Saturday, October 16, 2004

Red Sox owners fielding more nongame revenue

By Naomi Aoki
The Boston Globe Staff
October 16, 2004

Keeping the faith, Susan Forbes called the Red Sox a month ago to book Fenway Park for a postseason party.

The vice president of marketing at insurance broker William Gallagher Associates, Forbes is always on the lookout for new ways to entertain clients. She couldn't confirm a date until the Red Sox playoff schedule was set. But the timing was worth the wait.

"A party here at this time of year with the Red Sox playing the Yankees in the ALCS is really exciting," said Milt Alpern, chief financial officer of Westborough software firm Applix Inc. and a longtime WGA client, as he dined last week in Fenway's 406 Club overlooking the field as the Sox got ready to play Game 2 of the American League Championship Series in New York.

Banking on the historic park's appeal, especially at a time when the Boston team's playoff appearances are more frequent, Red Sox management is stepping up its efforts to market Fenway as a venue for everything from sales meetings to bar mitzvahs. Though renting out Fenway isn't new, the team's new ownership, led by John W. Henry, this year doubled revenues from the practice. So far this year, they've booked 92 events, compared with 20 a year ago.


"They are trying to preserve the old-world qualities that give Fenway its charm while trying to make it competitive with all these newer baseball venues," said Maury Brown, cochairman of the Society for American Baseball Research's business of baseball committee.

Read the entire article here on the Boston Globe website.