the taco trucks that populate Los Angeles. Representing another mobile effort are “ticketeers,” team employees with mobile ticket printers roaming in and around Dodger Stadium who can sell upgrades or tickets to future games on the run. The Dodgers also have increased their community and ethnic initiatives to snare group sales, have amped up their ad budget, and have added more branded sections, like the Bleacher Beach all-inclusive section with a luau/barbecue theme open each Sunday, with a premium item exclusive to the section. Through 20 games this season, Dodgers attendance was averaging 42,479, a drop of 6.5 percent. League attendance for approximately same period was down 6.1 percent. “More of our consumers are making up their mind at the absolute last minute, so teams need to make it easier for them to buy tickets and add value where they can,” Mannion said. Some examples of that added value are the nine Webkinz plush pet gate premium Sundays on the Dodgers schedule, along with no less than 13 fireworks nights, up from three last year. With purchase decisions coming later, the team’s walk-up sales are at historically high levels, leading the Dodgers to consider whether additional public transportation to the game or cheaper parking would boost ticket sales.
