St. Louis Cardinals: Opening Day Redbird Rants Mailbag

Troy Byers (@shortfusecle): How much money do you think the new 30 dollars a month deal will bring the St. Louis Cardinals? I love the idea of it, think it will bring big $.

This season, the St. Louis Cardinals are introducing the Cardinals Ballpark Pass. For $30 per month, you can get standing room tickets to every home game, excluding opening day and any potential postseason games.

Honestly, I don’t really know what to think of the deal. It’s more convenient than single game tickets, but you probably have to go to a few games each month to get your money’s worth, at least in comparison to the cheapest seats. It’s a cool idea, but I don’t think it will be a significant percentage of the team’s ticket revenue.

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I originally was a little concerned that people who normally buy bleacher tickets might take the subscription pass instead. In that case, the team might actually lose a little bit of revenue from some fans. However, I think enough people will buy the pass and not go to more than a game or two per month that the potential erosion won’t make much of a difference.

There’s a concern that millennial fans are leaving baseball, and the subscription is designed to get those younger fans back to games. The Ballpark Pass should attract millennials (including myself, if I lived close enough) since, according to some researchers, we seem to have some innate tendency to favor subscription based services. The flexibility is also important for fans who don’t want to make huge time commitments.

I guess I never answered the question, but the reality is I don’t really know. I’ve never seen something like this in sports, so this year will be a good test case. If it’s successful, the St. Louis Cardinals can make it a staple going forward.

Thanks everyone for the questions! I look forward to doing this again in the future. Go Cardinals!