Selling the Experience
18 | THE MARLINS & THE ECONOMY SOUTH FLORIDA BUSINESS JOURNAL | APRIL 8-14, 2011 Value of Marlins rises – before new ballpark opens BY JEFF ZBAR More than a year before the Florida Mar- lins are set to open their new ballpark, the team is showing growth in its market value. This comes as it is about to reap the fi- nancial rewards from season ticket and suite sales, advertising and sponsorship rev- enues, and the avoid paying rent to the Mi- ami Dolphins. A crowd of The Marlins’ increase in market value was fans does the noted as Forbes released its annual report on wave at the the value of all 30 Major League Baseball fran- groundbreak- chises. While the New York Yankees led the ing for the new way at $1.7 billion, the Marlins ranked 24th – Florida Marlins and rising. Their market value, according to ballpark. Forbes: $360 million, up 13 percent from 2009. PHOTOS BY MARK FREERKS Not bad for a franchise publicly repri- manding last season for pocketing too much of the $400 million in profit sharing proceeds successful teams sent to low-revenue teams like the Pittsburgh Pirates, Kansas City Roy- als and Marlins. SELLING THE EXPERIENCE Once the Marlins move into their new home, their tidings could change even more Marlins ramp up ticket sales, term, large-scale sponsorship agreements. land has a Fan Cave for individual suite sales, dramatically. New stadiums always have a Such deals are held off until the naming with a pool table and old-style videogames. transformative effect on team values, said plan for sponsorships rights – and associated display advertis- Muret believes the Marlins will have Eric Fisher, baseball writer with Street & ing opportunities – are sold, he said.
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