Adopt-A-Team

KEVIN JOYCE ROCKIES

Table of Contents

Brief History 2

Sponsorships 3

SWOT Analysis 7

Marketing Research/Demographics 8

Market Segments 10

Sport Product 11

Pricing 14

Promotions 16

Employee Positions 17

Articles 22

Place 31

Community and Public Relations 32

Media Coverage 33

Overall Marketing Efforts 35

1 A Brief History

The were part of an MLB deal to expand the by two teams. In 1991 the MLB approved Denver and South Florida as the two new cities to start teams. 1993 was the Rockies first season, making it as a team to the playoffs. Since ’93 the Rockies didn’t make another playoff appearance until 2007 when they made their first World Series appearance and lost to the .

The Rockies played their first MLB season at Mile High Stadium, which was the facility at the time. From 1995 to now they play at . When the ground was broke for Coors Field they found a triceratops skull buried in the ground. This almost changed the name of the park to Jurassic Park, but obviously they decided against it. However this skull does explain the Rockies mascot, Dinger. The logo has never changed, it is still the same fly ball lost in the mountains that was released in 1993.

2 Sponsorships

The Colorado Rockies have a ton of sponsors however it is the major ones who get the recognition inside the stadium. Among these sponsors are Coors Brewing Company, Wells Fargo, Coca-Cola, Toyota Motor and the Denver Newspaper Agency. Other smaller sponsorships include Taco Bell, Geico, and Familia Camarena Tequila. Familio Camarena Tequila is the newest sponsor of the Colorado Rockies, it is actually a dual sponsorship. The Rockies agreed, and assisted, in the FCT building a bar in the outfield area, which they will pay for, however they are receiving the exposure from the new bar area.

Coors has the naming rights to the stadium, with no intent to change the name seeing how in 1995, the first year of Coors Field, Coors Brewing Company paid $15 Million for the naming rights. However, there was no set time period when the deal was made, so as of right now the naming rights are indefinite.

As for opportunities, there are 15 places is in the park where potential clients can put their advertisements. These are listed below with pictures of the areas:

3 SERVICE TUNNEL SIGNAGE

Located in left field

4’8” high x 17’ wide

Limited television exposure during plays in left field

2) OUTFIELD WALL SIGNAGE

Located on outfield wall pads

5’ high x 16’ wide

Strong television exposure during key plays and homeruns

3) SCOREBOARD SIGNAGE

Located in left-center field above the main concourse

14’11” high x 32’9” wide

15’9” high x 32’8’’ wide

35’5” high x 20’7” wide

Television exposure during key outfield plays and homeruns

4) BULLPEN SIGNAGE

Located in center field above the home and visitor’s bullpens

11’4.5” high x 27’8” wide

Strong television exposure during key plays and homeruns

5) SPEED/PITCH SIGNAGE

Located on third level façade, adjacent to pitch speed/count light boards

3’6” high x 20’ wide

This signage is backlit

6) TRI-VISION SIGNAGE

Rotational signage located on the Club level façade in front of the Mountain Ranch Bar & Grille

3’6” high x 38’ 11.75” wide

Sign is shown for 1/3 of every Rockies home game

Matrix board located directly underneath accompanies rotational sign

Sponsor may display a changeable product message on matrix throughout game

7) MANUAL SCOREBOARD SIGNAGE

Located on either side of the manual scoreboard in right field

5’10” high x 7’6”wide

Strong television exposure

8) AUXILIARY SIGNAGE

4 Located on the Club level façade adjacent to the LED Boards

3’6” high x 20’ wide

Occasional television exposure

This signage is backlit

9) LED SIGNAGE

Located along the first and third base lines and the front of the Rockpile in center field

3’6” high x 219’ wide (First and third base lines)

6’ high x 60’ wide (Rockpile)

Sold by the ½ inning

Includes 15 second sweep followed by static message during play

Sweep signage incorporates movement and may be used to convey separate product message from static

Graphics can be easily changed throughout the season

10) LOWER PRESS SIGNAGE

Located on the Club level façade under the Press Box

3’ high x 24’ wide

Occasional television exposure

11) HOMEPLATE SIGNAGE

Rotational sign located behind homeplate

3’4” high x 9’2.5” wide

Sold by the ½ inning

Strong Television exposure throughout game (except where restricted by MLB)

12) TARP COVER SIGNAGE

Located on field level along the third base line

3’ high x 45” wide

Strong television exposure

13) CONCOURSE SIGNAGE

Located above the main concourse

5’ high x 8’ wide

14) DIRECTIONAL SIGNAGE

Located throughout main concourse adjacent to stadium maps

2’ high x 3’ wide

15) DIGITAL SPEED PITCH

Located on the third level façade in right centerfield and along the third baseline

5 Both locations sold as package and by the 1/2 inning

Signage is for company branding only and remains static at all times

Graphics may be changed throughout the season

6 SWOT Analysis

STRENGTHS

-As a ballpark that ranks top five in capacity, they have potential to make a lot of money off ticketing.

- The reputation of being a losing team stopped in 2007 and they have had all but one winning season since

-A small market team means cheaper ticket prices and more available seats on short notice

-Light Rail pulls to within a half mile of the stadium, makes for easy access without having to drive to the game

-One of the newest stadiums in baseball makes it a fun experience to attend a game

-Stadium located in downtown so there is plenty to do before and after games

WEAKNESSES

-Too young of a franchise to establish a winning tradition

-Only two playoff appearances, so usually a low hope for playoff games

-Being a small market team the Rockies cannot afford too many high profile players with their payroll

-Not many merchandise sales are made outside of Colorado because of the lack of brand awareness

-No team history yet

-Very few games if any are broadcast on national television, like the , or Boston Red Sox

OPPORTUNITIES

-With more winning seasons the better fan base they have

-Increasing star power on the team (Troy Tulowitzki and Carlos Gonzalez) the higher the chance of selling merchandise

-Expanding to national broadcasting

-Working out more television contracts to increase awareness

-Just recently got a commercial with Rockies players on national television, need to have more than one

THREATS

-Denver Broncos, when seasons overlap

-Denver Nuggets, when seasons overlap

-6 Flags Elich Gardens theme park

-Water World, water park

All of these are in the Denver area and compete for attendance

7 Market Research/Demographics

The Colorado Rockies reach out to their customers in many different ways. One way is through internet purchases. When the customer buys a product, whether it is tickets or merchandise, their information is sent to a database. This database holds informa- tion about purchasers, to learn what else they could be interested in.

Another way the Rockies do market research is in-game surveys. There are tables set up and representatives located around the stadium having fans fill out surveys so they can get feedback of how they are doing. These surveys are the easiest way of attain- ing customer’s information and opinions, since they are direct contact with consumers and the easiest to perform.

The city of Denver’s main demographics:

SOCIAL DEMOGRAPHICS

EDUCATIONAL

Less than 9th grade 1.3% 9th – 12th grade (non-graduate) 6% High School graduate 25% Some college 30% Associate degree 9.4% Bachelors degree 21.6% Graduate/Professional 6.6% OVERALL High School or higher 92.7% Bachelors or higher 28.2%

MARITAL STATUS

Never married 23.8% Married 63.9% Separated 1.2% Widowed 1.7% Divorced 9.4%

ECONOMIC DEMOGRAPHICS

HOUSEHOLD INCOME

<$10,000 1.4% $10,000-$14,999 0.5% $15,000-$24,999 3.6% $25,000-$34,999 7.9% $35,000-$49,999 17.5% $50,000-$74,999 34.8% $75,000-$99,999 17% $100,000-$149,999 15.7% $150,000-$199,999 0.9% $200,000+ 0.7%

OCCUPATION

Mgt./Professional 34.4% Service 18.3% Sales/Office 26.5% Farm/Fishing/Forestry 0%

8 RACE

Hispanic/Latino 15% White 44.9% Black 31.1% Native American 1% Asian 4.1% Hawaiian/Pacific Islander 0.4% Other 0.2% Multicultural 3.6%

AGE

MALES % of Males % of All 0-9 years 21.3% 10.6% 10-19 years 13.5% 6.8% 20-29 years 13.5% 6.8% 30-39 years 24.5% 12.2% 40-49 years 16.5% 8.2% 50-59 years 7.8% 3.9% 60-69 years 2.2% 1.1% 70-79 years 0.5% 0.2% 80+ years 0.2% 0.1% ALL AGES MALE 49.9%

FEMALES % of Feales % of All 0-9 years 20.4% 10.4% 10-19 years 12.7% 6.4% 20-29 years 16.6% 8.3% 30-39 years 23.6% 11.8% 40-49 years 15.8% 7.9% 50-59 years 7.4% 3.7% 60-69 years 2.3% 1.1% 70-79 years 0.6% 0.3% 80+ years 0.3% 0.3% ALL AGES FEMALE 50.1%

9 Market Segments

The Colorado Rockies segment mostly by location. Age, race and education level do not really come into play with the Rockies segmenting. There is nothing that says certain races or age groups shouldn’t or don’t attend baseball games, there is no restriction to these demographics.

Location is pretty much the basis for all professional teams segmenting. The Rockies target the Denver area the hardest, the people closest to the stadium. These are the people most likely to attend the most ballgames, seeing as how they won’t have to spend anything for parking or other needs that someone from another city might need to spend. People from farther out in the Denver Metro area have to spend money on transportation and more in concessions, generally because people from closer to the stadium can eat at home before the game starts.

Income level can be another, smaller demographic that the Colorado Rockies segment by. This isn’t what they base their mar- keting on, but when it comes to ticketing they use segmentation to target the right consumers. For instance, for luxury sweets, and the seats behind the plate, they target higher-class consumers because they know they can afford it. However, with lower class citi- zens the Rockies might target the higher deck seats and outfield seats.

As for new target markets the Rockies have started to open up towards age a little more, targeting younger consumers. Produc- ing more apparel for younger kids, the Rockies are trying to create more fans earlier in their life so they can keep their business when they get older. They know if they can create fans earlier than they can keep their business longer throughout their life, and possibly when they have kids then they will become fans as well.

10 Sport Product

GAME FORM

The game of baseball has been the same for years and years. It is 90 feet to each base, there are four bases, and the mound is 60’6’’ away from the plate. There are 9 innings, 6 outs to an inning, and the home team always bats in the bottom of the inning. If you hit the ball over the fence it is a homerun, and if it bounces over it is a ground rule . Three strikes is an out, four balls is a walk, and if you hit the batter he gets to walk to first.

The rules have always been the same. There is only one exception and it came with technology. The rule of instant replay has worked its way into the game. Human error has always been a great part of the game, but with stadiums and their seating it is get- ting harder to tell if the ball lands in the seats or hits the top of the wall. So far the only instant replay allowed is on homeruns, which I believe is how it should be.

PLAYERS

The Rockies have three current stars on their team. These are Ubaldo Jimenez, Troy Tulowitzki, and Carlos Gonzalez. Troy Tulowitzki made his debut in 2006 and has since been one of the games best . Ubaldo Jimenez also made his debut in 2006 and has since been one of the dominant in . Carlos Gonzalez made his debut in 2008 with the , but was traded to the Rockies in ’08 and has made a name as a great outfielder in the game.

LEFT TO RIGHT: TULOWITZKI, GONZALEZ, JIMENEZ

EQUIPMENT AND APPAREL

The equipment list in baseball is very short. You have your cleats, which consist of nine metal spikes, bats, which are wood, leather gloves, batting gloves, helmets, and . With bats and gloves there are all types of variations. Bats can vary in length from 32 inches to 37 inches. And gloves vary by length as well, outfielders with longer gloves, and infielders with shorter ones.

As for apparel there are tons of things. They produce everything, hats, jerseys, bats, and gloves. T-shirts and jackets are also sold with logos on them. There are numerous team stores throughout Colorado and each sells these products. Here are some exam- ples of these products:

11 VENUE

Coors Field was built in 1995 and is one of few stadiums built at one mile high in altitude. It is one of the newest stadiums in baseball, and seats 50,445 people, among the highest in Major League Baseball. The park includes 63 luxury suites and 4,526 club seats. The stadium features a view of the majestic Rocky Mountains in the open-ended left field area. Approximate cost of the sta- dium is $300 million. It is a grass and dirt field and is located at 2001 Blake Street in Denver.

12 13 Pricing

SEATING

Opening day Classic Premium Value Club Level, Infield $110 $85 $60 $60 Club Level, Outfield $85 $70 $54 $54 Infield Box $110 $85 $55 $55 Midfield Box $80 $70 $42 $42 Outfield Box $70 $50 $38 $30 Lower Reserved, Infield $61 $45 $33 $27 Rightfield Box $51 $37 $28 $23 Rightfield Mezzanine $51 $37 $25 $19 Pavilion $51 $37 $25 $19 Upper Reserved, Infield $41 $31 $21 $19 Lower Reserved, Outfield $41 $26 $17 $17 Upper Reserved, Outfield $26 $26 $17 $17 Lower Reserved, Corner $26 $26 $17 $17 Upper Reserved, Corner $26 $26 $17 $17 Low Rightfield, Reserved $19 $18 $15 $13 Up Rightfield, Reserved $19 $18 $15 $13 Rockipile $4 $4 $4 $4

CONCESSIONS

Beer $5.50 Soft Drink $3.25 Hot Dog $3.25 Program $5.00 Cap $14.00

PARKING

There are 3,800 spaces on-site at Coors Field. Day of game parking is available in Lot A for $15.00 and Lot B for $13.00. RV and bus parking is available for $25.00 at 22nd and Wazee Streets, and 27th and Blake Streets. Motorcycle parking is available for $13.00 in Lot A. Coors Field parking lots open 2 1/2 hours prior to game time.

As for offsite parking, there are more than 46,000 spaces are located in downtown Denver, approximately 18,000 of which are within a 15 minute walk. During the baseball season, parking meters and other restrictions will be strictly enforced until 11:00 p.m. in the neighborhoods surrounding Coors Field. Consider parking in one of the many lots along the 16th Street Mall or the Broadway/Lincoln Center and taking the shuttle.

14 You can see some of the lots in this picture

15 Promotions

The Colorado Rockies have many of in-game promotions both in the stadium and on their television network. Their most popular one is the Taco Bell Promotion. The deal is if the Rockies score seven or more runs during a game then you can go to Taco Bell during 4pm and 6pm the next day and get four tacos for a dollar with the purchase of any drink. This promotion is ad- vertised on television and during the game.

The Rockies also have many door promotions, such as t-shirts to the first 10,000 fans, and sometimes bobble heads. The Rockies do a great job with promotions, averaging close to eight game promotions a month. It is not always a giveaway but there is almost always some kind of experience that fans can take away from the game that day.

Colorado’s most unique promotion is the in game texting. They let the fans text in the answer to song lyrics, which they do every game. Each game features a different song, which the Rockies play a clip from, then they ask fans to text in one of three an- swers for the missing verse. With real time percentages on the big screen, you can see how many people vote for what before they give you the answer. This creates a fun atmosphere for all, and especially keeps peoples focus during the game.

The Rockies do many things to keep the fans involved in games. During the 6th inning they put three songs on the big screen and ask the fans what they would like to hear in the 7th inning. They vote on applause, they play a clip and if you like it you ap- plaud. Whichever song has the most applause gets played in the 7th.

There are many smaller promotions as well, for instance on the back of tickets. Each game there are some type of coupons on the back of your ticket, whether it be the team store or a grocery store, there is always something.

I think that the back of the tickets needs to be reconsidered. The coupons are different, yes, but I think they could use more variety. I think the Rockies need to establish more, smaller sponsors and have a wider variety on the back of their tickets.

New promotions would be a good idea as well. I think at the beginning of each game the fans should get to select a deal. What I mean by this is say the deal is the Rockies winning, or scoring 7 runs. The fans should have a choice on what promotion they want and vote with applause at the beginning of the game. It would involve the fans in the decision more and create a better promotion deal.

16 Employee Positions

COMMUNICATIONS/PUBLIC RELATIONS

Irma Castañeda

Assistant to the Vice President – Communications/PR

Nick Piburn

Manager – Communications/Public Relations

Mike Kennedy

Coordinator – Communications/Public Relations

BUSNIESS OPERATIONS

Kimberly Olson

Assistant to the Executive Vice President/Chief Operating Officer

Bill Stephani

Director – Information Systems

Matt Stack

Manager – Information Systems

Jeff Von Feldt

Voice/Network Administrator

Luella Ozawa

Help Desk Coordinator

Jason Fleming

Director – Promotions & Special Events

Liz Coates

Coordinator – Promotions & Special Events

Brady O’Neill

Coordinator – Mascot Program

Kent Krosbakken

Assistant Director – In-Game Entertainment & Broadcasting

Jeff Donehoo

Coordinator – In-Game Entertainment

Ryan Gibson

Coordinator – In-Game Entertainment

Camden Kelley

17 Coordinator – In-Game Entertainment

Beverly Coleman

Assistant – Promotions, Special Events & Broadcasting

Reed Saunders

Public Address Announcer

COMMUNITY AND RETAIL OPERATIONS

Kelly Hall

Assistant to the Vice President – Community & Retail Operations

Dallas Davis

Manager – Community Affairs

Antigone Vigil

Manager – Community Affairs

Paul Parker

Manager – Community Affairs/Club Historian

Aaron Heinrich

Director – Retail Operations

Megan Roberts

Manager – Rockies Dugout Store, Colorado Springs

Tina Kopp

Manager – Rockies Dugout Store, Denver

Robin Rollins

Manager – Rockies Dugout Store, Greeley

Kristi Baxter

Manager – Rockies Dugout Store, Littleton

Steve Tomlinson

Manager – Coors Field Receiving and Distribution Center

CORPORATE SALES

Jenny Roope

Assistant to the Vice President – Corporate Sales

Kari Anderson

Senior Account Executive – Corporate Sales

Brendan Falvey

Director – New Partner Development

18 Amy Crawford

Coordinator – Corporate Sales

Kari Ring

Coordinator – Corporate Sales

TICKET SALES, OPERATIONS & SERVICES

Kevin Fenton

Senior Director – Ticket Sales, Operations & Services

Kent Hakes

Director – Ticket Operations & Finances

Jason Brunkan

Ticketing & Systems Operations Assistant

Scott Donaldson

Assistant Director – Ticket Operations

Kevin Flood

Manager – Ticket Operations

Becky Arrieta

Ticket Operations Representative

Scott Nixon

Ticket Operations Representative

James Valdez

Manager – Ticket Services

Brett Newmark

Representative – Ticket Services

Jeff Benner

Director – Season Tickets/Group Sales

Farrah Magee

Manager – Season Tickets

Bobby DiCroce

Client Services Representative – Season Tickets

Evelyn Rockett

Account Executive – Group Sales

Cathy Taylor

Coordinator – Group Services

19 Matt Haddad

Director – Outbound Sales & Suites

Traci Sauerteig

Supervisor – Suites & Party Facilities

Andy Finley

Representative – Suites & Party Facilities

Charles Mendenhall

Representative – Suites & Party Facilities

Todd Thomas

Senior Account Executive – New Business Development

Grayson Beatty

Senior Account Representative – Outbound Sales

Ryan Dillon

Account Representative – Outbound Sales

Jason Regan

Account Representative – Outbound Sales

Jill Campbell

Senior Director – Advertising, Marketing & Publications

Sarah Topf

Coordinator – Advertising & Marketing

Marisol Villagomez

Assistant – Advertising & Multicultural Marketing

Julian Valentin

Assistant Editor – Interactive Marketing & Publications

FINANCE

Tammy Vergara

Assistant to the Executive Vice President/Chief Financial Officer & Legal Counsel

Gary Lawrence

Senior Director – Purchasing

Gloria Giraldi

Coordinator – Purchasing

Phil Emerson

Director – Accounting

20 Joel Binfet

Accountant

Laine Campbell

Accountant

Juli Daedelow

Payroll Administrator

21 Articles #1

Colorado Rockies use in-game SMS service to enhance CRM

By Peter Finocchiaro

July 14, 2010

An in-game call to action used by MLB’s Colorado Rockies on Txtstation’s platform

The Colorado Rockies have integrated a new in-game texting service to entertain fans and potentially to collect mobile phone numbers for customer relationship marketing.

The Major League Baseball team has partnered with mobile marketing company Txtstation for the initiative. While similar in-game text promotions have driven revenue through sponsorships, more professional teams are using it as a tool for building con- sumer databases.

“In-game entertainment is still in infancy,” said Michael Falato, vice president of sales and business development at Txtsta- tion, Austin, TX. “A lot of teams are interested, but they want to find sponsor.

“The real win is taking that database and using it to sell tickets,” he said “We can tie in to a team’s sales force and CRM, and teams can use the information we collect for promotions.

“The biggest things teams and broadcasters will be asking soon is ‘how can we grow a database, and create a one-on-one rela- tionship with viewers so they can get updates in real time.’”

Txtstation is a mobile marketing company specializing in sports and entertainment that lets broadcasters, event owners, spon- sors and general media communicate with viewers or fans directly via mobile devices.

The company works with MLB teams such as the Rockies and the Tampa Rays, as well as the and Na- tional Basketball Association.

In-game engagement The MLB currently offers its teams a free in-game texting platform, but some are opting to pay for more versatile options.

The Rockies were looking for a way to achieve rich engagement with fans through their mobile phones.

The organization will use the platform during lulls in the game (for example, during a pitching change).

Part of a famous song will play over the stadium’s loud speakers, and the video board will prompt fans to identify the lyrics that follow.

22 Here is a screen grab of the call to action, displayed on the stadium video board:

The choices are assigned the codes R1, R2 and R3, and fans text what they believe to be the correct answer to the short code provided.

The Txtstation platform distinguishes itself from competitors with its ability to display text voting results and content in real time and in high definition on the stadium’s video board.

The Rockies’ primary goal was entertainment, but the platform also provides the organization the opportunity to enrich its CRM programs, if it so chooses.

“Any time we work with teams or broadcasters, we encourage them to create a database with the numbers, to create a one-on- one relationship with those fans,” Mr. Falato said.

By building a consumer datbase with mobile phone numbers from participants, the Rockies could reach fans with team news like lineup changes and trade information, as well as special offers for tickets and deals from sponsors.

M(obile)LB Major League Baseball has been an active player in mobile this year.

In May, the league announced an expansion of its Tickets.com platform in conjunction with Txstation to let the ticketing company’s clients reach out to mobile users at games using SMS messaging (see story).

As of June 23, 13 MLB teams had integrated Tickets.com’s mobile ticketing platform (see story).

“Mobiles becoming more ubiquitous, and something we have to do versus something that’s cool,” Mr. Falato said. “There is ‘nice to have’ and there is ‘need to have’.

“99.9 percent of phones have SMS – it is a huge playing field,” he said. “Teams and broadcasters are going to be heading in the direction [of platforms like Txtstation] in the next few years.”

REACTION

This article is how the Colorado Rockies have developed an in-game texting scheme to increase CRM. The focus is to obtain a one-on-one relationship with each and every fan in the stadium. What happens is, often during a pitching change, the stadium will play a lyric from a famous song and ask you to finish the lyric by texting in one of the options on the big screen. It offers real time updates on how many votes are for each of the three choices. It is the only one as of yet to do that in a stadium. Not only does it help create an atmosphere of fun in the stadium but also it shows that the Colorado Rockies are deeply routed with their fans. They understand how they control how well the team’s business is and they make sure to include them in everything they can. #2

23 Familia Camarena™ Tequila Announces Marketing Sponsorship Deal With Colorado Rockies

DENVER,April 1, 2011/PRNewswire/ -- Familia Camarena Tequila announces a three-year marketing sponsorship deal with the Colorado Rockies as the team swings into home opener action today at Coors Field. Introduced in limited markets in 2010, Familia Camarena Tequila officially launched in Colorado last month and is rapidly expanding distribution across the coun- try.

“At Camarena, we are constantly on the pulse of new opportunities to engage consumers on a richer and more dynamic level,” said Gerard Thoukis, Director of Marketing for Camarena. “The Colorado Rockies have done a standup job of layering a holistic in-stadium exposure program for Camarena that dials into the fan experience while building awareness and, more impor- tantly, consumer trial of our product.”

“Familia Camarena Tequila is a great addition to the Colorado Rockies business roster,” said Greg Feasel, Rockies Chief Op- erating Officer. “We have invested a great amount of time and effort into the recent improvements to our in-stadium experience. Exciting, fresh brands like Familia Camarena Tequila are an integral part of bringing our vision to life and we look forward to a mutually beneficial relationship.”

Announcement of Familia Camarena Tequila’s partnership with the Rockies is commensurate with the announcements of marketing sponsorship agreements between Familia Camarena Tequila and five other high profile Major League Baseball clubs across the league.

REACTION

This article is about the new sponsorship that was created with the Colorado Rockies and Familia Camarena Tequila. This is a big deal to the Rockies marketing department because now when Familia Camarena expands into a bigger company then the first people they would thank, and let the general public know, is the Colorado Rockies. They gave the company a good start and in the future the company will return the favor. It is a risky marketing decision, but in the long run I think it will pay off. #3

Colorado Rockies Sign Carlos Gonzalez to Seven-year Extension

By

David Martin

(Rockies Featured Columnist) on January 3, 2011

24 According to multiple reports, in- cluding from his own publicist, the Rockies have signed five-tool player Carlos Gonzalez to a seven-year, $80 million deal.

There has been noise out of Venezuela throughout the offseason that the Rockies were in talks with Gonzalez about signing a long-term deal. However, excitement about signing any deal that took the 24-year-old beyond his arbitration years was tempered due to the fact the center fielder is represented by super-agent Scott Boras.

Boras is well known for waiting until his clients have hit the free-agent market, allowing them to maximize their dollar amount when every team can compete for their services.

However, it appears that the appeal of the Rockies commitment to winning, despite playing in a medium-market, won Gon- zalez over.

The deal is pending a physical that Gonzalez will reportedly take on Wednesday in Denver.

With Troy Tulowitzki signed through 2020, the Rockies have now locked up their two best hitters for the foreseeable future. It also officially ends the pessimists saying that the Rockies ownership group is cheap and doesn’t care about winning.

REACTION

You may think that the Rockies signing a new player had nothing to do with marketing, however look at it this way. With the Rockies signing this super star to a long-term extension, they now have locked up this star power for years to come. This ultimately leads to more merchandise sales, and more ticket sales to come see this super star in action. For however many years he stays with the Rockies, they will have that much more to offer to fans during games. Merchandise will continue to sell the longer he is with the team. #4

Colorado Rockies 13th in 2000s attendance

Denver Business Journal

Date: Sunday, April 10, 2011, 2:18pm MDTThe Colorado Rockies rank 13th among 30 Major League Baseball teams in at- tendance during the 21st century.

That’s according to calculations by G. Scott Thomas, who specializes in database reporting for The Business Journals, the na- tional online news affiliate of the Denver Business Journal.

Thomas ranked the 30 teams by total home-game attendance from the 2000 season through 2010. Attendance so far in the 2011 season was not included.

25 In than span, through 892 home games, Rockies attendance totaled 28,457,486, for an average of 31,903 a game.

The Rockies’ home-and-away record through those years was 852-931.

The New York Yankees had the highest home-game attendance in the first decade of the 2000s, at 41,420,707, followed by the (37,929,304) and St. Louis Cardinals (35,992,299).

The two teams with the lowest 21st century attendance are both in Florida: the Tampa Bay Rays (15,597,555) and Florida Marlins (15,030,322).

Below is Thomas’ searchable database of attendance and win-loss records of all 30 MLB teams.

Mark Harden | Denver Business Journal

REACTION

This article shows how a low market team such as the Rockies must be doing something right in their marketing department to be in the top 50% of the league in attendance. Especially when they were only a winning franchise during three of those years, only three. #5

The Business Blotter

by Denver Business Journal

Colorado Rockies President Found Dead

Keli McGregor, president of the Colorado Rockies, was found dead in his Salt Lake City hotel room Tuesday morning.

McGregor, 48, of Golden, Colorado, took over as president of the Denver Major League Baseball club in 2001 after working his way up through the organization.

McGregor was on a business trip with Charlie Monfort, the team’s chairman and CEO, and Greg Feasel, the executive vice president.

“Words cannot describe the level of shock and disbelief that we all are feeling this morning at the loss of Keli,” Monfort said in a statement. “Our thoughts, our prayers are with Lori and the entire family as we all try to cope and understand how such a tragic loss could occur with such a wonderful man.”

Baseball Commissioner Bud Selig issued this statement: “On behalf of Major League Baseball, I am very saddened by the sudden and unexpected passing of Keli McGregor. As President of the Colorado Rockies, Keli was one of our game’s rising young stars. He was a great athlete and equally great as a baseball administrator. Also, he was a great human being. All of baseball will miss him. I offer my condolences and deepest sympathies to his family, friends and the Rockies ball club.”

Police said there did not immediately appear to be anything suspicious about the death. An autopsy was planned.

Named president of the Colorado Rockies in October 2001, McGregor joined the team’s front office in 1993 as senior direc- tor of operations. He was promoted to senior vice president in 1996 and executive vice president in 1998.

Before joining the Rockies, McGregor spent four years as associate athletic director at the University of Arkansas, and prior to that coached football at the for two seasons. It was at the University of Florida that McGregor earned a master’s degree in education with an emphasis on athletic administration.

McGregor graduated from the Colorado State University, where he was a two-time All-American tight end, and after gradua- tion played for the Denver Broncos. He went on to play for Indianapolis and Seattle before retiring from football. He was inducted into CSU’s Hall of Fame in 1996.

REACTION

26 With the Rockies President passing it took the whole organization by surprise. It put a standstill to everything in the organiza- tion. Promotions were not the same during games and the atmosphere was more of remembrance than fun. This put the market- ing department in a bind because instead of focusing on marketing ideas they were involved in remembering McGregor. #6

Which sandwich should be in the Coors Field starting lineup?

Denver Business Journal – by Mark Harden

Date: Thursday, March 31, 2011, 12:54pm MDT

“Manzo Panino” or “Il Porchetta?” You make the call.

With the Colorado Rockies opening their 2011 season Friday at Coors Field, ballpark food-service concessionaire is fielding its own competition, with two sandwiches vying to be added to its lineup.

Denver is one of 11 markets where Aramark is asking fans to help pick one of two sandwiches for its ballpark menu.

In Denver, the choices are:

• Manzo Panino — Smoked brisket topped with horseradish cream, sharp provolone, banana peppers and fire-roasted toma- toes on a crusty baguette.

• Il Porchetta — Slow-roasted pork loin braised in Italian-style gravy and topped with rapini, sharp provolone and spicy Ital- ian long hot peppers on a crusty baguette.

Both sandwiches will be sold through the first half of the season. During that time, Rockies fans can vote on their favorite ei- ther at Coors Field food outlets or on the Rockies website.

The winner will be announced after the All-Star break and will be featured on the menu for the remainder of the season.

Meanwhile, around the league, some other contenders include:

• – Turner Field: Cobb Smoked Pulled Chicken or Turner Field Brisket Sandwich.

• Fenway Park: Monster Roast Beef Sandwich or Fenway’s Turkey Gobbler Sandwich.

• Minute Maid Park: Hill Country Pork Hoagie or Texas Tom Turkey Sandwich.

• Los Angeles Angels of Anaheim – : Angelito’s Jalapeno Bacon Club or Angels Smoked Pastrami Reuben.

REACTION

This is a fun little article about how Coors Field and Aramark are partnering up and letting the fans choose what sandwich will be chosen for the concessions at the stadium. This really allows the fans to get involved with what the stadium sells, because ultimately they are the ones eating the food. #7

Colorado Rockies buck Cactus League’s downward attendance trend

Denver Business Journal

Date: Friday, March 25, 2011, 10:04am MDT

27 Jim Poulin/The Business Journal

The Colorado Rockies and enjoying their first at their new $179 million facility out- side Phoenix, are bucking the downward attendance trend for Cactus League baseball teams.

USA Today reports that of 15 teams in the Cactus League – the nickname for clubs that train in Arizona – 12 are experienc- ing spring attendance declines.

The slump averages 3.2 percent as compared to the same number of games a year ago, and 10 of the teams are seeing double-digit declines, USA Today’s Bob Nightengale writes.

On the other hand, the Rockies are seeing a 104 percent attendance jump at Salt River Fields at Talking Stick near Scotts- dale, where they and the D-backs moved this year from their old facility at Tucson.

Rockies attendance is averaging 10,219 a game, USA Today says.

The Denver team left Tucson in part because it was hours away by bus from the Phoenix area, where most Cactus League games are played.

REACTION

This article shows how the Rockies spring training attendance has jumped 104% since last year. This is a testament to the new stadium, shown above, and the marketing efforts to attract fan to the new stadium. There were tours given before spring train- ing and even commercials preparing fans for the new stadium. It shows how much marketing can do. However this wasn’t just the Rockies effort, the stadium is also shared with the Arizona Diamondbacks, so their efforts in marketing also helped the Colorado Rockies. #8

Colorado Rockies 17th in baseball-team value

Denver Business Journal

Date: Wednesday, March 23, 2011, 12:31pm MDT

Even before the first pitch is thrown in the 2011 regular season, the Colorado Rockies already know where they stand in this year’s Major League Baseball team-value stats: No. 17 out of 30 clubs.

That’s according to Forbes, which estimates that the Denver team is worth $414 million, up 8 percent from a year earlier.

That’s a far cry from the leader, the New York Yankees, worth an estimated $1.7 billion.

Forbes pegs the Rockies’ annual revenue at $188 million, operating income at $16.3 million, player expenses at $97 million, and gate receipts at $55 million.

“Buoyed by strong attendance last season (2.9 million fans was the biggest crowd since 2001 season), the Rockies are bumping payroll further after locking up some core players,” Forbes notes.

28 Overall, Forbes estimates the average MLB team is worth $523 million, an all-time high and up 7 percent from last year.

The Boston Red Sox are the second most valuable team, valued at $912 million.

Only three MLB teams saw their value drop from last year’s report, led by the whose revenue fell 13 percent as a result of a 25 percent drop in gate receipts. The other two teams were the and the

The Mets were also one of only three teams to have negative operating income, joining the and the Boston Red Sox.

REACTION

This article shows the Rockies ranked 17th in major league baseball for the value of their team. This is brand equity. It shows how the Rockies really aren’t in the top portion of Major League Baseball by any means, but they have improved since last year by eight percent. Hopefully this equity will continue to rise. #9

Victoria’s Secret is all about Rockies

Denver Business Journal

Date: Thursday, March 17, 2011, 10:57am MDT

The Pink unit of Victoria’s Secret on Thursday unveiled an expansion of its Major League Baseball line to include the Colo- rado Rockies.

The apparel includes T-shirts, sweatshirts, hoodies, tank tops and underwear, all branded with the Rockies name.

Victoria’s Secret launched its relationship with Major League Baseball two years ago, with the initial roster of teams including the Boston Red Sox, , Chicago White Sox, New York Mets and New York Yankees.

29 The expanded baseball line brings another dozen teams to the Victoria’s Secret lineup, including the Arizona Diamondbacks, , Cleveland Indians, Detroit Tigers, Milwaukee Brewers and .

The Victoria’s Secret baseball apparel is available at the company’s retail stores, stadium stores, and online at vspink.com and mlb.com.

Victoria’s Secret in August 2010 launched a co-branded effort with the National Football League, with Denver Broncos items are among those in the first wave of teams.

REACTION

This new sponsorship with the Rockies creates another new source of revenue. Also this shows a new target market. Victoria’s Secret is a female clothing brand, which means the Rockies now will increase brand awareness to more of a female market. This is a big step in marketing because there are not many lines that are exclusively for female customers. #10

Coors Field improvements trying to cover all the bases – Denver Post

Thursday, 31 March 2011 21:10 Troy Tulowitzki hands a signed baseball to Kailee Vela, 5, on Thursday. The Rockies worked out for charity in front of more than 1,000 fans at Coors Field. (John Leyba, The Denver Post) Purple- and pinstripe-clad fans will flood Lower Downtown Denver this afternoon for the Colorado Rockies’ season opener against the Arizona Diamondbacks.Coors Field is ready for them.Soon after the home games wrapped up in September, work preparing the ballpark for its 17th season began.”The fans have a vested interest in keeping the ballpark up to date,” said Kevin Kahn, vice president of ballpark operations. “We don’t start when the calender turns.”The heating system beneath the turf was turned on in February to kick-start the greening of the field. The irrigation system came on during the first week of March. From then, it was a sprint to .”There is nothing more special than Opening Day,” Kahn said. “It’s not just the fans in the ballpark but the excitement in the whole community.” Team co-owner Dick Monfort said he and other Rockies officials have paid attention during visits to other ballparks in the past decade — and brought some of those ideas to Coors Field.The club spent $2.5 million on updates for the season, including the addition of a new bar and improvements to restaurants and other concession stands.”We’re constantly looking to make the ballpark better,” Monfort said. “We have to go all around the country to find these ideas.”Among the additions is Camarena Loft, an open-air bar on the northwest side of the ballpark. The bar, which required the removal of three rows of seats, features an open-seating area, tequila and a nachos vendor.The new Wazee Market will offer fans brick-oven pizza and gelato. The two Fanfare concession stands on the main level of the ballpark were updated with a “belly up” checkout system designed to move customers through the lines faster. All concession stands have been updated with digital menu boards.The price of some concessions will increase 25 to 50 cents, Monfort said.Inspired by PNC Park in Pittsburgh, A chef steps up to the plate to make Helton Burgers on the concourse in left field Thursday at Coors Field as part of media day. (John Leyba, The Denver Post)a new LED lighting system has been installed at Coors Field. The system will illuminate the exterior of the ballpark in Rockies purple. On Thursday, fans lingered in front of ticket windows and peered through the ballpark’s front gates.Andrew Eismont anxiously paced as he waited to watch the Rockies practice. He bought his ticket for today’s game two months ago.”It’s a rush of emotion,” he said. “We’ve been without baseball in Colorado for five months.”

REACTION

This article shows how the people at Coors Field have worked to improve and keep the venue up to date. They say they vis- ited other ballparks and have brought ideas back from them to use at Coors. They want to keep the park up to date and keep im- proving it every year so the fans always have some new experience every time they attend a Colorado Rockies game.

30 Place

The product of the Colorado Rockies is obviously baseball, and the experience of attending the game. So the place where this is distributed is Coors Field. As stated earlier in the presentation Coors Field was constructed in 1993, and open for play in 1995. Coors Field has a couple unique aspects when it comes to the design of the park. It has the fountains in center, which go off after every homerun the Rockies hit. Another unique aspect is what is called the Rockpile. These are bleacher seats located in cen- ter field above the fountains. These are very cheap seats that are almost always available at a minutes notice. It gives fans an oppor- tunity to see a game regardless of how late they want to buy the ticket. These two things are what give Coors Field a unique experi- ence compared to every other stadium.

This is the Rockpile seating

31 Community and Public Relations

The Colorado Rockies have two charities, the Colorado Rockies Baseball Club Foundation and the Colorado Rockies Charity Fund, a fund of the McCormick Foundation, both of which continue to be two of the club's biggest priorities. Rockies' Charities work to raise funds for, and promote programs focusing on underprivileged and at-risk youth. These charities create a great image for the Rockies band. They show how the Rockies are actively involved in the community and trying to better the Denver area for the good of the state of Colorado.

Picture of the mascot, Dinger, and kids

Among the organizations charities Troy Tulowitzki has had a charity of his own the past 6 seasons called “Wins for Kids.” In this charity Troy grows his mullet out for every win the Rockies get, and people donate based on how they think his mullet looks. In the past four seasons, prior of 2010, it has generated over $200,000 for children's charities in the Denver area.

32 Media Coverage

Television coverage is brought to fans by ROOT Sports, which is formerly FSN (Fox Sports Net) Rocky Mountain. ROOT Sports is nationwide and has contracts with multiple teams but the Rockies transition was recent. The name was changed to ROOT Sports this year however all the same casters and same style of announcing is still there. This is the only television contract the Colorado Rockies personally posses. They of course have agreements with ESPN if they decide to air a big game then they can.

The main radio coverage for the Colorado Rockies is 850 am KOA. This station is the main media coverage for all Denver sports and has affiliates that cover the close Western US.

Rockies Radio Network 2011 Season Affiliate List

Hear the Rockies across the Western United States on these stations:

COLORADO

Denver 850 AM KOA (Flagship Station) Aspen 106.1 FM KNFO Durango 930 AM KIUP Ft. Morgan 1010 AM KSIR Grand. Jct. 1340 AM KTMM Pueblo 1350 AM KDZA Rifle 1490 AM KNAM Salida 93.7 FM KSBV Walsenburg 102.3 FM KSPK

WYOMING

Buffalo 1450 AM KBBS Cheyenne 1240 AM KFBC Douglas 1470 AM KKTY Green River 1490 AM KUGR Kemmerer 107.3 FM KOAX Laramie 1290 AM KOWB Newcastle 1240 AM KASL Powell 1260 AM KPOW Rawlins 92.7 FM KIQZ Rawlins 1240 AM KRAL Riverton 1450 AM KVOW Sheridan 1410 AM KWYO

33 Sundance 103.1 FM KYDT Thermopolis 101.7 FM KDNO Torrington 1490 AM KGOS Wheatland 1340 AM KYCN Worland 1340 AM KWOR

MONTANA

Bozeman 1450 AM KMMS Billings 105.1 FM KQBL Deer Lodge 1400 AM KBCK Glendive 96.5 FM KDZN Hardin 1230 AM KHDN Laurel 1490 AM KBSR Malta 100.1 FM KMMR

NEBRASKA

Chadron 610 AM KCSR Scottsbluff 960 AM KNEB

SOUTH DAKOTA

Belle Fourche 1450 AM KBFS

KANSAS

Goodland 730 AM KLOE

34 Overall Marketing Efforts

Now that we have looked at the different aspects of the Colorado Rockies marketing department let’s determine what it all means.

We found out that the Rockies market by location demographics, which means they look mostly to the area around them. This is an easy effort because they do not have to expand their money resources to reach far away customers. Although they do not market tickets to far away Colorado destinations, they still have merchandise stores all throughout the state. This means they can still have sales everywhere but can focus on ticket sales closer to them.

We took a look at how the Rockies are actively involved in the community through charities and opportunities in the surround- ing areas. These give the Rockies an outstanding reputation among the community and make it easier to keep fans because the team is always loyal to them. When your team is actively involved in the community it means regardless of how the team does the fans will always support them.

We have looked at some history behind the team and saw how they are young and growing. Yet they still rank above other teams older than them in value and attendance.

With this knowledge I leave you with a couple of photos in conclusion to this presentation. I hope you know see the overall marketing efforts of the Colorado Rockies.

35 36 37 http://espn.go.com/sportsbusiness/s/stadiumnames.html

http://www.sportslogos.net/team.php?id=58

http://mlb.mlb.com/team/front_office.jsp?c_id=col

http://colorado.rockies.mlb.com/col/history/timeline2.jsp

http://www.forbes.com/lists/2009/33/baseball-values-09_Colorado-Rockies_336931.html

http://www.mlb.com/col/sponsorship/signage.jsp

http://www.zipskinny.com/index.php?zip=80249

http://www.mlb.com/col/sponsorship/signage.jsp

https://www.teammarketing.com/btSubscriptions/fancostindex/index

http://www.bizjournals.com/denver/search/results?q=Rockies&s=4&db=&de=&l=25&pl=4&tab=1

http://www.beerstart.com/beer-smarts/global-beer-news/35937-coors-field-improvements-trying-to-cover-all-the-bases-denv er-post

http://rockymountain.rootsports.com/SportSelect.dbml?DB_OEM_ID=25930&SPID=88595&SPSID=620847

http://colorado.rockies.mlb.com/col/sponsorship/index.jsp

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