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... d factor was the 1994 - 1995 -baseball strike causing one of the most controversial seasons in baseball history. The National media concentrated on strike developments and became resentful towards baseball and was not interested in Colorado's new ballpark. Because of the strike the Rockies's public relations staff was not planning a proactive program for the field.
This led Coors to take opportunity to take on publicity efforts on the field capitalizing on its significant investment. Another public relations challenge presented itself to Coors. In a separate business venture at Coors field, Coors opened a brewery called The Sandlot Brewery. It was the first brewery ever opened in a Major League Baseball stadium. Coors wanted publicity for the brewery, but did not want it to be the focus because it came under scrutiny from local Coors retailers and other microbreweries in the area. They thought of it as a threat to business, causing Coors to position itself carefully in the matter surrounding the opening of Coors Field.
In tackling the issues facing it, the Coors Brewing Company took a pr approach to try and solve the problems. It came up with a full pr plan, which included Objectives, Strategies, Tactics, and Evaluation. The objectives the plan stated were to raise local, regional, and national awareness of Coors field before, on and after Opening Day as the newest, most state of art ballpark in the country. To enhance public perception of Coors as a community-minded corporation through its relationship with Coors field and the Colorado Rockies. To leverage Coors Brewing Company's relationship with Coors Field to position itself positively among retailers in the local area.
To make its objectives a success, Coors designed strategies that met all stated objectives. The strategies were to conduct aggressive media relations before the inaugural opening and throughout the season, and to implement a unique program to recognize the community for its participation in Colorado baseball. The tactics used were to generate widespread awareness for Coors Field before opening day by distributing photographs to update media and the community of the progress of Coors Field construction. This ongoing series of photographs provided an inside peek at the developments in the new ballpark, which enabled the community to participate in the progress. It achieved positive local, regional, and national exposure for Coors Field through intense media relations on Opening Day. Coors held a press conference for the tapping of its inaugural keg at The Sandlot Brewery.
Peter Coors held a live interview with ESPN, on Opening Day, promoting the field. During the 1995 season Coors conducted ongoing media relations through the Coors Field Press to visiting media to update reporters on recent developments of the stadium. This gave reporters a chance to ask questions about the stadium, The Sandlot Brewery and about Coors while they covered baseball games. The community relations program it implanted was called the Coors Community Appreciation Section. The program awarded blocks of 30 Rockies tickets to non-profit organizations throughout the season. This enabled Coors to host influential community groups at games.
The groups also received recognition during game by having their name displayed on scoreboard and read by a Rockies's announcer. The plan supported marketing plans because it generated media coverage on Coors Field related merchandise and products such as Opening Day Brown Ale and Pennant Fever Brown Ale. This coverage helped Coors retailers with sales because the products were positioned as collector's items which created increased consumer demand and retail sales. The Pr plan was a great success because through its results established what its stated objectives were. In 1995 the baseball season got off to a bad start because of the publics backlash towards the players strike, but the opening of Coors Field was an excellent success.
Coors Field was the only sellout on Opening Day. Fans were thrilled with their new ballpark and demonstrated affection by setting nationwide attendance records throughout the season. The media also took an immediate like to Coors Field, which accounted for countless positive stories in both local and national press. Much of the news stories also provided Coors in favorable light.
Coors pr strategy proved to be right on target; it positioned itself as a corporate player that always acknowledges its customers and the fans before taking credit for its own contributions to sports in Colorado. To Highlight the program in evaluation 1, 600 positive newspapers articles were written about Opening Day, television coverage reached millions of viewers, Coors product sales exceeded expectations at Coors Field, the media and the community responded positively about the appreciation section and asked that program be expanded in 1996. En route to breaking the major league season record for attendance, the Rockies broke most other major league records, including largest crowds for a single game, opening day, a three- and four-game series and a National League night game, as well as the fastest team to reach the one, two, three and four million attendance plateaus. The history of the Coors Brewing Company in Colorado made it a perfect fit in making an investment in Coors Field. Baseball being America's pastime gave Coors a great opportunity to get involved in a new team and stadium. Its involvement had many benefits such as increasing visibility.
Every time a mention of the Rockies ballpark is made it involves the word Coors furthering name recognition. The name Coors Field provided solidarity between Coors and the Colorado Rockies. The Sandlot Brewery the first brewery inside a Major League Baseball was also a huge hit with baseball fans. Coors also had exclusive distribution of its products at Rockies games increasing market share in Major League Baseball. Coors created goodwill onto the Colorado public, by promoting community involvement with Coors Field. Giving tickets away to non-profit organizations gave these publics a sense of pride in Coors and Coors Field.
Creating a bond between fan, organization, and stadium which gave the community civic pride. The Colorado Rockies has been a premier franchise in Major League Baseball since its inaugural season. They have led the majors in attendance the first three seasons of their existence and have been in the top three the last two years. They have 35, 000 season-ticket holders, are among baseball's top five clubs in merchandising revenue.
The Coors brewing company and the Rockies have benefited mutually through corporate sponsorship. Coors takes great pride in its history in Colorado and found no better way to continue its history by investing in Coors Field. The investment has played great dividends for both. Coors Pr team aided greatly, by avoiding any public or media backlash causing them to benefit from all the positive aspects of sponsoring a sports team.
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