A #Sportsbiz Trip Around Chase Field (home of the Arizona Diamondbacks)

Arizona Diamondbacks's Chase
Field
In July 2014, I checked out an Arizona Diamondbacks
game at Chase Field and took some photos and made
some observations along the way.
What follows is a look all around Chase Field, where
the Dbacks drew a nice crowd on a weeknight in the
middle of summer.
For more sports biz content, visit www.dsmsports.net
and follow me on Twitter @njh287

Field
Chase Field is
right next to US
Airways Center,
home of the
Phoenix Suns
(NBA) and
Phoenix Mercury
(WNBA)
The arena also
attracts a lot of
entertainment
shows and I'm
sure loves Dbacks
fans walking by
frequently!

Field
A view of the
side facade of
Chase Field,
complete with
some
sponsorship
signage
The note on
the screen
reads “Now We
Are Social,”
but has no
other text

Field
As is often the case,
the roof was closed
because Arizona is,
well, hot in the
summer
They proudly
announce (but do
not display) the
external vs. internal
temperature,
reminding fans how
comfortable it is
inside the park
(sponsor display
potential?)

Field
Strong signage for
Pepsi (national
brand) alongside
Fry's Food Stores
(Arizona chain,
operated by
Kroger)
Interior, while
closed, does not
have the feel of a
“dome” (I like
this!)

Field
Some good sight lines
and a nicely filled in
lower bowl for a
weeknight game
While the game is
played under stadium
lights, a good amount
of natural sunlight
comes in through the
closed roof
(even enough for day
games sans lights)

Field
Gotta love the
@Dbacks Twitter
callout
Big presence for the
“Coors Light Strike
Zone;” provides
game info w/
sponsorship. Good
Great partnership:
Leslie's Pool
Supplies signage
near Chase Field's
infamous outfield
pool

Field
Typical usage of
the outfield wall for
sponsors with a
nice variety of
brands:
- Pepsi (drink),
- Geico (insurance),
- Experian (credit
score),
- University of
Phoenix (college),
- MLB's #Salute
social campaign

Field
A view of right-
center field
where one can
see a plain out-
of-town
scoreboard and
retired #'s
Also note some
signs covering
sunlight, some
space left open

Field
Down the right
field line and a
solid call-out for
StubHub, MLB's
ticket resale
partner
Note sign above
foul pole alerts
fans to text a
number to report
unruly fans (not
social media or
app and no seat
upgrade call-out
instead)

Field
Play Ball!

Field
A clear look at the
Chase Field main
scoreboard as it
looks during an
at-bat
Sponsor logo
alongside the
scoreline at the
bottom, but other
than that, mostly
plain text and
info-heavy content

Field
Some good fan
interaction
between innings
includes guessing
player responses
(like the player
video involvement)
And Instagram
photos shared by
fans are displayed
on the tight (no
sponsor affixed)

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Another one of the
between-innings
promotions was the
“Pepsi T-Shirt Toss”
- Teams often end up
with tons of extra tees in
the office and this is a
fan-friendly way to give
them out and include a
sponsor

Field
The Chase Field
concourse has a
handful of TV
monitors (seen on
left) and digital
overhangs that
intersperse
relevant info
(shown here) with
ads and
marketing
messages

Field
Chase Field had an
extensive mix of
food offerings,
some affiliated
with
restaurants/brands
and others, like
this Bowls &
Wraps stand, just
selling generic
food

Field
There is an
extensive team
store at the
ballpark, but also
kiosks, proudly
sporting MLB's
official partner
brand for
merchandise:
MLB Authentic
Collection
Buy gear with
names at your
own risk! (trades)

Field
While US Airways
Arena next door
(and Jobing.com
Arena, where the
NHL's Coyotes
play) serve Papa
John's Pizza, the
Dbacks go with a
small Arizona
chain, Streets of
New York pizza

Field
TCBY – frozen
yogurt in the
middle of summer
in Arizona? Too
easy.
A lot of these
yogurt stands
around (no sign of
a signature,
souvenir mini
helmet sundae,
though!)

Field
Promotional signs like
these can be seen all
around the concourse,
featuring a sponsored
4-game plan
Social media call-outs
at bottom left and
CTA's bottom center
with website and
phone number
Notable absence of
visit ticket kiosk/table
or box office on-site

Field
Another one of
Chase Field's non-
branded food
stands, this one
the “Hungry Hill
Sangwich,” selling
grilled sausages

Field
The Randy Johnson
bleacher creature
definitely gets
fans' attention to
this Stay
Connected visual
- Includes
Facebook, Twitter,
Instagram, Google
Plus, Text Club,
Email Insider
Missing: Snapchat,
At-Bat App?

Field
As noted
previously, a mix
of branded and
non-branded
offerings at Chase
Field, including
Fatburger
(national chain)
Nice touch with
the Dbacks
Double burger
(offered at local
Fatburgers, too?)

Field
Large call-out to
order food using
At The Ballpark
on one's
smartphone + text
option to learn
more
Would a 1st
time
use incentive spur
adoption? Should
it explicitly say
how to download
the App for the
uninformed?

Field
The $4 beer stands
keep a consistent
crowd much of the
night. Good deal.

Field
A chain of
restaurants in
Arizona (and Las
Vegas), there are
a few Macayo's
locations in Chase
Field serving up
Mexican food

Field
Besides the
obvious Chase
ATM (inside
Chase Field), see
a branded
sweepstakes with
Wyndham Hotels
giving away
Dbacks swag and
collecting fan
data. Good to see
on-site co-
branded
sweepstakes.

Field
Several of these hand
sanitizers are located
throughout the concourse.
A valuable partnership
and/or official sanitizer deal
will exist in the future?

Field
What better place
than Cold Stone
Creamery to cool
you down from a
hot Arizona day?
Interesting both
Cold Stone and
TCBY co-exist at
Chase Field,
serving frozen
treats

Field
Many teams just
have a concourse
table, but Dbacks
have an expansive
and dedicated
Season Ticket
Headquarters
Eye-catching,
stands out in the
concourse,
informational
computer kiosks
(collecting data,
too)

Field
Interesting that,
despite the
presence of other
brands at Chase
Field, the
coffee/tea stands
remain non-
branded

Field
Venues all around
the country now
offer items
catering to those
with gluten free
diets and Chase
Field is no
exception
Wonder if MLB At
The Ballpark app
can help one
locate all gluten
free options at the
park?

Field
Nice Pepsi “Grab-N-
Go! area to get a
quick drink or small
snack. Definitely
distinct from a
“normal” concession
stand and great
presence for partner
Pepsi and their Frito-
Lay brand snack
products +
convenient quick
stop for fans

Field
Gotta love the fitness
partner getting prime
real estate next to the
burger stand!
A notably unbranded
burger stand (only a
few are Fatburger, it
appears)

Field
Nice view of the
ballpark from
right-center field.
Again, great
crowd for a
weeknight game
for the Dbacks!

Field
Just about every pro
sports team is active
with youth sports in
their community, but
it is just as
important to get the
word out about it
and
promote/disseminate
what the team is
doing to get full
value and
recognition from it!

Field
One can stand here,
see the game, eat
their food, and
charge their mobile
device at this clever,
branded charging
station, which also
does well to promote
MLB's apps and other
digital offerings.
Features like this will
be the norm in every
venue before long

Field
Screens like this
above the
concourse switch
between showing
section seating
information and
ads from
sponsors

Field
Pretty cool and
unique health check
area, complete with a
relevant sponsor,
where one can get a
partial and quick
health assessment
and sign in with the
partner (and learn
more)

Field
A nice set of premium
seats located in
center field, complete
with
monitors/computers
that show, among
other things, replays
on-demand

Field
Very cool – there
is a full-size gym
located at Chase
Field, which
operates during
games and normal
gym hours. Neat
activation as long
as the gym is
easily accessible
during the week,
too. Great
partnership!

Field
The Season
Ticket Holder
Wall at Chase
Field, which
was apparently
first
constructed on
the Dbacks 10th
anniversary, in
2008, and
contains the
names of
season ticket
holders on the
wall. Nice!

Field
In a sport and league with a
lot of Hispanic players and
fans, Major League Baseball;
and in a metropolis with a lot
of Hispanic fans, Phoenix;
great to see the Dbacks
include a Spanish version of
a letter from club president
Derrick Hall in their free
game day program

Field
Of course, I'd love it
even more if the ad
beneath it were also
in Spanish!
The metrics say
it matters

Field
This part of the game program
caught my eye (the bleacher
creature, of course) with the
Snapchat call-out (sans
explanation of what Snapchat
is) and an apparent hash tag-
based contest (?) with Chase.
Can't imagine it garners too
many entries

Field
Thus concludes my tour of Chase Field and
commentary presentation. I hope you enjoyed getting
a glimpse around this beautiful ballpark that is home
to the Arizona Diamondbacks.
For more sports biz content, visit www.dsmsports.net
and follow me on Twitter @njh287

A #Sportsbiz Trip Around Chase Field (home of the Arizona Diamondbacks)

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A #Sportsbiz Trip Around Chase Field (home of the Arizona Diamondbacks)