Chicago Baseball Museum

By George Castle – CBM Historian on May 3, 2018

Cubs fans getting picky when they attend games at Wrigley Field warrants the attention of Tom Ricketts and Crane Kenney. And even Theo Epstein should take a peek.

Perception of the availability and cost of your Cubs tickets is affecting the total gate so far this year, compared to the wire-to-wire sellout present-day President of Cubs business operations Kenney experienced as Tribune Co.’s viceroy for the team in 2008.

Crane Kenney should have a good memory of why tickets to all games went quickly in 2008 compared to unsold seats in 2018.

The sight of the bleachers, the traditional “cheap seats,” only partially filled on an 80-plus degree spring afternoon the other day against the Colorado Rockies should raise the eyebrows of the Cubs’ top brass. StubHub listed bleacher seats for as little as $10. No internal Cubs promotion would ever dare go that low.

For the season, the Cubs have had reams of unsold seats. The tickets sold for the Rockies game were listed at just under 33,000, but the actual crowd count was lower. Three other games have had listed attendances in the 29,000 range. One was the Thursday, April 12, game against the Pirates with the game-time temperature around 70. I attended that game with senior season-ticket holder Carol Haddon. I took a quick trip to the upper deck. That seating area was empty. These listed attendances — seats sold have been the official crowd counts for decades now — meant many thousands of tickets were not purchased at all.

Meanwhile, at both April 12 and subsequent games, scores of prime box seats in the “Club 1914” area were unoccupied. Go back 10 years, and would you see a close-up seat between the dugouts empty?

Now, 29,000 or 33,000 with thousands of no shows is still light years distant from the cozy 3,000 or 4,000 early- and late-season gatherings of the 1970s, when Ronnie “Woo Woo” Wickers’ chants of “Fanzone, Woo!” would reverberate across the sections of empty seats. However, when applied to what has developed as the game’s flagship franchise only one year after the eternally-deferred World Series title, then some questions must be asked.

Are Cubs fans getting very picky about when they bust their entertainment budgets to attend a game at Wrigley Field? Does it have to be 60s through 80s perfect — excellent weather, an attractive opponent, a weekend or summer weekday? Is there a perception Cubs tickets are too expensive — even though the Rockies game was a 2010s bargain — and hard to get? Are fans tastes changing with so many other less expensive things to do — and the hypnotic rapture of smart phones always available?

When rationalizing pundits say we just endured the coldest April in memory, the adults are not on vacation yet and the kids are still in school, there is simple history to enlighten them. April always has been inclement in Chicago — it is just by what degree and whether gloves are still necessary. The workforce was never in big vacation mode in the first full spring month. And while the final day of school has been creeping backwards over the decades — I remember the third week of June in Chicago public schools — that joyous dismissal time has not yet moved into April yet.

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