I went to watch the Cubs yesterday battle the hated White Sox’s at Wrigley Field. My sister is a White Sox fan and I am a Cub’s. We went to the game together. Some sibling rivalries never die.
Anyways, this was probably my first Cubs game in about a decade. Around the Bartman baseball era I decided that if the Cubs do not win by 2008 I would not go to a game again. I stuck with that promise that I made in 2003 for 8 years.
Then two months ago at an SBAC networking event I won 2 tickets. Out of 200 people, who would have thunk it. Well, I asked my futbol-crazed wife if she wanted to go, and got a stare that was vaguely reminiscent of the looks I receive when I forget to clean (fill in anything you want). So, I asked my sister, who relished at the chance to have the so-so sox beat the Cubs 6-4.
My Little Sister!
Now that I have gone off on a tear, I want to go back to my Wrigley Field branding theory. The Cubs are an iconic part of Chicago. They represent a long past of good and 103 years of no World Series titles.
An accomplishment so unusual that only a Chicagoan can fully appreciate and shrink into fits of rage. The White Sox talk about how they won in 2005, but the fact remains that they were out 88 years before they got their rings.
So, we go into a packed stadium as we watch our beloved teams. I had not ate before the game, so decided to get some food.
- Worse piece of pizza I have had this year: $4.50
- Boring fries: $3.75
- Pop: $3.75
Total: $12 (Not A Typo)
Later in the game we got two beers for $14. These were bud lights. Oldstyle was the same price. My question is how can you sell that (fill in your expletive here) for $7 per beer?
Now, did we have fun. Absolutely! We had a great time.
My challenge is that just because you can overcharge someone for a product does not mean that you need to.
I get that food and beverage plays a large part of Wrigley Field revenues, but maybe the Rickett’s should respect a holy place and not abuse the branding that has been set up by past owners.
Charging a little more is one thing. Doubling the price because you are the Cubs is how brands lose their luster in the long term.
Again, maybe if Wrigley could bring back that thing, oh what is it called? Oh, yeah maybe having a World Series title at the confines of Wrigley field would allow them to double prices again.
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Hey Andy,
You know, I was at a Padres game the other day and I noticed the same thing (over priced beer – crap beer).
But then again, it was a sunny wonderfully warm day here in souther california, so I didn’t mind a little over priced refreshment to quench my thirst and satisfy my deprived and vanquished throat.
But I digress… one shouldn’t take advantage of the situation when they don’t deserve it. As far as it stands, I’m with ya buddy, time to go on a drinking strike (when in Chicago that is).
But… incase your tired of baseball, maybe you should consider hockey… I hear you guys are good over there?
-Dereck
Dereck,
There is no need to go on a drinking strike! Go to a bar instead, where you can get a beer for somewhere between $3-$5. Or better yet, have some buddies over, put out a poker table, and get a 24 pack for $12.
On another note, the hockey team is pretty good. Not a big fan, but watch occasionally.
Andy
Hello Andy,
I sure appreciate your thoughts here. You’re talking about abuse of brand and tradition to justify charging ridiculous prices for the food and drink that is served to a captive audience. What other choice do you have if you go to the game? At any rate, there isn’t much you can do, you have to factor it in as part of the cost of the experience. Don’t have to like it though.
Eldon,
That is exactly it: brand abuse. There is nothing that we can do at the game, but if this discourages one person to not go to a game, because of there ridiculous prices then I feel justified in writing it.
Andy
Guys, you’re missing the point. The fact that the Cubs have such an indestructible brand is why they can charge that much for cheap beer. It’s why the Ricketts bought the team. The goat, The Ballpark, Harry, Rooftops (which make the seats inside look reasonable), and even Bartman, all add to the mystique. Don’t get me wrong I want them to win, but I’m a sports fan. A game at Wrigley is more than a sporting event. It’s for families, and frat guys, and tourists, and old ladies. People who HATE the Cubs still like going to game at Wrigley field. That brand is hard to damage. So people will charge as much as they can.
I live in Key West and trust me I know about being gouged for gas, groceries, and everything else. I grew up in Chicago and I would pay $30 for a decent piece of pizza down here if I could find it. I go kayaking and fishing every week, but I pay more in rent to do so and also earn less money than I would if I lived in Chicago. It’s all about choices and supply and demand.
Tomorrow morning I’m getting on a plane, flying to Miami, and then on to Chicago to see my Cubs play the Cardinals on Friday and Saturday. I can’t get that stuff down here. To me and many others it’s priceless. Unfortunately, that’s why you’ll always have to pay more than you want. Sorry. Go Cubs!
Kevin,
First of all, welcome to Chicago! Feel free to call me Friday when you are out for a beer after the game. 847-710-7093. Always looking to hear awesome stories about Key West! That is where I proposed to my wife.
Second, let’s agree to disagree. I am a lifelong Chicago native. For me it just makes Wrigley a little less special to gouge people. You half expect them to never win a pennant, but at least do not rip people off as you lose.
Andy