From Empty Seats to Full Stadium: A Pittsburgh Marketing Strategy the Pirates Can't Ignore

Empty seats echo with the ghosts of roaring crowds at PNC Park, where the Pittsburgh Pirates are fighting a battle far tougher than any ninth-inning comeback. With a payroll of just $90 million—less than half what baseball powerhouses spend—the Pirates exemplify David facing multiple Goliaths every season. This staggering $80 million gap between the Pirates and the league average isn't just a number on a spreadsheet; it's the difference between championship dreams and competitive nightmares.

Yet in this tale of baseball economics, an unprecedented revolution is brewing. The Pirates have assembled baseball's first-ever Fan Council—4,000 die-hard supporters who refuse to abandon their beloved Bucs despite playoff droughts stretching back to 2015. These fans don't just fill out occasional surveys; they engage with remarkable 40-50% response rates, screaming a message that even the most tone-deaf executive can't ignore.

The tension reached its breaking point when frustrated fans unfurled a "Sell the team" banner during a home game—a public mutiny against financial restraint. As attendance plummeted to 25th place among 30 MLB teams, with just 23,700 fans per game witnessing the struggle, the gauntlet has been thrown: fans demand a competitive $160 million payroll, while management aims to boost attendance by 5%.

This standoff creates the perfect laboratory to apply the 4 P's of marketing strategy for rebuilding fan loyalty—because in Pittsburgh, winning the battle for hearts may prove just as challenging as winning on the field.

Understanding the Attendance Problem

The empty seats at PNC Park tell a story that goes far beyond numbers. Pittsburgh has one of baseball's most beautiful stadiums, yet attendance numbers show a worrying gap between the Pirates organization and its fans.

Why the seats are empty

Pirates games now regularly feature empty stadiums. Some games have been particularly poorly attended. A matchup against Detroit showed this problem clearly - while the "announced" attendance was 8,382, the actual crowd seemed to have fewer than 1,000 spectators. These numbers paint a concerning picture.

The shrinking number of season ticket holders plays a big role in this attendance crisis. Looking at the Pirates' smallest crowds each season shows their season-ticket base has dropped substantially over recent years . Money troubles top the list of reasons why many loyal fans gave up their season tickets.

One former season ticket holder put it simply: "I was paying $60 or more for a pair of tickets with my package. Via resale, I can get tickets for seats in the same row for no more than $30". This price difference in the secondary market makes loyal fans feel they're being punished for their dedication.

The team's ownership decisions stand out as the main reason fans stay away. Bob Nutting's 18-year ownership record speaks volumes - the Pirates have ranked 26th or lower in Opening Day payroll 17 times. Their 2024 payroll sits at about $86.46 million, among MLB's bottom five. That's $13 million less than their highest payroll in 2016, even though MLB revenues have doubled to $12 billion since 2007.

Fan sentiment and public perception

Pirates fans have never been more frustrated. A longtime observer said it best: "I have never seen the perpetually livid fan base this angry". Fans now show their anger openly, with "sell the team" chants breaking out at games and other Pittsburgh sporting events.

The Pirates front office ran a survey asking direct questions like "Do you find attending Pittsburgh Pirates games worth your time?". The responses showed deep unhappiness. A former season ticket holder explained: "I used to be a season ticket holder, not anymore. It was just not fun going to games watching 10 losses in a row".

The public's view of the Pirates remains dark. A July 2020 survey found just 6% of people had a very favorable opinion of the team. Years of seeming indifference to competitive baseball have led to this poor standing.

Pittsburgh marketing experts would call this a classic example of brand erosion. The steel-strong loyalty of Pittsburgh sports fans has crumbled because of:

• The team's apparent lack of investment in quality players

• Higher ticket prices despite worse on-field results

• Poor treatment of season ticket holders

• Limited openness about team finances

A frustrated fan summed it up: "I abhor how the Pirates organization consistently blames the fans as the reason why (management) can't afford to invest in the team. The organization seems more intent on selling the ballpark than it is in selling the team that plays there".

Impact of team performance on attendance

Baseball shows a strong link between winning and attendance. MLB data from 1973 to 2002 shows a correlation coefficient of 0.464 between winning and attendance, suggesting a clear connection.

Baseball history proves this relationship. The Los Angeles Dodgers drew about 4 million fans in 2019 after reaching the World Series in 2017 and 2018. The Texas Rangers tell a similar story - attendance peaked at 3.5 million after their 2011 World Series run but dropped 38% to 2.1 million by 2019 after several losing seasons.

This pattern shows up strongly in Pittsburgh. Cities like Cleveland, Atlanta, and Seattle have fans who "especially prone to support their teams more the better they do", and Pittsburgh fits this mold. Even with one of baseball's best young pitchers in Paul Skenes, crowds stay small - his April 2024 home start drew just 10,402 paid fans, with maybe half that number actually there.

The attendance problem needs more than just better players to fix it. The Pirates must rebuild trust, improve how fans value the team, and reconnect with those who've turned away. We'll explore these solutions in the following sections.

Reimagining the 4 P's of Marketing for the Pirates

The 4 P's marketing framework gives us a solid plan to refresh the Pirates' connection with Pittsburgh fans. The team can use marketing basics in new ways to create value that goes beyond just wins and losses, even when facing tough competition.

Product: More than just baseball

Baseball teams sell more than just the game itself. Pirates fans want a complete experience, not just nine innings of baseball. The main product needs extra features and experiences that add more value to the game.

Official Pirates merchandise gives fans many ways to show their support. MLB Shop has everything from classic t-shirts to authentic jerseys. Fans can find throwback styles, baseball hats in different designs, and memorabilia like baseball cards that link them to the team's history. These items let fans show their team pride whatever the team's performance.

Digital experiences add another layer to the product. Exclusive content, behind-the-scenes videos, player profiles, and game previews keep fans involved all season long. The Pirates could take a page from Formula 1's playbook. F1 has turned races into multi-day events with extra entertainment beyond the main race.

Price: Making games affordable

Price shows how fans weigh value when they decide between going to games or staying home. The Pirates could boost attendance with smart pricing strategies.

Pittsburgh families care most about affordable prices. Studies show fans can save about $30 per ticket by waiting to buy. Tickets bought during game week average $38, compared to $68 a month ahead. Teams that bundle tickets with food, drink, or merchandise discounts often see fans spend more money despite lower ticket prices.

The Atlanta Falcons proved this works. They cut food prices by half and saw fans spend 16% more overall. The Pirates could try similar ideas:

• · Last-minute deals for weekday games

• · Family packages with food vouchers

• · Group purchase discounts

• · Prices that change based on opponent and weather

These plans recognize that fans think about total cost - parking, food, and merchandise - not just ticket prices.

Place: Enhancing the stadium experience

PNC Park ranks among baseball's most beautiful stadiums. Yet "place" means more than just location - it's about atmosphere and easy access. The stadium experience needs to beat watching at home on HD TVs.

Research shows fans have four main expectations at games: they want safety and cleanliness, good seat views, quality play, and an exciting atmosphere. These matter 50% more than anything else about the stadium. All the same, food and drinks remain a problem area, with fans least happy about these services.

The Pirates should make everything smooth from buying tickets to leaving the park. Better mobile apps could help with parking info, digital tickets, and finding your way around the stadium. Many families say transportation stops them from coming to games. Working with rideshare services or adding special transit options could solve this problem.

Promotion: Creating buzz beyond the field

Promotion needs to do more than just advertise - it should create real excitement about Pirates games. Good promotions can fill seats even when the team struggles.

Baseball promotions really affect attendance numbers. Looking at Milwaukee Brewers games, bobblehead giveaways brought in 5,562 (14.6%) extra fans per game. Posters and t-shirt giveaways attracted 4,459 (12.6%) more people. Even smaller events like pregame parades and special ceremonies boosted attendance by 2.3%.

The Pirates should use digital promotion through social media, targeted emails, and content marketing. These channels let the team involve fans directly while building excitement for upcoming games. On top of that, theme nights and special events create experiences fans won't want to miss, no matter how the team plays.

Pittsburgh marketing professionals can see the Pirates as a perfect example of how the 4 P's framework can refresh a struggling brand by focusing on the complete fan experience.

Sales Strategies That Actually Work

Selling tickets takes more than just hoping fans will show up, even for a team with the Pirates' rich history. Winning games fills seats, but a well-laid-out sales strategy can boost attendance whatever the team's performance.

Season ticket segmentation

The Pirates could start grouping their season ticket holders into similar fan types right away. Studies show there are in professional sports based on how they buy tickets and participate in games 14 different fan segments. Teams can target their marketing better this way instead of sending everyone the same message.

Baseball teams know season tickets are the quickest way to secure revenue before opening day. But the Pirates must understand that fans just need more options now. Many MLB teams have tried new ideas worth copying:

A team created a mobile flex plan with 20 "vouchers" fans could use through the MLB Ballpark App for regular home games, offering two price levels. This gave fans flexibility and got them to use mobile ticketing more.

Teams also let season ticket holders swap their tickets for other games of equal or lower value later in the season. Pittsburgh's marketing teams can see this is perfect - it shows they understand today's fans need choices that fit their busy lives.

Group sales and corporate packages

Group sales are a chance to fill more seats at PNC Park. MLB teams push group tickets for 10 to 500+ people at better rates than single tickets. These deals often come with perks like announcements, scoreboard messages, group seats, field activities, and store discounts.

Corporate packages help fill seats during weekday games. The Columbus Blue Jackets got better results by giving groups custom gifts instead of generic ones. To name some example:

• First Responders got special coins

• Teachers got branded bags

• STEM students got notebooks

This strategy adds value beyond ticket discounts and brings in casual fans who might come for group events but end up becoming regulars.

Pittsburgh marketing agencies could use Pirates tickets as client relationship tools by adding extras like premium food or private deck access.

Dynamic pricing and bundling

Dynamic pricing has changed how teams sell tickets. Prices now change based on ground factors like who's playing, which day it is, the weather, and how well the team is doing. The San Francisco Giants tried this with just 2,000 seats in 2010 and sold , making an extra $500,000 25,000 more tickets.

The Pirates could improve dynamic pricing by:

• Changing prices based on popular opponents

• Offering weather discounts for early games

• Setting different prices for weekends and weekdays

Bundling works with dynamic pricing to encourage bigger purchases while giving fans better value. Good bundles might mix:

• Multiple games at lower prices

• Tickets with food and drink credits

• Family deals with kid-friendly food

• Special experiences like field access

Yes, it is true that bundling tickets often makes more money as "it encourages guests to spend more money at your event by packaging multiple experiences together in an enticing way". Bundles usually cost less than buying everything separately, which makes fans more likely to buy.

Pirates fans could get bundles that match what they want - whether they're families looking for deals, businesses entertaining clients, or hardcore baseball fans. This could boost ticket sales whatever the team's standing.

Promotions That Bring Fans Back

Baseball fans care about more than just the final score - they want memorable experiences at the ballpark. Teams can maintain steady attendance through smart promotions that build lasting connections with fans, regardless of their win-loss record.

Theme nights and giveaways

Bobbleheads are still the most popular baseball promotion out there. These collectibles boost attendance by per game 5,562 (14.6%) extra fans. MLB teams of all sizes have gotten creative with their designs. The Dodgers made Shohei Ohtani 50-50 bobbleheads, while the Blue Jays created a Daulton Varsho Gold Glove "bobblehead" that shows him climbing a wall.

The Pirates could offer these crowd-pleasing giveaways:

• Paul Skenes bobbleheads (already considered "the white whale of Pirates fans and card collectors")

• Roberto Clemente commemorative items

• Limited-edition apparel like replica jerseys or specialty hats

Theme nights are another great way to fill seats. . These have become huge hits with minor league teams, sparking social media buzz and making non-attendees wish they were there Bark in the Park. Other popular themes include Harry Potter nights, country music celebrations, and cultural heritage events that connect with specific fan groups.

Pregame and postgame events

Pregame activities turn regular games into complete entertainment packages. Many teams let fans watch batting practice from premium spots on the field. The Nationals sell special batting practice passes that always sell out, showing how much fans value these exclusive experiences.

Early-bird drink specials ($5-6 cans) help draw crowds before first pitch. Fans who arrive early tend to spend more and create better atmosphere. Weekend games get extra energy from live bands playing on stadium terraces.

Families love postgame activities, with "Kids Run the Bases" being a Sunday tradition across MLB. These simple activities create lasting memories for young fans. Groups of 100+ can also enjoy unique experiences like postgame photos and playing catch on the field - something you just can't get watching from home.

In-game entertainment that works

Digital technology has revolutionized between-inning entertainment. Mascot races are still fan favorites, but letting fans predict winners through team apps makes them 10 times more engaging.

Teams started with basic traditions but now employ mobile tech to get everyone involved. The "Moment of the Game Photo Challenge" lets fans share their best shots using team hashtags, and sponsors pick winners to display on the scoreboard. This clever approach creates social media content, strengthens sponsor relationships, and gets fans excited.

Classic in-game promotions still work great. Fan races (like Atlanta's "Beat the Freeze") and homerun contests during batting practice get people to arrive early and pump up the crowd. The Savannah Bananas lead the way in creative ideas with dancing coaches, dad-bod cheerleaders, and senior citizen dance teams that turn ordinary games into must-see events.

Pittsburgh marketing teams should remember this: great promotions create memories that soar above game results. Fans who associate Pirates games with unique experiences, not just wins and losses, are more likely to keep coming back regardless of the team's performance.

The Role of Digital Marketing in Fan Engagement

Digital platforms have changed how sports teams connect with fans. The Pirates can now boost attendance whatever their win-loss records show. About (738 million people) stream live sports through digital platforms 41% of global sports fans. These channels present fresh opportunities for Pittsburgh marketing professionals who want to fill empty seats.

Using social media to drive ticket sales

Social media has become vital for ticket sales. Fans now use it as their main channel for last-minute purchases. Studies show fans buy tickets within 72 hours of events—sometimes on the same day—though this creates logistical challenges for teams. The Houston Texans have found great success with Snapchat's game-day promotions. Their team noted "that seems to be a place where people are willing to make their last-minute decisions".

The Pirates' strategy should include:

• Content diversity: TikTok surveys show fans want videos of their favorite athletes or teams. Player-focused content should be the priority.

• Platform specificity: Facebook excels at customer engagement and calls-to-action. Instagram's visual nature makes it perfect for event posts that build awareness.

• Second-screen targeting: About 52% of passionate sports fans use mobile devices while watching games on other screens. This creates chances for live engagement.

Teams with the best social media results focus on fan-generated content that showcases the in-venue experience. This authentic approach works especially well with younger audiences who watch content on their phones. Sports marketing budgets continue to move from traditional to digital platforms. Teams can now use precise targeting and get valuable data about their audience's engagement.

Email campaigns and retargeting

Email marketing brings exceptional ROI in sports marketing— based on 2020 statistics $36 for every dollar invested. This makes it a powerful tool for the Pirates to turn interested fans into ticket buyers.

Automated email drip campaigns work well for ticket sales. A study showed clear calls-to-action in email campaigns boosted click rates by 371% and sales by 1,617%. This proves the value of direct messaging. Smart segmentation also improves conversion rates significantly. Everton FC's success story shows this—they kept 96.7% of their 31,000+ season-ticket holders through targeted email campaigns.

Retargeting helps by reconnecting with fans who showed early interest. This approach works best during major sporting events like the Super Bowl across mobile platforms. The Pirates could use this strategy before, during, and after games to catch fans' attention at different times.

The best email strategies include:

• Timing optimization: Mid-week morning sends (Tuesday-Thursday) get the highest open rates

• A/B testing: Testing different subject lines, layouts, and sender names helps find what appeals to specific fan groups

• Mobile optimization: All content must look good on phones since most people read emails there

A Pittsburgh marketing agency would suggest the Pirates use multiple channels. Social media can spark initial interest while email guides fans toward purchase. The team should analyze fan data to create targeted campaigns based on location, demographics, and past interactions. This personal touch builds deeper connections and promotes both quick ticket sales and lasting loyalty—exactly what the franchise needs as it rebuilds its fan relationships.

Fan Council: A Model for Listening and Acting

Fan support isn't just about good customer service—teams need it to survive in today's sports business world. A Fan Council gives sports teams like the Pirates structured ways to gather, study and respond to what their supporters say.

How the Fan Council works

Fan councils help turn regular supporters into active stakeholders. The Seattle Sounders of Major League Soccer led the way with this idea. They created a system where vote on the team's most important management decisions dues-paying members ($125 annual fee). These members can even decide to keep or remove the General Manager through a simple majority vote when their four-year term ends.

MyFootballClub in England took this idea even further. They created a membership where fans pay £35 each year. Together, these fans to buy controlling interest in a team contributed about £700,000. Members vote on vital matters such as player transfers, operating budgets, uniform designs, advertising campaigns, and ticket prices .

The Pirates could fix their disconnect between ownership decisions and fan expectations by using a similar model. Supporters could participate in decisions about promotional scheduling and uniform redesigns through a members-only website. This creates genuine two-way communication between fans and management.

Segmenting fans for better targeting

Teams need to understand that Pirates fans aren't all the same to connect with them effectively. Fan segmentation groups supporters by:

• Demographics: Age, gender, income, and education level

• Geographic location: City, region, or country

• Behavioral patterns: Purchasing habits, event attendance, online engagement

• Psychographic factors: Lifestyle, values, and motivations

Studies show that many modern sports consumers relate to teams differently because of fantasy sports and video games. These "management-centric" fans see players as assets they can buy, sell, and trade—not just the team management. A Pittsburgh marketing professional would tell you these fans need different engagement strategies than traditional supporters.

Real-time feedback and decision-making

Teams can constantly improve their offerings through immediate feedback systems. Smart rights owners know this isn't optional anymore. One industry expert puts it simply: "It's a data economy; you have to offer up direct data access to really show value".

Most teams only let fans vote on simple things like new concession items. The Edmonton Oilers showed better ways exist when they created a "Hackathon" contest. They gave fans data to develop innovative ideas and models. This shows how teams can utilize fan intelligence beyond basic polling.

A Pittsburgh marketing agency developing a Fan Council model should focus on creating what researchers call "a two-way communication process...allowing fans to have voice, to help the team, to feel they are part of the community". This strategy turns fan feedback into a valuable asset that builds loyalty whatever the team's performance on the field.

Community and Legacy: Building Emotional Loyalty

Fan loyalty goes way beyond win-loss records. It comes from emotional bonds created through community connections. Any Pittsburgh marketing firm knows the Pirates' greatest brand asset is their history of giving back to the community—it's pure marketing gold.

Honoring Roberto Clemente the right way

reaches far beyond baseball stats. He felt a deep connection with "the taxi driver, the garbage collector, the hungry and the sick," and showed genuine love for everyday people Roberto Clemente's humanitarian legacy. His death in 1972 while delivering earthquake aid to Nicaragua made him more than just a baseball legend—he became a symbol of humanitarian service.

The Pirates should honor Clemente's memory by living his values, not just putting his name on buildings. He spent his life fighting for social and economic justice. Baseball was his tool "for bettering the lives of Puerto Rico's children". His vision of a "sports city" where kids from all backgrounds could play different sports shows what real community involvement looks like.

Hospital visits and charity events

Athletes visiting hospitals is a cherished tradition in American sports. It started with Babe Ruth, who helped lift a sick child named Johnny Sylvester's spirits by promising to hit a home run in the 1962 World Series. These moments change both the children's and athletes' lives.

Athletes for Hope has made over 800 hospital visits possible since 2007, connecting athletes with more than 70 hospitals. A hospital staff member once shared how a patient said: "That took my pain away". NBA Cares shows similar commitment, raising more than $900,000 for St. Jude Children's Hospital since 2009.

The Steelers set a great example right here in Pittsburgh. Players regularly visit UPMC Children's Hospital to join parties and fundraising telethons for patients. The Pirates could create similar programs to build lasting bonds with young fans.

Youth programs and education days

Programs focused on education offer the best way to build lasting fan loyalty. Some youth programs could include:

• Baseball clinics and field fixes during the Pirates' yearly Clemente Day of Service

• STEAM learning stations throughout the ballpark on Education Days

• Low-cost sports camps like the Giants Baseball Camp, which has helped over 400 kids who couldn't afford it

These programs create what marketers know builds emotional loyalty—real connections with local communities. The Pirates could follow the Junior Giants' example—their free, non-competitive, coed baseball program teaches kids both baseball and life skills.

Marketing that puts community first builds the emotional connections needed for long-term brand loyalty. Every Pittsburgh marketing agency knows this matters more than quick ticket sales.

What Marketers from in and out of Pittsburgh can learn

What can marketing professionals learn from the Pirates' attendance challenges? The team's struggle to fill PNC Park provides great lessons for anyone who needs to promote products or services in competitive markets.

Remember the 4 P's

The Pirates case study shows why marketing basics remain crucial whatever the industry. Even with a tough product (team performance), smart use of the 4 P's creates new possibilities. Dynamic ticket pricing models, better stadium experiences, and digital channel breakthroughs all shape how consumers behave without changing the core product. This approach works in industries of all types—from retail to healthcare—where marketers must find which P gives them the best results.

Understand your customer

Fan segmentation proves why one-size-fits-all marketing doesn't work. Research shows 14 different fan segments based on buying patterns and how they interact with the team. Teams that arrange their offerings to match specific segment needs see 25-40% higher conversion rates compared to generic messages. Pittsburgh marketing firms know this principle goes beyond sports, as customer insights drive every winning campaign.

Tailoring strategies to local culture

Good marketing strikes a chord with local identity. In Steel City, this means staying true to blue-collar values—affordability, authenticity, and community connection. That's why the Pirates' most successful promotions connect to Pittsburgh's industrial heritage and family-oriented culture. This approach proves successful everywhere—marketing efforts that reflect local values perform better than generic ones.

Balancing tradition with innovation

The Pirates' 137-year history is both a gift and a challenge. Traditional elements keep emotional bonds strong while digital breakthroughs attract younger fans. Marketers in every sector face this balance—keeping brand value while trying new channels and methods. Success comes through steady growth, not radical change.

Creating long-term brand loyalty

One-time transactions don't last through tough times. Fan Councils show how emotional investment turns customers into stakeholders. Community programs build relationships that exceed performance metrics. Pittsburgh marketing agencies see this principle work everywhere: brands that build real community connections stay strong through market ups and downs.