How the Phillies Won Back a City’s Heart
The Phillies have transitioned from a mediocre baseball team to defending World Series Champions in the course of a decade. How did they do it?
Sports marketing expert John Lord, Ph.D., talks about the strategies that made the Philadelphia Phillies the first-class baseball team they are today.
In the fifth largest media market in the nation, it’s not expected that a Philadelphia sports team would have an issue with revenue. Yet a decade ago, the Phillies were considered a low-revenue team.
Phillies Chairman Bill Giles, who visit’s Lord’s sports marketing undergraduate class annually, has said that he first recognized the need for a new ballpark when he saw the Orioles success after Camden Yards opened. “In order for the Phillies to be successful on the field,” Lord explains, “Giles knew that the organization needed a new, baseball-only ballpark.” Philadelphia’s Veteran’s Stadium, while fondly remembered by fans, was not a great venue for baseball according to Lord. “First of all, at 65,000 seats, there was no urgency to buy tickets ahead of time. In addition, the ballpark lacked the creature comforts and ambiance that create a great fan experience, so there was nothing to attract fans except the games, which for a lot of people, is not enough - especially when the team isn't winning consistently. And finally, the Phillies organization lost revenue from parking and concessions because part of “the Vet” was owned by the city.”
With the opening of Citizens Bank Park, the Phillies front office was able to increase revenue, raise player payroll and attract the players needed to make the Phillies an elite team in the National League.
“This organization has a strong nucleus” according to Lord. The masterminds in the Phillies’ front office: David Montgomery, Bill Giles, Pat Gillick, Charlie Manuel, Ruben Amaro Jr. are credited with making excellent personnel decisions - choosing players with character as well as athletic skill. “Take Raul Ibanez,” Lord cites as an example. “The decision to bring him into the organization was as much about chemistry as it was about his ability to play left field.”
Lord also discusses the commitment the organization has to its fans. “When the Phillies fan comes to a ballgame at Citizen’s Bank Park, they have a great spectator experience,” says Lord. “While all of the Philadelphia sports teams make a major commitment to the community, the Phillies really take the first part of their name - Philadelphia - seriously. "They have truly evolved into a first-class organization.”
John Lord, Ph.D., chair of marketing at Saint Joseph’s University in Philadelphia, can be reached for comment at 610-660-1631, [email protected] or by calling University Communications at 610-660-1355.
RSS