Guest Post: Planning the Promo of the Year — Part Two
The Lake County Captains staged a mammoth promotion on August 1, combining their annual “Cleveland Sports History” celebration with a wide-ranging 25th anniversary tribute to the movie Major League. The evening’s much-coveted giveaway was a Jobu bobblehead, with actor Chelcie Ross – who played junk-baller Eddie Harris in the film – throwing out a first pitch. Between-innings games and contests referenced Major League in a variety of ways, as a small army of Cleveland sports celebrities signed autographs on the concourse.
In order to shed light on the Minor League Baseball promotional planning process, Captains assistant general manager Neil Stein has written a series of journal entries detailing the work done by he and his staff in the week leading to August 1’s promotion. These journal entries are running in three segments.
Part one can be found HERE, in the latest edition of my Farm’s Almanac column. Part two can be found below. Part three will run on Monday, here on the blog.
The “Calm” Before the Storm – Planning the Promo of the Year (Part Two)
Day off! Yes, a day off during the season. Nonetheless, some work still needed to be done. I got two phone calls at home about our pre-game VIP Meet-and-Greet package, including one person looking to purchase 15 packages. I took time in the afternoon to check my e-mail and respond to several people about the night, including a celebrity who was e-mailing me to potentially cancel his appearance.
That night I needed to run to Walgreens to return a Redbox movie so I thought I’d cross a few items off my list for the Major League promotion while I was there. What items did I need? Nothing out of the ordinary, just a tube of Vagisil, Vaseline and Crisco. In the movie there’s a well-known scene in which Eddie Harris (played by Chelcie Ross, who was coming to our game) and Ricky Vaughn (Charlie Sheen) are talking in the locker room after practice. Sheen looks at Harris, who is shirtless, and notices some substances on his chest. Vaughn asks what’s on his chest and Harris responds with “Crisco, Bardol, Vagisil. Any one of them will give you another two to three inches drop on your curveball.” With Eddie Harris himself coming to the game, we knew we had to incorporate this classic scene into the promotion. Hence, the need to purchase Vagisil and Crisco. Later in the movie there’s a reference to a “Vaseline ball” by the Indians’ radio announcer, played by Bob Uecker, so that’s the significance of the Vaseline. After picking up the items, I checked out, got an interesting look and comment from the woman at the cash register about purchasing Vagisil, and called it a night.
Wednesday, July 30
When I arrived at the ballpark and opened my office door I was greeted by Jobu himself, sitting proudly on the corner of my desk! The biggest stress item and question of the week — “Will the bobbleheads arrive in time?” — could now be crossed off of the list. Thank you Alexander Global for getting Jobu to us on time!
I was then greeted by the Captains beat writer from The News-Herald, David Glasier. David was planning a story on the night and wanted to see Jobu. The News-Herald has been a long-time partner of the Captains and was the co-sponsor of Jobu along with our presenting sponsor Sysco. David and I staged a photo shoot in the office with Jobu and some other bobbleheads. I filled David in on some of the details for Friday, including the golf cart to bring our pitchers in from the bullpen and our plan for first baseman Nellie Rodriguez to play the role of Pedro Cerrano by using “hats for bats.” We also discussed one of our celebrities potentially backing out and brainstormed some potential last-minute replacements.
Then I walked through the concourse with stadium operations manager Josh Porter, so that we could finalize the placement of tables for autographs, sponsors, and the game-worn jersey auction. Josh has been helping with the logistics of the event, including police officers and crowd control for the night. Josh also put together Major League-inspired videos, with our Captains players assuming the roles of players in the movie.
During the afternoon it was time to pick up the phone and confirm more details. This included talking to the Browns to coordinate pickup of The Barge trophy, talking with Campy Russell to confirm Cavs guests, and, finally, at 6 PM, speaking with the representative for Stipe Miocic and Jessica “Evil” Eye (UFC fighters) to confirm t-shirt sales during the game.
That night, while lying in bed, I had a bunch of random thoughts go through my head about the night. This included the possibility of closing the 1st base gate in favor of giving away all of the bobbleheads at the main gate. Also, what happened to the balls we sent to Corbin Bernsen for autographs?
Thursday, July 31
It’s Jobu Eve at Classic Park. In the early morning I got an e-mail from one of our celebrity guests, former Browns and Lions defensive lineman Al “Bubba” Baker. He was inquiring about an in-game promotion involving his restaurant (Bubba Q’s), his barbecue sauce and his famous de-boned rib steaks, all of which were featured on the TV show Shark Tank. Previously we suggested giving out something for every Captains RBI (aka “ribby”) during the game. Bubba liked the idea and also wanted to give out a $50 gift card for every Captains home run.
After that I sat down with general manager Brad Seymour and stadium operations manager Josh Porter, to discuss the possibility of giving away all of the bobbleheads at the main gate. We determined that this would be best in terms of crowd control, and it would also make sure that one location didn’t run out before the other. I suggested routing everyone down the stairs and along the sidewalk in four lines, as we were anticipating long lines Friday night. After this Josh and I walked to the main gate to visualize how the lines would work. We made our best guess as to how long the lines might be and to see how we could safely route the fans along the side of the ballpark. Josh called the city of Eastlake to see if we could borrow traffic cones to help with this process.
In the office I checked the status of some final VIP orders to make sure they were fulfilled, so that there wouldn’t be any issues with this on Friday. (We sold out of VIP packages on Tuesday.) I talked to Josh Porter about our VIP event and how to keep season ticket holders out of the autograph area from 5:45 to 6:00 pm, when those two groups would be overlapping inside the stadium. We came up with a stanchion system that would divide the concourse, which be easy to remove at 6:00 pm.
I then went back to my to-do checklist. Items included working out the logistics of driving the golf cart onto the field, graphics for the video board, PA scripts and reads, and responding to e-mails from fans begging to buy Jobu bobbleheads.
During my lunch break I ran to Goodwill, Wal-Mart and Discount Drug Mart to get some props. We needed pajamas for our Willie Mays Hays in-game promotion, which was going to involve swinging a bat, doing 20 push-ups (like Willie Mays Hays every time he hit a popup during the movie), putting on pajamas and racing from home plate to first base (similar to when Hays was removed from the dorm during training camp, woke up late for practice and ran a 60-yard dash in his pajamas). At Wal-Mart I got red paper to make Red Tags to put under seats, signaling fans had won a prize (as opposed to in the movie, when a Red Tag in someone’s locker signified a player getting cut). Finally, I went to Discount Drug Mart to see if I could find a Pilot Flying J gift card at their Gift Card Center. Unfortunately, they didn’t have one. The plan was to allow anyone with a Commercial Driver’s License (CDL) to register for a chance to win a $50 gift card, as retribution for the well-documented issues the company owned by Cleveland Browns owner, Jimmy Haslam, had with trucking companies over the past several years.
Our staff held a meeting at 3 pm, where we discussed all the games of the upcoming six-game homestand. (The first game was tomorrow’s Cleveland Sports History Night and Jobu bobblehead giveaway.) We spent 45 minutes discussing details and logistics for Friday night, so that our staff was aware of how things would run and be able to answer any questions. We also conducted a competition among the staff, guessing the time that the first person would arrive for the giveaway.
My guess: 5:30 PM Thursday night.
Following the staff meeting I left to pick up postcards and ticket vouchers for the ticket package we were going to offer to fans who didn’t get a Jobu bobblehead (more about this later). I was also going to pick up a banner for our main gate and a life-sized Skipper cutout, but they weren’t ready so I made arrangements to pick those up Friday.
Tune in next week for the exciting conclusion of Neil Stein’s promotion planning journal! Will Eddie Harris opt for the Vagisil? What time will the first fan get in line for the Jobu bobblehead? Will the Skipper cardboard cutout ever arrive? All will be revealed!