On Sunday, the Philadelphia Eagles, behind an all-time performance from quarterback Nick Foles, claimed their first Super Bowl in franchise history. In the world of the minor leagues, however, the Charleston RiverDogs were the big winners.
In the days before the game, the team hyped a promotion in which everything in the team store was on sale by a percentage that corresponded to the number of combined points scored in the Super Bowl. They capped the sale at a possible 75 percent, for obvious financial reasons and because that was the highest point total in history (the Chargers and 49ers combined for 75 in 1995). That decision turned out to be prudent when the Eagles and New England Patriots played to a 41-33 final.
That meant everything in the team store--from hats to jerseys to shirts and everything in between--was a whopping 74 percent off until midnight Monday on the East Coast. As one would expect, fans flocked to the team’s Web site to take advantage.
“I would say it was a little bit too good,” RiverDogs director of merchandise Michael DeAntonio said. “It went better than expected to the point where it went a little over the top. But, hey, that’s Minor League Baseball for you.”
All told, DeAntonio estimated the RiverDogs sold 1,300 pieces of merchandise during the time the sale was active. That’s obviously a pretty darn good day at the cash register for a Monday in February, even if it does mean DeAntonio and crew will have to put in some extra nights to fill all of the orders. Seventy-four points was obviously more than the RiverDogs were expecting, but it still meant a whole lot of merchandise heading out the door and across the country.
“Usually the sweet spot is around 50 percent, or 50 points, where you’re most comfortable that fans are excited and logging on to make impulse purchases because it’s a great deal without giving stuff away,” DeAntonio said. “We decided to cap it at 75 because that was the highest point total in the Super Bowl, and then the lowest was 20-something, so we figured we’d have some fun. We’ve had the 60s before and done a lot of sales, but this was just a whole new monster.”
Additionally, the RiverDogs announced on Tuesday the introduction of the Rover Subscription, a Netflix-style ticket plan that allows fans general admission or standing room-only seats to every Monday-Thursday home game in 2018.
"We are always looking for creative ways to fit the needs of our fans," RiverDogs director of ticket sales Garret Randle said. "Subscription programs have a track record of success in both baseball and other industries, and we're excited to offer the Rover Subscription as a new binge-worthy option this summer at The Joe."
In all, the Rover Subscription (the Athletics use a similar model) will allow fans to see 36 games next year for a cost of roughly $3 per game. As a bonus, Rover Subscription tickets can be accessed on mobile devices.