The success of any franchise depends on its ability to market a product successfully. Proper timing for pitching events and promotions, along with catering to what consumers want, all play a crucial role in obtaining success. In Reno, Nevada, the Aces baseball team dedicates an immense amount of time to tapping into their fan-base in order to pack the stands.
“We spend a lot of time trying to make this experience accessible to everyone,” said T.J. Lasita, vice president of baseball operations and communications.
Discounts are offered to senior citizens, children and military; and this year, the Aces also provided a deal for students at the University of Nevada, Reno, $72 for 72 tickets. Promotions and special events are put on throughout the season such as firework shows, $2 Coors nights, fleece glove and blanket nights, where they give fleece gloves and blankets to fans, 50 cent hot dog nights and $1 rib nights. Such promotions, along with the game itself, continue to bring fans out to the ballpark.
Beginning in June, $1 rib night is a new promotion expected to be a hit amongst Reno locals. The annual “Best in the West Rib Cook-Off” is located in Reno, where people fly in from all over the United States to compete and eat the best ribs in the country. However, this year the Aces are bringing the sweet taste of barbeque out early.
“We definitely take the temperature of what’s around us and cater to what people like. People love the rib cook-off, it’s very successful here,” Lasita said.
Season tickets for next year are already available online, as they were in previous years. However, the Aces did not release their special promotions such as the student discount, 72 tickets for $72, until this season grew closer. With summer at the tips of college student’s fingers, the promotion was pitched at just the right time.
“I decided to buy the 72 tickets for $72 because it’s a great deal and with summer almost here I wanted to take advantage of it and be able to hang out outside with my friends and enjoy it,” said Jakki Curry, a student at the University of Nevada, Reno.
The Aces began playing in Reno in April of 2009. Their first season holds the best attendance record with 466,606 people, compared to the 447,701 during the 2010 season. However, the second season’s numbers do not include fans who watched the game from the Freight House District, a bar overlooking the ballpark. This year, in order for fans to go inside the Freight House bars and hang out during the game, they must have a game ticket, which enables them to float between the bar and the ballpark.
The first home game this season took place on Friday, April 15. 9,490 fans came out to show their support and celebrate the team’s 9-6 win against the Colorado Springs Sky Sox with an array of fireworks. As the weekend series continued, fleece glove night on Saturday brought in 6,856 fans while fleece blanket night increased that number to 7,174 Sunday night. 4,148 fans attended $2 Coors night. Although the Aces are only a month into their season, a total number of 66,961 people have attended both home and away games, keeping them at pace with last year’s attendance records. However, with the recent change in requiring a ticket to enter the Freight House during games, along with this season having the biggest promotional calendar thus far, it will be interesting to see what numbers the Aces obtain by the end of this season and seasons to come.