Twins Reach Out To New Fans With Weekend Warrior Package
Image courtesy of Jesse JohnsonHowever, Target Field is a different animal. “We have people that come to the game and barely watch the game but have a great time,” continues Clough. This is the super-casual fan. Baseball wasn’t on their radar five years ago, but is now because Target Field is a destination. In many ways it is the quintessential Minnesotan urban summer experience: a way to be outdoors with friends and meet new people with a shared rooting interest. It’s become a community gathering place.
That was particularly true on weekends. “Looking at the games that that segment attended, it was primarily Friday and Saturday games,” reveals Clough. So the Twins put together two season ticket packages that cover their thirteen Friday (mostly night) home games or their thirteen Saturday home games. Then they added a final package that covers the 13 Sunday (mostly afternoon) games. ”We added Sundays primarily for families,” says Clough.
This is a unique package born out of researching who attends Target Field games. To Clough’s knowledge, no other teams have created similar packages. (You can find more details by clicking on the ads in the right margin of Twins Daily.)
The offer is unique in other ways, too. First, there is a level of consistency that is absent from other season ticket packages. Looking at the Twins 20-game package, the games jump from one day to another, which can cause problems for those who might have regularly scheduled activities or commitments. The Weekend Warrior packages simplify scheduling by targeting one day per week, including a Sunday option for people coming home from weekends away.
It’s also unique in how the tickets are delivered. The tickets are only delivered digitally, so fans can either print them off or show them on their smartphone using the “At The Ballpark” app. The industry is evolving towards electronic-only delivery of tickets. “We want to understand what that experience is like,” explains Clough. By limiting the delivery of these tickets, the Twins gain insight on issues that might result from moving all season ticket holders to electronic-only tickets.
Last year’s attendance at Target Field sank to 27,785 per game, the lowest mark for the Twins since 2005, which was before a new ballpark was announced. Of course, that was also after three straight postseason appearances. Less frequent victories for the team have resulted in more creative offers. This latest promises a summer full of weekend baseball, starting at $350. That doesn’t sound like a bad way to spend a Minnesota summer.