Top souvenirs resulted in 51,200 items sold during two World Series games at Kauffman Stadium, Kansas City, Mo.
With both Major League Baseball World Series Championship teams as food, beverage and retail clients, it has been a stellar postseason for Aramark. The day after the Nov. 3 Kansas City Royals' victory parade hosted in that town's Power & Light District, Troy McKenna, Aramark GM at Kauffman Stadium, was counting an additional $200,000 in merchandise sales.
He leased one trailer to sell merchandise at World Series games at the stadium and moved it and an additional unit to the parade route Tuesday. “There were 800,000 people for the parade, in a 2.5 mile radius,” McKenna said. Besides the two NASCAR-style, 46-foot trailers at the north end of the parade route, manned by 30 employees total, he set up a 20X40-foot tent at Union Station with another 45 employees serving the crowd.
Aramark leased two 46-ft. trailers to sell World Series merchandise in Kansas City.
The retail trailer was also transported from Kauffman Stadium to the Power & Light District watch parties for Games 3-5.
The Kansas City Royals, coming off their 2014 World Series appearance, have hosted 2.5 million visitors in 81 games in 2015, McKenna said. This was icing on the cake. “We’ve been operating at 100 percent since April 6 opening day,” he added.
Kansas City hosted the first two games of the five-game series, drawing 40,320 fans Oct. 27 and 40,410 Oct. 28. The Kansas City Royals then traveled to Citi Field in New York to face the Mets with 44,781 in attendance Oct. 30; 44,815 Oct. 31 and 44,859 Nov. 1.
Given the fact they hosted three games, one more than Kansas City, and that they charge New York prices, retail sales were far greater at Citi Field, but Kansas City made up some ground with the parade.
David Freireich, senior director, corporate communications, at Aramark, said the average transaction among fans who bought merchandise at Citi Field was $100. McKenna did not have a similar number, but noted Kansas City fans also participated in the 2014 World Series, so sales did not take an astonishing jump.
Numbers of items sold at the two ballparks, provided by Aramark, included:
2015 World Series Merchandise Sold | Citi Field | Kauffman Stadium |
|---|---|---|
Shirts | 12,700 | 8,000 |
Outerwear | 7,200 | 6,000 |
Baseball Caps | 16,800 | 7,000 |
Programs | 22,500 | 7,100 |
Novelties (pennants, foam fingers, etc) | 29,000 | 17,000 |
Total Units Sold | 99,400 | 51,200 |
Merchandise sales were strong at Citi Field, New York.
This World Series marked the sixth time in the last 10 years an Aramark partner has participated and the second time since 2007 that two Aramark partners have faced one another in the same World Series.
Besides adding the merchandise trailers and 15 additional portables, mostly for alcoholic beverages, in Kansas City, Aramark also geared up for World Series crowds with 1,000 employees, compared to 700-750 for a regular season game, and 40 managers, brought in from other Aramark client properties around the region, McKenna said. Bringing in managers from other venues serves the dual purpose of additional management help for the host and additional training for managers in handling this caliber event, Freireich pointed out.
McKenna said he is already brainstorming for changes next season when the World Champion Kansas City Royals play ball again. He definitely wants to add more offerings on the View level in the upper deck and expand the menu with more craft beers and seasonal foods.
He expanded the Kansas City menu with some seasonal offerings for the World Series this year and will keep some of that on the menu. Freireich listed the following new items:
At Craft & Draft (left field loge level – open to all ticket holders), new menu items included:
• Craft Stack (pictured at right): Chorizo Verde/House Pork Belly Bacon/Farm Fresh Fried Egg/Crisp Chicharonnes/Cotija Cheese Sauce/Dressed Frisee/Butter Grilled Onion Brioche
• Surf & Turf: Pan seared filet Mignon Medallions/Jumbo Shrimp/Chipotle Bearnaise Sauce/Scalloped Potatoes
• Seared Scallops: Prosciutto Wrapped Scallops with Smoked Cheddar & Gouda Cheesy Grits
• Chicken and Waffles: Buttermilk Fried Chicken/Chipotle Cheddar Waffle/Boulevard Dark Truth Stout Glaze/Candied bacon
New items added to The Market Place (section 203) menu included:
• Butternut Squash Bisque with candied pecans
• Smoked turkey breast panini with cranberry aioli and aged cheddar on a Farm to Market Baguette
• Homemade turkey chili with shredded cheddar and sour cream
• Hand dipped caramel apples
Citi Field already has a very robust menu, he added.
This season Aramark partnered with 11 Major League Baseball teams to provide food and beverage, retail and/or facilities services — Atlanta Braves, Boston Red Sox, Colorado Rockies, Houston Astros, Kansas City Royals, New York Mets, Philadelphia Phillies, Pittsburgh Pirates, San Diego Padres, Seattle Mariners and Toronto Blue Jays.
Additional 2015 World Series statistics shared by Aramark include:
• At Citi Field and Kauffman Stadium, 1 in every 10 fans bought a shirt.
• At Citi, 1 in every 6 fans bought a program.
• On Friday at Citi Field, Aramark had a record-setting day in retail sales, accounting for its highest single game (opening day, regular season, new ballpark, playoff, all-star, etc.) retail per cap at any MLB venue where the company has ever managed retail sales.
Interviewed for this story: David Freireich, (215) 238-4078; Troy McKenna, (816) 921-8000