"We want this to be meaningful value for these fans no matter where they are in the ballpark where they can enjoy the savings of a good hot dog, beer or Pepsi," Schloss said.
That is a reference to a place like Houston. Last year, beer at Astros games went to $5.00 — but only in certain parts of the ballpark. This season, the franchise is at $5.00 all across the stadium.
Although rare, this is not without precedent. When Arte Moreno took over the Los Angeles Angels a decade ago, one of the first things he did was reduce beer prices. At $4.50, their prices remain well below the league average.
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"I can't speak to other franchises, but I know when you look at where these prices are, compared to the MLB average, the price of beer here is 34 percent below the average," Schloss said. "I would assume other teams would follow suit, but I can't speak to that."
In the end, it's a classic cost-benefit analysis. If discounted beer and food attracts more people to the ballpark, they still pay for the ticket, pay for parking and may even buy more food since it's perceived as cheaper. Ultimately, it could mean more revenue rather than less.
"Will they come to a game more often? That's our goal," admitted Schloss. "I hate to say we make it up in volume but that's what we're looking for."
There is about $24 million more invested on the field this season with the additions of Nick Swisher, Mark Reynolds and Michael Bourn. The front office expects to win, and the concession and ticket offices want as many people there to see them win.
"It's all based on the same message," Schloss concluded. "Let's get a good team on the field, and let's have a value offering when they get there."