The Ricketts family owns the Chicago Cubs and has a three-part mission of winning, enhancing the fan experience, and being good stewards of Wrigley Field and the surrounding community. Under their ownership, the Cubs have improved their player development rankings, seen increased attendance that drives tourism to Chicago, and generate $375 million in annual spending and $59 million in tax revenue for the city. Recent renovations at Wrigley Field have enhanced the fan experience for families.

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
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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%
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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
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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