For any sports franchise, marketing and promotions is the lifeline that pulls fans into the ballpark, fans that purchase concessions and memorabilia. There are few teams anywhere in the U.S. that do it any better than the New Britain Rock Cats.
The Eastern League Double-A affiliate of the Minnesota Twins, the Rock Cats have called cozy New Britain Stadium home since 1995. In 2006, the team and the city signed what amounts to a 20-year lease for the Rock Cats to remain in the Hardware City.
The Rock Cats, owned by Coleman B. Levy and William F. Dowling, have proven adept at marketing their brand. Despite finishing 2010 with a 44-98 record and last-place in the Eastern League, the team drew 368,523 people through the turnstiles at 6,146-seat New Britain Stadium, playing to over 90 percent of capacity, said Evan Levy, the team’s vice president.
One reason for that success is affordable ticket prices. Through a host of ticket options and packages — including general admission seats for as little as $5 — the Rock Cats have remained a hot ticket in Central Connecticut. Among the popular promotions the team offers are free food for kids 12-and-under on Tuesdays; an “all-you-can-eat” package for $10 on Mondays; and the popular “family 4-pack” — four tickets, four waters, four hot dogs, and four popcorns for $30 — on Wednesdays. Weekend games see a host of on-field activities to entertain, and of course, perhaps the most popular attraction is the Friday night fireworks displays.
Still, with all the team has to offer families, it is the business community that holds the financial fortunes of the franchise.
“We’re looking the best [we have] in some years,” said Evan Levy. “We’ve seen a dramatic change in mindset by business leaders” since the economy started improving.
One person who has seen the way the Rock Cats operate is Ken Lipshez. He’s the sports editor for Valley Publishing and spent 14 years covering the team for the New Britain Herald. Prior to that, he served as general manager of the Glen Falls, N.Y., Eastern League team from 1984-1988.
“The Rock Cats have been exemplary in that they copiously and continuously give back to the communities they serve,” Lipshez said. “Aside from offering reasonably priced entertainment in an economy where people’s disposable income has been slashed, they have their mascot, Rocky, everywhere year round and the players appearing at baseball clinics, children’s hospitals and community events from April through August.”
Levy said the team’s marketing has been “more aggressive” in recent years, despite the economy.
“From a marketing standpoint, there is no better sports franchise, certainly minor league and maybe even major league, at marketing than the Rock Cats,” said William Millerick, New Britain Chamber of Commerce president. “Their marketing is razor-sharp and they understand the communities.”
One local business leader who has seen the Rock Cats transformation to marketing powerhouse is Scott Bannell, vice president of management and licensing for Stanley Black & Decker.
“They just don’t do one thing, they do a lot of things,” said Bannell. “They partner with so many different clubs and organizations. I wish [all Stanley’s corporate partnerships] were like the Rock Cats.”
Stanley is a “presenting sponsor” of the team and has been affiliated with it for many years.
The partnership with Stanley will allow the Rock Cats to bring Stanley’s NASCAR-sponsored car and a bull-riding experience in for promotions this summer.
“There are teams out there cutting promotions,” Levy added. “We believe now is the time to be aggressive.”
The business community remains an integral part of that plan, Levy said. “They allow us to keep our prices affordable. They sponsor fireworks, giveaways, promotions. They connect us to the community, and it’s good for them,” he pointed out.
The Rock Cats offer a couple of business-specific packages, including its Young Professional Association where the team brings in business leaders to speak to young professionals about their career paths. The team also offers sports marketing seminars for high school students to help develop the business leaders of tomorrow.
The Rock Cats home opener is Thursday, April 14, against the Portland Sea Dogs, the Boston Red Sox affiliate.
