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- Title
WEST MICHIGAN WHITECAPS.
- Authors
Subramanian, Ram; Motwani, Jaideep; Rumery, John
- Abstract
The Grand Rapids, Michigan-based West Michigan Whitecaps was the Single A affiliate of the Detroit Tigers Major League Baseball club. Since its inception in 1994, the club had drawn well, setting attendance records at the minor league level. Ticket sales were one of several revenue sources for the team; likewise, the other sources (such as concession sales and parking revenues) were dependent on the number of people attending a game. The club hosted about forty percent of its home games in the months of April and May. Jim Jarecki, the club's Vice President for Baseball Operations, had been charged by the team's owners to address the attendance problem in April and May. While the club averaged around 5,700 spectators per game on a season-round basis, the average attendance in April and May was 40-45 percent lower; this resulted in substantial lost potential revenue. Jarecki faced added pressure to increase the attendance because the club had privately financed a major addition to the ballpark that necessitated additional mortgage payments. Jarecki had reviewed the club's current promotional activities for April and May along with marketing head Mickey Graham. He now had a week to suggest a course of action to the club's CEO.
- Subjects
GRAND Rapids (Mich.); MICHIGAN; WEST Michigan Whitecaps (Baseball team); MAJOR League Baseball (Organization); BASEBALL teams; INDOOR games; JARECKI, Jim
- Publication
Business Case Journal, 2009, Vol 16, Issue 2, p73
- ISBN
9780974664323
- ISSN
1937-8459
- Publication type
Case Study