Indianapolis Indians use promotion to make Monday games profitable

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.

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