Hartford Business Journal

19 HARTFORDBUSINESS.COM | March 28, 2022 fireworks and bingo nights, and new attractions. Part of this year's strategy includes welcoming celebrities to the stadium. This season actor Leslie David Baker, who played Stanley Hudson on the hit television show "The Office," will take part in a fan VIP meet-and-greet during a game in May. In addition, Mike Johnson, of the "Bachelorette and Bachelor in Paradise" TV show, is scheduled to appear June 2, on Ladies Night. YouTube celebrity and American food critic Daym Drops will be in town May 31. Other new promotions, Restall said, include several bobblehead and jersey giveaways, and a first-ever pajama party on June 18. There are also numerous special night events throughout the season including College Night on April 21; Women in Sports Night May 3; and Country Night on Aug. 18, with music and line dancing. Restall said promotions are a key part of the Yard Goats' marketing strategy. "We like to think outside-the-box quite often," Restall said. "It's about putting smiles on people's faces and it's about doing things like making sure you have the right music, the right video clips, and the right entertainment for your fans." He also predicts the team will gain some attendance when the long- awaited North Crossing mixed-use apartment development debuts later this spring across the street from Dunkin' Donuts Park. The 270 apartments and retail space are part of a larger development that will hopefully generate much-needed property tax revenue to help pay off the approximately $70 million the city borrowed to build the stadium. So far, the city has been losing money on the ballpark as it makes more than $4 million in annual debt payments. The Yard Goats do pay rent and make other payments to the city to offset some of those costs, but development around the stadium is supposed to be the key revenue driver to pay off the debt. "It's an opportunity for people to walk out their front door, walk across the street, and catch a game," Restall said of the North Crossing development. "I think it will definitely help with attendance." Revenue streams Restall declined to discuss team financials. The Yard Goats are owned by Boston real estate developer and investor Josh Solomon, although he doesn't pay the players. That's the responsibility of the Colorado Rockies. The Yard Goats organization has 30 full-time and 215 seasonal employees, Restall said. And its key revenue streams include merchandise, tickets, concessions, sponsorship and suite sales. Game tickets generally run from $14 to $23, Restall said. While group ticket sales and suite revenues declined in 2021 due to the pandemic, Restall said he expects both to rebound this year. "We see a lot of school groups returning and a lot of companies are coming back to entertain their clients," he said. The team also expects to add about 15 new corporate sponsors this year (to reach about 225 total), including Canadian IT and consulting firm CGI, which recently opened a permanent downtown Hartford office in the Boat Building, at 1 American Row. "We wanted to expand our office presence in downtown Hartford and we are just doubling down on the commitment to the community," said Scott Burghoff, senior vice president of consulting services for CGI, which has 80,000 employees globally and about 200 in Hartford. Burghoff said one of the company's core missions is to raise awareness for careers in science, technology, engineering and math, so it's sponsoring the Yard Goats "STEM All Star of the Game." "We are looking for brand awareness," said Burghoff, who declined to disclose financial terms of the sponsorship. "We are doing it in a way that is meaningful and that is important to our company." Dunkin' Donuts Park will host its fifth season of minor league baseball this year, when the Hartford Yard Goats kick off their home schedule April 8. Scott Burghoff Expert guidance from experienced business minds. rtrivella@centrevillebank.com 860.928.6501 x3072 EQUAL HOUSING LENDER | NMLS#402947 | MEMBER FDIC Robert Trivella Senior Vice President Senior Commercial Loan Officer Centreville-38222 Revised ad_HBJ_10x325_Robert Trivella.indd 1 Centreville-38222 Revised ad_HBJ_10x325_Robert Trivella.indd 1 11/9/21 1:39 PM 11/9/21 1:39 PM

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