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

http://www.dsmsports.net/


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!


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


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?)


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!)


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)


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


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


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


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)


Play Ball!


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


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)


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


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


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


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)


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


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!)


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


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


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?


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?)


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?


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


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


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.


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


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


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)


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


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?


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


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)


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


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!


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


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


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)


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


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!


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!


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


Of course, I'd love it even more if the ad beneath it were also in Spanish!

The metrics say it matters

http://www.emarketer.com/Article/Spanish-Ads-Pull-US-Hispanics-Emotions/1011123/1


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


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

http://www.dsmsports.net/

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

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