Tuesday, February 20, 2007
Team Marketing Report - Fan Cost Index - Is it Crap?
For those not familiar, this is what it looks like. Let’s look at New Busch Stadium in St. Louis. The “average ticket” is $29.78, while the “average child ticket” is $28.57. Now, the average may very well be true, but insofar as how a family is affected, why would they need an “average” seat? After all, when I was a kid, I would buy bleacher seats and upper deck seats at the Olympic Stadium. We don’t need to have average seats. If we look at Busch seating prices, we see that the Infield Terrace Reserved is $24 for an adult, and $9 for kids. Since $24 is a bit below the average price, this can be considered a seat that is of reasonable quality. And since this is one of the few areas designated for kids prices, it’s likely a very family-like section. So, a family of four can pay $66 for reasonable-quality tickets.
I also don’t know why you need two programs. One is more than enough, and even then, how many programs are sold per capita? This is really a silly category. And two adult-sized caps? Again, who buys caps at a ballpark… and for every game! A cap should last you for a few years.
Then, look at the beer costs. For some ballparks it’s for 12 oz, and in others, like Busch, it’s for 24 oz!
So, for typical families, the cost is: $66 for tickets, $7.50 for 24 oz of beer, $7.7 for 24 oz of soda, $14 for hot dogs, and $10 for parking. Total cost for a family of four at Busch is $105, not $207. You’d of course have to redo this for every team, but I wouldn’t be surprised if $100 was right around the league average.
And $100 for 2-3 hours of entertainment, food and drinks, for 4 people is certainly reasonable. Movies, around here, would run you about 30$ with the child discount. The happy meal would be another 30$ for 4. Parking is free, and no beer, but you’d have to spend another $6 for popcorn. $66 for movies, food and drinks.
If I try to remember back to my youth in the 80s, a family of 4 at the big O could spend probably 50$, while a family movie night would be 30$. Seems to me that the Family Inflation Entertainment and Food Index has doubled in 20 years, meaning that it has increased at a rate of 3.5% per year. Sounds like the Inflation Rate to me.
MLB is making their extra money from premium packages, cable, and increase in attendance, and not on the back of families.
So, I’d say the way the media reports the FCI is crap.


Tango, why not just set up a google spreadsheet and we could compute the ItB FCI for an actual average family?