Untypical
Running Head: THE UNTYPICAL MAJOR LEAGUE FACILITY
Citizens Bank Park: An Examination of the Untypical Major League Facility
Brandon Berns and Thomas Bieber
Slippery Rock University
SPMT 89-386
Fall Semester
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Table of Contents
Introduction………………………………………………………………………………………..3
Stadium Approval………………………………………………………………………………….3
Construction…………………………………………………………………………………….....6
ADA Compliance/Accessibility……………………………………………………………………7
Guest Code of Conduct and Risk Management…………………………………………………...9
Policies and Procedures………………………………………………………………………....11
Parking and Transportation..........................................................................................................12
Seating…………………………………………………………………………………………...13
Ticketing…………………………………………………………………………………………15
Concessions……………………………………………………………………………………...16
Merchandise……………………………………………………………………………………..17
Ashburn Alley……………………………………………………………………………………18
Scoreboards……………………………………………………………………………………...19
Centerfield Façade………………………………………………………………………………20
Athlete Provisions/Field Dimensions……………………………………………………………21
Promotions………………………………………………………………………………………24
Conclusion……………………………………………………………………………………….26
References………………………………………………………………………………………..27
Appendix A……………………………………………………………………………………….29
Appendix B.....................................................................................................................................31
Appendix C……………………………………………………………………………………… 33
Untypical
Introduction
The major league facility is no paradigm in the eyes of those who construct it, or in the
eyes of those who view its final edifice. The major league facility is in no comparison in size
and scope to that of a facility whose tenant attracts a much smaller demographic of business
invitees. Large market areas that have a broader population, such as the city of Philadelphia,
meet demanding and socially diverse consumers that maintain high involvement in recreation
and entertainment. A city that exemplifies an intense and dedicated sports fandom must supply
its patrons with professional franchises that are determined to make profit and produce a quality
product for their consumer’s enjoyment. The enjoyment and comfort to the culturally diverse
fan base that exemplifies Philadelphia may require a proper and socially encompassing setting
from which to appreciate the product. Martin Greenberg (2000) indicates that over a ten year
span beginning in 1990, there have been 77 major league facility lease re-negotiations,
modernizations, and/or newly constructed stadia in professional baseball, basketball, football,
and hockey. Large market areas account for a significant portion of professional leagues within
the United States, therefore indicating a trend of new facility development within these markets.
Owners of professional franchises view the construction of a brand new facility cost-effective
compared to upgrading a less modern facility to today’s current amenity-driven standards. The
desire of today’s venue owners and/or local governments is to provide a maximum number of
entertainment outlets and amenities within a facility in order to achieve true revenue generation,
thus continually raising the standard of what is to be considered a “state-of-the-art” facility
(Greenberg, 2000).
Stadium Approval
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A significant trend in major league facility development began to occur upon the
conclusion of World War II. The pioneering of stadia dedicated solely to American football and
baseball was underway, and in 1971, Veterans Stadium in Philadelphia followed this trend (John
& Sheard, 2000). Veterans Stadium was home to both the MLB’s Phillies and the NFL’s Eagles
in efforts to maximize profits. This ideology, however popular at the time, steadily grew as old
as the facilities themselves. The overall experience and qualities of once world-renowned
Veterans Stadium began to depreciate as problems with rat infestations, leaky ceilings, bad turf,
and insufficient amenities became more evident and no longer represented the city of
Philadelphia in a cleanly manner (Walters, 2004). It was on March 21st of 2004 that the multipurpose stadium was imploded, signifying a new beginning for two professional franchises of
Philadelphia. Former Governor of Pennsylvania Tom Ridge proposed for the idea of four new
single-use facilities to be built evenly among the cities of Pittsburgh and Philadelphia (Hartman,
2004). Dating back to when many of the multi-purpose, bowl-shaped stadiums were being
developed, construction of a sport facility was largely determined by team ownership. It has
now become more evident that constructive initiatives of large facilities are being influenced by
the public and from community leaders. Bob Trumphour cites the resistance to taxpayer-based
subsidies in Boston, Massachusetts, blocking the replacement plans of Fenway Park and forcing
private funding of Gillette Stadium, home of the New England Patriots (2003).
The city of Philadelphia faced similar drawbacks and criticism from taxpayers upon the
proposal of two new sport complexes, including the former Mayor of Philadelphia Ed Rendell.
Congressional hearings that led way to the Stadium Financing and Franchise Relocation Act of
1999 had much influence in the finance for both Citizens Bank Park and Lincoln Financial Field.
These congressional hearings sought to expand an antitrust exemption that would apply to
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professional sport leagues and to require participation on the behalf of the NFL and MLB in the
financing of certain stadium construction activities and other purposes (“Stadium Financing,”
1999). Arlen Specter, representative of Pennsylvania, joined sixteen other state senate
representatives to discuss the matters of various finances within professional franchises and to
prevent their monopolization via any abuse of public financing. Mark Rosentraub, provider of
one of the hearing’s testimonials, assisted Philadelphia City Controller Jonathan A. Saidel in
conducting thorough cost/benefit analyses. Mr. Saidel proved to be very poignant toward the
fact that the city should not use broad-bases taxes and/or cross-subsidy taxes to fund the majority
of new facility construction. The lead claim by Mr. Saidel was to improve the overall quality of
life, whereas enhancing the wealth of team owners at the taxpayer expense would rest beyond the
true benefit to the city (1999). It was in December of 2000 that Philadelphia’s City Council
finally voted on and approved a $1 billion finance plan agreement for the two new stadiums.
The winter of 2001 then saw the purchase of properties such as the Acme warehouse from
developer Bart Blastein as part of the location for the Phillies’ new site (Packman, personal
communication, September 17, 2005). Total costs in acquiring the site and its excavation
surpassed $100 million in expenses. The site was to be located on the north side of Pattison
Avenue and in between Citizens Bank Way and Darien Street. On June 17th of 2003, Citizens
Bank agreed to a 25-year naming rights partnership with the publicly owned facility, thus
labeling the brand new structure as Citizens Bank Park.
A model of the proposed Philllies stadium.
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Construction
The architectural design of the 43,500-seat facility was a joint venture between Ewing
Cole and HOK Sports and was constructed under the supervision of Driscoll/Hunt in association
with Synterra/Todd Inc., with Jon Stranick serving as the project coordinator. When discussing
the combined costs of site acquisition, development, and construction with Saul Packman, it was
determined that a total expense of $458 million was incurred (personal communication,
September 17, 2005). The facility itself cost $346 million with $174 million financed publicly
and $172 million of the cost privately. As part of the private cost, the Phillies agreed on a $125
million loan with FleetBoston Financial in April of 2002 to secure their personal finance for the
stadium (“Philadelphia Phillies,” n.d.). It was the architectural foresight of Ewing Cole and
HOK to erect a facility that was open, intimate, and spectacular to the fans and the desire to
resurrect the old-style brick facade of stadiums past such as Shibe Park and Connie Mack
Stadium that gave the project its untypical persona. The entire process of construction and
development would extend over a 28-month period that began in June of 2001. Upon excavation
of the 21-acre site along Pattison Avenue, a hole 23 feet deep was created for the foundation of
the recessed field and in the process made it 13 feet below the water table (“Philadelphia
Phillies,” n.d.).
Typically, land costs are kept to a minimum, explaining why sport facilities are built
upon low-grade land (John & Sheard, 2000). The location itself however is considered ideal and
was not subject to criticism from an environmental standpoint, provided it would stand adjacent
to other previously established facilities such as Lincoln Financial Field and the Wachovia
Center. Serving as the stadium’s anchor tenant, the Phillies organization decided to promote the
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development of their new home by starting a 1,000-day countdown to Opening Day on July 14th
2001, where countdown to the April 12th 2004 opening day saw shirts and other memorabilia put
on for sale aside of the excavation site (“Philadelphia Phillies,” n.d.) The project promoted itself
as well with local talk radio stations such as 610 WIP publicizing the undertaking greatly due to
its influence on the loyal fans of Philadelphia baseball. Upon final construction, there still linger
some flaws in not only the design of the facility, but some of its transportation commodities.
The elevators closest to the First Base entrance leading up to the Hall of Fame Club Level tend to
stall at times and is a problem that has yet to be completely solved (Saul Packman, personal
communication, September 17, 2005).
ADA Compliance/Accessibility
Unique brail identity labels
The majority of requirements for stadium and arena developers came from regulations
crafted by the Compliance Board, applying to those venues established after the year 1990
(Greenberg, 2000). Acting as the facility manager of Citizens Bank Park, Global Spectrum
oversees and appreciates the responsibility given towards ADA regulations. One of the prudent
features of ADA compliance within the stadium is the use of brail on every tablet labeling each
corridor, entrance, and room except for the umpire’s lounge (Packman, personal communication,
September 17, 2005). Access to the stadium for those disabled is addressed with 17 elevators,
many of which leading to the Hall of Fame Club Level and the Terrace Level as well as the field
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level where wheel-chair seating is available. Guest Services will accommodate the physically
disabled with courtesy wheel chairs, allowing access to and from their reserved seat.
Additionally, Citizens Bank Park allows the accompaniment of service animals and guide dogs
to assist those that are visually disabled. Coinciding with those that have hearing impairments,
Guest Services also provides patrons with the opportunity to use Assisted Listening Devices
(ALD’s) upon confirmation of identification. Another convenience to the hearing impaired
would be the Telephone Display Devises (TDD’s) that are equipped with volume controls as are
the public payphones located at the Left and Right Field Gate entrances (“Philadelphia Phillies,”
n.d.). Saul Packman indicates that the four entrances patrons may utilize in the process of
entering the facility, Left Field, Right Field, First Base, and Third Base, are each highlighted by
statues of former players that had much success in performing with the team (personal
communication, September 17, 2005). Showcasing these entrances are bronze statues of Hall of
Fame players Mike Schmidt, Robin Roberts, Steve Carlton, and Richie Ashburn; each standing
ten feet in height.
The majority of disabled patrons will enter via the Main Concourse located off of
Pattison Avenue. In addition to elevators located at this entrance, Citizens Bank Park offers
various forms of transportation such as escalators, stairways, and ramps leading to different
sections of reserved seating. There are 62 wheel-chair accessible restrooms located at strategic
sites of fan interaction, including fourteen family restrooms containing changing tables for
infants. Water fountains are also strategically placed throughout the stadium, encompassing a
majority of the walkways with 20 stations totaling 40 individual fountains (“Philadelphia
Phillies,” n.d.). Citizens Bank Park is also equipped with six lighting fixtures geometrically
distributed, standing 185 feet in the air and each individual tower containing nine rows of eleven
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light bulbs. The light fixtures are located in right center field with one above the left field
scoreboard, two located along the third base line, and two along the first base line compiling a
total of six fixtures in circumference around the facility.
One of six lighting towers surrounding Citizens Bank Park
Guest Code of Conduct and Risk Management
The Philadelphia Phillies, serving as the anchor tenant to Citizens Bank Park, developed
a set of guidelines known as the Guest Code of Conduct from which all patrons must comply
(“Philadelphia Phillies,” n.d.). As seen in virtually every major league facility, the access and
departure of patrons with alcohol is forbidden, this includes the subsidiary restaurant attached to
the 3rd Base entrance known as McFadden’s Restaurant and Saloon. The key element in
“maximizing the enjoyment” of fans is ensuring individual safety throughout the course of the
event (Packman, personal communication, September 17, 2005). When discussing the matter of
event management with the Phillies’ Director of Event Operations Eric Tobin, the facility
provides an in-house security/emergency staff that is trained for all accounts of risk and danger
throughout the course of a game (personal communication, October 14, 2005). A key element in
the certification and approval of the stadium’s security staff, in accordance with MLB safety
regulations, is the Phillies’ joint venture with the Marsh Insurance Company. The company
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executes a thorough analysis of the facility’s operational status quo on a regularly scheduled
basis. The audit of the facility may include any surveillance and/or maintenance risks that may
in some way lead to a non-inherent danger to the spectators, participants, and employees of
Citizens Bank Park. However, providing as the primary monitor for the Phillies and how they
operate in accordance with other MLB facilities, Marsh Insurance is just one of the insurance
providers for the Phillies (Eric Tobin, personal communication, October 14, 2005). The Phillies
and their stadium diversify their insurance options according to variations of liability such as
structural damage and personal loss to a patron or worker.
Notification of escape routes are printed in the gameday manuals providing direction and
course of action a patron must follow if such an event were to ensue. First Aid stations provide
trained medical personnel and are found in the Main Concourse and Terrace Level of the facility
(“Philadelphia Phillies,” n.d.). Administering to those injured throughout the course of a game
or event requires an ample amount of surveillance footage in determining if the cause was
inherent to the game or if it was an occurrence irrelevant and unforeseen. Charles Gregg
explains that the understanding of inherent risks and careful consideration of those that may
become reality in a major league baseball game, where education and conscientious stewardship
is guaranteed, are critical aspects of a good program (2000). One foreseeable risk in Citizens
Bank Park is the fans’ intimate view of the bullpen, as a mere height of seventeen feet separates
the spectators from the participants. Another apparent risk associated with the stadium is that the
walkway known as Ashburn Alley, flooded with concessionary and merchandising venues, is
very susceptible to overcrowding at the beginning of a game and in between innings. A third
risk that the stadium presented was the height from row to row in the upper deck of the stadium.
Sightlines are enhanced the higher each row yet in the process presents the risk of someone
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losing balance and falling forward much further. Citizens Bank Park supports 80 video cameras
placed at various positions within the stands, concessionaires, and entrances. The stadium uses
an ample amount of signage in order to increase the consumer’s knowledge of inherent risks
such as fly balls and reflect a proactive approach to the duty of care for its patrons.
Signage placed on a support beam in left field
Polices and Procedures
In accordance with the Guest Code of Conduct, Citizens Bank Park enforces many of its
policies through signage that is either symbolic or posted in large font. The stadium designates
smokers only to certain sections other than the seating bowl, concourses, restrooms, and
premium seating. Upon entering the facility, no single fan is allowed to reenter if he or she
decides to leave sometime during the event and attempts to return to the game. Access to the
gates opens an hour and a half prior to the first pitch Mondays through Fridays, and two hours
before on weekend games (Saul Packman, personal communication, September 17, 2005).
Entrance to the Ashburn Alley is permitted an hour before normal gate openings in order for fans
to grab concessions early and enjoy the many visual amenities of the park. Secondary factors in
identifying risks within a sporting event include the unpredictability of weather patterns that may
directly have an effect on the fans and the event itself. Patrons are permitted to bring an
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umbrella as long as it is used respectfully and does not interfere with other fans’ sightlines.
Family restrooms contain changing tables for the purpose of accessibility to patrons’ ages two
and under without ticket of purchase, whereas those ages three and over must be considered
invitees. Strollers brought into the stadium must be able to fold so that they may be stored under
the owner’s seat or Guest Services will hold it for the duration of the event (“Philadelphia
Phillies,” n.d.). In accordance with the stadium’s alcohol policy, consumers are limited to two
drinks per purchase; however there is no disclosure on the success-rate of implementing this
policy. Provided the risk that alcohol imposes among its ticket-holders, tailgating is prohibited
in the parking areas adjacent to the stadium and across from the Wachovia Center. Scalping, a
common occurrence in parking lot areas full of fan camaraderie, is also prohibited and liable for
confiscation within the surrounding parking lot areas.
Large font reinforcement and notification of policy
Parking/Transportation
The parking lots surrounding Citizens Bank Park are owned and serve as parking options
for each of the four facilities within the Philadelphia Sports Complex; Citizens Bank Park,
Lincoln Financial Field, and Comcast Spectacor’s Wachovia Center and Spectrum. Serving as a
local sponsor to the Philadelphia Phillies, Toyota holds rights to signage at each entrance and
exit of the parking lots owned by the Phillies adjacent to 3rd Base entrance the stadium. The
normal price of admission to park within the lots surrounding is ten dollars per vehicle, with an
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additional nine dollars if the vehicle is oversized or takes up more than one spot (“Philadelphia
Phillies,” n.d.). Preferred parking is segmented for those patrons that have a hangtag pass,
allowing for closer proximity from parked vehicle to the main concourse. Pre-Paid parking
represents a majority of the lots available and is accessible for anyone who pays with cash.
Handicapped parking lots encompass the surrounding circumference area of Citizens Bank Park
and mass-transit is accessible via the Broad Street subway line. The subway line is run by
SEPTA and can be located at the corner of Broad Street and Pattison Avenue. Subway
transportation compliments what is an otherwise congested pattern of traffic. Pattison Avenue is
the main road from which a patron may connect with many of the nearby parking areas and often
becomes highly crammed with commuters from the northeast coming off Interstate 95.
Commuters from the west typically swarm in from Interstate 76 and the Schuylkill Expressway.
Guest Services also allows for taxi service to patrons who can reserve service and pick-up
outside of the stadium. A combined 21,000 parking lots are available throughout the Sports
Complex for the many commuting fans coming from suburbia; 5,500 of those lots replacing the
once renowned site of Veterans Stadium (Saul Packman, personal communication, September
17, 2005).
Seating
Toyota’s rights to parking lot signage
Citizens Bank Park formally was a single-use facility until no later than a year after its
inauguration. The stadium is now beginning to outsource to other outlets of entertainment, most
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recently hosting a Jimmy Buffet concert during the summer of 2005. Citizens Bank Park can
hold a capacity of 43,500 patrons in reserved seating for Philadelphia Phillies home games and
for concerts it can hold an upwards of 60,000 patrons with a ½ and ½ seating policy (Saul
Packman, personal communication, September 17, 2005). The seats themselves are shaded a
sapphire blue equipped with armrests and cup holders. The seating is angled at 40 degrees in the
upper deck toward the infield and achieves improved sight lines for spectators by increasing the
heights of seats in between rows. Seating is then sectioned off in increments of 100 with the 400
levels serving as the upper bowl behind home plate. Regular admission pricing ranges from $18
to $40 for the majority of seats encompassing the stadium (“Philadelphia Phillies,” n.d.).
Diamond Club seating, located directly behind home plate, features cushioned seats and is priced
at $200. This special designation offers catered food as well as bars within the confines of the
stadium to interact with other members of the club.
In comparison to Veterans Stadium, where the distance from home plate to the nearest
section behind it was 75 feet, the nearest Diamond Club seating is a more intimate 30 feet away
(Packman, personal communication, September 17, 2005). The Hall of Fame Club, priced at $45
per ticket, features a panoramic view of the Philadelphia skyline. Each Hall of Suite consists of
24 cushioned seats equipped with Zenith flat-screen televisions and is highly acclaimed for its
museum-type atmosphere that features a variety of commemorative timetable murals and
memorabilia of Philadelphia’s baseball history. Oil paintings by artist Richard Perez decorate
the corridors known as the “Cooperstown Gallery” leading patrons to the various sections that
offer Hall of Fame Club spectators a new perspective in maximizing their own personal
enjoyment. The press boxes, located directly in front of the Hall of Fame galleries, are located
behind home plate above the Baseline section. This is where many of the local media outlets
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such as ComCast SportNet for television, and 610 WIP for radio, address live coverage of the
game to the audience. Newspaper media outlets that comprehensively cover the Phillies, such as
the Philadelphia Inquirer and the Philadelphia Daily News, are stationed within these sections.
The boxes themselves contain windows that may be opened or closed pending on the occupant.
Ticketing
Interior design of the Hall of Fame Club luxury suites
Ticket sales are offered by the Phillies in many forms and can be accessed through a
variety of outlets. The Phillies manage their own box office on their website via mlb.com.
Ticket windows are located at the Main Concourse, First Base Gate, and Terrace Levels where
there will always be 500 or more tickets available upon gameday (“Philadelphia Phillies,” n.d.).
Reserving tickets prior to gameday via the telephone or Internet has become a popular means of
reservation among fans and allows patrons to receive their purchased ticket at the First Base
window anytime prior to the game. Telephone users may choose from different calling centers
pending on the type of ticket purchase. At any window the season ticket holder may present the
ticket personnel with his/her personal “MVP Card” as well as their own personal credit card
from which they ordered their season package to receive access to the game. Any interested fan
may purchase options of a fourteen or seventeen-game plan, and/or a full season ticket plan via
the Phillies’ Sales Office or their team web site. A convenient option for those purchasing
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tickets over the team’s website is the ability to print off a ticket from an individual’s home
printer. The Phillies also offer on their website what is called their “Ticket Marketplace,” where
any Club Level patron may resell their tickets to other fans anxious to experience the otherwise
sold out luxury of Club Level seating. Upon selling his/her tickets, the seller may receive credit
for any additional purchases of any other games at the premium seating level up until the
beginning of the next season on this particular database (“Philadelphia Phillies,” n.d.).
Guest Services and ticketing windows
Concessions
Geraint John and Rod Sheard indicate that attractive and efficient catering facilities will
attract customer satisfaction and may also contribute to stadium profitability (2000). Citizens
Bank Park features two restaurants with or adjoined to its infrastructure. McFadden’s Restaurant
and Saloon rests outside of the facility, open to everyone including those licensees who don’t
have a ticket. Harry the K’s Restaurant specializes in side-order appetites for those invitees
within the facility, commemorating the Phillies’ current and Hall of Fame radio/television
announcer Harry Kalas. The most famed and attractive characteristic of the entire stadium is a
walkway located behind the outfield that services many concessionary outlets. Ashburn Alley is
the centerpiece of the Citizens Bank Park concessionary revenue stream and is dedicated in name
to the late Hall of Fame player Richie Asburn (Packman, personal communication, September
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17, 2005). Invitees may view, shop, and experience the many amenities of this walkway three
hours prior to the game’s first pitch. The manifold of concessions from which to choose from is
a significant attraction to fans and spectators cognizant of their featured surroundings. Every
outlet of food and beverage is run by a joint venture between Aramark, the Phillies, and World
Wide Concessions. One of the more popular choices among the Phillies’ demographic is an
outdoor grill known as “Bull’s Barbeque.” This concession creates a picnic-type atmosphere
with a wide array of dinner options consisting of all variations of meat options on its menu
(“Philadelphia Phillies,” n.d.). “Brewerytown” is a concessionary placed within and outside of
Ashburn Alley serving both domestic and import brews. Another popular concessionary within
Ashburn Alley is “Geno’s Steaks” which personifies the Philadelphia culture in specializing the
cheesesteak. Those patrons that are non-alcoholic drinkers may choose soft drink beverages
within each concessionary that are designated to the Coca-Cola brand and its subsidiaries.
Concessionaries located below the bleacher seats on Ashburn Alley
Merchandise
Citizens Bank Park, in conjunction with the Philadelphia Phillies, allows for many viable
and easy-access centers to purchase team merchandise and apparel. Adjacent to the 3rd Base
Gate is the Majestic Store that serves as the center for team merchandise. The store is open to
the general public on game days and on non-game days Monday through Saturday. Above the
Majestic Store is the “Phanatic Attic” which appeals more toward the children’s demographic,
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offering various line items of clothing and toys. Complimenting the “Phanatic Attic” are many
other sources of child entertainment including the “Phanatic Phun Zone” featuring the largest
soft-play zone for children in major league baseball (“Philadelphia Phillies,” n.d.). Another
prominent merchandising outlet is the Alley Store located within the facility on the far left corner
of the Ashburn Alley walkway. Separate stands are also located at various sections of the
stadium for easy-access to merchandise with portable kiosk stations with Citizens Bank ATM’s
evenly dispersed in the 100, 200, and 300 section levels of the facility.
Ashburn Alley
The primary source for many of the stadium’s concessions and merchandise sales also
serves as a home for the visual benefits that accompany the product on the field. The walkway
itself features a granite surface of star-like symbols that depict every Phillies player that received
an All-Star selection since the game’s inauguration in 1933. The Phillies’ Wall of Fame is a
continuation of a tradition begun in 1978 at Veterans Stadium that honors respected Philadelphia
players with bronze plaques placed on a brick facade. Directly in front of the Wall of Fame
stands “Memory Lane,” illuminating Philadelphia’s baseball past of the Phillies, Athletics, and
Negro Leagues. The most personal aspect of fan to athlete interaction within the stadium is the
bullpen location directly in the middle of Ashburn’s Alley. The two-tiered bullpen varies in
height with the visiting team’s relief staff occupying the upper section much closer to fans
susceptible to heckling (Reinhart, 2004). Another potential flaw in the design and architecture of
the stadium would be the open air element on the far left corner of Asburn Alley adjacent to
Harry the K’s Restaurant. Having open space in this corner of the facility acts as a wind tunnel
from gusts sweeping in from the left side of the stadium causing some complaints from patrons
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about having beverages and food commodities blown over or spilled (Packman, personal
communication, September 17, 2005).
Visual amenity accompanying Ashburn Alley
Scoreboards
It was not until the Atlanta Braves installed their new video display board in the 2005
season that Citizens Bank Park displayed the largest LED video board in the National League
and only the Cleveland Indians of the American League support a larger version. The
scoreboard is measured at 39'5" x 69'7"; and covers 2,759 square feet of space. The VMagic
division of Venue1 Convergent Technologies for Sports and Entertainment provided the
scoreboard. The screen, located just beyond the left field fence, ascends 212 feet into the air and
is supplied by Philips for digital clarity and picture. Placement bordering the scoreboard reflects
the Phillies logo directly above the LED video display as well as sponsors such as Coca-Cola,
Motrin, Toyota, Blue Cross, W.B. Mason Furniture, and Budweiser. Featured behind the
scoreboard are large Fleer baseball cards approximately 30 feet in height indicating the starting
lineup for the team on each specific gameday. Fascia boards are positioned under the Hall of
Fame Club Level sections and provide scoring statistics as well as the speed of pitch. The outof-town scoreboard, supplied by Daktronics, is located behind the right field wall and is modeled
in similar comparison to that of the out of town scoreboard located at PNC Park in Pittsburgh,
Pennsylvania. The sponsors located on the out of town scoreboards consist of the Majestic
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Company for baseball apparel, the Turkey Hill Ice Cream Company, and Modell’s Sporting
Goods Store.
LED Screen provided by Venue1 Convergent Technologies
Centerfield Facade
The most scenic and picturesque location of the stadium can be seen primarily from the
press box, Hall of Fame Club, and all other sections located in the upper deck behind home plate.
One of the key components in determining the ample amount of seats of capacity for a new
facility is the awareness of each customer’s sightlines and aesthetic view (John & Sheard). As
compared to Veterans Stadium’s bowl-shaped structure with a capacity of 62,000, the designers
of Citizens Bank Park aimed for a more aesthetic atmosphere from both inside and outside of the
stadium. Veterans Stadium did not have the outside element, nor did it have much of an
aesthetic view from inside given its bowl-shaped design. The capacity of Citizens Bank Park is
significantly lower than its predecessor, a drop in roughly 18,500 available seats. It was this
drop in capacity that, in comparison to Veterans Stadium, developed a large hole in the stands
behind left center field where many great amenities and sights now exist.
One of these unique aspects of Citizens Bank Park is the electronically run Liberty Bell
residing 100 feet above street level overshadowing the Ashburn Alley (“Philadelphia Phillies,”
n.d.) The 50-foot high, 35 foot wide neon lighted Liberty Bell swings side to side and is
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accompanied by an artificial ring upon every homerun hit by a Phillies player. The Liberty Bell,
supplied by Capitol Manufacturing, was created originally from the “rising apple” home run
spectacular located at Shea Stadium in Flushing, New York. Complimenting the large electronic
version of Philadelphia’s Liberty Bell is an equally colossal clock tower positioned behind the
left center field wall. The time-accurate clock tower is a replica of one that originally stood atop
the scoreboard at one of the Phillies more historical homes known as Shibe Park. Another
feature of the facade is the rooftop bleacher seats positioned above the right portion of Ashburn
Alley atop a few of the concessionaries. This is provides another reflection of historical Shibe
Park where normal residents and citizens living adjacent to the stadium built their own rooftop
seats to view the game from outside (Saul Packman, personal communication, September 17,
2005). The philosophy behind designing this facade was directed toward building and
resurrecting a historical aesthetic of Philadelphia’s baseball past for an enhanced spectacle to its
patrons and sponsors.
Large visual amenity
Athlete Provisions/Field Dimensions
The most important stakeholders of a major league event searching for a large profit
would center on the spectators and sponsors. These two components of a sporting event generate
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profit through ticketing, merchandise, concessions, and sponsorship agreements. However it is
the participants of the event that make the competition and provide the subjectivity of the game
that attracts the spectators. Athletes of any professional league make a substantial amount of
income off of base salaries and incentives when signing a contract with a professional team.
This fact does not however write off the participants’ desire to be comforted within their own
organization. The many optional multi-purpose rooms for players, media outlets, premium guest
areas, and office space for all administrative staff at Citizens Bank Park are equipped with proper
Heating Ventilation and Air-Conditioning (HVAC) provisions (Eric Tobin, personal
communication, October 15, 2005). The heralded home run hitter Jim Thome was signed by
Philadelphia prior to the 2003 baseball season to a 5-year $85 million contract (Hartman, 2004).
One of the primary factors associated with the players’ decision was the presentation of the new
facility’s construction at the time of courting his potential employers.
Citizens Bank Park, in part to its field dimensions, is cited to be one of the most hitterfriendly stadiums in all of baseball. One of the obvious upgrades from the former Veterans
Stadium is the move to a Kentucky bluegrass playing surface as compared to the notorious astroturf abused by both the Phillies and Eagles. The right field dimension of the playing surface has
a thirteen-foot three-inch outfield wall 330 feet away from home plate with the right field power
alley a distance of 369 from home plate. The left field wall is a mere 329 feet from home plate
with straightaway center field standing approximately 401 feet away from home plate
(“Philadelphia Phillies,” n.d.). The field dimensions located to the left of center field is one of
the visual differences in comparing Citizens Bank Park to other major league facilities.
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An aerial view of the field dimension from the press box
The outfield wall located to the left of centerfield raises from a height of six feet to
twelve feet and eight inches, increasing to a peak height of nineteen feet from the playing
surface. The field dimensions continue to increase with the deepest dimension of the ballpark
being located within what has come to be known “The Angle;” the deepest part of the ballpark
set 409 feet from home plate. The outfield wall is now only eight feet above the playing surface
and along the left field seats, on top of the wall itself, are planted rows of red and white flowers
signifying the colors of the home team (“Philadelphia Phillies,” n.d.) In addition to a great
playing surface and an exuberant fan atmosphere created by the many amenities of Citizens Bank
Park, the locker rooms for the home team are too an extraordinary asset to the players. Attached
to the dugout is a hallway that leads straight back and to the left are many rooms that impress the
both the players, coaches, and training staff. The dressing room for the Phillies is shaped as a
large oval and features more personal locker/storage spaces than players on the roster. Each
individual’s storage space is approximately three feet in width and features a fine polished oak
surface. Showerheads and towel rooms were present beyond the opposite side the dressing
room’s entrance. Accompanying the showers is a room that features a large heated pool that is
primarily designated for those players recovering from an injury. Members of the team’s
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training staff may observe anyone in the pool from a glass panel within a submerged room
located right aside of the pool, giving the under-view of a player’s aquatic exercise. There is
also a mail room located directly in front of the dressing room’s entrance that allows for players
to receive fan mail and are given the opportunity to answer fans back directly. The team’s
weight room withholds numerous tread mills and bench-pressing machines and is in convenient
proximity to the dressing room. Past the weight room and dressing room is the team’s batting
practice room. The room contains safety nets, pitching machines, and a hard glass window
behind the hitter’s spot to provide Diamond Club Members an aerial view of the players
practicing. As a commemorative aesthetic to the batting practice area, artificial turf used by
Veterans Stadium provides as its carpet (Saul Packman, personal communication, September 17,
2005).
Promotions
Dressing room of the Philadelphia Phillies
A newly built facility will certainly embrace many demographics of spectators who have
a fond appreciation for the event taking place. However there must be additional benefits that
accompany tangible amenities that simply pertain to attracting the eye. Promotions prior to and
during the event, and in this case the Philadelphia Phillies, are essential for customer satisfaction.
Attracting potential customers requires proper marketing of the event and/or facility. EnVision,
the sports marketing and consulting firm, played a large role in signing Citizens Bank as the
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naming rights winner to the new facility, thus allowing the team to achieve more corporate and
serviceable appeal to its consumers as compared to Veterans Stadium (“Philadelphia Phillies,”
n.d.). Once at the event itself, individuals seated in sections that are susceptible of receiving
home run balls are automatically receiving a promotional perk. The fan that catches and/or is in
possession of a home run ball may be escorted by Phillies personnel to Guest Services where
he/she may have the ball mailed to their residence with the signature of the hometown player that
hit it out of the field. Those fans seated outside of home run territory still maintain the right to
keep foul balls but can not get it signed. A group of spectators may notify and reserve a birthday
package for someone prior to a specific game for $18 or $10 packages that includes the person’s
name on the scoreboard, a free baseball cap, and a rendition of “happy birthday” from the cheer
team known as the “Phanstormers.” A unique and fruitful option for couples that enjoy attending
games is the engagement package of $250 that allows for the proposal to be seen on the large
LED screen, also known as “PhanaVision,” followed by a champagne toast and a
commemorative DVD. In accordance with the team’s alcohol policy, the Phillies and Guest
Services hold the “Designated Driver Good Sport Program” that provides the designated driver
with a wristband for a free soda (“Philadelphia Phillies,” n.d.).
Community use of the facility is available for banquets, corporate events, high school and
minor league baseball games, and wedding receptions. Packages including Bar/Bat Mitzvah’s
are representative of the diverse fan base demographic that the stadium hopes to attract. The
Phillies also offer many other community-based programs that seek to administer the needs of
patients and low-income families through guest player appearances including the famous mascot
Tom Bergoin better known as, “The Philly Phanatic.”
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Conclusion
Major League Baseball has seen an abundance of newly constructed facilities within the
past ten years and it is a statistic that is concurrently processing. Comparing these facilities of
the modern era requires ambiguous analysis from any critic. Major League facilities of the
modern day outsource their direction of the perceived, “day at the park” by permitting and
providing various forms of entertainment. Visual amenities now seem to be at the forefront of
Citizens Bank Park, when at the former Veterans Stadium, spectacle was at a minimum and
attracted only those dedicated to the game itself. The appeal now is segmented not solely to the
baseball fan, but to those that want to be entertained. Citizens Bank Park, virtually synonymous
with the Phillies’ brand, is a family-oriented promotional operation. The Phanatic mascot is the
motive of the children’s demographic, as it offers a number of ways for a child or teenager to
associate him or herself with the character. The bright colors are also symbolic of joy and
gathering for any family background and are marketed well by the organization.
One may pinpoint the architectural and promotional philosophies among the various
stadiums of the MLB fairly easily. However, each facility’s individual ideals for risk
management vary in accordance to what is considered prudent. Eric Tobin complies with what
auditors of Marsh Insurance would consider ideal safety for the many patrons that attend Citizens
Bank Park. The organization and the facility’s policies are what shape its image to the public,
the same public that originally opposed public funding for its construction. The histories of the
Philadelphia Phillies, combined with the spectacle of Citizens Bank Park, are jointly striving to
gain the untypical image and become a true benefit to the city.
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References
Greenberg, Martin. (2000). The Stadium Game. Milwaukee, WI: Marquette University Press.
Gregg, C.R. (2000). Inherent risks-a cobra in the cockpit? [Abstract] Journal of Legal Aspects
of Sport, 10, 2(pg. 97).
Hartman, S. (2004, June 13). Phils show what new park can do. Star Tribune, (pg. 3C).
Retrieved October 13, 2005 from LexisNexis Database.
John, G. & Sheard, R. (2000). Stadia: A design and development guide. Oxford, England:
Architectural Press.
Philadelphia Phillies. (n.d.). Ballpark. Retrieved September 24 - October 14,
2005 from http://philadelphia.phillies.mlb.com/NASApp/mlb/phi/ballpark/index.jsp
Reinhart, J. (2004, April 23). There’s no relief from the fans in Citizens Bank Park’s bullpen.
Lancaster New Era, (pg. C-1). Retrieved October 11, 2005 from LexisNexis Database.
Saidel, J.A. (1999, September 13). Stadium Financing and Relocation Act of 1999. In
Philadelphia Controller. Retrieved from
http://www.philadelphiacontroller.org/952testimony.htm
Trumphour, B. (2003). Ballparks and politics in Boston: Boston and the sports stadium: Press
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United States. Congress. Senate. Committee on the Judiciary. (1999). Stadium Financing and
Relocation Act of 1999 Hearings (Periodical: Microform, Slippery Rock University
2005).
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Walters, P. (2004, March 22). Veterans Stadium brought down amid fanfare after 33 years.
The Associated Press State & Local Wire, (Sports News Section).
Retrieved October 5, 2003 from LexisNexis Database.
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Appendix A
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Appendix B
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Appendix C
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