The Dodgers provided free parking at Dodger Stadium on Tuesday, Wednesday and Thursday of last week. Will we see this fabulous offer again? Let's look at the numbers:
|avg attendance||free pkg attendance||walkup sales|
And the determining formula goes:
$29.66 average ticket price]
B. [# of additional cars
C. [lost parking revenue from fans who would have attended anyway]
Now let's plug the numbers into the formula:
B. assuming two fans per car: 5,222 additional cars x $15 = ($78,330).
C. The paid-parking average of 35,471 fans per game puts Dodger Stadium at 63.3 percent capacity; 63.3 percent of Dodger Stadium's 16,000 parking spaces is 10,128. What percentage of those fans pre-purchased individual or "Mini Plan" tickets that don't require pre-paid parking? We'll assume half, or:
5,064 cars x $15 = ($75,960).
That is to say:
$155,449 net profit per game.
Ding ding ding! We have a winner!
And what of the much-ballyhooed day-of-game ticket sales? An average of 3,600 walkups per game accounted for ticket revenue of $106,776. Minus the lost parking costs of $27,000, the team made $79,776 of its free-parking profit on the day of each game.
In other words, more than half of the Dodgers' free-parking profit was generated by walkup sales, which makes sense given the weekday games. The Dodgers could likely increase advance ticket sales by giving more notice for free parking, or even — heaven forbid — offering it on a weekend, when fans are more likely to commit to plans in advance.
On top of their nearly half a million dollars of free-parking profit, the Dodgers can count revenue generated by additional concession and souvenir sales (including those by fans who reallocated their parking money), as well as the positive publicity generated by the promotion.
The verdict? The Great Parking Experiment of Aught-Nine was a win-win situation for fans and management. Expect to see more free-parking promotions in the future.
1. not including fleece blanket, Casey Blake bobblehead and cooler bag giveaway nights
2. as announced in a Dodgers press release
3. as reported by Robots Took My Medicine
4. as announced by Vin Scully during that game's telecast; actually 4,000+
5. over ten qualifying games
6. "Doo, doo, doo, doo, doo, doo, doo, doo; Doo, doo, doo, doo, doo, doo, doo, doo."
7. It's unclear whether pre-paid parking is compulsory for Mini Plans; we'll assume not.