Issue link: http://www.insightdigital.biz/i/504765
26 | I NSIGH T • M a y 2 0 15 w w w . i n s i g h t o n b u s i n e s s . c o m them to sell the area to other groups and sport events," Ten Haken says. Some of the same economics driving the 1990's decision to rebrand the team and build Fox Cities Stadium featured prominently several years later with the decision to expand the stadium between the 2012 and 2013 seasons. Working with Boldt Construction Co., the team initiated a nearly 28,000-square-foot, $16.2 million renovation of both floors including a new front office, commissary, staff offices, team store, tailgate restrooms, kitchen, banquet hall, bar, suites and an elevated club level exterior seating area. Coming off of 2012's championship season, the new amenities helped drive total attendance for the season to 241,938. Even with six games lost to weather, the team averaged 3,780 fans per game, a franchise record. e new stadium and amenities has certainly made an impression on fans like Kroll, who attends up to 20 games a season. Kroll is particularly impressed with the new luxury boxes. "I think it gives people a major league experience right here," Kroll says. e team's ongoing efforts continue to impress Kroll, who notes there almost always a new improvement each year at the stadium, which he now considers one of the top in baseball. Others agree, the stadium was recently noted as one of the top 10 in all of minor league baseball. Beyond improving fan experiences during the games, these latest renovations further enhanced the team's marketing and outside revenue opportunities. Grand Slam! c o n t i n u e d "We have this great venue and it was sitting empty six months of the year," Zerjav says. "We saw what Lambeau did with the atrium and what other teams were adding. We knew it was time for us to expand the stadium for the crowds, so our thought was 'How can we create year-round revenue and keep things on the upswing?'" As the Class A affiliate of the Milwaukee Brewers, the costs of the players and coaches are paid by the parent club. e Timber Rattlers are responsible for marketing, maintaining quality facilities and transportation. e expansion provided several new opportunities to market and extend the brand. Perhaps the most successful of those is the team's rapidly growing banquet and meeting business. Using the new second floor banquet space in concert with the renovated luxury suites and Leinie's Lodge, the team can accommodate small groups or a large group of up to 250. A plated dinner event can fit nearly 300. Already, a wide range of professional groups has taken advantage of the space and its multiple configurations, Hall of Famers with ties to the Appleton Foxes/Wisconsin Timber Rattlers » Earl Weaver, manager, Fox Cities Foxes, 1960-61 » Rich "Goose" Gossage, pitcher, Appleton Foxes, 1970-71, 1974 » Pat Gillick, pitcher Fox Cities Foxes 1960 » Travis Jackson, manager Appleton Papermakers 1953 Timber Rattler Fans enjoy the game from the Home Run Porch behind the right field fence at Neuroscience Group Field at Fox Cities Stadium. C O U R T E S Y T I M B E R R AT T L E R S