Attendance and promotions in minor league baseball: the Carolina League

Abstract

This empirical study investigates determinants of attendance at minor league baseball games in the Carolina League in 2006. The focus of the analysis is on the effect of a wide variety of game-day promotions on attendance on a game-by-game basis, rather than aggregate attendance during the season. The Ordinary Least Square (OLS) results imply that attendance is positively a function of per capita income in the city or county hosting the team, runs scored by the home team, Friday and Saturday games, and promotions that provide cost-reduced food or beverages, low- and high-value merchandise and post-game fireworks. Attendance is negatively a function of home team errors, Monday games and possibly rainy conditions during the game. An unusual finding with respect to minor league baseball is that team performance variables affect attendance. However, home team runs scored and home team errors contribute to the overall entertainment experience for the home team fans, and thus yield plausible effects on attendance.

Notes

¹ The reader is also referred to the innovative survey by Fort and Quirk (1995).

² The teams in the Carolina League (and their respective MLB affiliations and county or city plus state where located) are as follows: Frederick Keys (Baltimore Orioles, Frederick County, MD); Kinston Indian (Cleveland Indians, Lenoir County, NC); Lynchburg Hillcats (Pittsburgh Pirates, Lynchburg City, VA); Myrtle Beach Pelicans (Atlanta Braves, Horry County, SC); Potomac National (Washington Nationals, Prince William County, VA); Salem Avalanche (Houston Astros, Salem City, VA); Wilmington Blue Rocks (Kansas City Royals, New Castle County, DE) and the Winston-Salem Warthogs (Chicago White Sox, Forsyth County, NC).

³ Also included in this category of promotions are mugs, bobble heads, calendars, water bottles, mouse pads, posters, team photos, baseball cards and stadium replicas. Such items can, in theory, tend to generate a degree of spectator loyalty.

⁴ Also include in this category are shirts, blankets, backpacks, gym bags, baseball caps and more.