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Orioles Cultural Program
- 2. Overview • Baseball is no longer just the All-American sport, it has become an international sport. • Today, players are scouted not only locally, but also internationally. • In the released 2015 Opening Day 25-man rosters of the 30 MLB teams, 17 countries and territories were represented. • It has become common for MLB teams to have heritage nights.
- 3. Program Goal • To bring diversity into the Orioles fan population • To expose the baseball culture to the immigrant community and give them the opportunity to enjoy the game experience • To create potential new fans of the Orioles
- 4. Effect of Immigrants in MD IMD Demographics. U.S. Census Bureau
- 5. Effect of Immigrants in Baltimore The Role of Immigrants in Growing Baltimore, New Americans Task Force, September 2014
- 6. Program Format • To execute the program, it will involve: • Connecting with local immigrant communities • Offering ballpark tours • Creating special events
- 7. Program Format • Local immigrant communities • Immigrant communities to focus on: • Hispanic • African • Asian • Ethnic festivals* • MIMA (Mayor’s Office of Immigrant and Multicultural Affairs)**
- 8. Program Format • Ballpark Tours • Basic tour of ballpark is given along with: • Where box office, will call, and fan assistance are located • Show what different food and drink vendors are offered • How to go to different seat locations (100 level, Club level, 300 level) • Resources: • Offer ticket vouchers when a ballpark tour is purchased • Hire part-time employees/volunteers • Tour Cost: $10-12 • Have a section on Orioles website with Ballpark Tours • http://baltimore.orioles.mlb.com/bal/cultural/tours.jsp
- 9. Program Format • Special Events • Cultural Festival • Heritage Months* • Immigrant Heritage Month • Player ambassador promotions/giveaways http://baltimore.orioles.mlb.com/schedule/promotions.jsp?c_id=bal
- 10. Program Format • System of Measurement of Success • Factors of measurement: • Increase in fan base • Numbers of scheduled tours • How many ticket vouchers are used • Measure at the All-Star Break and at the end of the season
- 11. Conclusion Baltimore Orioles Official Twitter Account
- 12. Thank You!
Editor's Notes
- The countries players represent are Dominican Republic, Venezuela, Puerto Rico, Japan, Mexico, South Korea, Taiwan It has become common for MLB teams to have heritage nights where different immigrant communities are invited and celebrated at certain games. The most common heritage nights are Asian (Korean, Japanese, Chinese), Italian, Jewish, Irish, Hispanic (Cuban, Puerto Rican), African.
- While there is diversity among the MLB players, it is an area being developed in the fan population. Though heritage nights have become common among MLB teams, the effect of having at least one or even many heritage nights is superficial. The focus on the communities celebrated is for only one night per season and the commonality of the heritage nights is to connect with a community organization and offer a ticket package with food/drinks & a promotional item. Often times the heritage night is not repeated if a team cannot find a community to connect with.
- Maryland has become the home to many immigrants The number of immigrants in Maryland’s population has increased from 6.6% in 1990 to 9.8% in 2000 to 14.2% in 2013 Immigrants contribute to 2/3 of Maryland’s population Baltimore has seen growth in the Hispanic population and Howard County has seen growth in the Asian population. Hispanics is the fastest immigrant growing population, then African, and Asian
- Baltimore City has become a home to many immigrants and has a lot of small businesses that are owned by immigrants. Latin, Asia, African consists the most of the immigrant population in Baltimore In 2013, Maryland became home to 842,250 immigrants Latin American makes up 39% of the immigrant population, Asia 29%, African 22% Spanish, French, Chinese, and Korean are the most prominent foreign-languages spoken
- The 3 communities are focused on because there are the top 3 immigrant communities that are developing and contributing to the Maryland population. Hispanic being the largest and then Asian (Korean and Chinese being the largest), African-American Many different ethnic festivals happen in Maryland. Examples are LatinoFest, African American MIMA is developed as part of a recommendation plan by the Mayor Rawlings-Blake in the summer of 2013 to retain current immigrants and attract new immigrants to grow in the city of Baltimore. MIMA promotes community wellbeing, economic development, and integration of the immigrant communities.
- Ballpark tours are already offered at Camden Yards, but for the immigrant population it seems there is a type of “fear” in not knowing what to do when coming to a ballpark even starting with how and where to purchase a ticket. Most of the immigrant population come from countries where baseball exists as part of the culture and may even go to games at their home countries, but have never been to Camden Yards. The ballpark tours are to show that Camden Yards is a welcoming place for everyone and that there is lots to do and a lot of fun at the park. Cost of current tours are about $9/adult, similar or slightly higher since more is shown and ticket vouchers are offered Ticket vouchers will be an incentive into coming to a game using a promotion code. The voucher can be either for any game or only for specific games (i.e. certain opponents that will attract the diverse population) Beneficial to have part-time employees/volunteers who speak English and another language (Spanish/Korean/Japanese/Chinese) Pay:$10.50
- Heritage Nights can be incorporated as part of special events, but the effect of heritage night does not seem to be long-lasting. Cultural Festival brings all the different ethnic festivals together and incorporates all the different cultural backgrounds in Baltimore City and Maryland This past June, the mayor of Baltimore has proclaimed to be Immigrant Heritage Month where the focus was on individuals, families, and communities that have contributed to the City of Baltimore Specific games can be when Orioles are playing certain opponents that may attract a specific ethnic group. I.e. Rangers, Mariners, Mets, Player ambassador example: Miguel Gonzalez “El Mariachi” T-shirt being given out in September. It represents the Hispanic community with Miguel showing his pride in being Mexican T-shirt cost: $3/shirt
- The factors of measurement will provide to see if there has been a change in the fan base and the tours and vouchers are specifically for the targeted population and see if a diverse population has been attracted or not.
- This program is developed to reach out to a new market and attract new fans to baseball. Recently, the Orioles signed a minor league contract with Xu Guiyuan “Itchy” one of the Chinese players from the MLB Development Center in Changzhou starting from 2016. Orioles is the first MLB team to sign a player from the development centers. This provides an opportunity to reach out to a market unreached especially to a culture where baseball is an unfamiliar sport. With baseball possibly being back in the Olympics and becoming an international sport, I hope this program will attract new fans to Camden Yards.