Flashy Changes to Wrigley Field Could Be Just Beginning

Two weekends ago, when the Chicago Cubs revealed that they would be making a relatively modest, but relatively important, change to a section of the right field bleachers, the response was mixed.

As you’d expect when any changes are made to a landmark like Wrigley Field, many folks were upset. The plan – which will add a patio section, rooftop-style seating, and a 75 foot LED board – will necessarily change a little of the “feel” at the ballpark, and I can understand some resistance.

Still, others welcomed the change with open arms, knowing that it will provide added revenue to the organization, and may not have much of a deleterious impact, if at all, on the experience at Wrigley Field. Again, I can understand that perspective, too (and, to be candid, it’s the perspective I’ve taken, as well).

Well, if Ed Sherman’s source is right, we can expect many, may more of these debates in the coming years:

When I asked a veteran sports marketing executive what’s next at Wrigley, the person replied, “They’re going to light up that place.”

Indeed, by the end of this decade, if not sooner, depending on when they finish their massive renovation Wrigley Field (another call to Mayor Rahm Emanuel, please), the place where they once played only day games is going to have lights flashing everywhere with revenue-producing advertising.

The Cubs have no choice. The team has been missing out on millions of dollars in ad revenue by not having a Jumbotron video board and limited other LED-type signage opportunities in the ballpark. Just look at all the advertising signs the White Sox have at U.S. Cellular Field.

Yes, the Jumbotron is coming. There will be more ribbon-like advertising along the façade of the upperdeck. Perhaps the Cubs will add another LED board along a similar area of the leftfield corner. And there likely will be more unexpected additions if the Cubs marketing executives continue to think out of the box.

The Cubs will always be walking that precarious line between maximizing revenue and honoring tradition. But with a full-scale renovation project on the way, some serious changes are coming, one way or another.

Old schoolers are simply going to have to adjust. The Cubs have been behind the times in so many ways for so very long that we can’t expect the new regime to advance the ball in one area while ignoring others. When it comes to finding and utilizing new revenue streams – which directly impacts the product on the field – the Cubs have been woefully lax. Tradition and sentiment have their place, but, to the extent that they conflict with sincere efforts to put together the best possible team and organization, they must defer.

No one wants Wrigley Field to become a Las Vegas-style monstrosity, and I think the Ricketts family would agree. But revenue matters, and Cubs need to get theirs.

One other interesting point in the article. Sherman says a “marketing insider” told him the expected revenue on the Cubs’ new LED board in right field will be “more than $1 million per year.” Really? That’s it? I know it says “more than,” so the figure could be much higher than $1 million, but I’m assuming that $1 million was tossed out there as a near estimate. I would have thought the revenue would have been much higher, particularly given the relatively limited advertising opportunities now available at Wrigley Field. (A quick number crunch says there will be about 2.43 million eyes on board ads throughout the season (81 games x 30,000 folks who can see the board each game (that’s conservative) = 2.43 million impressions), so $1 million in revenue is a pretty meager return for that kind of exposure.)

written by

Brett Taylor is the Lead Cubs Writer at Bleacher Nation, and you can find him on Twitter at @BleacherNation and on LinkedIn here. Brett is also the founder of Bleacher Nation, which opened up shop in 2008 as an independent blog about the Chicago Cubs. Later growing to incorporate coverage of other Chicago sports, Bleacher Nation is now one of the largest regional sports blogs on the web.

more cubs news

The Cubs Are Among the Most Returning-y Teams

I am still mostly incapacitated at the moment, so apologies for the short shrift on such an otherwise blessed day. In between pokes and prods, I wanted to share a chart I saw that was pretty interesting, even if unsurprising:...

Maybe the Cubs Are the Favorites in the NL Central, After All?

ESPN was the first to throw some love the Cubs way this week, with an overwhelming majority of their writers, analysts, and editors picking the Chicago Cubs to win the NL Central in 2024. But the love doesn't end there....

The Season Begins, Love for Morel, Counsell’s Value, and Other Cubs Bullets

You know where you want to spend your Opening Day morning? The hospital! Suffice to say, this is not how I imagined getting HYPED for the Cubs' opener. I guess I'll just have to think about all the possible lineup...

Cubs vs Rangers: The First Series of the Year!

Cubs vs Rangers — THE REGULAR SEASON IS HERE! Wake up and rejoice. Later tonight, the Cubs will begin their march toward October Baseball against the (reigning World Series champion) Texas Rangers in Arlington. Justin Steele is getting the nod...

The 2024 Chicago Cubs for Dummies

Boom. We made it. The offseason is over, and the Cubs regular season - and those elevated expectations - begins tomorrow. But in case you slept through the winter, I'm here to catch you up on everything you need to...

I’m Expecting More This Year, Cubs — It’s Time to Start Winning

There's no way around it: The Chicago Cubs did *not* have the offseason we hoped they might after making Craig Counsell the highest paid manager in MLB history. Not that they did poorly, mind you. Cody Bellinger, Shota Imanaga, and...

I Dug Deep on the Cubs 2024 Schedule (And I Like What I See)

Finally, with Cody Bellinger in the fold, we can start focusing more seriously on the season ahead. So today, I thought we'd take a look at the Cubs 2024 schedule. You can flip through the Cubs 2024 schedule right here...

Here’s What I’m Betting on the Cubs for Opening Day

I get it. Sports betting isn't for everyone — like, say, the interpreter for an international baseball superstar — but some of us quite enjoy it! If you are one of those people, this article is for you. Below, I'm...

WAKE UP, BASEBALL IS BACK

The day has arrived. Opening Day. The most glorious day on the baseball calendar, save for the day of each Chicago Cubs World Series win, of course. See, I get to say things like that on Opening Day. Maybe the...

Wrigley Field is Gonna Be Lit This Year (As in New Colored Lights!)

Last year, the Cubs started using their new LED outfield lights to do a little dancing display during 'Go Cubs Go,' lighting along with the song and throwing in a W. It was very fun and I liked it. This...

Latest News

Braves vs. Phillies: Start Time, Streaming Live, TV Channel, How to Watch

Spencer Strider will take the ball for the Atlanta Braves when they take on starter Zack Wheeler and the Philadelphia Phillies in their season opener on Friday, with first pitch at 3:05 PM ET.If you're trying to watch this game,...

Jonas Valančiūnas Player Props: Three-Pointer Props and Odds vs. the Bucks – Thursday, March 28, 2024

The New Orleans Pelicans face the Milwaukee Bucks at 8:00 PM ET on Thursday, and one of the 3-pointer props available for this matchup requires only one trifecta from Jonas Valančiūnas.Jonas Valančiūnas' Three-Pointer Prop Odds vs. the BucksJonas Valanciunas' over/under...

Top 25 College Basketball Picks and Best Bets: March 28

The Illinois Fighting Illini and the Iowa State Cyclones hit the court in one of four games on the college basketball slate on Thursday that include a ranked team.How to Bet on Top 25 Games[lasso rel="draftkings-promo-1" id="299003"]Top 25 Games for...

What Does a Chicago Bears NFL Draft Trade Down Look Like?

You'd think we'd be well-versed in trade-back options after months of wondering what kind of haul it would take for the Bears to move off taking quarterback Caleb Williams with the first pick of the 2024 NFL Draft. But trading...

Diamondbacks vs. Rockies Prediction: Expert Picks, Odds, Stats & Best Bets – Thursday, March 28, 2024

The Arizona Diamondbacks begin their season as -226 favorites in a home tilt against the Colorado Rockies on Thursday at 10:10 PM ET, live on ARID.Arizona's Zac Gallen gets the start, and he'll go against Colorado's Kyle Freeland.Diamondbacks vs. Rockies...

Mariners vs. Red Sox Prediction: Expert Picks, Odds, Stats & Best Bets – Thursday, March 28, 2024

The Seattle Mariners begin their season as -155 favorites in a home tilt against the Boston Red Sox on Thursday at 10:10 PM ET, live on NESN.Luis Castillo takes the mound for Seattle while Brayan Bello is Boston's starter for...

Guardians vs. Athletics Prediction: Expert Picks, Odds, Stats & Best Bets – Thursday, March 28, 2024

The Cleveland Guardians start their season as road favorites (-156) in a matchup with the Oakland Athletics on Thursday at 10:07 PM ET, live on NBCS-CA from Oakland-Alameda County Coliseum.Cleveland's Shane Bieber and Oakland's Alex Wood have been named the...

Damian Lillard Player Props: Three-Pointer Props and Odds vs. the Pelicans – Thursday, March 28, 2024

The Milwaukee Bucks face the New Orleans Pelicans on Thursday at 8:00 PM ET, and if the Bucks' Damian Lillard drains four 3-pointers, he'll beat his over/under.Damian Lillard's Three-Pointer Prop Odds vs. the PelicansDamian Lillard's over/under for three-pointers in this...

Brook Lopez Player Props: Three-Pointer Props and Odds vs. the Pelicans – Thursday, March 28, 2024

The Milwaukee Bucks face the New Orleans Pelicans at 8:00 PM ET on Thursday, and one of the 3-pointer over/unders available for this matchup requires two trifectas from Brook Lopez.Brook Lopez's Three-Pointer Prop Odds vs. the PelicansBrook Lopez's over/under for...

Giannis Antetokounmpo Player Props: Three-Pointer Props and Odds vs. the Pelicans – Thursday, March 28, 2024

On Thursday at 8:00 PM ET, the Milwaukee Bucks meet the New Orleans Pelicans, and Giannis Antetokounmpo's 3-pointer prop for this clash requires just one trey.Giannis Antetokounmpo's Three-Pointer Prop Odds vs. the PelicansGiannis Antetokounmpo's over/under for three-pointers in this game:...

more cubs news