The Climbing Rockies

Olson, Eric M.; Slater, Stanley F.; Anthony, Toni
June 1997
Marketing Management;Summer97, Vol. 6 Issue 2, p37
This article examines the challenges of marketing the Colorado Rockies professional baseball team of Major League Baseball. The critical development in landing a Major League Baseball franchisee in Denver occurred when McMorris used his long-standing relationship with the Coors brewing company family to bring them aboard as investors. The estimated 30-million dollar investment by Peter Coors and the Coors Brewing Co. demonstrated to the Baseball Commission both a solid financial base and long-term promotional hacking for the fledgling organization. Rockies ticket prices vary widely, but not nearly as much as at other local professional sports teams. On the low end, center-field Rockpile Seats range from one dollar for kids to four dollars for adults. On the upper end, Club Level seats go for twenty-eight dollars. The average price of a Rockies ticket is about fourteen dollars. The pricing structure adopted by the Rockies is designed to generate reasonable profits for the organization while developing fan support for many generations to come.


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