Empty spring seats spawn creative regular-season deals
By Bob Nightengale and Michael McCarthy, USA TODAY
Major League Baseball clubs, concerned by a 12% drop in spring-training attendance, already are trying to find ways to avert a similar downturn in the regular season.
"Baseball is comfort food," says Bob Crotty, founder of the private Green Diamond Gallery of baseball memorabilia near Cincinnati, who has traveled to Florida and Arizona this spring to watch games. "And people can't afford that comfort right now. Every industry is down 20%, and baseball is no different. Baseball has got to get creative to compete."
SPRING ATTENDANCE: Arizona hit hard
TICKET DEALS: Ties to birthdays, stock prices
Teams have begun offering lower-priced — even free — tickets to help attract cash-strapped fans. Faced with the worst economic climate in decades, some clubs are dropping prices for cheap tickets below the $7.18 average cost of a movie ticket.
"We're the first sport to really go on sale in the teeth of this (recession)," MLB President Bob DuPuy says. "We'd like to hope that people recognize that we are affordable and that there are ways of coming to games."
The Los Angeles Angels are requiring everyone in the organization to attend a customer-service seminar. The Baltimore Orioles are offering free tickets to fans celebrating their birthdays that month. The Toronto Blue Jays are offering a $95 pass for 81 home games in their upper deck. And the Minnesota Twins, playing their final games in the Metrodome, are pricing select tickets on the close of the Dow Jones industrial average. If the Dow closes in the 7000s, the $21 tickets will cost $7.
"At least if the market goes down," says Patrick Klinger, Twins vice president of marketing, "so does the price of a Twins ticket."
The average spring attendance downturn is due in part to some less-attractive exhibitions featuring World Baseball Classic teams. There have been fewer such games at sites in Arizona, where the recession has hit hard; attendance is down more than 1,200 a game there. The Arizona Diamondbacks took note: In the regular season, the club will invite fans to bring their own food to the ballpark.