The Reds want to increase fan involvement from African American and Hispanic markets. Survey data found the main deterrent for these groups attending games is high ticket prices. Recommendations include promoting lower ticket prices, bundling tickets with food packages, and hosting heritage nights celebrating ethnic cultures with traditional foods and uniforms honoring the Negro Leagues.

1. Challenge:
How do the Reds increase
fan involvement within the
African-American and
Hispanic market segments?
Brodbeck, Nicholas
Duren, Dominic
Magyar, Anton
Monhollon, Lindy
Pugh, Micah
Wright, Justin

2. Census Data
• Hamilton County
– Population (2010): 802,374
• White: 68.8%
• African American: 25.7%
• Hispanic: 2.6%
• Boone County
– Population (2010): 118,811
• White: 91.8%
• African American: 2.5%
• Hispanic: 3.5%
• Kenton County
– Population (2010): 159,720
• White: 91.0%
• African American: 4.6%
• Hispanic: 2.6%
• Campbell County
– Population (2010): 91,336
• White: 94.3%
• African American: 2.5%
• Hispanic: 1.7%

3. Demographics
• Per U.S. Census data
• The estimated Black/African American population in
Cincinnati is 142,176, which is 42.9 percent of the
total population in town (The U.S. average is
12.30%).
• Hispanic Population The Hispanic population in the
Cincinnati community was 4,230, or 1.3 percent of
the total population (compared to the national
average of 12.50% percent).

4. Survey Data – African American
Games Attended Frequency Percent
0 Games 31 66.0
1-3 Games 11 23.4
4-9 Games 3 6.4
10-20 Games 2 4.3
Total 47 100.0

5. Why African-Americans Do Not Attend Games:
Cost of Ticket
Cost of the Ticket Frequency Percent
Not at all Influential 12 25.5%
Little Influence 7 14.9%
Somewhat Influential 7 14.9%
Very Influential 13 27.7%
Extremely Influential 8 17%
Total 47 100%

6. Why African-Americans Do Not Attend Games: Lack of
Interest in Team
Lack of Interest in Team Frequency Percent
Not at all Influential 9 19.1
Little Influence 7 14.9
Somewhat Influential 15 31.9
Very Influential 10 21.3
Extremely Influential 6 12.8
Total 47 100

7. Why Hispanics Do Not Attend Games:
Cost of Ticket
Cost of the Ticket Frequency Percent
Not at all Influential 3 13.6%
Little Influence 0 0
Somewhat Influential 6 27.3%
Very Influential 6 27.3%
Extremely Influential 7 31.8%
Total 22 100%

8. Why Hispanics Do Not Attend Games: No
one to go with
No one to go with Frequency Percent
Not at all Influential 6 27.3
Little Influence 4 18.2
Somewhat Influential 7 31.8
Very Influential 5 22.7
Extremely Influential 0 0
Total 22 100

9. Statistical Significance between
African-Americans and Hispanics
To determine Statistical Significance (α≤ 0.05) between our two
groups
• The decision to attend a game based on identifying as a fan
• Attending a Reds Baseball Game on a Summer Friday Night
• Importance of In-Game Promotions to Overall Experience*
• Decision to Not Attend more Reds Games: Cost of Ticket*
• Decision to Not Attend more Reds Games: Lack of interest in
team
• (*): These two were found to be marginally significant as
(α≤ 0.10)

10. Decision To Attend a Game Based on
Identifying as a Fan

11. Attending a Reds Baseball Game on a
Summer Friday Night

12. Importance of In-Game Promotions to
Overall Experience

13. Decision to Not Attend more Reds
Games: Cost of Ticket

14. Decision to Not Attend More Reds
Games: Lack of Interest in Team

15. Recommendations
• Our research shows that promoting lower ticket
prices should increase the amount of African-
Americans and Hispanics that attend Cincinnati
Reds home games.

16. Recommendations
• Another option is to include a meal into the
ticket price, for example when buying tickets
for a family of four your ticket would include
4 hotdogs, 4 popcorns, 4 drinks, 2 beers, and
a small souvenir. Giving attendees a great
incentive to attend home games.

17. Recommendations
• Baseball cards featuring fan favorites cards to every kid
under 12 look into local business sponsorship to lower cost
to the Reds.
• Below is the Descriptive Statistics for the decision to attend
a Reds Game-Giveaway Item
95% Interval for
Confidence Mean
N Mean Std. Dev. Std. Error Lower Upper Min Max
Bound Bound
African- 16 3.00 1.461 .365 2.22 3.78 1 5
American
Hispanic 14 3.50 1.160 .310 2.83 4.17 1 5
Total 30 3.23 1.331 .243 2.74 3.73 1 5

18. Recommendations
• “Support Your Heritage Night” with a ticket promotion and
traditional foods.
• Below is the Descriptive Statistics for the “Interest in Ethnic
Heritage Reds Game.”
95% Interval
Confidence For Mean
N Mean Std. Dev. Std. Error Lower 95% Upper Min Max
95%
African- 46 3.22 1.365 .201 2.81 3.62 1 5
American
Hispanic 21 2.90 1.179 .257 2.37 3.44 1 5
Total 67 3.12 1.309 .160 2.80 3.44 1 5

19. Recommendations
• Similar to last year, Negro League throwback
uniforms, but with more promotion and
related products. This is something that the
Milwaukee Brewers currently do.

20. Recommendations
• Partner with Underground Railroad Freedom
Center to do a game similar to the Civil Rights
game
• 2007 Memphis, TN - St. Louis Cardinals Cleveland Indians
12,815*
• 2008 Memphis, TN - New York Mets Chicago White Sox 7,717*
• 2009 Cincinnati, OH - Cincinnati Reds Chicago White Sox 42,234
• 2010 Cincinnati, OH - Cincinnati Reds St. Louis Cardinals 41,326
• 2011 Atlanta, GA - Atlanta Braves Philadelphia Phillies 42,117
• (*) 2007 and 2008 games were played at AutoZone Park
(Triple-A Stadium of the Memphis Redbirds)

21. Conclusion
• Based off findings from our surveys, the main
deterrent for African Americans and Hispanics
attending games is the price of tickets; our
suggestions to better entice these segments are:
– Focus promotions on low ticket prices
– Ticket packages
– Sponsorship on baseball cards
– Ticket promotions and traditional foods on heritage
night.
– Negro League throwbacks
– Game similar to Civil Rights game