"Sox Management Owes More To Fans..."

[kittle42]

Originally Posted by JB98

I mean, c'mon. I realize USCF staff has the right to check tickets whenever they want. But who the **** is trying to sneak into Sec. 533 on a day where the ballpark is two-thirds empty? And even if someone were trying to sneak into that section, so what? We were the only two guys in our row, and I think we counted something like 14 people in the whole section. We were just shaking our heads and laughing at the absurdity of it all. We were hassled for no reason.

I was at that game. Sat in the first row behind the Astros dugout, which sure made the end result more palatable. I had tickets down the line in the lower bowl. No one ever checked me.

[doublem23]

Originally Posted by Jason82807

If each ticket sold only increases rent $3-7, then any ticket over $7 would be more than enough to offset the increased rent. What am I missing?

Employees and utilities aren't free

[kittle42]

Originally Posted by doublem23

Employees and utilities aren't free

Correct. Electric and water cost $150 each.

[doublem23]

Originally Posted by kittle42

Correct. Electric and water cost $150 each.

Your monopoly's pathetic and that hotel on Baltic is a dump.

[JB98]

Originally Posted by kittle42

I was at that game. Sat in the first row behind the Astros dugout, which sure made the end result more palatable. I had tickets down the line in the lower bowl. No one ever checked me.

Maybe I should have just gone downstairs.

[DonnieDarko]

Originally Posted by JB98

Maybe I should have just gone downstairs.

Yes. I go down to the lower level all the time. With the park not being even half-way full or just over half-way full, I NEVER get ticketed.

[TomBradley72]

OK everyone- Brooks was OK with me sharing this with all of you- it's pretty much unedited- both my comments (in black) and his replies (in red).

I'm very impressed that he took the time to have this dialogue with me.

Our email exchange (Part 1- Part 2 to Follow)

Original Email from Yesterday & His Response:

Brooks,

I have emailed you several times over the years and you have always had the decency to respond which has always impressed me.

I have been a loyal fan since 1971- and I am also responsible for a $30M business- so I think I bring a balanced perspective as both a loyal fan as well as a business executive.

The White Sox are completely irritating and alienating your fan base- the most loyal segment of that fan base- the diehards.


Examples that you should be aware of (including comments from your most loyal customers)

• Dynamic Pricing- please stop with all the "herky jerky" short term promos that expire in a few hours, etc. Just put out a clear promotion on tickets for upcoming games- and stick with it up until game time. Comment from your customers:

"Just got an e-mail. That $14 dynamic deal for the Brewers series expires today at 4:30 (20 mins). They're killing a potentially huge walk up crowd."
We are trying things as we want to see what works within the new dynamic pricing system. We created a dynamic deal for last weekend with outfield seats. Those must be the ones you are talking about because the $14 seats can be bought at the box office up until game time or until the supply is completely sold. We have set prices low so those that buy early, save the most. Prices will creep up as you get closer to game day. We do have baseline prices so for those that are more “traditional” in their thinking, that is the safest bet. And, if you get the ticket for lower, they should be happy. What is weird is that this is the first time I have heard someone say “don’t do promotions” on pricing unless they go until gametime. I would think the more promotions the better. We had a pretty good response to the outfield promotion we promoted via social media so I cannot promise we won’t do it again. It was a pretty good deal. I hope you are cool with me shooting your straight with the answers. You may not agree with them but they are honest and, hopefully, reasonable.
I just don’t see why this is irritating or alienating our diehard fans. You need to expound on that one for me. I would think these types of offers would be great because our die hards are the fans that know they are going to the game. Again, for clarity, the $14 tix promotion for this weekend does go all the way to the game.

• Cost of Parking- This is really a hot button with your customers- and you look even worse compared to the other ballparks your customers have visited (Dodgers- $10, Brewers- $9, etc.) Comment from your fans: "25 dollars to park is an absolute joke and one of the main reasons I have only gone to a handful of games this year. And as far as parking on the street and walking, how many people from the Burbs even know where the spots are? And why would a business make people go out of their way to fork over their cash?
  
  I moved up to Waukegan a while ago and I was surprised by the amount of people I have seen wearing Sox hats and t-shirts. When I ask them if they have gone to any games this year, you know what I usually hear? "****, who can afford it?"

Well, this one is hard to argue. We did get smacked with a heavy additional tax from the city this year that gets passed along to the customer. To my understanding, we are still (significantly) lower than Soldier Field, United Center and Wrigley as they all raised via the tax too. I was hoping the metra would help alleviate some of this issue for people coming from the south. Obviously, this does not help in Waukegan. The people who live north, the bigger issue is time due to traffic. I think people from the north would happily pay $25 to park if it did not take them 2 hours to get the ballpark. I think I should look to see if discounted parking really makes a difference on attendance. The issue is that our season ticket holders have paid a discounted rate for season long parking. Offering too many discounts is unfair to the people that have committed to us. That said, your point is a valid one and, if can truly help, it is worth looking into. As for being able “to afford it”, sometimes I think people use it as an excuse. If they really want to come to a game, we offer $7 tickets on Mondays (we even did a few $5 games where four tickets were less than a parking spot). $28 for four people. Now, if people say, “I cannot afford seats where I want to sit”, that is a different animal. I know you get it.

• Ballpark Experience: Comment from your customers:

"Price aside, one of the problems as I see it, and I've been saying so for years, is this: When you DO go to a game, and it's a light crowd, or a day game, or the team stinks, or whatever, the place is staffed like they can't wait for the game to be over, and a lot of the people working there can't wait until we leave. Sitting in the LF corner and want a slice? Walk to the fan deck, the stand in left center is closed. Need a cold beer on the concourse in right center? Sorry, the permanent stand is closed, go chase a vendor or go to the fan deck. Need a chair so you can sit with your disabled friend or family member behind the last row of seats? Go 3 sections over to find an usher, maybe you'll get a metal chair younger than you before 3 innings pass. Parking? Well, you can park here if you have this pass, you cant park there without that pass, and cash only is over dere. Want to sit on the fan deck? Well, some nights it's open, some nights it's not. And I LIKE going to games. My point is, people that attend as a passing fancy probably don't come back after a typical in-park Sox experience."
This has been one of my frustrations as well. Closing stands early drives me crazy. That said, as much as we try, ask, beg, our service staff is not like Disney World. We have trained and we try but the reality is that many (not all – some buy in and are terrific representatives of the White Sox) of the people working are working their second jobs and, to your point, they want to be done. I promise you that we are not blind to it and it is something we strive to improve upon every year. What drives me even more nuts is when we go into extras and everything is shut down. I plan to share your thoughts with our head of Sportservice who runs those stands. Always better to hear from fans than from me.

"It's one of the least fan-friendly ballparks I've visited in the past few years (I've been to about 10 in that time) as far as a convenience/niceness/"I'd really like to come back here again" feeling."


Are you saying this or are you quoting someone that posted this?

• General Feedback:

1. It's now almost July- and I'm still seeing Robin Ventura's grand slam in 1991 followed by Robin standing in an empty stadium in the offseason? Really? That's the best you can do with an exciting and likeable team in 1st place? (How about "Let Go White Sox" playing over highlights of Humer's perfect game? Viciedo's diving catch on Opening Day? Dunn on pace for 50+ HRs? etc.)

We create six spots per year (creating TV and placing TV is not inexpensive). Our first two spots revolved around Robin (one where he was walking into the ballpark and you could hear his thoughts, the other one you are referring to), third was a spot called Moments where a piano is playing and it pays homage to the fans, fourth was a guy who relates everything in his life to the White Sox. The fifth and sixth spots have yet to be released. One will launch July 1st and the last one August 1st. You will probably also start seeing at some point a spot about Chicago Sports Depot.

[Jason82807]

Originally Posted by doublem23

Employees and utilities aren't free

No but the marginal cost goes down with each additional paid ticket. There should be plenty of room for the Sox to lower ticket prices for those corner sections and still cover their expenses.

Otherwise, the Sox and ISFA need to renegotiate a lease that is mutually beneficial.

[TomBradley72]

Our email exchange (Part 2- Part 3 to Follow)

1. The pricing is horrible- the corners of the 100 bowl might as well have tarps over the seats- it's just horrible- stop with the bull**** promos that expire at 2pm etc.- clean up and stabilize your pricing for your fans- be aggressive- get people in the seats- especially the 100 level that shows up on TV and highlights- all of these images of an empty stadium are killing you."

I don’t like the empty seats more than you don’t like the empty seats. You have run a successful business and at some point you probably have felt the pain. That said, you have probably never given away your product either only to piss off your loyal customers. There is a fine balance there. Faking demand will only condition everyone involved to wait for the handout. Ask the Detroit Pistons how that has treated their business over the years.

1. Adjust the stadium experience a little- fire up "Sweet Home Chicago" after a win- not the dead silence followed by a player being interviewed in an empty stadium as people leave- get a feeling of celebration and fun going after each win.

Were you here yesterday? That is exactly what happened. After about two/three minutes, we went to the Beckham interview. People like hearing from the star of the game.

It's a real shame- you have a very likeable team with a great, respected new manager- and very little competition from the Cubs, Bulls or Hawks- and a fan base that is ready to come out to support your team. But that fan base feels manipulated and unappreciated- and in a rough economy- cannot afford to pay the prices you are asking. And if your most loyal customers will not pay those prices- you will not attract new ones either.

Is it not fair to say that we have offered some great pricing options? $5? $7? $14? Bleachers at $17? I am not trying to fight back, just stating the reality. What is your suggestion? And, when suggesting what you want, ask yourself the question: “if I held season tickets, would I be pissed off if the team offered those prices on a regular basis?”

But there is very little "good feeling" about what should be a pleasant surprise of a team this season- just games or highlights on TV of a stadium filled with empty seats and fans who when inspired to go to a game run into a wall of overpriced tickets/fees and parking or manipulative promotions that expire within hours, etc.2012 is turning into a very big missed opportunity for the White Sox- and you and your organization are running out of time to turn things around.

I love the White Sox and have attended 5 games already this season- and will be at Dick Allen Day on Sunday- but to be honest- I make a very good income- and even I've just about had it. So when a diehard fan who has not realy been impacted by the economy has had it- you can imagine how the less fanatical, less financially secure members of your fan base are feeling.

Steve, as always, I appreciate you taking the time to give me your thoughts. I always feel if fans take the time to convey their thoughts in a productive, respectful manner, I have a responsibility to return my honest thoughts. As you could imagine, sometimes fans go a bit overboard with their opinions of the White Sox or me that are beyond the need to respond. You probably see them on message boards. With you, I hope you are cool with my honest dialogue. Even if you do not agree, hopefully you see my responses as somewhat reasonable. I feel like you understand that there are other things that need to be taken into consideration when making decisions that affect the fan base and, yes, even though the fan base does not want to hear it, some decisions need to be made to maximize revenue to put the best possible product out on the field. I know it would be worse if our team was not performing to the level they are performing and, we need to support the payroll.

Again, I appreciate the thoughts. Have a good evening. I hope to meet you in the concourse this season so I can shake your hand and thank you for your support of the White Sox.

Have a great evening, I have to get home to the kids.

Brooks

[TomBradley72]

Part 3- email exchange today-


Thank you so much for taking the time to reply- rather than commenting on your comments in the orginal email I'm responding via bullett points below:

• Dynamic Pricing- My perception that the root cause of any "backlash" on dynamic pricing is that their could be a general misunderstanding of how the overall process works (maybe more with the older fans who are not as tech savvy or into social media? Chicago can be a pretty parochial market- some technology based approaches that would be second nature in a market like San Francisco (when I lived there- the Giants were doing some of the things you're doing- and it was fine). There is a specific perception that the Brewers promo expired yesterday- I'm not sure what is driving that confusion.

We have to continue to educate on dynamic pricing. My sense is that the term “dynamic pricing” has been cast in a negative light when it should be considered a fan amenity. Changing or adding some new things is always a challenge and there are growing pains. We will continue to do our best to communicate how dynamic pricing makes the games affordable and, on the flip side, gives the fan an opportunity to sit where they want to sit, if that is their ultimate desire. Again, that said, that DOES NOT mean you will find a 15th row seat on the dugout for $25. As I stated, we are also learning the best practices/prices to maximize our attendance while not alienating our best customers, our season ticket holders. I don’t believe that dropping prices at the 11th hour is the best way to run this business so I would not look for something like that to be put out there.

• Parking- The tax issue is one I was not aware of- so that may be an issue of "educating" the customers, but I would disagree that anyone will "happily" pay $25 for parking- the comparison to the Bears/Cubs/UC are a little off when it comes to benchmarking- your customers are comparing your parking rates to those of other major league teams, and while someone may go to 1-2 Bears or UC events in a year- I think a baseball fan is taking into account 5-10 visits/year, and frankly many fans are already priced out of personally attending those events at Soldier Field or the UC. Only you know the financial impact- but if you came out and dropped parking to < $20 (even if only specific lots, or weekdays only, etc.)- it would send a very strong and positive signal to your customers

Fair points and good ideas. Thank you. Something worth us trying and throwing some ideas around.

• Ballpark Experience- Sounds like your hands are tied on this one. I can tell you from personal experience- that on the few occasions when I've attended a game at another major league ballpark (Miller Park, Comerica, Progressive Field, etc.) within a day or two of attending a game The Cell- it is an absolute "jolting" experience on the contrast (not in a good way) between the other parks and The Cell. I've been lucky enough to experience >20 MLB ballparks and the White Sox experience is by far the lowest quality (Rogers Centre about 2 years ago was close). The quote in my original email was not from me personally-but it could have been.

At some point, I would like to have a conversation about this if you are open to it. We have had people from all over baseball come in to see and tour our “experience”. We constantly get high ranks from MLB and our surveys are very positive. I would like to understand where this comes from in your point of view and probably not easy to do via email. Let me know, if you are open to it.

• TV Commercials- I loved the "Moments" spot- tapped into my pride of the team and our fans and our traditions. From my experience in business- everyone is an amature marketer- so please take this for what it's worth- but I would suggest a way to communicate a sense of energy and fun combined with the unique culture and tradition of the White Sox. Use music like "Na Na" playing over home run highlights, "Let's Go Go Go White Sox" over highlights of Sox players hustling, sliding into home, fans cheering, there are also some very interesting songs specifically about the White Sox going back all the way to the 40's. Maybe consider a contest asking local musicians/bands to record "cover versions" of these songs- and then use in your marketing? (gospel singers doing Na Na? blues musicians playing "Let's Go Go White Sox"? Dennis Deyoung?).

There are rights issues with the music but I see where you are trying to go. One thing you have to ask yourself: what you suggest will hit right to the heart of our core fans. They will all get it. But, will it motivate the mom in Naperville to bring her family to a game? Hopefully, when you look at all of our spots, some cut to the core and some are focused on other segments that will hopefully drive the same behavior, buying tickets to come see the team play.

• Post Game- I was not there on Wednesday- I'm glad to hear Sweet Home Chicago is back- I guess you have survey data that says people want to watch an interview after a game- my impression is that its like turning the lights on at a bar and turning the juke box off- it stops the celebration and good feeling in it's tracks- but maybe that's just my personal bias.

Sometimes the DJ will go with the closer music too depending on how we won because that is more of an “up” song (clap to it, bang your head to it, whatever floats your boat). I always like Sweet Home Chicago too but I get it if the DJ wants to try some different things.

• Pricing vs. Loyal Customers- You're right this is a balancing act- and I actually reviewed this specifically with my leadership team last night. BUT, I've been through a few cycles of "market changes" at different companies- and at some point (and we are doing this right now)- we have shifted to a "price to win" strategy and to send a signal to our customers that we are "easy to do business with" and flexible/hungry to do business with them. Without exception- this has always helped my businesses drive top line growth, market share gains- and while it led to some other adjustments we needed to make in our business (take cost out, adjust pricing/incentives a bit for our current/loyal customers)- we have never regretted changing our approach and if anything, as we debriefed- should have done it sooner. The 2012 schedule is not your friend this year- with only 3 home games between July 9th and August 2nd- and only 18 home dates between July 9th and Labor Day- so the window is closing on having any impact for this season.

Good to see you get it. The life’s blood of every organization is its season ticket base. They, like you, are typically paying attention to every move. The nice part is that we now have a tool with dynamic pricing that allows us to be aggressive and take some chances without alienating our STH base. Honestly, it is something we are taking a really close look at. Most often, I will error on the side of the season ticket holders.

[TomBradley72]

Part 4- End of Exchange

• Concerns About Season Ticket Holders- I understand this a very delicate balancing act. And maybe there is a way to make the adjustments necessary for 2013 to allow you to serve both your season ticket holders as well as expanding overall attendance. Overall- the #1 issue is all of those 100 level empty seats showing up on TV and sending a poor signal about the White Sox. Have you surveyed that group specifically on how they feel about you offering aggressive incentives to expand the fan base? I guess I would want to make sure that my countermeasures to expand attendance overall would truly be alienating them- or would they be happy to see a full, high energy ballpark- that would overtime increase the value of their season tickets when they need to re-sell, etc.?

Now we are getting into some good exchange and I appreciate it. Typically, I get the: “Dude, you are an idiot and should be fired because you are a moron, you idiot. All upper deck tickets should be $5 forever. Bleachers $15 and beer should be no more than $2.50……that will pack the park.” That and we will be fielding a team with the payroll of the Pirates a few years ago. I make no apologies for protecting the value of the season ticket holders as my answer would be similar to the above. I think we agree that we are a bit in unchartered waters here blending time commitment, price, value, team performance and experience. It is a bit of a trickier equation than simply “lower the prices”. There is no silver bullet here. Thanks again for taking the time Brooks- I'll be sitting Club Level down the RF line on Sunday and I'm hoping to attend the Dick Allen dinner on Monday night.


If you think of it, please shoot me an email on Sunday. If there is an open seat somewhere near you (this was my attempt at humor), let’s talk about the ballpark experience thing if you are open to it.

Do you mind if I share some of your comments with others (I don't want to pull a "Wikileaks" on you )- they are thoughtful and reasonable responses and it says alot about you and the White Sox that you took time on a Thursday night to respond.

If you think that it will help educate some of the fans (never works for everyone – I get that), I am open to it and thanks for asking. Typically, when I respond, I know there is a risk that things can be posted and I have to hope that they are not taken out of context. I felt comfortable having an exchange with you because you are willing to have an open dialogue and want to TRY to understand our thinking as opposed to having an argument. I don’t know where you plan to post but if you believe that my comments are reasonable and would help educate some of our best fans to what we are trying to do, I am fine with it. If it just causes an uproar, maybe my strategy should be one fan at a time. Either way works for me and I will trust your judgment based on the readers and the temperament of the group (or mob if they are really angry). That said, thanks for thinking that our exchange could help and for keeping an open mind.

Let's sweep the Brewers and get back into 1st.

Let’s get tonight and get back into first. Then whip ‘em on Saturday and Sunday to take some momentum on the road.

Go Sox.

[XplodingScorbord]

Kudos to Brooks for his responses, and to you for having a reasonable dialog not driven by anger and accusations. This is the way to move the needle when you want to get something done.

[doublem23]

Overall a good exchange. Only a couple of things I noticed:

1. The new city tax on parking for this year was only $2. That's 8% of the total amount of what you fork over when you hit the lots. I don't know how much the Sox need to pay for the lots, how much taxes or rent there is (if any) but I have a hard time believing they don't make megacash on the lots.
2. I get that you need to protect season ticket holders and committed fans and what not, but some of these problems have been going on for years. Have the corners of the Upper or Lower Bowls ever been hot tickets? They're never full, it's not like this is a new phenomenon to this season that the Sox can't respond to without pissing off season ticket holders, the Sox have had years to try and find a solution and they refuse to. Frankly, I'm surprised they haven't turned 1-2 of the corner OF sections into the Comcast Family Zone or whatever; slash the prices of the tickets and have it be an alcohol-free area. I think it would be huge for the Sox.

[Jerko]

OK, the closed stands one was mine. I wasn't talking about stands closing "early", I was talking about them being closed for the ENTIRE game with a bad WordPerfect sign taped to it telling people where to go get service. And wow, they played sweet home chicago once! Those answers seemed evasive, at best.

[FielderJones]

Good job.

I think the one thing Brooks should take out of this exchange is that the dynamic pricing is not being perceived as a good thing, that people are unaware of the special deals, and that they need to change their communication strategy about affordable tickets. I think the TV spots on WGN, WCIU, and CSN need to spell these deals out clearly, show some exciting plays and some excited fans, and make a White Sox game look like affordable, fun family entertainment.