The Cleveland Indians were in the postseason a year ago and are seeing attendance numbers continue to fall on a year-over-year basis. Despite two bouts of October baseball in the last seven seasons, they’re certain to finish outside baseball’s top 20 in attendance for the 12th consecutive year. Alas, the team is taking their use of advanced analytics and implementing a formula-based look into what moves the needle in the way of bodies through the turnstiles and how to best serve those who make it down to Progressive Field.
The formula takes historical data into account and weaves in such critical factors as the weather forecast, opponent, team performance, night of the week and time of year.
It doesn’t get fans through the gates, but it does give the Indians a much better idea of how to best serve their audience. [...] What the Indians are seeking are optimal methods of catering to their fans, whether it’s the 9,029 who showed up for an April 8 matchup against the San Diego Padres or the 40,712 in attendance when Omar Vizquel was inducted into the club’s Hall of Fame on June 21.
As we have covered here many times at WFNY, dynamic pricing and the team’s urging to “Buy Early and Save” was born with similar goals in mind. Nevertheless, the majority of tickets continue to be purchased in the 48 hours leading up to games. Per Crain’s Cleveland, thanks to the formulas being utilized, the Indians now have a “much more concrete idea” of which games are most likely to produce last-minute buying sprees, and which ones will be a more intimate gathering in which the staff size should be reduced and less food needs to be ordered. Crain’s also reports that the team’s season-ticket base stands at roughly 8,000, well behind the average base in Major League Baseball. Since their playoff run in 2007 where they averaged over 28,000 fans per night, the team has trended downward to it’s current level of 18,402.
To little surprise, events like “Dollar Dog Night” and the firework displays drive demand—Friday and Saturdays continue to be the nights with the highest average attendance. Of course, plenty of factors impact the team’s ability to take advantage of such, including the schedule: the team will play nine Friday night games on the road this summer, and five of their eight Friday contests since June have been away from Progressive Field.
The team hopes that the use of analytics will better prepare them for 2015 where they continue to strive toward improving the fan experience.
(AP Photo/Amy Sancetta)