Indians pack Victory Field with $1 concession special

February 22, 2010
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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.

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  1. The Walgreens did not get a lot of traffic. It was not located on the corner of the intersection, and not really visible from Emerson. Meanwhile the CVS there is huge and right on the corner. I am guessing a lot of people drove by a million times and never knew the Walgreens was there. Although, with the new Walmart market going in, that area could really see a lot of increase in traffic soon.

  2. You folks don't have a clue. There is a legal way to enter this country and to get aid. This left unchecked could run us to ruin quickly. I also heard that 'supporters' were getting major $$ to take them in? Who's monitoring this and guess who pays the bill? I support charitable organizations... but this is NOT the way to do it!

  3. Apparently at some time before alcohol has been served at the fair. The problem is that beer or wine used to be a common drink for people before soft drinks and was not thought to be that unusual. Since many folks now only drink to see how much they can drink or what kind of condition they can end up in it becomes more problematic. Go to Europe and its no big deal just as if you had sodas of milk to drink everyday. Its using common sense that is lacking now days.

  4. To address the epic failure of attracting race fans to both the Indy 500 and Brickyard 400 would take too much of my time to write. Bottom line Boles is clueless and obviously totally out of touch with the real paying fan base. I see nothing but death spin coming for the Brickyard, just like Indy. Get somebody in a place of power that understands what race fans want.

  5. I am a race fan through & through. It doesn't matter if it's Indy cars or Nascar. I love a great race. I go to several other tracks each year and you can see the entire track. I know Indy has tradition, but fans want to see the entire race. I sit in the Penthouse, am almost 60 years old, and would like to see a better TV screen in turn 1 so you can see the entire race. Then I think Indy needs to install an escalator so us old folks can make it up to the Penthouse and down again if we want more options to purchase food and drinks. Just a race fans opinion. Lights won't make the race any better, but you might be able to see the TV better at night. Turn 1's screen needs replaced with a better and bigger screen.