Recession throws heat, but 51s measure up

After 26 years in Las Vegas, 51s general manager Don Logan understands all too well the challenges of selling minor-league baseball in the entertainment capital of the world.

He's competing against million-dollar Cirque du Soleil productions and concert headliners on the Strip and neighborhood casinos with restaurants, movie theaters, bowling alleys and ice rinks.

Now he's dealing with an economic recession, fans on a tight budget and a change in Triple-A affiliation from the regionally popular Los Angeles Dodgers to the distant Toronto Blue Jays.

Still, the 51s sold 3,000 full and miniplan season tickets this year and paid attendance has averaged about 4,700 a game, on par with last year, Logan said. The team is on pace for attendance of 340,000 to 360,000, not including Big League Weekend preseason games involving the Chicago Cubs, Chicago White Sox, Colorado Rockies and Seattle Mariners.

"Selling tickets has never been tough," the baseball executive said in his administrative offices at Cashman Field, home of the Las Vegas Stars and 51s since 1983. "Just getting people to show is the tough thing, with the heat and so many other things to do in Vegas."

The team, owned by Stevens Family Trust, lost 300 corporate season ticket-holders this year, many from housing and construction companies, Logan said.

The lucrative group catering business is down 30 percent, merchandise sales have declined 20 percent and food and beverage sales are off 20 percent, he said. It's the economy, not the change in major league affiliation, that hurt sales of 51s logo apparel, Logan said.

Advertising revenue is up 8 percent from last year, including the new Cannery Casino girl hanging on the left-field foul pole.

Ticket prices have increased to $9 for general admission, $2 more than last year, which has helped to offset other revenue losses, Logan said. It's still an affordable family entertainment option, comparable to movie tickets, he said.

"People are coming to the games, but discretionary spending is down and I think it's directly tied to the economy," Logan said.

The 51s, who play in the Pacific Coast League, add value with promotions and giveaways such as Cosmo bobblehead night on Aug. 15 and Blue Jays jersey night on Aug. 21. Fireworks are scheduled for Aug. 14 and Aug. 29. The team always draws a big crowd for $1 beer night on Thursdays and now $1 menu night (hot dogs, peanuts, Cracker Jacks and pretzels) on Mondays.

True baseball fans realize that whether Las Vegas is the Class AAA affiliate for the San Diego Padres, Los Angeles Dodgers or Toronto Blue Jays, they will see a high caliber of players who are just a step away from the major leagues, Logan said.

They saw rising Dodger stars James Loney, Andre Ethier, Russell Martin, Chad Billingsley and Matt Kemp come through Las Vegas. Pitcher Brett Cecil was called up to the Blue Jays this year and has a 5-1 record. Top prospects include catcher J.P. Arencibia, outfielder Buck Coats and infielder Joe Inglett, a former All-American at the University of Nevada, Reno who was called up to the Blue Jays on Aug. 24.

Contact reporter Hubble Smith at hsmith@reviewjournal.com or 702-383-0491.