Presented at Chicago AMA's BrandSmart 2010, June 24 at the UIC Forum.

2. Family Ownership
The Ricketts Family
1

3. Ricketts Family Mission
The Ricketts Family has a three-part mission for its ownership of the Cubs:
2

4. Cubs: 125 Year Start-Up
3

5. Cubs Brand
4

6. Our Team
5

7. Player Development Trends Are Encouraging
Cubs Organizational Rankings
2009: 26th 2010: 8th 2009: 27th 2010: 14th 2009: 27th 2010: 7th
Prospects in Baseball America’s Top 100
( N umb er o f Pr o sp ect s)
8
7
6
5
4
4
3
2
2
1
0
Rays Cub s & Ind ia ns 10 MLB 11 MLB 4 MLB 2 MLB
Org a niza tio ns Org a niza tio ns Org a niza tio ns Org a niza tio ns
6

8. Cubs Rookies
7

9. Wrigley Field Experience
8

10. Fan Attendance
Top Chicago Tourist Attractions (1)
(Vis ito rs In Millio ns )
9.00
8.05
6.00
4.00
3.17
3.00 2.88
3.00
0.00
N a v y Pie r Mille nnium Pa rk Chic a g o Cub s Linc o ln Pa rk Zo o Chic a g o T ro lle y
Sources: Crain’s Chicago Business & ESPN.com
9

11. Economic Impact Study
Methodology of Conventions Sports & Leisure Economic Impact Study
● Fan intercept surveys conducted over two home stands in August and
September (survey dates included both weekday and weekend games)
● 1,262 surveys of randomly selected fans to ensure simple random sample
● Surveys addressed the following topics:
 General demographic traits (Age, Income, Place of Residence, etc.)
 Number of tickets purchased
 Primary reason for visiting Chicago
 Average number of visits to Chicago to attend Cubs’ games
 Duration of stay in Chicago
 Type of overnight accommodations
 Daily out-of-ballpark spending levels on various categories
10

12. Driving Tourism
Cubs Fans From Across the US
First Intercept Study:
Second Intercept Study:
Notes: Based on the zip of all respondents. Excludes all respondents that do not reside within the U.S.
11

13. Our Fan
Economic Impact Study Findings
Average Age: 38 Average Household Income: $77,600
Fan Gender Cubs Fans Place of Residence
Chic a g o
27%
Fe ma le
41%
Ma le
59%
N o n-Chic a g o
73%
Cubs Fans Place of Residence Non-Local Fans Visiting Solely to Attend Cubs Game
Outs id e
Illino is
37% No
44%
Ye s
56%
Illino is
63%
12

14. Impact on Chicago Business
Cubs Contribution to the Economics of Chicago
Annual Total Net New Direct Spending: $375 million
Lodging
Other 21%
24%
$90 $78
million million
$48
Non-Cubs million
$111
Entertainment million
13%
$48
Restaurants
million
29%
Retail
13%
13

15. Economics of Community: Fiscal Impact is Significant
● Wrigley Field is one of four privately held baseball stadiums
● Cubs contribute through several taxes
● Sales Tax (City, County, State)
● Amusement Tax (City, County)
● Hotel Tax (City, State)
● Property Tax (City, County)
● Restaurant Tax (City)
● Income Tax (State)
● Total Net New Tax Revenue is approximately $59 million
● Stadium renovation and development of Triangle Parcel would dramatically
increase economic impact and generate significantly more net new taxes
14

16. 2010 Improvements: Fan Experiences
Before After
15

17. 2010 Improvements: Fan Experiences
Before After
16

18. 2010 Improvements: Fan Experiences
Before After
17

19. 2010 Improvements: Fan Experiences
Before After
18

20. 2010 Improvements: Fan Experiences
Before After
19

21. 2010 Improvements: Fan Experiences
Before After
20

22. 2010 Improvements: Family-Focused
Play Ball Pic
Kids Coral Run the Bases
21

23. It’s a Way of Life
22

24. It’s a Way of Life: Winner
23

25. Brand Activation
24

26. Brand Activation
25