 6-12, 2015) over 200 moms used the Nursing Suite and many dads used the rocking chairs outside. The fan response to this point has been nothing short of remarkable, with the space averaging approximately 60-70 users per game. It has been a tremendous source of fan goodwill, and our sponsor partners have been pleased with the exposure and feedback. Fans with young children, anecdotally, have frequently commented that they now feel confident in bringing their family to Reds games. The Reds expect this to result in added ticket sales.
ESPN reporter Darren Rovell to break the story about the Nursing Suite nationally and it has been covered by every major news website, TV network and blog, especially ones focused on moms and sports. The media impressions, in just over a month, have exceeded 260 million.
LOOKING AHEAD
The Reds see the Pampers Nursing Suite, presented by Fischer Homes, to be an ongoing fan amenity and a long-term sponsorship partnership with both Fischer Homes and Pampers. The opportunity to be creative and build something that positively reflects the sponsor brands and create a unique and positive experience for fans is something the Reds are always seeking to accomplish.
CONTACT
For more Information, contact:
Michael Anderson, Public Relations Manager, Cincinnati Reds
Dave Collins, Director of Sponsorship Development, Cincinnati Reds
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