1. GENERAL
Stadium: Dolphin Stadium (home of the Miami Dolphins)
Capacity: 38,560 (specially configured for baseball)
Built: 1987 / $115M USD
Head office: 2267 Dan Marino Boulevard, Miami, FL 33028
Phone: (305) 646-7400
Fax: (305) 626-7428
Website: Florida Marlins
E-Mail:
Radio flagship: 560 WQAM-AM (alternate: 1360 WKAT-AM)
Local television: FSN Florida
Corporate partners/sponsors: Geico, Miami Herald, NAPA Auto Parts, State Farm.
Mascot: Billy the Marlin
2. HISTORY
Established: 1993
Franchise ancestry: Expansion
Notes: Will be renamed the Miami Marlins as part of the Miami-Dade County stadium agreement which will lead to the building of a new stadium by 2012.
3. BUSINESS OF WINNING
World Series titles: 2 (1997, 2003)
National League pennants: 2 (1997, 2003)
NL East Division titles: 0
Wild cards: 2 (1997, 2003)
4. OWNERSHIP AND MANAGEMENT
Owner: Jeffrey Loria
Acquisition date/price: 2002 / $158M USD
President: Larry Beinfest
General Manager: Michael Hill
Manager: Fredi Gonzalez
Stadium: Private / owned and operated by Miami Dolphins of the NFL
Concessions: Boston Culinary Group
5. PLAYER PAYROLL
Player costs: $44M USD (2007)
6. FRANCHISE FINANCIALS
2008 Franchise value: $256 M USD
2008 Franchise value ranking: #16 in National League / #30 in Major League Baseball
2008 Franchise value increase: 5%
2008 Debt/Value ratio: 34%
2007 Revenues: $128M USD
2007 Operating Income: $35.6 M USD
Source: Forbes.com
7. CONSUMER PRICING
2008
Average ticket price / ranking: $18.69 USD / #13 in NL and #24 in MLB
Fan Cost Index*/ranking: $164.26 USD / #11 in NL and #21 in MLB
Source: Team Marketing Report
* FCI refers to the price of four average tickets, two small beers, four small sodas, four hot dogs, parking for one car, two game programs and two adult-sized caps.
8. ATTENDANCE
2008
Home Dates: 80
Home Attendance Average: 16,688
Home Attendance Drawing Capacity: 45.9%
Home Attendance Total: 1,335,075
Home Attendance Rank: #16 in National League/#30 in Major League Baseball
Road Dates: 79
Road Attendance Average: 33,340
Road Attendance Drawing Capacity: 71.6%
Road Attendance Total: 2,633,860
Road Attendance Rank: #12 in NL / #14 in MLB
Regular Season Dates: 159 dates
Regular Season Average: 24,962
Regular Season Drawing Capacity: 60.3%
Regular Season Total: 3,968,935
Total Attendance Rank: #16 in NL / #30 in MLB
Source: ESPN.com and TheSportMarket.biz
Estimated Gate Receipts: $21 M USD
Source: Forbes.com
9. TELEVISION RATINGS
Average # of households: 56,000 (FSN Florida)
Increase: 16.7%
Rating: 3.63
Increase: 15.6%
Source: Street & Smith’s SportsBusiness JOURNAL
Estimated revenues from television¹: USD (2007)
10. CORPORATE SPONSORSHIP
Estimated revenues from sponsorship²: $ M USD (2007)
11. MERCHANDISE SALES
Estimated revenues from merchandising and licensing³: $ M USD (2007)
12. CONCESSION AND ANCILLARY SALES
Estimated revenues from concession sales: $ M USD (2007)
13. MARKET SIZE
City Population: 386,619
Metropolitan Area Population: 3,876,380 (Miami-Fort Lauderdale)
Greater Metro Area Population: 5,413,212 (Miami-Fort Lauderdale-Pompano Beach)
City size ranking: #46 in US / #13 in NL / #24 in MLB
Metro area size ranking: #12 in US / #9 in NL / #18 in MLB
Greater Metro area size ranking: #7 in US / #6 in NL / #11 in MLB
Source: US Census Bureau 2005 and 2007
Designated Market Area (DMA): 1,546,920 TV homes / 1.352% of US
DMA ranking: #16 in US / #17 in North America / #10 in NL / #21 in MLB
Source: Nielsen 2008
14. MARKET ECONOMICS
Economic Description: Port city; global city and “Gamma world city”; finance, commerce, media, entertainment, arts and international trade, tourism.
Major companies: Major companies – Alienware, Arrow Air, Bacardi, Benihana, Burger King, Celebrity Cruises, Carnival Cruises, CompUSA, Fizber.com, Norwegian Cruise Lines, Perry Ellis International, Royal Caribbean Cruise Lines, Ryder Systems, Seabourne Cruise Lines, TeleFutura, Telemundo, Univision; Miami also serves as Latin American headquarters for companies such as AIG,. American Airlines, Cisco Systems, Exxon, Disney, FedEx, Microsoft, Oracle, SBC Communications, Sony, VISA International.
City per capita income (ranking): $15,128 USD (#16 NL / #29 MLB).
Metro area per capita income (ranking): $43,001 (#37 US / #9 NL / #16 MLB)
State per capita income (ranking): $36,720 (#21 US / #10 NL / tied #18 MLB)
15. MARKET DEMOGRAPHICS
Ethnicity (City of Miami): Race – White 66.6%, Black 22.3%, Other 10%; Hispanic of any race: 80.8%; Origins – Cuban 34.1%, 5.6% Nicaraguan, 5.5% Haitian, 3.3% Honduran, 1.7% Dominican.
Language: Approximately 18% English; 80% Spanish.
Median Age: 38 years.
Political Leadership: Mayor of Miami – Manny Diaz (Independent); Governor of Florida – Charlie Crist (R); U.S. Senators – Bill Nelson (D), Mel Martinez (R); U.S. Representatives – 14 Republican, 11 Democrat: Jeff Miller (R), Allen Boyd (D), Corrine Brown (D), Ander Crenshaw (R ), Ginny Brown-Waite (R), Cliff Stearns (R ), John L. Mica (R), Alan Grayson (D), Gus Bilirakis (R), Bill Young (R), Katherine Castor (D), Adam H. Putnam (R), Vern Buchanan (R ), Connie Mack, IV (R), Bill Posey (D), Tom Rooney (R), Kendrick B. Meek (D), Ileana Ros-Lehtinen (R), Robert Wexler (D), Debbie Wasserman-Schultz (D), Lincoln Dizz-Balart (R), Ron Klein (D), Alcee Hastings (D), Suzanne Kosmas (D), Mario Dizz-Balart (R). |
