IBJNews

Indianapolis Indians use promotion to make Monday games profitable

Back to TopCommentsE-mailPrintBookmark and Share
On The Beat Industry News In Brief

Officials for the Indianapolis Indians have turned Monday night games into big money-makers for the AAA minor-league baseball team.

In 2003, the Indians tried offering many concession stand items for $1 during Monday games as an inducement to lure people to Victory Field on a traditionally slow night.

Four years later, the club devoted some real marketing muscle to it and the Monday Dollar Menu Night was born, said Indians General Manger Cal Burleson. Last year, the promotion made Mondays the third best night, in terms of attendance, for the Indians—behind Friday and Saturday games.

“Word of mouth on this promotion has really grown its popularity,” Burleson said.

The team’s food provider, Philadelphia-based Aramark, has become convinced the promotion’s value extends beyond Indians fans.

“What they’ve found is, they more than make up for [the decreased per-item profit margin] in volume,” Burleson said.

While you can only get four hot dogs per concession stand visit for a buck each, there’s no limit on the number of concession stand visits you can make during a game. And Burleson said people are making plenty of visits during Monday games. In fact, they’re making more every year as the promotion grows in popularity.

Monday Dollar Menu Night got a boost, Burleson said, from the faltering economy, as more central Indiana residents looked for entertainment bargains.

ADVERTISEMENT

Post a comment to this story

COMMENTS POLICY
We reserve the right to remove any post that we feel is obscene, profane, vulgar, racist, sexually explicit, abusive, or hateful.
 
You are legally responsible for what you post and your anonymity is not guaranteed.
 
Posts that insult, defame, threaten, harass or abuse other readers or people mentioned in IBJ editorial content are also subject to removal. Please respect the privacy of individuals and refrain from posting personal information.
 
No solicitations, spamming or advertisements are allowed. Readers may post links to other informational websites that are relevant to the topic at hand, but please do not link to objectionable material.
 
We may remove messages that are unrelated to the topic, encourage illegal activity, use all capital letters or are unreadable.
 

Messages that are flagged by readers as objectionable will be reviewed and may or may not be removed. Please do not flag a post simply because you disagree with it.

Sponsored by
ADVERTISEMENT

facebook - twitter on Facebook & Twitter

Follow on TwitterFollow IBJ on Facebook:
Follow on TwitterFollow IBJ's Tweets on these topics:
 
thisissue1-092914.jpg 092914

Subscribe to IBJ
ADVERTISEMENT