With a focus on families, the Dodgers announced on Friday new initiatives for the 2009 season that include lower-priced options at concession stands and a price freeze on parking, tickets and Dodger Dogs.
The Dodgers are introducing a new free fan club for kids, a free Playbill publication distributed to each car arriving at the game, and all-inclusive packages that provide tickets, souvenirs, Dodger Dogs and free parking.
"No sport is more associated with families than is baseball," said Dodgers CEO Jamie McCourt, who worked with Commissioner of Baseball Allan H. "Bud" Selig to help create the Commissioner's Fan Initiative, announced April 2.
"Many families are dealing with the question, 'What's valuable to us? What matters?' We want to make the game more accessible and more affordable. We value their devotion to the game and hope to offer the kinds of ticket and event packages that will make baseball a memorable, meaningful and affordable piece of their summer of 2009. This is more than an initiative; it is a commitment."
Among the new options available at concession stands are lower-priced options for Coca-Cola soft drinks and water, as well as beer for adults. Soft drinks will start at $3.75, down from $5; bottled water will start at $3.75, down from $5.75; and beer will start at $6, down from $8. In addition, there will be no increase in the price of the popular Dodger Dogs or any other food items from concession stands or vendors.
New in 2009 are "Dodgers All-Inclusives," packages providing everything from tickets to T-shirts and peanuts to parking. Packages providing value, savings and cost certainty start at $99 for a family of three.
In addition, the club is lowering the price of the popular All-You-Can-Eat Pavilion, presented by AM/PM, which gives families cost certainty for hot dogs, nachos and soda. The price will drop, from $35 per game to $25 per game, for 70 of the 81 home games.
Also new in 2009 is the Jr. Dodgers Kids Club, presented by Kaiser Permanente. The free membership includes first access to all Jr. Dodgers Training Days, newsletters, special offers and exclusive access to special Jr. Dodgers Experiences. For more information, visit dodgers.com/jrdodgers.
Each family coming to Dodger Stadium will receive a free Dodgertown Playbill, a program of features, offers and family-friendly tips to make their visit more affordable and more enjoyable. The publication, which will be distributed at the auto gates, will have new content each homestand.
Earlier this year, the Dodgers announced that all ticket prices would remain the same as in 2008, when the team captured the National League West title and advanced to the NLCS for the first time since 1988. Children's tickets start at $7 (when purchased day of the game), adults tickets start at $9 (when purchased in advance) and, with a 12-game mini-plan, ticket prices start at only $4.
According to the 2009 Fan Cost Index by Team Marketing Report, the Dodgers average ticket price is $29.66 while the average premium ticket costs $222.38.
Source: Los Angeles Dodgers, Team Marketing Report
Maury Brown is the Founder and President of the Business of Sports Network, which includes The Biz of Baseball, The Biz of Football, The Biz of Basketball and The Biz of Hockey. He is contributor to Baseball Prospectus, and is available as a freelance writer. Brown's full bio is here. He looks forward to your comments via email and can be contacted through the Business of Sports Network.
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