'The Florida Marlins booked such tropical stars as Willy Chirino, Olga
Tanon and El Gran Combo to play 50-minute shows after select "Super
Saturday" home games last season. Sean Flynn, marketing VP at Miami's
Major League Baseball team, expects more than half the acts for next
year's "Super Saturday" games to be Latin performers. Musical guests
are paid a flat fee rather than a percentage of ticket sales.
'The acts also get other benefits, including promotion through TV,
radio, print and outdoor ads that run before the performance. Though
factors like a team's record, the day's opponent and the weather all
affect attendance, Flynn says the goal is to get at least half the
crowd to stay for the concerts. By some measures, "our Hispanic shows
are outperforming our general-market shows," he says.
'Performers bring teams another benefit: sponsors eager to reach the
Hispanic audience, such as automakers and beverage companies. "We've
been able to bring folks in who wouldn't normally do business with us,"
Flynn says. (Javno.com)
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