Indians pack Victory Field with $1 concession special

February 22, 2010
Back to TopCommentsE-mailPrintBookmark and Share

Food is a powerful motivator.

Officials for the Indianapolis Indians, the city’s AAA minor league baseball team, have found this out in a big way.

Seven years ago, the team started offering many concession stand items for $1 during Monday games as an inducement to lure people to Victory Field on a traditionally slow night.

But before they could launch this promotion, they had to convince their food provider, Aramark, it would pay. Offering hot dogs, peanuts, cracker jacks, sodas and other items for $1 seriously cuts into the profit margin.

“What they’ve found is they more than make up for it in volume,” said Indians General Manger Cal Burleson.

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.

Anyone in the sports and entertainment business knows Mondays, generally speaking, stink. It’s the hardest night to get people out of the house and to the arena, ball park or any other entertainment venue. NFL’s Monday Night Football not withstanding. That’s something of an anomaly.

It’s not just a difficult night for minor league baseball teams. It’s a universal truth among Major League Baseball, National Basketball Association and National Hockey League franchises as well that Monday nights are a real challenge. Ditto for movie theaters and other entertainment outlets.

Burleson told me this morning (as he was detailing the team’s 2010 marketing plan) that Monday Dollar Menu Night started to really take root in 2007, and last year made Mondays the third best night, in terms of attendance, for the Indians—behind Friday night and Saturday games.

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

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

The Indians have always been known as being the most economical option among Indianapolis’ professional sports franchises, Burleson noted, and Monday Dollar Menu Night has fallen right in line with that brand messaging.

The Indians are far from standing pat this year. The team is launching new specials and offering enhanced entertainment options this season. Stay tuned to this blog and future IBJ print editions for more on that.

  • Might be something the Pacers should look into. I am sure a hotdog or popcorn really only cost a quarter or so. So if you can hook more families into coming to the event and buying more product, it is a win-win for both sides. If I knew I could eat dinner at a Pacer game for $5 or less, I would be more apt to go to a weeknight game.
  • Getting It Right
    The Indians have been getting it right for a long time. If you have kids, join the Knothole club and the games are an even better deal. First class entertainment at a reasonable price. No wonder every other minor league team has looked to model the Indians for more than a decade.
  • baseball fan
    What might further help attendance is having a top-notch prospect actually come through the system. It's too bad the Pirates haven't had a winning season since 1992. A salary cap discussion might be more appropriate at another time.
  • Indians promises
    Indians bosses are promising to field the best team here at the AAA level that they've had in a number of years, with 3 top prospects. So, we'll see how that goes. But it does give us baseball purists something to hopefully look forward to because the cupboard (ie- Indians roster) has been a bit bare lately.
  • Pacers
    Go to and search for Pacers. They are offering $85 club seats for $15 when you buy them in pairs, for two upcoming midweek games. The seats are wider and you can get inseat service (although I'm sure at the fully inflated price).
  • this is being duplicated
    I've seen minor league teams Ohio, Arizona and Illinois follow suit on this. It's a great move. And it's required some co-operation from the team's food vendors, and that's something you see all too seldom these days.

Post a comment to this blog

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
  1. This is still my favorite Mexican restaurant in town. What I do love about the new version is it is much quieter than the most recent version. TV's were off, the music wasn't too loud, and the wait staff were not hyperactive like they had been the past few times I had been there. I just wish they would bring back the MOLE for the enchiladas!

  2. Not a bad paper. There is a need for local community news and city government issues. Don't really need the owner's constant national political rants. We all know where they stand by now.

  3. What nice people. Menard should've known better than to team up with the guy who robbed and drove Conseco to ashes. I'm surprised Timothy Durham isn't involved in this.

  4. Hello, I am Maris Peters, currently living in Texas city, USA. I am a widow at the moment with three kids and i was stuck in a financial situation in August 2014 and i needed to refinance and pay my bills. I tried seeking loans from various loan Companies both private and corporate but never with success, and most banks declined my credit. But as God would have it, I was introduced to a Man of God a private loan lender who gave me a loan of $65,000USD and today am a business owner and my kids are doing well at the moment, if you must contact any firm or company with reference to securing a loan without collateral , no credit check, no co signer with just 2% interest rate and better repayment plans and schedule, please contact Mr William David. He doesn’t know that am doing this but am so happy now and i decided to let people know more about him and also i want God to bless him more.You can contact him through his email:

  5. It is beyond me how anyone can think this was a "bad deal" for the state! If they could take the money back then, yes, but they can't! Protections were built in the agreement. Now, if they roll the roads up and take them away, I will agree that it was a bad deal. Otherwise, the only way to have paid for the infrastructure that was badly needed was for the state to issue bonds....that is a four letter synonym for debt folks!!