White Sox adding value to fans' ballpark experience

This story was excerpted from Scott Merkin’s White Sox Beat newsletter. To read the full newsletter, click here. And subscribe to get it regularly in your inbox.

MIAMI -- The White Sox drew 162,859 fans to Guaranteed Rate Field during a seven-game homestand last week, which featured moments of exciting baseball amid their 25-64 showing across the 2024 season.

Shohei Ohtani and the Dodgers were in town for three games (June 24-26), which always is an attendance boost, and summer is now in full swing for the beautiful city of Chicago with kids out of school. But the White Sox are trying to enhance the ballpark experience, even if the on-field product has fallen short of what is expected or demanded.

Their first Mexican Heritage Night produced the White Sox first sellout of the current campaign on June 26. Country singer Jordan Davis performed an entertaining post-victory concert, at times in the rain, on June 28.

“Everyone is realistic about what’s happening on the field, but people enjoy our experience,” senior vice president, chief revenue and marketing officer Brooks Boyer told MLB.com. “They enjoy coming to the ballpark.

“We are just trying to provide as much value for our fans as we can every single day. We are packed with promotions of something they can add value by coming to the game. Our fans have been really good, they’ve been awesome.”

In his 21st season with the club, Boyer continues hearing from numerous White Sox supporters.

Some of that contact is in person. Much of it is via e-mail, where Boyer responds to as many inquiries received as possible. Those present comments aren’t always of the positive nature exactly, with the team’s poor performance thus far surpassing any upcoming cool bobblehead or jersey giveaway.

Senior vice president and GM Chris Getz and his front-office staff guide the White Sox personnel moves. Meanwhile, Boyer tries to give the fans “that sense of hope and vision,” even during a time when the overall competitive window for this rebuild appears a bit away.

“I get a lot of the baseball questions,” Boyer said. “Obviously, we are in a transition of what we want, but I’m excited moving forward. We’ve got a group of guys with a plan and a vision. ... People can get in now and [it’s], ‘Let’s follow this, and let’s go on a journey.’ That’s part of fandom. You want to be there.

“Of course, you want to see your team win, and we are not winning as much as anybody would like. Our fans are not shy to tell you about anything. Just disappointment with the team record is what we hear. But we are always looking for ways to improve the fan experience, whether it’s parking, gate entry, food and beverage, getting to your seats, ease in getting around, clean bathrooms.”