In an expanded deal between Audi, its Chicagoland & NW Indiana Audi Dealers and the Chicago Cubs, Audi has become the new naming rights partner for the Audi Club at Wrigley Field. The multiyear agreement furthers the Audi brand’s presence as the Official Luxury Vehicle of the Chicago Cubs.
The Audi Club, formerly known as the United Club, is a pre- and postgame gathering place located on the south side of Wrigley Field, just west of Gate D, at the corner of Addison Street and Sheffield Avenue. The club is open for Cubs Season Ticket Holders who have purchased a membership during each home game and will continue to offer a VIP experience while adding special German fare this season. The club offers an array of gourmet a la carte menu items, along with a delicious pregame Chef’s Table featuring specialties from Levy Restaurants. A club membership and ticket to the game are required to enter the Audi Club.
“Audi and our dealers take pride in providing a luxury experience to our customers, so we’re pleased to extend our presence at Wrigley Field in a premier space where members and their guests can feel like VIPs,” said Andrea Santilli, marketing manager for Audi in the Midwest.
The Audi Club naming rights deal expands an existing relationship with the Cubs that had included the former Audi Legends Suite and ongoing presenting partnership of the Season Ticket Holder Lounge at the team’s annual Cubs Convention.
“Our fans and Season Ticket Holders have enjoyed the premier access and experiences provided by Audi throughout our partnership,” said Cubs Senior Director of Corporate Partnerships Allen Hermeling. “We are very pleased to expand that relationship to now include the Audi Club at Wrigley Field.”
Major League Baseball today announced Chicago-born, award-winning rock band Fall Out Boy will headline MLB Opening Night’s first-ever live musical performance as part of the pregame festivities at Wrigley Field on April 5.
Fall Out Boy will perform three songs live on-field for fans before the Cubs host the Cardinals in the first official game of the 2015 MLB season. The band’s platinum hit, “Centuries” will be televised live to a national audience on Baseball Tonight, airing on ESPN2 at 6 p.m. CST, immediately followed by the live broadcast of the Opening Night at 7 p.m. CST.
With Fall Out Boy’s performance taking place pregame, batting practice for both the Cubs and Cardinals will be moved up by approximately 30 minutes. Gates at Wrigley Field will open at 4:35 p.m. CST as a result.
“Wrigley Field has always been a magical place to me. In some ways, I can chart milestones of my life and growing up there—from going to see Andre Dawson and Ryne Sandberg play, to going with my dad to one of the first night games they ever had there, to the first time I took the ‘EL’ there on my own for a game with my friends,” said Pete Wentz, Fall Out Boy’s bassist. “When our band all lived in an apartment together in Roscoe Village, we used to pass out fliers for shows at the Metro after games. It has been a lifetime dream to get the chance to play at Wrigley Field. We are grateful to MLB for the opportunity and so excited to perform for our hometown crowd.”
In addition to “Centuries,” Fall Out Boy will perform its newest single, “Uma Thurman” as well as the multiplatinum hit “My Songs Know What You Did in the Dark (Light ‘em up).”
Fall Out Boy, who won Best Alternative Band at the 2014 People’s Choice Awards, have cemented their position as one of rock music’s biggest-selling bands. Their sixth studio album American Beauty/American Psycho debuted at No. 1 on the Billboard Top 200 and peaked at No. 1 on iTunes in more than 22 countries upon its Jan. 20, 2015, release. The band, which will be heading out on tour this summer (Boys of Zummer with Wiz Khalifa), also has written the song “Immortals,” featured in the Oscar-nominated Disney hit movie Big Hero 6.
Hailing from Chicago, Fall Out Boy—Patrick Stump (vocals/guitar), Wentz, Joe Trohman (guitar) and Andy Hurley (drums)—has appeared on the cover of Rolling Stone and has performed on Saturday Night Live, The Today Show, America’s Got Talent, The Voice, Late Night with Jimmy Fallon, The Tonight Show with Jay Leno, Conan, The Late Show with David Letterman, Jimmy Kimmel Live and many more. More information can be found at falloutboy.com.
Rock group O.A.R. performed during last year’s Extra Innings Show. Fitz & The Tantrums will rock the stage from the Wrigley Field outfield this year. (Photo by Stephen Green)
This season at Wrigley Field, “Weekends Start Here” as the Cubs and Budweiser team up to present new Budweiser Bleacher Fridays on select dates throughout the 2015 season. Budweiser Bleacher Fridays will feature pre- or postgame entertainment, exclusive giveaway items, special food and beverages and more.
This year’s schedule is headlined by a postgame Extra Innings Show featuring Fitz & The Tantrums, a modern pop combo known for their chart-topping hits including “Fool’s Gold,” “Out Of My League” and “The Walker.” The band will perform from the field shortly after the Cubs host the White Sox on July 10 at Wrigley Field. The show is open to all game attendees and Budweiser Bleacher guests will receive an Extra Innings Concert koozie.
Other Budweiser Bleacher Friday themes include a Beach Bash (May 29); Country Day (June 12); Red, White and Brew (July 3); a ’90s Day (Aug. 21); and a Singles and Doubles Day (Sept. 18).
Tickets to each Budweiser Bleacher Friday game are available through the Budweiser Bleacher Fridays page at cubs.com. Details about each event follow, with future information to be released leading up to each pertaining homestand.
Budweiser Bleacher Fridays:
Beach Bash, May 29 vs. Kansas City Royals, 3:05 p.m. CDT
Budweiser Bleacher Fridays kick off in true summer style with a Beach Bash on May 29 vs. the Kansas City Royals. Each guest in the Budweiser Bleachers will receive a pair of summer sunglasses for the game, while enjoying special entertainment, music, concessions and a beach-themed postgame party in Wrigleyville.
Country Day, June 12 vs. Cincinnati Reds, 3:05 p.m. CDT
The Cubs will go country on June 12 vs. the Cincinnati Reds. Budweiser Bleacher guests will receive a country cap, while country music hits will play between innings throughout the game. Budweiser Bleacher guests should arrive hungry for some homestyle cooking and leave room for fun at a postgame party in Wrigleyville.
Red, White and Brew, July 3 vs. Miami Marlins, 1:20 p.m. CDT
Fans can show their patriotism while catching a game during Red, White and Brew vs. the Miami Marlins. Budweiser Bleacher guests can soak up the sun in their new patriotic Cubs tank while enjoying lively summer hits and patriotic music along with classic American fare.
Extra Innings Show, July 10 vs. Chicago White Sox, 3:05 p.m. CDT
Pop band Fitz & The Tantrums will headline an Extra Innings Show on the field following the Cubs vs. White Sox rivalry opener on July 10. The show is open to all game attendees, and Budweiser Bleacher guests will receive an Extra Innings Concert koozie. Members of the band will throw the game’s ceremonial first pitch and lead the seventh-inning stretch.
’90s Day, Aug. 21 vs. Atlanta Braves, 3:05 p.m. CDT
The ’90s are coming back for at least one afternoon, as the Cubs host ’90s Day on Aug. 21 vs. the Atlanta Braves. Budweiser Bleacher guests will receive a re-issue neon Cubs hat in its popular pink color. The game will feature sounds of the decade with popular ’90s music playing between innings.
Singles and Doubles Day, Sept. 18 vs. St. Louis Cardinals, 1:20 p.m. CDT
The final Budweiser Bleacher Friday will help turn singles into doubles as Cubs fans mingle in the Budweiser Bleachers on Sept. 18 vs. the St. Louis Cardinals. Each guest will receive a three-quarter-length-sleeve top and the afternoon will include fun social media interaction and creative food pairings.
On Tuesday morning, the Cubs announced details for purchasing single-game tickets for the 2015 season. Single-game tickets go on sale Friday, March 6, at 10 a.m. CST, and will be available on cubs.com or by calling 1-800-THE-CUBS (800-843-2827).
Fans may once again participate in the MasterCard Pre-sale prior to the general on-sale date. Starting Tuesday, March 3, at 10 a.m. CST, single-game tickets will be available at cubs.com at a 20 percent premium, or a 15 percent premium for fans using a MasterCard.
“After an offseason filled with exciting additions to the team and improvements to Wrigley Field, we can’t wait to get started on the 2015 season,” said Colin Faulkner, vice president of sales and partnerships for the Cubs. “Our fans will enjoy a schedule with fun promotions, rare Interleague visits and classic rivalry matchups, including Major League Baseball’s Opening Night game versus the St. Louis Cardinals.”
The single-game sale will include a selection of tickets to Opening Night vs. the St. Louis Cardinals, weekend bobblehead promotional games, Family Sundays and Interleague matchups with visits from the Indians, Tigers and Royals. The 2015 Cubs promotional schedule will feature unique items including a Cubs winter aviator hat, Wrigley Field football, Chicago Whales replica throwback jersey and several Cubs player debut bobbleheads.
For the 2015 season, there will be a new “Weekends Start Here” promotion in the Budweiser Bleachers for Friday games. On select Fridays from May-September, the Budweiser Bleachers may feature pre- or postgame entertainment, exclusive giveaway items, special food and beverages, and more. For the most up-to-date promotional schedule, visit cubs.com.
Fans interested in purchasing Cubs tickets in person can visit The Cubs Store located at 3616 N. Clark St., beginning Monday, March 9, at 9 a.m. CST. Due to the ongoing restoration and expansion of Wrigley Field, single-game tickets will be sold at The Cubs Store during regular store hours, 9 a.m.-5 p.m. every day leading up to Opening Night with the exception of Saturday, March 14.
Details for each single-game purchasing option follow:
The Cubs will once again offer the MasterCard Pre-sale starting Tuesday, March 3, at 10 a.m. through Wednesday, March 4, at 10 p.m. Fans using a MasterCard can purchase single-game tickets in advance of the general on-sale date at a 15 percent premium, while fans using other forms of payment may purchase tickets at a 20 percent premium. MasterCard Pre-sale tickets can be purchased at cubs.com.
SINGLE GAME GENERAL ON-SALE:
Via Internet: On Friday, March 6, fans can purchase tickets at cubs.com. A virtual waiting room will begin accepting customers at 9:30 a.m. At 10 a.m., customers will be selected from the virtual waiting room to begin purchasing tickets. All Internet customers will need a valid cubs.com account. It is recommended customers register for an account prior to March 6.
By Telephone: Tickets can be purchased by telephone beginning March 6 at 10 a.m. by dialing 1-800-THE-CUBS (800-843-2827).
At The Cubs Store: Tickets will be available for purchase starting Monday, March 9, at 9 a.m. Due to offseason construction happening in and around the ballpark, the team will offer in-person single-game tickets for purchase at The Cubs Store every day through Opening Night during regular hours with the exception of Saturday, March 14.
For updated ticket pricing, please visit cubs.com. For more information, please contact the Chicago Cubs Ticket Office at 1-800-THE-CUBS (800-843-2827).
Following the passing of Mr. Cub, Ernie Banks, the Chicago Cubs have announced plans to pay tribute to the Hall of Famer during Spring Training, Opening Night at Wrigley Field and throughout the 2015 season.
Beginning in Spring Training and continuing throughout 2015, the team will wear a commemorative No. 14 patch on both its home and away jerseys. The Cubs will open their Spring Training schedule by wearing No. 14 hats during both split-squad games on March 5, with additional acknowledgments planned for that day’s opening game at Sloan Park.
Banks will also be honored with a pregame ceremony before Major League Baseball’s Cubs vs. Cardinals Season Opener at Wrigley Field on April 5. Each fan attending that night’s game will receive a commemorative pin in honor of the Cubs’ beloved shortstop. Fans will see many other tributes paying homage to Banks’ remarkable life and career throughout the evening.
A collection of videos, photos and articles have been posted to Cubs.com over the last several weeks, and Vine Line will publish a special feature edition honoring Mr. Cub in March.
Additional tributes will be finalized and incorporated throughout the 2015 season.
“There is no level of recognition that can properly acknowledge how much Ernie Banks meant to this franchise and fan base,” said Cubs Chairman Tom Ricketts. “Collectively, we must ensure Mr. Cub’s legacy rightfully lives on at the Friendly Confines and with future generations of baseball fans.”
Inducted into Baseball’s Hall of Fame in 1977, Banks was a lifelong Cub who played for 19 seasons. He was a 14-time All-Star and back-to-back National League Most Valuable Player in 1958 and 1959. He hit 512 home runs in his career, and his 277 home runs as a shortstop remain a National League record.
Among Cubs players, Banks ranks first in games played (2,528), at-bats (9,421), extra-base hits (1,009) and total bases (4,706); second in home runs (512), RBI (1,636) and hits (2,583); third in doubles (407); fifth in runs scored (1,305); seventh in triples (90); and eighth in walks (763).
While still a player in 1967, Banks turned his eye to coaching and served in that role through 1973, becoming the first African-American to manage a major league team on May 8, 1973, when he took over for the ejected Whitey Lockman.
He was the first Cub to have his number retired in 1982, was voted to Major League Baseball’s All-Century Team in 1999, and was presented the Presidential Medal of Freedom in 2013.
(Photo by Stephen Green)
Ready, set, go! The Cubs will host the 10th Annual Race to Wrigley Charity Run on Saturday, April 25, outside Wrigley Field. In recognition of the Race to Wrigley’s 10th anniversary, the Cubs will introduce an additional race, the “Let’s Run Two” 10K.
Registration for the races is open now through April 24. Participants can register at racetowrigley.com.
The Race to Wrigley 5K begins at 8 a.m. and the 10K will start at 8:20 a.m. The course routes will allow race participants to run through the streets of the scenic Lakeview neighborhood before returning to the Friendly Confines.
Proceeds from this year’s race will benefit Cubs Charities, which provides increased access to sports opportunities and targets improvements in health, fitness and education for those at risk. Cubs Charities will once again donate all proceeds from personal fundraising to support critical care needs for pediatric patients in Chicago. The top fundraising team will receive tickets to the April 29 Cubs game against the Pirates and be recognized during a pregame ceremony on the field. The top overall individual fundraiser will receive an autographed Cubs jersey and be recognized on the field prior to a Cubs home game. Runners who raise more than $1,000 will receive all of the prizes from each fundraising level as well as the opportunity to run a post-race victory lap with their names displayed on the new video board.
ATI Physical Therapy, the Official Physical Therapy Provider of the Chicago Cubs, will provide post-race massages and lead the group in a pre-race stretch.
“The Race to Wrigley 5K has become a tradition in the Lakeview community attracting runners from Chicago and beyond. We are excited to celebrate 10 years of promoting fitness and raising money for deserving causes in our community,” said Cubs Charities Vice President of Development Connie Falcone. “We especially look forward to growing the race with the introduction of the first ever 10K at Wrigley Field.”
The registration fee for the 5K fun run is $40 and the chip-timed 5K is $45. The chip-timed 10K fee is $55. Packet pickup will be available at the Cubs Store and a downtown Sports Authority location. Registrants will receive details closer to the event.
All participants will receive a race shirt, refreshments and one beverage (Budweiser, Bud Light or Pepsi product) courtesy of Anheuser-Busch and Pepsi at the post-race celebration, and the opportunity to purchase discounted tickets to the April 29 game at Wrigley Field.
The 2013 Under Armour All-America squad (Photo by Stephen Green)
Under Armour announced early Thursday that that the 8th-Annual Under Armour All-America Baseball Game will be played at Wrigley Field on Aug. 15. Additionally, Baseball Factory announced the first thirteen players selected to the roster for the game, which will air nationally and showcase 40 of the nation’s elite high school baseball players.
The showcase is the culmination of a four-day premier baseball experience, highlighted by a formal workout for major league scouts and a home run derby, all while under the tutelage of some of the game’s best players and coaches. The players are selected by a committee of Baseball Factory scouts.
“The Under Armour All-America Baseball Game provides the world’s best high school baseball players with a premier opportunity to compete alongside tomorrow’s superstars in a major league environment,” said Jim Bel Bruno, senior category director of baseball at Under Armour. “Now in its eighth year, the Under Armour All-America Baseball Game is a prime example of Under Armour’s commitment to the growth of the game and the empowerment of athletes at every level, from grassroots to the Major Leagues.”
All thirteen selected players will be 2016 high school graduates, including OF Seth Beer and RHP Anthony Molina, who participated in the 2014 showcase and now join a small, elite group of two-time Under Armour All-Americans. Over the past weekend, six of the thirteen selected players participated in the Under Armour All-America Pre-Season Tournament at the Cubs’ Sloan Park in Mesa, Arizona. The following is the roster of the first thirteen players who have committed to compete in the 2015 Under Armour All-America Game:
Seth Beer – OF, 6’3, 195, Lambert High School, GA
Austin Bergner – RHP/IF, 6’4, 180, Windermere Prep High School, FL
Bo Bichette – SS, 5’11, 200, Lakewood High School, FL
Garrett Gooden – RHP/IF, 6’4, 205, St. Pius X High School, GA
Herbert Iser – C, 6’3, 207, Killian High School, FL
Austin James – IF, 6’1, 180, Bloomingdale High School, FL
Carter Kieboom – 3B, 6’2, 180, Walton High School, GA
Anthony Molina – RHP, 6’5, 180, West Broward High School, FL
Riley Pint – RHP, 6’4, 190, St. Thomas Aquinas High School, Lenexa, KS
Cole Ragans – LHP, 6’4, 190, North Florida Christian High School, FL
Blake Rutherford – OF, 6’2, 185, Chaminade High School, CA
Alex Speas – RHP, 6’3, 185, McEachern High School, GA
Graeme Stinson – LHP, 6’5, 245, Norcross High School, GA
“We are thrilled to announce the first group of players selected to this year’s Under Armour All-America Game,” said Steve Bernhardt, executive VP at Baseball Factory and chairman of the Under Armour All-America Game selection committee. “Every year we scout worldwide to find high school players to represent Under Armour and Baseball Factory. A talented group, we expect this class to continue the tradition of greatness that Under Armour All-Americans have demonstrated in previous years.”
Current Cubs pitcher Jacob Turner competed in the 2008 game while prospects Addison Russell (2010), Billy McKinney (2012) and Dylan Cease (2013) have also participated. Since the game’s inception in 2008, 185 of the 208 draft eligible players from the Under Armour All-America Game were selected in the MLB Amateur Draft including 51 first round picks.
For more information on the event, please visit baseballfactory.com/AllAmerica.
(Photo by Stephen Green)
On Wednesday, the Cubs announced an opportunity to purchase Cubs 6-Game Packs and Cubs 12-Game Flex Packs, allowing fans a chance to secure themed tickets throughout the season.
The multi-game packages feature tickets for Opening Night against the Cardinals, summer Friday games, weekend bobblehead promotional games and Family Sundays. These packages also include rivalry matchups with the White Sox and Cardinals, as well as Interleague matchups with rare visits from the Indians, Tigers and Royals.
The packages are on sale now at cubs.com/packs.
Cubs 6-Game Pack
The Cubs 6-Game Pack provides a choice of four different pre-selected, six-game plans, with each option tailored to different fan interests. Options include the “Summer Six Pack,” featuring six Friday games from late May to early September; the “Family Day Pack,” featuring Sunday home games with promotional giveaways and opportunities for kids 13-and-under to run the bases post-game; the “Rivals Pack,” featuring matchups with the White Sox and NL Central foes; and the “Bobblehead Pack,” featuring weekend bobblehead promotional games.
Cubs 6-Game Packs are available in the reserved seating bowl of Wrigley Field. Fans must order the same number of tickets for each of the six games in their package. Prices start at just $128 before service fees and City and County amusement taxes for either a “Rivals Pack” or “Family Day Pack” in the Upper Deck Reserved Outfield, with other prices varying based on plan and location.
Cubs 12-Game Flex Pack
Fans looking to customize their ticket package can choose the Cubs 12-Game Flex Pack. This package allows fans to select from two marquee games, such as Opening Night vs. the St. Louis Cardinals or summer weekend dates vs. the White Sox, plus 10 additional games from each month throughout the season. Overall, fans can select from 49 total games when purchasing the Cubs 12-Game Flex Pack.
“The Cubs and our fans have enjoyed an offseason full of exciting additions to the team, and we’re pleased to now offer Cubs 6-Game Packs and Cubs 12-Game Flex Packs for anyone looking to secure tickets to their must-see matchups before single game tickets go on sale March 6,” said Cubs Vice President of Sales and Partnerships Colin Faulkner. “We think fans will be excited about the quality of games and diversity of the plans available through these multi-game packs.”
Tickets may be purchased online through cubs.com/packs, by calling 1-800-THE-CUBS (1-800-843-2827) or by speaking with the Fan Services team at 773-388-8270.
(Photo by Stephen Green)
Cubs play-by-play announcer Pat Hughes has been named the 2014 Illinois Sportscaster of the Year by the National Sportscasters and Sportswriters Association.
“I’d like to dedicate this award to my wonderful broadcast partner, Ron Coomer, and to the Chicago Cubs fans, the best listening audience in the world,” Hughes said.
This is Hughes’ ninth Sportscaster of the Year honor and his sixth in Illinois, having previously won the award in 1996, 1999, 2006, 2007 and 2009. Hughes was honored as Wisconsin’s Sportscaster of the Year in 1990, 1991 and 1992.
Hughes is entering his 33rd campaign broadcasting big league baseball and his 20th season with the Cubs. The 2015 season will mark his second year teaming with Coomer on the Cubs Radio Network. He and Coomer join their new broadcast home, WBBM Newsradio 780, in 2015.
The award will be presented June 9, 2015, in Salisbury, N.C.
(Photo by David Durochik)
Wrigley Field’s 100th birthday season is in the books. To celebrate the milestone, the Cubs embarked on an unprecedented and ambitious plan for a yearlong celebration. Now that it’s over, we take a look back at how it all came together. The following can be found in the December issue of Vine Line.
Under the best of circumstances, party planning can be stressful. There’s deciding on the menu, stocking the bar, planning activities to ensure revelers have a good time, figuring out what to wear, and compiling an interesting and appropriate guest list.
Now imagine your party swelled to include some 2.6 million people and lasted for 81 days. Daunting doesn’t even begin to describe it.
When the Cubs set out to throw fans the Party of the Century during the 2014 season to celebrate Wrigley Field’s 100th birthday, it was a nearly unprecedented task. The only other franchise that had attempted anything near this scale was the Boston Red Sox, who celebrated Fenway Park’s centennial with an amazing one-day blowout on April 20, 2012.
But, unlike their Boston counterparts, the Cubs decided to make their celebration last all season long, thereby embarking on one of the most ambitious and lengthy promotional campaigns ever attempted in professional sports.
Throughout the year, the Cubs tied in most of their activities during 10 different decade-themed homestands to the Wrigley Field 100 theme. They brought in special guests who had a connection with the decade being celebrated, including Pat Brickhouse, the widow of late, great broadcaster Jack Brickhouse, and Lennie Merullo, the last living link to the Cubs’ most recent World Series team in 1945; they wore 10 different throwback uniforms, more than any other team had ever attempted; they created a set of 10 era-specific bobbleheads, from Babe Ruth’s called shot to a Rick Sutcliffe first night game edition with working lights; they offered 10 different historic toys to children on Sundays, like a Cubs Etch A Sketch and a Gracie the Swan Beanie Baby; and they served up historic food and drink options, from a classic Old Fashioned to the famous Vienna Beef Decade Dogs.
This, coupled with an improved team, added up to an increase in attendance over the previous season and some 2.25 billion media impressions—double what the Cubs were expecting—about the Wrigley Field 100 celebration on TV and radio, in print and online, including in nonsporting outlets like The New York Times, The Today Show and Forbes magazine.
So how did it all come together?
* * * *
Though the organization had its collective eye on the centennial for years, the real planning kicked off with an email sent in December 2012, a full 16 months before the key season was set to kick off on April 4, 2014. Cubs Senior Director of Marketing Alison Miller, who had just joined the Cubs from General Mills in July 2012, gathered her team for a kickoff meeting and brainstorming session about Wrigley Field’s 100th anniversary. To get everyone in the mood, there were cupcakes, hats and party favors.
“It was an exciting time because you’re sitting around a table throwing ideas around, and you realize the opportunities are almost endless,” said John Morrison, manager of brand activation. “The difficulty was figuring out, oh, there are so many opportunities and so many wonderful things we can do that the players, front office, fans, single-game ticket purchasers and season ticket holders would all love. Let’s really dial this thing in on what are going to be the coolest, most impactful things.”
To generate ideas for the celebration, the Cubs looked for inspiration off the field. Because there were really no other sports teams that had attempted anything like this, the Cubs looked at companies that were adept at celebrating key milestones—first and foremost, Disney.
The Mouse House has always had a keen eye for integrating its promotions throughout the company.
“It’s one thing to have the anniversary, but it’s all in how you integrate it, not only in your advertising, but in your own organization,” Miller said. “Then you’re in meetings, and people are saying, ‘Well, what if we tied it into the 100th, or how can we make this tie into the campaign?’ That’s what I want as a marketing person. If anybody’s thinking of an idea, they’re bringing it back to the campaign.
“Then, as the consumer, you’re seeing a very holistic look from us. You’re seeing anything from the Cubs this year was all tied to Wrigley Field turning 100. Everything from the boxes of tickets that you got, to when you show up at the ballpark, to the giveaways that we did, to the uniforms that we’re wearing, to the food that we served—everything is really synced into one campaign.”
Early on, the brain trust decided the celebration should focus on Wrigley Field, not just the Cubs. That opened up a world of possibilities for the marketing team. Though the Cubs have now played at the ballpark for 98 years, they were not the original tenants. That honor belongs to the Chi-Feds of the old Federal League. And Wrigley has hosted much more than just baseball over the years, including Bears football, boxing, ski jumping, hockey, soccer and concert events.
Once the Cubs settled on the yearlong decades concept, they enlisted Chicago advertising agency Schafer Condon Carter to help them flesh out how they would put the idea into action. The agency came up with the 10 Decades/10 Homestands theme and the Party of the Century tag, and the Cubs were off and running.
The next goal was to get everybody in the organization on board. To make a promotion of this magnitude work, the marketing team needed buy-in from all levels of the organization. This necessitated a number of meetings to get everyone pulling in the same direction, but it also included little things like making sure every team employee received Cubs merchandise with the Wrigley Field 100 logo to wear throughout the season.
“I remember at one of the first meetings, [business president Crane Kenney] was like, ‘Everyone has to get behind the 100th. This is our big initiative,’” Miller said. “That set the tone, but orchestrating that is a lot.
Making sure everyone’s synced up. … That was a little bit more of a challenge, but that’s personally rewarding as well when it all comes together. I think we look back, and it’s like, holy cow, this was a lot that we did. But we pulled it off.”
* * * *
One of the first fan-facing initiatives of the 100th birthday celebration was the Wrigley Field Turns 100 Logo Contest, which allowed people to submit logo designs to be featured on all Cubs promotional items, in the ballpark and on team uniforms throughout the 2014 season. The Cubs received more than 1,200 submissions in February 2013, and fans voted on the designs through April 23, 2013.
The reason this was done so early is because the Cubs needed the lead-time to produce the Wrigley Field 100 merchandise, complete with logo. This included team uniforms, which had to be submitted to the league and manufacturer Majestic Athletic early in the 2013 season. The now-ubiquitous winning logo, designed by Brandon Ort of New Bremen, Ohio, was unveiled in August, but by then, the merchandising machine was already in full swing.
The 10 decade-specific throwback uniforms, which made their debut with 1914 Chi-Feds attire at the 100th birthday game, turned out to be one of the more popular promotions the team ran. Following April 23, the Cubs and their visitors each wore historic uniforms on the first home Sunday of each decade celebration.
Throwbacks have been popular throughout the game in recent years, but, according to Majestic, no team had ever attempted something as ambitious as creating 10 uniforms to be worn by both the home team and the visitors.
“[Majestic] kind of looked at us like, ahh, do you know what you’re getting into?” said Lyndsey Wittemann, coordinator of Authentics and licensing, who was in charge of the season’s retro looks.
The goal was to find uniforms that harkened back to significant events at Wrigley Field during each decade of the ballpark’s history. The marketing team put together a committee, which included Cubs board member Todd Ricketts, to help decide which uniforms to use. Wittemann had to coordinate with Major League Baseball, Majestic and the visiting teams to make sure everyone was on board and the uniforms were as historically accurate as possible.
“We obviously looked into the top moments at Wrigley Field to kind of figure out which one from each decade we wanted to celebrate,” she said. “From there, we would go and try to find some historical images of each uniform, and make sure we had one of every angle and of every component. Then we sent over the images and the years we wanted to do to Majestic. They did their own background research on top of ours and compiled everything all into one uniform and sent a sample out to us.”
This was also one of the more interesting promotions because it actually impacted the players, who found new, historic uniforms hanging in their lockers 10 times in 2014.
“The players absolutely loved the uniforms,” Wittemann said. “A lot of the players actually wanted them for themselves. Many players were like, ‘Oh, this is my favorite. I’m keeping this one.’”
By this point, the marketing team was also cranking out ideas and designs for the 10 bobblehead and toy giveaways. Before producing the bobbleheads, the Cubs needed to work with either the individuals or the estates representing the individuals for each idea to get likeness clearances. For the retro toy series, they had to work with the different toy manufacturers. But all parties quickly realized what a unique opportunity it was to feature themselves, their family member or their product at the Wrigley Field 100 celebration.
“This was really an opportunity for us to showcase all the unbelievable events and historic events and milestones that have taken place at Wrigley Field,” Morrison said. “There was an opportunity here to showcase things we’ve never before had such an ideal opportunity to showcase—and probably won’t in the near future.”
The real trick, according to the marketing team, was settling on just 10 concepts for each type of giveaway.
“To take 100 years of history and only represent 10 moments or figures is a very difficult thing to do,” Morrison said. “There were concerts at Wrigley Field. There have been ski jumps, boxing matches, basketball games, soccer matches. They’re all so unique and neat, and a lot of fans don’t even know these ever existed. So, yeah, there was tons of discussion. Do we do this boxing match, or do we do the Harlem Globetrotters, or do we do the Chicago Sting? We could have done a 50-bobblehead set. No question.
“You’d be surprised, with all the big issues that come across people’s desks when working for a professional sports team, how much discussion about which 10 moments we should celebrate [there was]. How those can quickly get prioritized to the top of the list. It was comical.”
Once the season drew near, it was time to start scheduling visits from the people who made the Wrigley Field 100 festivities so special. Every year, the Cubs bring in guests to throw out the first pitch and sing the seventh-inning stretch at home games. For 2014, they decided each visitor should tie in to the promotion or decade if possible. They still went for A-list celebrities like Chris Pratt and Charles Barkley when the opportunity arose, but they also tried to bring in former Cubs players from each decade or people who had a special connection to the era.
Over the course of the season, the Cubs welcomed guests like Joe Tinker’s family members; Sue Quigg, the grandniece of former Cubs owner Charles Weeghman; Merullo; and former Bears players Gale Sayers and Dick Butkus. Quigg, who passed away during the 2014 season, was on hand for the birthday game, where she tossed a 100-year-old ball her grandmother once threw at a Federals game.
“When you get someone who hasn’t been back here in 30, 40 years, and they step onto the field for that first time, it’s like they’re going back in time,” said Jim Oboikowitch, manager of game and event production. “When [the media] talks to them, it’s just exciting for them, and they’re back in that same spot they were in 30, 40, 50 years ago.”
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The crown jewel of the Wrigley Field 100 celebration was obviously the 100th birthday blowout on April 23. That was the day the marketing team and the entire Cubs organization breathed a collective sigh of relief that this was actually happening—that they had pulled it off—after more than a year of planning.
Well, perhaps it would be more accurate to say they breathed that sigh of relief on April 24. On the previous day, much of the Cubs team, including Manager of Broadcast Relations Joe Rios, had been up for more than 24 hours helping coordinate the various photo shoots, newscasts and media requests from outlets around the world. But, ultimately, the day was still all about the fans.
“I think when you really had that ‘ah ha!’ moment that this is a special day was before the pregame festivities even started, when lines started to form around Wrigley Field,” Morrison said. “They were wrapping from under the marquee north down Clark. The lines at Gate K were wrapping east down Waveland, and the fans were lined up north along Sheffield hours before first pitch.
“At that moment, I understood, wow, this is important to all these people. It’s not that the newscasters are here, and these historic figures are here. These are the people of Chicago. These are the people that have come to Wrigley Field over the past 100 years, taking their moment to celebrate and take this all in.”
To make the day worthy of the venue, the team brought in former athletes or their relatives, team representatives and dignitaries who helped shape Wrigley Field; actors and grounds crew members dressed in period costumes; the first 30,000 fans went home with replica 1914 Chi-Feds jerseys; a biplane flyover punctuated the pregame festivities; the Cubs released balloons from behind the left-field wall; the crowd serenaded Wrigley Field with “Happy Birthday” after the fifth inning; and everyone went home with a cupcake thanks to Jewel-Osco.
Feedback from fans and the media was universally positive, and the marketing team was able to finally enjoy the moment later that night at the Cubs Charities Bricks and Ivy Ball at the Field Museum. To a person, the only thing the group said they regret is that the Cubs couldn’t bring home a victory to cap the afternoon. The Cubs (dressed as the Federal League’s Chi-Feds) dropped the game 7-5 to the Arizona Diamondbacks (dressed as the Kansas City Packers).
“The 23rd will always stand out because we’re not going to see the 200th birthday,” Oboikowitch said. “You and I are only here for one of these.”
While it’s nearly impossible to explain all the work that went into—and all the people who played a part in—pulling off the Party of the Century at Wrigley Field, it was definitely a labor of love for everyone in the Cubs organization.
“It was certainly daunting to a certain degree,” Morrison said. “But any sense of being overwhelmed is quickly squashed when you step back and realize, as a lifelong Cub fan, I am in a position to evaluate what are all the figures and moments that make up Wrigley Field, and how can we represent those the best to showcase them to people just like me, who grew up fans of the team and of the ballpark.”