Sox Blogger Call: Open Discussion with Brooks Boyer

[NorthSideSox72]

Every so often, the Sox host a "blogger call", where individuals representing the various Sox social media sites (including our SoxTalk, FutureSox and Soxnet, along with WSI, SSS and a half dozen or so others) can get on an open call with someone from the Sox and ask questions. We had one today with Brooks Boyer, who heads up the marketing department. PR head Marty Maloney was also on.

 

Here are my quick-version notes of the conversation, not a detailed transcript, for discussion...

 

Brooks opened the call with a few words about the ticket price changes, and said that he had seen the chatter about them on the various sites. Also mentioned a big emphasis with the prices changes being targeted at families with kids. Also mentioned the consulting firm-generated survey data and analytics they looked deeply at for the pricing changes, and for other changes they will be doing this offseason that are yet to come.

 

Then he took questions...

 

Q: Any surprises from the survery results for the Sox?

Brooks: No "oh wow" moments, but were overwhelmed by the volume of responses. Got hundreds of forms with extra comments that were not even specifically asked for on the survey, that they have read through. Mostly the comments and answers were along the lines of what was expected, about affordability and other factors.

 

Q: What major non-pricing concerns came up on the survery results?

Brooks: Interestingly, while pricing was big, it was NOT the number 1 concern. The biggest reason why fans didn't come to the games was actually the commitment of TIME. This was especially pronounced among suburbanites. As the economy changed the way fans spend money, what the survey indicated was that many Sox fans (especially families) saw trips to the Sox game like a trip to Great America - a once a summer thing. Cost was a big part of that. Season Ticket holders are the life blood, but they really got hit with the pull-back from the more casual fans. Also, there were comments about the broadcast, but even more so, the overall ballpark experience, team performance aside.

 

Q: How was the level of price cut decided upon? What was considered the right level, and why?

Brooks: Part of this was some very detailed analytics that they got from MLB and other sources, looking at what other teams were doing. Some stats... Sox had the 4th HIGHEST cost for tickets in the outfield and bleachers in all of baseball... But had the 3rd LOWEST for seats in the first few rows on the infield. Also, the Sox were the ONLY team who had he same prices for the first few rows of infield sections, as the other rows. So the cuts were distributed in part to get more towards a typical balance, relatively (and this is why a few elite sections are going up in price). As for overall pricing level changes, they took a proposal to Jerry Reinsdorff that they thought was pretty aggressive cutting... and he actually said, no, cut it more. So they got even more aggressive in the end.

 

Q: Follow up about the broadcast... with Hawk being so "sad" and quiet this year, are there any changes to be made in the broadcasts?

Brooks: *laughter* Hawk has had to adjust a bit, though he's always had the emotional reactions to things. Still gets quiet when a game is going badly. Hawk and Stoney get along very well, contrary to some internet rumors. They see the broadcast as having three main objectives: 1. Teach the game, 2. Paint the picture of the action on the field and the ballpark, and 3. Sell the experience of being there.

 

Q: What about the Red Line construction? What are the Sox doing on that?

Brooks: Green line is operational, Metra is operational. They are looking at maybe some shuttle bus services. Also working with the city on making sure the 2 blocks along 35th between the Green Line and the Red Line are safe and easy. They do anticipate some impact. And this was taken into account in part when making the pricing changes for parking.

 

Q: What about the earlier discussed ballpark experience? What are you looking at to improve that?

Brooks: Looking at EVERYTHING: music, inning break entertainment, pre-game entertainment, etc. More survey data is still being analyzed for that, this is their next area to look at after pricing. Sponsorships for these things are key, and they are trying aggressively to get that going better.

 

Q: Since you looked at ticket and parking prices, what about concession prices? And is this the Sox or ISFA that dictate this?

Brooks: It is the Sox, with their vendors, who set the prices – not ISFA. Sox did a lot of measuring at other facilities, in Chicago and otherwise, baseball and otherwise, to get to the competitive price levels. They are going to look at it in depth later this offseason, to see about changes in this area. Will also continue to be working this way on merchandise as well, keeping it competitive.

 

Q: What did the survey data say about dynamic pricing? Other input on dynamic pricing?

Brooks: There was not much said in the survey responses about dynamic pricing. But fans talked a lot about wanting to KNOW the price, which was probably a reference to that. They wanted simplicity. But the Sox also were aware of the negative reaction in social media to it, and saw that the perception was that dynamic pricing only meant prices going up, even though they were more often going down. (***at this point Brooks kinda goes on a tangent***) They can’t lower prices right before the game, because it is bad business. They really want to address families and kids, to get them cheaper deals, and a way to see the games for a reasonable price. With the new $7 seats for most games and lower parking, a family of four can now go to a game for much cheaper than before. Families didn’t seem to care a lot WHERE they sat in the stadium, just wanted to be there, for less money.

 

Q: So no more prime and premier games, etc.?

Brooks: No more of that, no more labeling games that way. There are just Opening Day, Cubs Games (2), and the other 78 games are all the same after that. Dynamic pricing will STILL occur, from that baseline set. But the $20 and $7 seats will always be there, never go up for any games of the 78. Got much more competition from secondary markets in 2012 (like Stub Hub), than in 2011, when the team was “half in the coffin late in the year”.

 

Q: Where has all the advertising gone? Saw very little TV, billboard, other ads this year or last

Brooks: Last year there was no momentum at all at the end of the year, with the disappointing season, so they didn’t want to put the players out there in ads very often. Thought it might be a negative effect. Had an Adam Dunn ad that never ran because of the season he had. But for 2012 they did contract with a company that did crowd-sourced advertising, called Pop Tent (sp?), which created some ads: the baby with the baseball, dad with kid in the crowd, and a couple others. Did some Ventura spots. The Appreciate the Game theme was supposed to be more about the fans than the players. But for 2013, expect more TV ads with players in them. Also did a LOT more last year in the digital spaces for advertising, and will do even more in 2013. Includes track-and-follow ads, where they detect based on browsing that you are a Sox fan, and the ads follow you.

 

Q: How many fans in the survey talked about the on-field product – the team performance? How big a deal was that?

Brooks: A year ago, I would have said it had to be near the top… but as it turns out, in the survey, team performance didn’t even make the top 4. Fans said they’d rather see a team that is competitive and fun and plays hard, represents the fan base well, than one that wins but doesn’t deliver those other things. Surprising but true. Obviously it was mentioned in some surveys, and obviously it is a big part of things, but not as big as they thought it would be.

 

Q: How did dynamic pricing effect season ticket holders?

Brooks: There remains a gap between STH and individual games, and that will remain that way – best deals around are still the season tickets. Even when dynamic prices showed savings over normal individual ticket prices, they rarely if ever dipped below STH prices. There will be NO STH tickets in the $7 and $20 sections of the park, period. Secondary markets like Stub Hub really screwed the team “across town” this year, because of the way they do things, but that didn’t happen with the Sox, or not nearly as much anyway. Dynamic pricing also never really touched the premium lower box seats, as those always sold out or were STH anyway.

 

[Heads22]

Good work, Matt. Thanks.

[Jake]

Real cool, thanks for sharing. I feel heard

[cabiness42]

I told them I would go to a lot more games if they moved the team to Louisville. I guess there wasn't enough other support for that idea.

[Y2Jimmy0]

Q: How many fans in the survey talked about the on-field product – the team performance? How big a deal was that?

Brooks: A year ago, I would have said it had to be near the top… but as it turns out, in the survey, team performance didn’t even make the top 4. Fans said they’d rather see a team that is competitive and fun and plays hard, represents the fan base well, than one that wins but doesn’t deliver those other things. Surprising but true. Obviously it was mentioned in some surveys, and obviously it is a big part of things, but not as big as they thought it would be.

 

 

I still have to think that winning does matter. The White Sox were in 1st place when this survey was given. It's pretty tough for those fans to use the winning excuse when the team is in 1st place. I'd like to see if it would be in the top 4 when the team is bad.

[southsider2k5]

Q: How many fans in the survey talked about the on-field product – the team performance? How big a deal was that?

Brooks: A year ago, I would have said it had to be near the top… but as it turns out, in the survey, team performance didn’t even make the top 4. Fans said they’d rather see a team that is competitive and fun and plays hard, represents the fan base well, than one that wins but doesn’t deliver those other things. Surprising but true. Obviously it was mentioned in some surveys, and obviously it is a big part of things, but not as big as they thought it would be.

 

 

I still have to think that winning does matter. The White Sox were in 1st place when this survey was given. It's pretty tough for those fans to use the winning excuse when the team is in 1st place. I'd like to see if it would be in the top 4 when the team is bad.

 

If people change their opinions and priorities based on two bad weeks of baseball, there really isn't a point to them taking a survey.

[NorthSideSox72]

Q: How many fans in the survey talked about the on-field product – the team performance? How big a deal was that?

Brooks: A year ago, I would have said it had to be near the top… but as it turns out, in the survey, team performance didn’t even make the top 4. Fans said they’d rather see a team that is competitive and fun and plays hard, represents the fan base well, than one that wins but doesn’t deliver those other things. Surprising but true. Obviously it was mentioned in some surveys, and obviously it is a big part of things, but not as big as they thought it would be.

 

 

I still have to think that winning does matter. The White Sox were in 1st place when this survey was given. It's pretty tough for those fans to use the winning excuse when the team is in 1st place. I'd like to see if it would be in the top 4 when the team is bad.

Yeah, he wasn't saying it was nonexistent, more that it wasn't AS big a deal as one might think. And yes, taking the survey while they are in 1st I'm sure has some effect. Winning matters, but apparently in terms of attendance, it isn't the only thing, or even the most important thing.

 

[Iwritecode]

Q: What major non-pricing concerns came up on the survery results?

Brooks: Interestingly, while pricing was big, it was NOT the number 1 concern. The biggest reason why fans didn't come to the games was actually the commitment of TIME. This was especially pronounced among suburbanites. As the economy changed the way fans spend money, what the survey indicated was that many Sox fans (especially families) saw trips to the Sox game like a trip to Great America - a once a summer thing.

 

I can only imagine that this is a reference to how long it takes to get to the ballpark and then back home after the game.

 

For someone like me that lives 2+ hours away, that's exactly how I look at it. Sox games were always a once or twice a summer thing. I just always thought I was in the minority because I very rarely hear anyone else use that as an excuse.

 

I'm completely shocked to hear Brooks say that this was the #1 reason people didn't come to the games.

 

 

[jasonxctf]

I can only imagine that this is a reference to how long it takes to get to the ballpark and then back home after the game.

 

For someone like me that lives 2+ hours away, that's exactly how I look at it. Sox games were always a once or twice a summer thing. I just always thought I was in the minority because I very rarely hear anyone else use that as an excuse.

 

I'm completely shocked to hear Brooks say that this was the #1 reason people didn't come to the games.

 

its certainly one of my biggest issues.

[greg775]

No questions about parking, but I like the Great America comparison. Baseball to families is a once a summer outing in many instances. Makes sense. It used to be something you did all the time. Those days are over in all cities.

[Iwritecode]

No questions about parking, but I like the Great America comparison. Baseball to families is a once a summer outing in many instances. Makes sense. It used to be something you did all the time. Those days are over in all cities.

 

Except for places like Wrigley, Detroit, New York, Boston, St. Louis, L.A., San Fran...

[NorthSideSox72]

Except for places like Wrigley, Detroit, New York, Boston, St. Louis, L.A., San Fran...

I can't speak for the other cities, but in the case of Wrigley, I'd say it has the exact same thing or more so. They get a TON of tourists and super-casual fans, that only go on rare occasion.

 

[ewokpelts]

I still disagree with brooks about dynamic pricing, but the $7/20 seats is a start. As for season tickets, teh #1 complaint i heard from sth/former sth was that "why buy 27-81 games from the sox, when stubhub and codes make it cheaper?" even playoff tickets were modestly priced in the secondary market this year.

[cabiness42]

I still disagree with brooks about dynamic pricing, but the $7/20 seats is a start. As for season tickets, teh #1 complaint i heard from sth/former sth was that "why buy 27-81 games from the sox, when stubhub and codes make it cheaper?" even playoff tickets were modestly priced in the secondary market this year.

 

Well, for one thing, you get better seats when you buy season tickets, plus who wants the headache of buying tickets 81 different times?

 

[NorthSideSox72]

Well, for one thing, you get better seats when you buy season tickets, plus who wants the headache of buying tickets 81 different times?

Also, you get some reverse benefit being an STH by selling the games you don't use. We end up selling about half our full season plan each year, and we always at least come close to breaking even on those, and usually go over a bit on them. This season we made about $50 a seat total on the unused tickets, further discounting the price of the games we actually went to (which are already some 25% cheaper than single game prices). STH tickets are usually in good locations as you noted, so they tend to sell well on Stub Hub.

 

[ewokpelts]

Well, for one thing, you get better seats when you buy season tickets, plus who wants the headache of buying tickets 81 different times?

If you use a code within a week of the game, the unsd season ticket allocations open up. So you get comprable seats at 1/2 off(especially a weekday game).

And i suspect a lot o sth dont use all games in thier plan, but but sell a few.

 

The issue i heard from people was that they might as well buy only the games they want to hit and noy bother with the hassles of being an sth. I did mention the perks(like grinder bash and gifts) and they said" i can get allthat on ebay"

[Iwritecode]

I can't speak for the other cities, but in the case of Wrigley, I'd say it has the exact same thing or more so. They get a TON of tourists and super-casual fans, that only go on rare occasion.

 

That kinda proves my point. Assuming a ticket base of around 25,000, the Cubs are getting over 10,000 non STH to show up 81 times a year. For some reason Greg thinks this is something that doesn't happen anymore.

 

 

I can't imagine you can get those kind of numbers just from people that only come to the games once or twice a year.

[cabiness42]

If you use a code within a week of the game, the unsd season ticket allocations open up. So you get comprable seats at 1/2 off(especially a weekday game).

 

I never knew that before. My inclination is always to buy tickets early, but now I know that I may get better seats by waiting.

[ewokpelts]

I never knew that before. My inclination is always to buy tickets early, but now I know that I may get better seats by waiting.

well, that's a good idea when the sth inventory is low, like 2012. but if ticket sales rise, you will see less "good" spots open the week before a homestand.

 

But knowing they open inventory a week or so before the game is good if you want to hit a popular game. my rep used to offer me last minutes groups for yankee games and even cubs/sox back in 06 and 07 because the holdbacks from sth packages or ozzie plans were being released.