The Impacts of Promotions/Marketing, Scheduling, and Economic Factors on Total Gross Revenues for Minor League Baseball Teams

摘要

The purpose of this empirical study is to identify the key marketing and scheduling determinants of game attendance at minor league baseball games. Identification of such marketing and scheduling factors can provide the management of minor league teams in similar environments with information to more efficiently pursue the goal of game attendance maximization. To ensure greater comparability of data between teams and hence relevance of results, this study focuses upon a single grouping of teams, the Carolina League, and a single minor league baseball season, 2006. The Carolina League consists of eight teams serving eight metropolitan areas: Lynchburg City, VA; Winston-Salem, NC; Wilmington, DE; Salem City, VA; Myrtle Beach, SC; Prince William County, VA; Lenoir City, NC; and Frederick County, MD.