Arizona Diamondbacks Giveaways Fuel Stadium Attendance
The Major League Baseball season is in its second half, but fans are still excited about getting to the ballpark—thanks in some part to promotional giveaways at the door. For teams like the Arizona Diamondbacks, these items have proven to be a major factor in drawing crowds.
For the D-backs' July 18 matchup against the San Francisco Giants, the team gave away a Star Wars-themed bobblehead of center fielder A.J. Pollock. According to Fox Sports, the Diamondbacks have been averaging a crowd of 34,770 fans for giveaway nights—an increase of 9,003 over last season's average. For Star Wars Night and the Pollock bobblehead, 37,609 fans filled the stadium—more than 10,000 above average.
— Arizona Diamondbacks (@Dbacks) June 30, 2015
The Diamondbacks are 23rd in the league in terms of average fan attendance, averaging 25,767 for regular home games. For this season, the team is using a strategy called "Peak-on-Peak," which uses promotions and giveaways on games that it believes fans are more drawn to—such as a rival coming to town or a weekend game.
"Success isn't just reaching the 20,000 for the giveaway, it is about filling the stadium a little bit more," Karina Bohn, Arizona Diamondbacks' vice president of marketing, said to Fox Sports. "We know that the Dodgers series is going to attract a lot of fans, naturally, but if you have something that is wavering, thinking, 'Should I go to this game or not?' That extra giveaway item might be the thing to push them towards the purchase. If someone comes to a weekend game when there's 40,000 to 45,000 people in the ballpark, they're [going to] have a much different experience on that Saturday than if they came on a Tuesday where maybe the ballpark is half full."
The article also stated that some season ticket holders have been choosing games they go to based on promotions.
Upcoming special events at Diamondbacks games include a "Throwback Thursday" against the St. Louis Cardinals on Aug. 27 and "dad and daughter" cap giveawaysduring the Aug. 29 to 30 series against the Oakland Athletics.