The Dodgers Hit the Beach to Drive Ticket Sales...

Are you looking to create new in-venue destinations for fans to enjoy? Are you looking for unique ways to enhance the fan experience at your games?

In May 2009, the Los Angeles Dodgers unveiled Bleacher Beach, an exclusive section designed to provide a whole new fan experience at Dodger Stadium. Situated in the left field Reserved Level, the Dodgers' Bleacher Beach serves as a beach-themed area that offers unlimited beach fare, soft drinks, gifts, music, and decor.

Consumers can purchase tickets to sit in the exclusive Bleacher Beach section and receive all-you-can-eat offerings for just $45 online or $50 on the day of the game (dodgers.com/beach). Those in groups of 20+ can purchse seats in the area for just $35. Food offerings include hot dogs, cheeseburgers, barbeque chicken, watermelon, nachos, peanuts, popcorn, and soft drinks.

Two (2) months after the club introduced Bleacher Beach, Anheuser-Busch signed on as a presenting sponsor of the exclusive area. As part of the agreement, Anheuser-Busch will receive:

•  Prominent Bud Light branding on the stadium bowl section of Bleacher Beach
• An activation zone on the concourse
• The rights to distribute select promotional items (team branded floppy hats, sandals, and beach towels)
• Presenting status of the lifeguard chair featured in Bleacher Beach (Bud Light will use this element as a focal point of its activation by enabling promotional staff and special guests to sit in the lifeguard chair)
  • Thus far, Bud Light has featured notable surfers and AVP players in the Bleacher Beach section at Dodgers games

Source: MLB.com

 

Source: MLB.com 

McDonald's Knocks it Out of the Park with Big Mac Land...

Are you looking to create new venue destinations? Are you looking for unique ways to leverage QSR partners?

In 1998, The St. Louis Cardinals and McDonald's teamed up to create Big Mac Land, a special outfield section at Busch Stadium designed to help McDonald's capitalize on the frenzy surrounding Mark McGwire's chase for the home run record. The special in-venue destination instantly became (and remains) a hit with the team's fan base.

Why? Because every time a Cardinals player hits a home run into the Big Mac Land section, all fans in attendance can redeem their ticket for a free Big Mac sandwich at particpating McDonald's restaurants up to a full week after the game. McDonald's also features "Big Mac Land Bonus Nights", when ticket holders can receive a free Big Mac when a Cardinals player hits a home run anywhere in the stadium. The initiatives have resulted in millions of Big Mac sandwiches being distributed to Cardinals fans over the past ten (10) years.

The 181 seats available in the Big Mac Land are a hot commodity (an example of how the Cardinals organization has been able to create artificial ticket demand). Each ticket for the section comes with a souvenier, free McDonalds coupons, and a chance to be seen on the video board at the new Busch Stadium.

What's interesting to point out is that when the hamburger chain created the Big Mac Land during McGwire's chase of baseball's home run record, the slugger did not approve of the tactic. When the Cardinals moved into the new Busch Stadium, the section changed from #383 to #272.

Enclosed is a video of fans seated in the Big Mac Land waving giant foam French Fries while making an appearance on the video board: