A recent slump aside, the Brewers – at 34-28 – lead the National League Central.

And as that victory total grows, so does the team's off-the-field success.

The Brewers set a franchise record last season when 3,068,458 – an average of 37,882 per game – poured through the Miller Park turnstiles as the team advanced to the postseason for the first time in 26 years. Milwaukee was one of just 10 teams that surpassed the 3 million mark; the first time that's happened here.

The Brewers drew sellout crowds a record 44 times, including an unprecedented 22-game streak of full houses that began when the team acquired CC Sabathia from the Cleveland Indians – another result of the team's improving off-field situation.

Through the first 30 home games this season, fans aren't showing any signs of letting up. The team has averaged 37,447 fans per game so far and has a total attendance of 1,123,395, with 14 sellouts. That's good news for Brewers executive vice president of business operations Rick Schlesinger.

"Based on all the objective measurements, it's been an extremely successful start so far," Schlesinger says. "Our attendance numbers are great. Concession numbers are outstanding. Sponsor numbers are strong. Television ratings are ahead of last year's record pace. Web site hits are among the top ten in baseball. All the different measurements, it's been great."

Cornerstone to the team's popularity -- aside from a winning product -- is the Brewers' commitment to affordability and value. They've rated high in past fan value surveys and have put together a good number of discounted ticket offers for this season.

The Brewers currently are in the top ten in MLB attendance and with school letting out for the summer, and the team atop the National League Central, Schlesinger thinks the early-season efforts like Spring Madness and the Five-County Celebration weekend will bring people back for more.

"My philosophy is sellouts beget sellouts," Schlesinger says. "One of the things that makes it so much fun to come out to the ballpark is coming to a full house. Whether you're going to a movie, an art exhibition or a sporting event, you want to go where people are. If we have full houses, it creates excitement and a great atmosphere. It also demonstrates to the marketplace that the product is in high demand and increases the scarcity and value of your tickets."

In addition to their own promotions, the Brewers work with other area teams, events and institutions like the Admirals, Summerfest and State Fair to put together ticketing deals. That, too, helps not only local fans attend events on the cheap, but it also works to draw people in from beyond the home market.

"We're all looking to the same demographic to the extent that we can attract people from outside the state to come on vacation," Schlesinger says. "We can attract people to come out and do things, whether it be a festival or a ballgame, they're going to be using entertainment dollars and we're all looking to see how we can leverage each other's properties to bring people to our respective venues."

Despite the economy, sponsorship partnerships are doing well. Some companies have scaled back their efforts, but for the most part, local businesses recognize the impact that advertising or aligning with the resurgent Brewers can have on a company's image and bottom line. Still, though, that money is a small percentage of what keeps the franchise ticking; the main ingredient, Schlesinger says, is still selling tickets to the general public.

And as the fans keep filling the seats, and the team's finances stay on solid ground, the front office finds itself able to make big moves with the roster like last summer's trade for CC Sabathia, which helped propel the Brewers into the playoffs. With attendance already surpassing last year's record pace, the team another deal could be in the works if the team is in contention at the deadline.

"Doug Melvin didn't make the CC Sabathia trade, the fans did," Schlesinger says. "They made the trade possible because they were packing this place before we made the trade. We were building off a very successful 2007 attendance. We had the right combination of resources – good prospects in the farm system and the financial flexibility generated in large part because of the attendance – put us in the position to make the deal.

"If there's a move to be made at the deadline this year, Doug's got the financial ability to do so."

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Recent Talkbacks ...

Posted by jk1522 on June 15, 2009 at 1:36 p.m. (report)

Agreed, the roof and everything else about Miller Park deserves a lot of credit for the numbers in attendance. However, it all boils down to the Brewers winning. This park had been around for years before they starting winning, which in turn brought out the fans in record numbers. Yes, the attendance from Cubs and Twins fans are nice, but right now, we would sell out those series regardless. Believe me, there are plenty of people that started following this team in 2007!

Posted by WestSideWillie on June 15, 2009 at 1:07 p.m. (report)

Give credit where credit is due....... Without Miller Park and its roof, there would be no plan B. Mention Twins, Sox, and Cubs their fans traveling, the business plan is to stay local. Being a 20-game package holder is great, as one knows each and every game will be played at MP. Groups from Up Nort Wisconsin come down with 100% reason the game will be played. The brilliance is in the ownership insisting that a retractable roof was built with Miller Park in 1990's to 2001!