1. GENERAL
Stadium: Safeco Field
Capacity: 47,447
Built: 1999 / $517 M USD
Head office: 1250 1st Ave S, Seattle, WA 98134
Phone: (206) 346-4400
Fax: (206) 346-4400
Website: Seattle Mariners
E-Mail:
Radio flagship: 1000 KOMO-AM
Local television: FSN Northwest
Corporate partners/sponsors: Safeco, Verizon Communications, PepsiCo, Wells Fargo, MasterCard, Washington Mutual.
Mascot: Mariner Moose
2. HISTORY
Established: 1977
Franchise ancestry: Expansion
3. BUSINESS OF WINNING
World Series titles: 0
American League pennants: 0
AL West Division titles: Three (2001, 1997, 1995)
Wild cards: One (2000)
4. OWNERSHIP AND MANAGEMENT
Owner: Nintendo Corporation (Howard Lincoln is franchise Chair)
Acquisition date/price: 1991 / $100M USD
General Manager: Jack Zduriencik
Manager: Vacant
Stadium: Public / owned and operated by Washington State Public Facility District
Concessions: Centerplate
5. PLAYER PAYROLL
Player costs: $120M USD (2007)
6. FRANCHISE FINANCIALS
2008 Franchise value: $466 M USD
2008 Franchise value ranking: #4 in American League / #11 in Major League Baseball
2008 Franchise value increase: 7%
2008 Debt/Value ratio: 21%
2007 Revenues: $194M USD
2007 Operating income: $10.1M USD
Source: Forbes.com
7. CONSUMER PRICING
2008
Average ticket price / ranking: $25.29 USD / #7 in AL and #14 in MLB
Fan Cost Index*/ranking: $191.16 USD / #7 in AL and #15 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: 81
Home Attendance Average: 28,761
Home Attendance Drawing Capacity: 60.2%
Home Attendance Total: 2,329,702
Home Attendance Rank: #7 in American League/#20 in Major League Baseball
Road Dates: 81
Road Attendance Average: 29,822
Road Attendance Drawing Capacity: 64.4%
Road Attendance Total: 2,415,582
Road Attendance Rank: #9 in AL / #25 in MLB
Regular Season Dates: 162 dates
Regular Season Average: 29,292
Regular Season Drawing Capacity: 62.2%
Regular Season Total: 4,745,284
Total Attendance Rank: #7 in AL / #21 in MLB
Source: ESPN.com and TheSportMarket.biz
Estimated Gate Receipts: $60 M USD
Source: Forbes.com
9. TELEVISION RATINGS
Average # of households: 74,000 (FSN Northwest)
Decrease: 47.9%
Rating: 4.16
Decrease: 49.4%
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: 575,884
Metropolitan Area Population: 3,309,347 (Seattle-Tacoma-Bellevue)
Greater Metro Area Population: 3,554,760 (Seattle-Tacoma-Bremerton)
City size ranking: #26 in US / #8 in AL / #18 in MLB
Metro area size ranking: #15 in US / #9 in AL / #19 in MLB
Greater Metro area size ranking: #13 in US / #10 in AL / #19 in MLB
Source: US Census Bureau 2005 and 2007
Designated Market Area (DMA): Seattle-Tacoma: 1,819,970 TV homes / 1.59% of US
DMA ranking: #14 in US / #10 in AL / #19 in MLB
Source: Nielsen 2008
14. MARKET ECONOMICS
Economic Description: Port city and a leading centre for technology, telecommunications, culture and education; emerging centre in biomedical industries.
State capital: No (Olympia, Washington)
Major companies: Four Fortune 500 companies in City of Seattle – Amazon.com, Nordstrom, Starbucks, Safeco Corporation; other Fortune 500 companies in Metropolitan area (Puget Sound) – Expeditors, Costco, Microsoft, Nintendo, Weyerhaeuser, PACCAR, T-Mobile; production facilities for Boeing aircraft; biomedical such as HeartStream (Philips), Medtronic, Amgen; corporate headquarters for leading coffee retail companies such as Starbucks, Seattle’s Best Coffee, Tully’s.
City per capita income (ranking): $30,306 USD (#3 AL / #5 MLB)
Metro area per capita income (ranking): $48,499 (#13 US / #4 AL / #7 MLB)
State per capita income (ranking): $38,212 (#16 US / #8 AL / #15 MLB)
15. MARKET DEMOGRAPHICS
Ethnicity (City of Seattle): Race – White 67.1%, Asian-American 16.6%, Black 9.7%, Other 8.4%; Hispanic of any race: 6.3%; ethnic origins – German 11.3%, Irish 9.1%, English 8.1%, Norwegian 5.0%.
Language: Approximately 80% English (4.2% Spanish, 2.3% Chinese, 2.0% Tagalog, 1.9% Vietnamese).
Median Age: 35 years.
Political Leadership: Mayor of Seattle – Greg Nickels (Democrat); Governor of Washington State – Christine Gregoire (D); U.S. Senators – Patti Murray (D), Maria Cantwell (D); U.S. Representatives – Six Democrat, three Republican: Jay Inske (D), Rick Larsen (D), Brian Baird (D), Jim McDermott (D), Adam Smith (D), Norman Hicks (D), Doc Hastings (R ), Cathy McMorris (R ), Dave Reichert (R ). |
