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Syracuse Chiefs IMC Plan

By Paul Mullin

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Situation Analysis:
The Syracuse Chiefs are a minor league baseball team, affiliated with the
Washington Nationals. The stadium itself houses 11,117 seats and is located just outside
of Downtown Syracuse. The stadium is named NBT Bank Stadium, and is specifically
located on 1 Tex Simone Drive, named after long time general manager Tex Simone.
Throughout the years the name of the stadium has changed with sponsors that have come
and gone through the years. The stadium is somewhat unorthodox in its construction with
the main gate being placed behind a large flight of stairs that hinders the handicap from
entering through the main gate, forcing them to enter through a side gate, which holds an
elevator.
The team has been in a major decline over the past decade. Following the 2013
season the team reported a loss of $500,000 dollars after attendance and general sales had
declined to record low numbers. To respond to these numbers, the board of directors
inside the organization conducted a complete change of the staff.
The culture around the ballpark has been very negative for the past two seasons.
The need for a change is very evident; the use of the stadium was not the most effective
due to the fact that the fans are obviously not happy with operations. This past summer I
worked with the team as an intern and was able to understand the workings of the team
on an inside level which makes me qualified to present new strategies and develop the
goals.
The first thing to look at was the effectiveness of ticket sales. This past season
multiple games tickets were given out for free in the upper deck of the stadium, during
late June through August the majority of fans were located in the upper deck which is

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known as the General Admission section. The ticket price is $8 for General Admission.
Lower level tickets were pricier and were rarely purchased in the ticket office unless it
was the purchasing of season tickets. In addition to the General Admission, and lower
level seats the stadium has box seats, party patios and a full restaurant seating area called
the Hank Sauer Room. These seats could be purchased on a game-to-game basis but the
prices of these without food was somewhat expensive making their uses during the
season very limited.
The next area of operations that could be looked into would be the promotions
and mid game promotions. The amount of promotions the team conducted this past
summer was high, basically every summer home game had somewhat of a promotion,
everywhere from a celebrity to a community night was conducted to bring awareness to
the team through something that could be tied in to other interests rather than just
watching baseball games. In addition to the major game specific promotions the team
also there were numerous promotions that took place within each game between innings.
These promotions did not change throughout the season and they became somewhat
tedious as the season progressed. Every game consisted of having a t-shirt toss in the
third inning followed by a dice game in the fourth, in the fifth inning a lotto trivia
question with an obvious answer and in the 7th inning a jersey raffle winner was selected.
These promotions had little variation throughout the season and because of this were
taken negatively by the fans.
Concessions in the stadium were often viewed as over priced for the amount of
food that one could purchase. For example the chicken tender basket was priced at $8 for
4 tenders and a side of French Fries. In addition the team added on top of beer sales a bar

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where one could purchase wine, or other mix drinks. These drinks were priced anywhere
from ten dollars to twenty dollars. To accommodate the avid baseball fans the team
developed a specific section of the stadium where the fans were able to purchase food
from their seats and have it delivered straight to them, this section was called the Home
Plate Club. Tickets for this section were twenty dollars per seat. The smaller concessions
including popcorn and cotton candy were not cheap either, they cost on average five
dollars throughout the season. Finding affordable food at the ballpark was very difficult,
however most ballparks have similar price structures for food so this element was not
completely outrageous.
The combination of all the issues in the stadium does not become a problem
unless of course the team is not winning inside the ballpark. Syracuse citizens similar to
other cities are fair weather when it comes to rooting for a team. This evidence is backed
up by saying, following the 2003 Syracuse Basketball season attendance has not dropped
due to the fact in 2003 the team won a National Championship and was ranked No.1 in
the nation. Another example of poor attendance directly coorelated with a losing team
would be the Syracuse Football team, during the years of 2005-2008 coach Greg
Robinson had a record of 10-37 and the fans ran him out of town. A more recent story
would be the Syracuse Crunch hockey team, a minor league hockey team who has played
in Syracuse for multiple years and before this past season had not done well in the
playoffs in over a decade. This past season they made the finals of the Calder Cup
playoffs. During the final series the Crunch had no problem selling out the home games
due to the fact that they were winning playoff games. Therefore in Syracuse it is evident
that the teams that win draw fans to their games. The average fan does not attend a game

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because they hope to see a sport they go to see their home team win. In the past two
seasons of Syracuse Chiefs baseball the team has had a record of 136-152. Their record at
home this past season was 30-42. Attendance numbers over the past three years are as
follows; 374,680 in 2011, 349,027 in 2012, and 345,047 in 2013. The declining trend is a
combination of factors, however, the team has not had a winning record in any of these
seasons.

Objectives:

Raise the attendance by 1,000 people during the next season

Create consumer awareness of the Chiefs in the Syracuse area

Increase season ticket sales by 5%

Out sell the Rochester Red Wings and Buffalo Bisons in team merchandise sales

Obtain 3 new promotional partners

Develop a better utilization of suites, patios and the Hank Sauer Room

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Audience:
Understanding the demographic of the Syracuse area one will understand the
stadium is in a unique location. The stadium is located just about 10 minutes out of
downtown Syracuse. In addition it is in the north side of town whose income level is
somewhat lower than most areas in Syracuse. In addition the stadium is in walking
distance to Destiny USA a large mall that accounts for the majority of business in the
Syracuse area. The stadium is also neighbors with a train station, and is a ten-minute
drive from the airport. These outlets of transportation can be better utilized and attracting
the travelling market is important. About twenty minutes away from the stadium are more
suburbs where the average income is significantly more than the neighborhoods
surrounding the stadium itself. Syracuse itself according the 2010 census has a population
of 145,170 people and 56,445 households
Downtown Syracuse is the area in which the most individuals work and it also has
started to become a place where individuals are living. Armory Square has become the
biggest retail and dining area of downtown Syracuse. Attracting the Armory Square
audience would be the most beneficial to the team. These crowds of people enjoy the
retail stores that a spread throughout the area in addition the restaurants/pubs and condos
in the area attract the younger post-college crowd.
Out of the 56,445 households that were reported in the most recent census, 28%
reported they had children under the age of 18. Out of the city population 30% are under
the age of 18. Approximately 17% were between the ages of eighteen and twenty-four.
The combination of these two groups accounts for almost 50% of the population of the
city. These two groups are the focus groups for being able to meet the objectives

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previously mentioned. This crowd is the majority of the patrons at events for Syracuse
University sporting events; they make up both Generation X and Y. Theses groups are a
focus because they have the most time on their hands and have the most purchasing
power based on the availability of their schedule. Most baseball games take place at night
and because these two groups are not taking care of families they are able to attend more
games then say a dad who has to take care of three children and work a full time job.
Another major audience target would be the member of the towns of Fayetteville,
Dewitt, Camillus, Jamesville, and Skaneateles. These towns have higher-level incomes
than the towns surrounding the stadium. By targeting the towns with more income it
would benefit the team due to the fact that they would be more willing to spend their
money on entertainment compared to a family who is of lower income that limits the
amount of money spent on entertainment. These towns are more suburbs based therefore
by attracting the more suburban families; they are also targeting the younger market. This
type of market would be used to increase season ticket and luxury suite sales.
The next target audience is the travelers that come through the train station and
airport that are both within 20 minutes from the stadium. According to the 2012 Annual
Report by the Syracuse Convention and Visitation Bureau, Onondaga Country welcomes
five million visitors annually. In this report it is also specifically mentioned that Destiny
USA is a major magnet of visitors, this location is in walking distance of the stadium. In
2011 the visitor-spending total was $764 million dollars. This states that visitors are
coming to the Syracuse area and spending money, targeting them would be financially
beneficial.

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Surrounding the stadium is an area known as the north side of Syracuse, more
specifically the village of North Syracuse. The average income in North Syracuse is
around $37,000. The per capita income in the village was about $18,906, which is below
the poverty line. Understanding these statistics is key to understanding how to get the
buy-in from the inhabitants from this village. Their overall contribution will be much
different then the other target audiences due to the fact their purchasing power is
significantly less. However, targeting this audience is important due to the fact that
getting the morale for Chiefs baseball up is most important, people in the seats is far
better than a few individuals of higher income in the seats.

Strategies:
The Syracuse Chiefs need to understand the audience that they are surrounded by
in addition with the audience they must also understand that the product that they are
attempting to sell to customers is a sport in which not all customers enjoy watching.
However, one of the goals was to increase the attendance by 1,000 to achieve that goal
the team must create a good feeling of morale in the community of Syracuse. The Chiefs
do not have the ability to change players like a professional team due to the fact that all
transactions of players and staff are handled by the Washington Nationals, the major
league team affiliated to the Syracuse Chiefs. Therefore the new plan must find a way to
convince consumers that buying tickets and coming to the games is important. To add
1,000 people over the course of the 70+ home games we must first acknowledge the

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things that work and look to improve those ideas to grab even more from the target
audiences. For example the use of fireworks once a month guarantees a large crowd at
least one night a month due to the fact the fans enjoy seeing fireworks. Using an event
like this could take away from the crowds due to the fact people will just plan to go to the
next firework night that is in a few days. One strategy that could be displayed would be to
add more theme nights of these styles, rewarding fans for coming to games. When fans
attend a specific amount of games for example they could receive a discount to the gift
store located in the stadium or a discount at a promotional partners restaurant.
By not wasting anytime during the offseason the Chiefs could create strategies in
which they bring more interest to the team through the offseason. These strategies include
flyering throughout the offseason at popular locations and attempting to create new
connections with companies to sustain more promotional partners. Another way in which
the team could create interest in the community would be by becoming relevant in both
types of media, online and television/radio. Becoming a presence in media, individuals
will begin to associate different things with the team, for example Geico is associated
with the green gecko. The Chiefs could create some type of symbolism whether it is the
mascot or a player in the community. Reinventing the logo of the team could be a way in
which a newfound buy-in could be created and a more direct connection between the city
and the team could be developed.
To compete with teams in the area in terms of merchandise sales it will be
necessary to create merchandise that is relevant to the buyer. Rather than just selling
players jerseys which often come and go through the team, especially in a sport like

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baseball, integrate other things that consumers can take pride in for example Syracuse
related apparel different from the University.
Increasing season ticket sales is one of the most difficult objectives created,
however, it could be the most beneficial to the team and company. Creating a rewards
plan for season ticket holders would help generate more sales. Making more benefits
accessible to season ticket holders compared to single game ticket holders would entice
single game ticket holders to switch over. Targeting the big businesses in Syracuse and
creating special ticket plans for them to purchase would be another way in which season
ticket sales could be increased.
The Hank Sauer room is a full scale restaurant located on the first base line of the
stadium, by recreating this area for daily use rather than special case scenarios the team
would be able to generate more revenue in both concessions and ticket sales. The
restructuring would be changing the whole set up of the area and refocusing the area on a
place where individuals could eat drink and socialize without a specific ticket designated
to that area. At the Carrier Dome for Syracuse University there is a club called Club 44
where ticket holders can go and drink during the game and watch other games during the
game. If the Chiefs create an area of this similar nature they could attract more of the
high rollers in the Syracuse area.

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Tactics
Increasing attendance can be done in multiple ways. One idea to fill seats would
be to giveaway tickets for the upper deck to local businesses. The businesses would then
be able to distribute the tickets to customers and staff. Another way to increase
attendance would be to promote special events with flyers for discounted lower level
tickets. Flyers could be distributed at local festivals and events where the target audiences
of the special event games would be located. Another way in which attendance numbers
could raise would be guarantying more of a wide spread variation of promotions within
games and before games. Specific events like celebrities or concerts could help fill the
seats. Firework nights once a month with discounted tickets available pre-sale. In
addition to firework nights incorporating dollar hot dog nights and dollar beer nights
would get the young college crowd more involved in the games due to the fact they could
spend a night at the ballpark for under $20. Specific game promotions and ideas could be
generated over the off-season and even planned within the season itself depending on
what the fans wanted.
The stadium is directly across the street from the largest money making tool in
Syracuse the mall. Destiny USA brings in tourists therefore making a day of shopping
and a night at the ballpark a reality would help both businesses. The community needs to
be informed of what is happening at the ballpark similar to any other festival advertising
is huge. One way in which the advertising aspect could grow would be taking out
television, billboards, and radio ads across the city of Syracuse to generate awareness that
the city has a baseball team. Using the fact that Syracuse University does not have a

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baseball team could be beneficial due to the fact they are not competing against any other
market. In addition the dated mascot and team name could be adjusted to get the
community more involved and aware of the baseball team. Posting articles in the
newspaper and social media asking the fans to create a new mascot and team name could
bring people into the discussion of baseball and going to the park. The city of Syracuse
could become involved in the rebuilding of the team to prevent the negative connotations
of teams past to carry over.
Season ticket sales are very difficult to grow, however, when remodeling the team
gaining buy-in can be easier to find with promised change. First way to grow season
ticket sales would be to recognize the fans that have stayed with the team by providing
them with different perks such as free parking passes for the season for example.
Rewarding the loyal creates a good reputation in customer service aspects of the
community. Next to attempt to grow season ticket plans create a variety of ticket
packages where ticket holders can customize their plans to their busy schedules. In
addition create a family plan where tickets can be interchanged when a game is missed
they can quickly exchange a ticket for another game without any payment fee. Create a
passport system where based on how many times you check into the stadium you level up
through rewards, similar to having a rewards card at a grocery store. As you attend more
games you receive different rewards, anything from free food to discounts at the souvenir
shop.
Competition for the Chiefs is located in Rochester in Buffalo. Those two triple-a
teams are the closest to Syracuse and have comparable markets, therefore benchmarking
against them would benefit the company. Creating different and new merchandise would

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help generate new business. Most teams sell the same things minus the different logos; by
creating Syracuse specific gear such as shot glasses themed around the team could create
more business. The reason why Syracuse University is able to make sales is because of
the fact the fans have pride in the University. Therefore to create sales at the ballpark
create merchandise that fans will be able to take pride in wearing on a daily basis.
Working with the other businesses in the city can only help the team. Promotions
are key in a sport like baseball because of the fact that the games are segmented there are
stoppage times between innings creating time where promotions can be conducted. Every
game has at least eight opportunities to have activities happen. Currently there are
promotions sponsored by Dunkin Donuts and the New York Lotto that go on in between
innings to match the goal of three new promotional partners the team could add more in
game activities such as a race the mascot sponsored a shoe store, or a dress like the
players competition sponsored by a clothing company. Reaching out to local businesses
to aid in these promotions would be beneficial both ways due to the fact that both
companies benefit from the PR.
The final objective was renovating the Hank Sauer room and finding better
utilization of the suites and patios. By making the Hank Sauer room into a restaurant
during every home game the amount of people eating dinner at the ballpark would
increase due to the fact that they are getting a full meal at the park and watching baseball
in a nice setting. Inside the restaurant multiple televisions could be placed to keep up with
other sporting events taking place during the game. In addition the patios could be turned
into VIP bar areas where drinks would be free after purchasing a specific ticket for the
area. These areas would be designated for parties but could be accessed on a nightly basis

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if a specific ticket was purchased. The suites in the stadium are rarely filled; by having
suite giveaways on the radio they could be filled on a nightly basis. Following the
experience of the suite fans would be more inclined to purchase ticket for a suite in the
future given their experience was positive.
Calendar:
Month

Action

OCTOBER

-Reach out to new businesses

-Meet with architect on reconstructing
suites and Hank Sauer Room
-Issue a call to the fans to rename the team
-Trick or Treat event with the Players to get
the neighborhood involved with the team.

NOVEMBER

-Develop Season Ticket Plans

-Send out informational packets to radio
stations, television stations and create
billboards advertising the team.

DECEMBER

-Finalize new designs of suites and Hank

Sauer room. Begin to construct the new
suites
-Develop strategy of changing promotions
on a game to game basis
-Christmas Event with Santa and
Players/Coaches

JANUARY

-Host a New Year New Team themed event

to reveal the new mascot and logo. Also
revealing the newly renovated Hank Sauer
Room.

FEBRUARY

-Finalize partnerships with promo partners.

MARCH

-Host minor events to bring recognition to

the team.
-Have the team make appearances around
the Syracuse area making them accessible t
the fans.

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APRIL

-Have an opening day concert outside the

Stadium to welcome baseball back to
Syracuse.

JUNE, JULY, AUGUST

-Review the season numbers and statistics

at the end of each month
-At the end of each month ask fans to
comment on the new changes and what they
want to see.

Budget: $15,000
OUT OF POCKET EXPENSES
-Renovation for Hank Sauer Room
($5,000)
-Renovation of the Suites
($1,000)

STAFF EXPENSES
-Making of Flyers
-Distributing of flyers and tickets to
businesses and events.

-Promotions for Games During the Season

($3,000)

-Planning promotions and calling

businesses to plan community events at the
park.

-Bringing in concerts
($3,000)

-Finding talent to come for concerts and

events.

-Partnerships with Promotions

($4,000)

-Agreements with Promo Partners

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Measurement:
To restate the objectives they are as follows:

Raise the attendance by 1,000 people during the next season

Create consumer awareness of the Chiefs in the Syracuse area

Increase season ticket sales by 5%

Out sell the Rochester Red Wings and Buffalo Bisons in team merchandise sales

Obtain 3 new promotional partners

Develop a better utilization of suites, patios and the Hank Sauer Room

The way in which you could measure these objectives varies. To measure the attendance
increase or decrease I would look at the prior years official attendance and calculate the
increase or decrease to see if the goal of 1,000 was met. This is a very black and white
objective so whether or not the objective is met will be clear.
The second objective presented is harder to define whether or not it was met,
however, it would be beneficial to track where tickets are coming from, what businesses
are buying the tickets and using the tickets. Another way to look at this would be looking
at the amount of people following the social media accounts if there was a significant
increase in the amount of followers, retweets or shares then one could say the awareness
was raised in the community.
The third objective was a 5% increase in season ticket sales. Increasing the season
ticket sales is a clear objective. To judge this objective it is key to look at season ticket
sales last season compared to this season.
The fourth objective was to outsell Rochester and Buffalo; this objective similar
to the previous is a simple comparing of the numbers off the three clubs. Overall this

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objective can be looked at on a monthly basis to keep tabs on whether or not the team is
on pace to sell more or less than the competition. Constant benchmarking of the other
teams will be done to measure against the other companies.
Objective five is a clear as the others in the sense that adding three promotional
partners will be judged based upon the addition of partners. Following the addition of
three new partners it will be key to make sure the relationship prospers with the new
partners and develop in game activities to create a good relationship between the partners.
This goal is a goal that can continue to future years adding three partners per off-season
would significantly help bring in more revenue.
The fifth and final objective has to do with renovating the stadium. This objective
is both tangible and intangible in the sense that when looking at the renovations being
successful it could be taken as the new style is beneficial but at the same time someone
else may not like it. To judge this objective we will look at the sales generated from the
renovated suites and Hank Sauer room and compare the income generated from the past
seasons suite rentals and patio parties. Comparing these two totals will give a good look
at whether or not the fans enjoyed the new areas and utilized them compared to last
season pre-renovations.