Tickets.com Client Spotlight: Peoria Sports Complex

Peoria second in Cactus League 2009 attendance

Peoria Times
By Jennifer Hernandez

The Peoria Sports Complex hosted baseball games every day during the month of March as part of the 2009 spring training season, along with the other teams participating in the Cactus League.

The 2009 Cactus League spring training season met expectations with overall attendance reaching 1.57 million baseball fans, representing a nearly 20-percent increase over the previous season's attendance.

Peoria Sports Complex held four of the 10 single-game record games. Topping the list was when the Seattle Mariners hosted the Chicago Cubs March 12 and drew 13,366 fans. March 28, when the Mariners hosted the Arizona Diamondbacks, they set the fifth-highest record of 13,311. March 23, the Mariners hosted the Cubs again and drew 13,060 and again when they played the Diamondbacks March 22, with 13,048 fans.

Camelback Ranch held the third-highest single-game record with 13,311 March 21, when the Cubs traveled to Glendale to take on the White Sox. They also grabbed the 10th spot March 17, when the Dodgers hosted the Cubs and drew 13,046 fans.

The average revenue over the past five years at the Peoria Sports Complex was $5.8 million and this past season. the revenue was $5.684 million. This number includes revenue from tickets, concessions, programs, parking, novelties and advertising.

In the past six years, Peoria has had more than 200,000 people in attendance at spring training. In 2008, Peoria led in attendance with 230,434. This season, the sports complex drew 211,241 fans, including World Baseball Classic games.

Camelback Ranch led in Cactus League attendance with 136,944 fans for the Dodgers and 91,782 for the White Sox for a total of 228,726, and an average 7,624 fans per game. Peoria averaged 5,868 fans per game.

Peoria implemented a new recycling program this season, placing 30 receptacles around the complex to collect plastic, cardboard, paper, plastics, paper, aluminum/steel cans and glass. The larger receptacles were utilized by operations, maintenance and concessions for large and bulk boxes and paper. At the completion of spring training, 14 compacted tons (clean) were recycled.

A unique advertising campaign took way as well with e-mail blasts sent to local subscribers through Tickets.com, local CLASS registrants and AZFamily.com, as well as the Luke e-newsletter and Air Force Base weekly.

Radio and television promotions took place as well as strategic advertising at gas station pumps in three West Valley locations. A promotion was set up with Arrowhead Towne Center and two new grocery store promotions with Fry's throughout the first pitch and Bashas' two-for-one lawn or bleacher seats for the final weekend, with the purchase of selected items.

Coupons were sent out in various information booklets sent to local residents. The coupons redeemed in 2009 reached 6,085, which was a 1,039-percent increase from the 2008 season.

“I feel both facilities did really well this year,” Cactus League President J.P. de la Montaigne said.. “Peoria is a fan-friendly, customer-service orientated stadium, (led by the excellent service of our Diamond Club volunteers) with some reasonable ticket and concession prices and discounts and coupons for our local residents. With Ichiro, Junior and Peavy as some of the stars playing every day, it was great baseball and fun for the fans. Camelback Ranch was the shining new star. They had many challenges getting their facility opened this year and welcomed our local fans and out-of-town guests to some great experiences.”

New sponsors were also brought on board, including Grimaldi's Pizzeria, Hooters, Value Place, Ksushi, Abuelo's, Alliance, Crown Imports, AZ Ortho Sports, Buca di Beppo, Lis Doon Varna, Margaritaville, Oakley, Pita Jungle, The Moon Saloon, Tilted Kilt, Lennar Homes, FuNuGyz, Gray Residential, Mercedes Benz of Arrowhead, Welk Resort Group, Jason's Deli, Hurricane Bay, Coleman Golf, Alvus Company, Sweet Tomatoes, MOJO and Johnsonville.

The Peoria Diamond Club raised more than $180,000 through the “Welcome Back Charity Game” and other regular spring training efforts, including the Red Hook Deck.

“It's clear that baseball is big business no matter what economic cycle the country is in,” said Tom Moulton, co-vice president of the Cactus League and director of economic development and tourism for Pima County. “Fans follow their teams and it's our hope that records set this year will be challenged next year as the league continues on its growth pattern.”

In 2010, the Cactus League will once again grow as the Cincinnati Reds join the Cleveland Indians next year in Goodyear, leveling the playing field between Florida's Grapefruit League and Arizona's Cactus League with 15 teams each.

“Our goal is to do 200,000 fans or more a year,” de la Montaigne said. “We passed that mark for the sixth year in a row. We are happy with that. Camelback Ranch is a beautiful facility and I'm sure the newness attracted some first-time visitors. The current economy, the World Baseball Classic, the longer spring training season and our teams' past year's record all played into the overall attendance. The overall Cactus League had another record attendance season that we all are proud of.”

de la Montaigne said he is looking forward to upcoming seasons.

“There are always changes, upgrades and additions to our facilities to meet the changing needs of our teams and to make experiences for our fans better,” he said. “We look forward to next year, of course, but we are also proud of the many, many activities going on weekly at the Peoria Sports Complex on a year-round basis.”