We’re talking Tribe!
Progressive Field
The Cleveland Indians. That sentence alone could make people laugh and cry; Possibly at the same time. As a Tribe fan since the beginning ,okay since 1987, I’ve experienced the ups and downs of baseball. Some people laugh when I tell them I’m a Cleveland Indians fan. I’m not embarrassed to wear my Tribe gear in public.
When some people think about the Indians, I wonder if they have trouble naming more than five players in the line up. Sizemore? No. Cabrera? No. Cliff Lee? No. LeBron James? No.
Here’s a typical line up for the Indians: CF Crowe, RF Choo, C Santana, DH Hafner, LF Kearns, 1B Branyan, 3B Peralta, 2B Valbuena, SS Hernandez. Don’t
Asdrubal Cabrera
recognize many players, do you?
The Indians aren’t drawing fans like they used to. In the 1990s the Indians had their highest attendance ever. 1998 and 1999 were the highest attendance recorded in Indians history, 3,467,299 and 3,468,436 respectively. Progressive Field seats 43,405. The Indians attendance in 2009 was 1,776,904 which dropped drastically from their 2008 attendance of 2,182,087. It took Nationals rookie pitcher Stephen Strasburg to draw 32,876 fans.
Even though I enjoy my time at Indians games, it’s obvious that many people don’t even make their way to the stadium. I took a sports marketing class my last semester at Kent State. For the class, I had to create a market plan for the team of my choice with a problem that needed fixed. I obviously picked the Indians and their attendance problem.
The Problem
Based on attendance records from the Indians 2009 season, attendance has dropped drastically. With the trades the team has made and its management changes, fans aren’t behind the Indians like they were in the 1990s. As a result, the franchise is unable to draw a high number of fans to its games and increase profit.
Survey
I created a ten question survey to find out more about Cleveland Indians fans. Participants remained nameless when they took the
Indians sign at Progressive
survey and they could select one answer for each question unless otherwise stated. The survey was completed by more than 70 people within a week. (I know you can’t make changes to an organization based on 70 people, but it’s a start).
The survey showed that 67.9% of those that responded attend Indians games in the months of June/July.
On average, those surveyed pay under $20 to attend a game. The second price range that people purchase tickets in is $29-$20. Over half of the people surveyed attend Indians games on Saturday. Others attend on Friday while no one selected that they attend Monday, Tuesday or Wednesday. Over 80% of those surveyed attend one to five games per season. Only 10.7% attend more than six games a season.
Travis Hafner in 2009
When participants were asked who their favorite past players were, Sandy Alomar and Kenny Lofton received the most votes. When asked who favorite current players were, Grady Sizemore received the most mentions with Asdrubal Cabrera coming in second. (Sad that they are both on the DL).
Those surveyed enjoy promotions and giveaways. The two most common promotions were “Dollar Dog Night” and “Bobblehead Giveaway”. “Student ID” night was a close third. When participants were asked what the Indians needed to do to keep them coming to games, not including management or players, most respondents said the Indians need to win more games. When participants were not complaining about the team losing games, they said ticket prices needed to be lower. Fans won’t attend games to watch a losing team with high ticket prices.
My PeRspective
It’s true, I’ve always thought it would be pretty cool to work for the Indians. I used to work for the AA Affiliate Akron Aeros. I know some of my solutions to the Indians attendance problems may not be possible, but at least I’m making an effort. Please keep in mind, these are just ideas! Don’t knock ‘em until you try ‘em! 
Mom and I cheering on the Tribe in Minnesota in 07
All of my ideas are based on my research. I think the Cleveland Indians should create a Grady Sizemore marketing campaign to promote the team.It’s pretty cool to walk through downtown Cleveland and see a larger-than-life LeBron James hanging on a building. Imagine a larger-than-life Grady Sizemore making a diving catch hanging on the side of Progressive Field. People in Cleveland need to get excited and think about the Indians every time they come downtown.
I also think the Indians should create a Sandy Alomar bobblehead since he is the second favorite past player based on my survey. Kenny Lofton was voted the favorite but the Indians are creating a bobblehead of him this season. Sandy is well-liked throughout Cleveland and the Indians organization. Bobblehead costs could be offset by sponsors.
I know these ideas seem like a huge task that might not work, but I feel that something needs to be done. I’m passionate about baseball and my Cleveland Indians.
*All pictures in this post were taken by me for personal use.
Indians Win graphics in center field
I like the idea of the Grady marketing plan, it would make sence for the Indians to try and do something to get fans excited. The problem with the attendence has to do with a few things I believe. One were not winning of course so fans don’t show up as much. Even when we were winning in 2007 fans didn’t show up till the end of the year. The biggest reasons they’re not showing up: Browns and LeBron. When they were selking out the 455 straight games starting out in 1995 the Browns had just left and the Cavs were not the great. The fans had more money to spend in a better economy and went to more games. Sure the sellout streak went through 2001 but the team was still good. Once they started struggling and went through one of many rebuilding stages they stopped caring. At that time LeBron was here and Browns were back so fans spent more money with them are. Ok I’m done rambling I think you understand lol. Good ideas you have and I think they would help out.
I love your enthusiasm, I too love the Tribe despite the frustration/utter hopelessness they give me.
Here’s my take on it though: all the marketing campaigns in the world won’t do a damn thing. The Indians already do a fantastic job marketing the team and selling tickets. In fact, they may be the best in all of sports. They have metrics on how much they can expect at each game and what they can charge to draw a crowd and what giveaways will draw X number of fans, etc.
In sports marketing, the bottom line is the product itself, and that’s the team itself. And the team stinks. So why would fans shell out their hard earned cash for a bad product, aside from loving the atmosphere of a baseball game?
When they were winning in 07, the fans didn’t show up until the end. As long as Lebron plays across the street, people will spend their money at the q. Agree about marketing players. Maybe that could have helped in 07. Casual fans couldn’t name five guys on a team that was one game away from the world series. Embarrassing..I’d go for an Alomar bobblehead.
Thanks for the comment, Shawn. Even though I agree with you, i feel that going to an Indians game will benefit a family more. When you go to a game at The Q there are cheap $10 and there won’t be a rain out. You usually don’t see many families in the cheap seats, though. A cheap Browns ticket is $30+ these days. It’s not very affordable for a family to attend. It’s cheaper to order some pizza and watch as a family on TV. The Indians offer many ticket packages for families to make it an affordable and fun experience. I think out of the three Cleveland sports teams, the Indians do market best to families.
Thanks for the feedback. Although I understand what you’re saying I’m going to somewhat disagree. There are many fans that will attend a game just because of a giveaway, no matter how terrible the team is playing. Fair weather fans aren’t going to attend a game on a Tuesday when there’s no giveaways or special promotions. They will be more likely to attend a baseball game with a crappy team if there’s going to be something that benefits them. It took Strasburg to draw the second highest attended game of the season and that had nothing to do with the Indians marketing. Fans may be willing to pay for a $10 ticket on a nice day if there’s going to be something extra to benefit them.
Thanks for the positive feedback! I think it’d be pretty awesome to walk downtown a see a marketing campaign like the Cavs have with LeBron. I think a bobblehead that’s a “legend” would be great! It’d bring in fans who saw the Indians at their best and it would bring in fans who love watching old videos and hearing stories about that player!
You know, I would go to more games even with the poor team but I feel like the Indians are taking advantage of me. I had 6 packs of tickets for the giveaway games for 3 years prior to this season (love the bobbleheads ) and every year my seats got worse. I liked to eat at the Batters Eye and watch the people before the games. So for the Choo bobblehead game this year I ate before I entered the stadium. Much more reasonable. Then I saw $7.75 for a Miller Lite and $4.75 for a bottled water. Give me a break! Retail on a case of bottled water is less than $4. I’m insulted when I’m ripped off because I’m a captive market. Maybe the Indians should try some realistic prices so going to a game is really affordable. Now that I’m done with my rant, I do like the idea of a marketing campaign to create some interest. Not just downtown Cleveland but the whole NEO area.