1. GENERAL
Stadium: Busch Stadium
Capacity: 46,861
Built: 2006 / $365M USD
Head office: 100 S. 4th Street, St. Louis, MO 63102
Phone: (314) 345-9600
Fax:
Website: http://www.stlcardinals.com
E-Mail:
Radio flagship: 1120 KMOX-AM
Local television: FSN Midwest
Corporate partners/sponsors: Anheuser-Busch, AT & T, Bank of America, Best Buy, Coca-Cola, Ford Motor Company.
Mascot: Fredbird
2. HISTORY
Established: 1882
Franchise ancestry: Old American Association 1882-1891
National League club (1892 to present).
St. Louis Cardinals 1900 to present.
St. Louis Perfectos 1899.
St. Louis Brown Stockings and St. Louis Browns 1882-1898.
3. BUSINESS OF WINNING
World Series titles: 10 (2006, 1982, 1967, 1964, 1946, 1944, 1942, 1934, 1931, 1926)
National League pennants: 17 (2006, 2004, 1987, 1985, 1982, 1968, 1967, 1964, 1946, 1944, 1942, 1934, 1931, 1930, 1928, 1926)
American Association pennants: 4 (1888, 1887, 1886, 1885)
NL Central Division titles: 7 (2006, 2005, 2004, 2002, 2001, 2000, 1996).
NL East Division titles: 3 (1987, 1985, 1982)
Wild cards: 1 (2001).
4. OWNERSHIP AND MANAGEMENT
Owner: William de Witt, Jr. and Fred Hanser.
Acquisition date/price: 1995 / $150M USD
General Manager: John Mozeliak
Manager: Tony La Russa
Stadium: Busch Stadium (owned and operated by St. Louis Cardinals)
Concessions: Sportservice
5. PLAYER PAYROLL
Player costs: $109M USD (2007)
6. FRANCHISE FINANCIALS
2008 Franchise value: $484M USD
2008 Franchise value ranking: #6 in National League / #9 in Major League Baseball
2008 Franchise value increase: 5%
2008 Debt/Value ratio: 51%
2007 Revenues: $194M USD
2007 Operating Income: $21.5M USD
Source: Forbes.com
7. CONSUMER PRICING
2008
Average ticket price / ranking: $29.32 USD / #4 in NL and #7 in MLB
Fan Cost Index*/ranking: $217.28 USD / #4 in NL and #7 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: 42,353
Home Attendance Drawing Capacity: 90.4%
Home Attendance Total: 3,430,660
Home Attendance Rank: #3 in National League/#4 in Major League Baseball
Road Dates: 81
Road Attendance Average: 32,342
Road Attendance Drawing Capacity: 75.1%
Road Attendance Total: 2,619,702
Road Attendance Rank: #14 in NL / #16 in MLB
Regular Season Dates: 162 dates
Regular Season Average: 37,348
Regular Season Drawing Capacity: 83.0%
Regular Season Total: 6,050,362
Total Attendance Rank: #5 in NL / #7 in MLB
Source: ESPN.com and TheSportMarket.biz
Estimated Gate Receipts: $96M USD
Source: Forbes.com
9. TELEVISION RATINGS
Average # of households: 98,000 (FSN Midwest)
Increase: 6.5%
Rating: 7.89
Increase: 5.2%
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: 352,572
Metropolitan Area Population: 2,603,607
Greater Metro Area Population: 2,803,707
City size ranking: #53 in US / #15 in NL / #27 in MLB
Metro area size ranking: #18 in US / #12 in NL / #24 in MLB
Greater Metro area size ranking: #18 in US / #12 in NL / #22 in MLB
Source: US Census Bureau 2005 and 2007
Designated Market Area (DMA): 1,249,820 TV homes / 1.092% of US
DMA ranking: #21 in US / #23 in North America / #12 in NL / #24 in MLB
Source: Nielsen 2008
14. MARKET ECONOMICS
Economic Description: General and diversified; finance, investment, chemicals, health care.
Major companies: Nine Fortune 500 companies and a total of 21 Fortune 1000 companies; Anheuser-Busch (now owned by Inbev of Belgium), Enterprise Rent a Car, Stifel Nicolaus, Edward Jones, Scottrade, Energizer, Playtex, Shick, Monsanto, Solutia, Express Scripts, Charter Communications, Yellow Pages, Purina, plants for Chrysler and General Motors; Integrated Defence Systems subsidiary of Boeing; Federal Reserve Bank; BJC Healthcare, SSM Healthcare; Tenet Health Care.
City per capita income (ranking): $18,108 USD (#11 NL / #24 MLB)
Metro area per capita income (ranking): $39,602 (#61 US / #13 NL / #22 MLB)
State per capita income (ranking): $32,789 (#31 US / #13 NL / tied #25 MLB)
15. MARKET DEMOGRAPHICS
Ethnicity (City of St. Louis, Missouri): Race – Black 51.20%, White 43.85%, Asian 1.98%, Other 3% (2.02% Hispanic of any race).
Language: Approximately 97% English.
Median Age: 34 years.
Political Leadership: Mayor of St. Louis – Francis G. Stay (Democrat); Governor of Missouri – Matt Blunt (Republican); U.S. Senators – Christopher (Kit) Bond (R), Claire McCaskill (D); U.S. Representatives – Five Republican, Four Democrat: William Lacy Clay, Jr. (D), W. Todd Akin (R), Russ Carnahan (D), Ike Skelton (D), Emanuel Cleaver (D), Sam Graves (R), Roy Blunt (R), Jo Ann Emerson (R), Blaine Luetkemeyer (R). |
