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."
Saturday's 7-1 loss to the White Sox at Miller Park marked the Brewers fourth national television appearance of the season and they'll make their fifth on Monday, when they take on the Indians in Cleveland. In all, the Brewers , the team is scheduled for seven national broadcasts this season on Major League Baseball's network partners, FOX and ESPN.
That kind of exposure is great for the team, which is located in one of professional sports' smallest markets, but it's also a great way for the city – and those who promote Milwaukee – to gain some free advertising.
During last season's National League Division Series, Games 3 and 4 brought TBS' cameras to the city. According to numbers from Nielsen, an average of 3,439,500 people watched each of the four games between the Brewers and eventual World Champion Philadelphia Phillies.
To be fair, a large percentage of those viewers were likely from the Milwaukee and Philadelphia markets, but those that did tune in were able to catch, aside from the action on the field, images of the city. To people like Amhaus, that's money in the bank.
"It's a huge plus," says Spirit of Milwaukee president Dean Amhaus. "Any time you get the name out to a wider audience is always helpful. From out standpoint, developing that visibility has no-cost."
Amhaus points to Miami, where the Marlins struggle to draw fans to Landshark Stadium. Fans tuning in to see the Brewers' recent series against Florida saw nothing but empty organ seats.
"People are seeing a winning team," Amhaus says. "A winning team reflects a winning city. When people see that huge fan base out there; that's a very positive message being sent about Milwaukee."
In addition to the economic benefit, Amhaus sees a resurgence in "hometown pride." Brewers apparel is a hot-seller and, as the team's play improved, more and more people wanted to wear the colors. Milwauekeans traveling on vacation are more inclined these days to leave the Green Bay Packers hats and jackets at home in favor of something with the Brewers' – especially the "ball-in-glove" logo, one of baseball's best-sellers – identity.
"They're wearing it with a level of pride; that is very important," Amhaus says. "There's a notion of pride for Milwaukee. It's been turning around. The Brewers help. They wear it with pride. They're proud.
Miller Park – and Milwaukee – have already proved to be a popular destination for fans of the Chicago Cubs and Minnesota Twins, who have filled the area's hotels and restaurants when their teams come to town. That's especially good for bar owners, who have seen a jump in popularity when the Brewers are on TV over the last few seasons.
That, too, helps put Milwaukee on the map. Amhaus says fans of other teams that come from Milwaukee for games get to experience Milwaukee's dining and entertainment options and often come back to take in more of the sights at a later date.
"Those fans are coming to town and spending money," Amhaus says. "They also come away with, from our branding standpoint, a taste of the"new Milwaukee; a place that's vibrant and exciting. They'll take that message back to Chicago or Minneapolis or wherever and they might decide, they want to come back again."
The locals are helping too. The growing number of sellouts at the ballpark has left bar owners enjoying the overflow crowds. Many offer shuttles for those with tickets to the game and various drink and appetizer specials for those without.
At Zim's Sports Bar, 770 N. Milwaukee St., manager Melissa Bruss has seen business increase steadily over the last few years as the Brewers started the climb back to relevance. On what were once quiet weeknight, she's seeing larger crowds stopping in after work to catch the game.
"We see more people wearing Brewers stuff on non-game days," Bruss says. "They want to talk about the Brewers more then they used to. It's almost catching up to the Packers in how much people talk about them."
It's not just bars, hotels and other service-based busniesses feeling the boost; retailers carrying Brewers gear can't keep product on the shelves while grocers and liquor stores are stocking up on tailgate staples.
In many ways, the Brewers are finally fulfilling the promise of Miller Park and are becoming something of an economic catalyst for the region.
"You can get a lot of different economists to debate the impact of a baseball stadium, but from my perspective, if you get a full house, you're employing a lot of ushers and concession workers," Schlesinger says. "We keep expanding our front office, so I think there's definitely job creation."
"The ballpark has a real impact on the economy and especially when you're looking to draw people from more than just the local region, sports is a great way to do it."
