The NFL’s Jacksonville Jaguars are the most recent to express interest, she said, which makes sense because Buffett is building an ocean-side resort there that will open in the next couple of years.Īnother hotbed of Buffett fandom is Cincinnati, where he’s played about 60 shows to enormous crowds over the decades. Other teams have been calling the Cardinals to learn about the promotion’s success. We get the benefit of being associated with the brand like that,” White said. We promote the Margaritaville brand and spell Jimmy Buffett’s name correctly, and they approve our item. “It’s a mutually beneficial relationship. They have always left it up to us, and we’ve worked our own ideas here. “I would say our relationship with Margaritaville is one of our favorite relationships,” White said. MLB pays for a licensing deal with Disney-owned Lucasfilm to offer the Star Wars promotions, White said, but the Buffett relationship is free. Margaritaville is the team’s second-most-popular theme event after only Star Wars nights, White said. I’ve seen it at the ballpark every other game since we handed it out.” We haven’t nailed down the secret sauce exactly. I think people love the idea of a Margaritaville night at the ballpark. “Maybe it’s because we’re landlocked in St. The item for the first three years was a T-shirt, and White said next year could be a tropical jersey.
This season, Cardinals fans who bought special tickets to the May 24 game got a Margaritaville-printed Hawaiian button-up shirt with a pattern of parrots and flamingos and the team logo. Jimmy Buffett, at 72, is still performing at festivals. “We could tell it was something that was going to be really popular.”
It sold about 3,500 tickets in six weeks,” White said.
“We threw it on sale in a hurry at the end of 2016. Its immediate success surprised the club, said Bethany White, the Cardinals’ supervisor of theme tickets. The team, which finished second in MLB attendance this season with 3.4 million paying fans, staged its first Buffett event in 2016 with a pregame Buffett cover band and a themed T-shirt giveaway. Louis, where MLB’s Cardinals sell nearly 5,000 tickets to Parrotheads, as Buffett fans are known. One of the most successful examples of a Margaritaville theme night is in St. We like to use it as an education for people. “People don’t know all that Margaritaville does anymore. They want to hit a new fan base,” said Courtney Griffith, marketing director for Margaritaville. It’s his song and company, but his name and likeness aren’t directly used in most of Margaritaville’s efforts - something that can help the brand endure after he finally retires. After all, the energetic and tanned tropical troubadour Buffett is 72 years old and will be 73 on Christmas Day. Instead, Buffett’s business views the events as brand-building tools, particularly for attracting younger fans. While the Margaritaville brand has generated enormous sums of money, it doesn’t charge teams a licensing fee to use the name and logos for theme nights. A couple of NHL teams staged Margaritaville nights and may again in 2019-20, and there are plans for such theme nights in minor-league hockey and even the NBA’s G League. This year, 16 major-league and 25 minor-league baseball teams held official “Margaritaville” theme nights at their stadiums to goose revenue, the company said, and the promotion resulted in thousands of additional ticket sales. It’s also the name of Buffett’s $1.5 billion corporate business empire that includes music, apparel and merchandise, a satellite radio station, hotels, casinos, retirement communities, beer, liquor, food, New York Times best-selling books, a Broadway musical and now the “Coral Reefer” marijuana brand. The song, of course, is Jimmy Buffett’s “Margaritaville.” But it has evolved over four subsequent decades into a lifestyle anthem for a brand that continues to grow, in part, because of its increasing presence in America’s ballparks and arenas. A catchy four-minute, 10-second song about a salty tequila cocktail and failed relationships topped out at No.
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