Cubs Lower Season Ticket Costs While Mostly Raising Individual Ticket Prices

In Commentary And Analysis by aisle424198 Comments

The Cubs announced their new ticket prices for 2013 and Alvin is doing a victory dance with his bologna sandwich tonight because he is getting a ~10% reduction on his seats up there in the last row of the bleachers.

In fact, all season ticket holders are holding basically even or getting a slight discount next year from the 2012 prices. In addition to the cut in bleacher prices, the Upper Deck Box Outfield folks are also getting a ~10% reduction and the the Terrace Reserved Outfield people are getting ~5% off.

Everybody else pretty much holds even at the old levels. If we averaged them out weighting them equally (which I know isn't 100% accurate, but it should be close enough for our purposes), the Cubs lowered their overall ticket prices by about 1.6%.

What's interesting is how the Cubs re-jiggered their individual ticket prices to come to this final overall reduction:

You'll notice that only 9 individual ticket price points were reduced. 37 price points were raised and 19 remained steady. Wait… what?

How did the season ticket prices come down while 56% of the price points actually went up? The key is how the games were distributed in the five pricing tiers. The tickets in the seating bowl have 4 fewer games in the Marquee tier than last year and 3 more in the Bronze tier.  The Bleachers have 7 fewer in the Marquee tier and 7 more in the Bronze. They also have 8 more Gold level and 8 fewer Silver. So even though many of the price points were raised, over the course of the season the total amount to purchase every ticket was lowered because there were fewer of the most expensive tickets available.

This is clearly a move to appease their season ticket holders and indicates to me that the Cubs are extremely nervous about the attrition rate of their waiting list. They'll still claim that renewal rates are strong and the number of the people on the waitlist still tops 100,000, but when it comes to ticket revenues, actions speak louder than words.

For individual ticket purchasers, the news is not as good. For one, the prices listed above are generally $1 to $2 lower than they will be when single game tickets go on sale. That doesn't alter the percentage change on the tables above very much because season ticket holders saved $1-2 per ticket last year as well, so while the percentages might change by a tenth of a point or two, that doesn't mean a lot when we're talking about general trends.

Secondly, unless you buy Upper Deck Box Outfield seats, your individual tickets will generally cost you more than last year. Remember, the savings is a result of there being fewer Marquee games on the schedule. So while it is less likely you will be buying an individual ticket for a Marquee game than last year, if you do go to one, chances are you'll pay as much or more for that ticket.  If you go to Gold, Silver, or Bronze level, you almost assuredly will pay more. In fact, the average Bronze level seat will cost you over 13% more than a Bronze game from last year.

I'll restate that. You can expect to pay about 13% more per ticket to watch two 90-loss teams play each other on a cold September weekday afternoon than you would last year. In some cases you'll pay significantly more than that. If you sit in the Terrace Reserved section for that horrid game, you'll pay 33% more than last year ($16 compared to $12 last year).

It's a bold strategy that seems on the surface like it may have been Todd Rickett's idea. Those Bronze level tickets were selling for less than a dollar on StubHub last year because season ticket holders were dumping them for anything they could get. Knowing that as we know now and knowing the team will most likely be shitty again next year, why would anyone buy those tickets at the old face value, much less the new one?

The answer might lie in some upcoming scare tactics that the Cubs like to employ to falsely inflate ticket demand. 

As reported by Paul Sullivan, the Cubs are ready to expand their dynamic pricing experiment:

The Cubs also will use dynamic pricing in the entire ballpark, Faulkner said, after experimenting with the concept in the bleachers in 2012. As ticket inventory decreases, the price of the unsold tickets will go up.

So while people might normally be inclined to wait and see if the team does, in fact, suck as much balls as it did last year before running out and buying tickets to see the Cubs play the Padres, they may feel compelled to buy the tickets early to make sure they get the tickets at the lowest price point. If they wait and the team is actually better than they expect, it could cost more to buy the tickets later.

And don't think the Cubs won't be driving that point home all winter long.

Plus, remember that dynamic pricing allows them to sell fewer tickets overall while maintaining a decent revenue stream because the price point keeps rising as the tickets are sold. So they can make up for lost revenue in the crappy games by selling lots of ever-more-expensive tickets to the popular games.

But I guess as long as Alvin is happy. That's the main thing.

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Comments

  1. josh

    I probably won’t go to any games again next year. They’re talking about taking on rehab players and players looking to build rep.

    And just like that, the Cubs became a minor league ball club. I know. I know. Think long term etc. etc. etc.

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  2. Rice Cube

    Plus, remember that dynamic pricing allows them to sell fewer tickets overall while maintaining a decent revenue stream because the price point keeps rising as the tickets are sold. So they can make up for lost revenue in the crappy games by selling lots of ever-more-expensive tickets to the popular games.

    This is a really good point. Also, they have about 100K to go before they even get to me on the season ticket waiting list. So lots of willing schlubs to burn through to get some base revenue even if most of those tickets end up going unused.

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  3. mb21

    @ Rice Cube:
    He makes a great point that if they’re lowering ticket prices then they’re worried about that reserve list. The season ticket prices don’t come down for any other reason. Even in bad economic times Cubs tickets were increased and now that the economy is slowly improving they decrease it? Either they’ve had a lot of season ticket holders the last couple years give up their tickets (true, I’d suspect) and/or they’ve had a lot of people on that list drop out (also probably true).

    I don’t know what this kind of decrease does to help though. They know more about that than I would.

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  4. Rice Cube

    @ mb21:
    The attrition rate appears to be about 10K a year. I put my name on the list about two years ago and I was at 120K or so, now I’m near 100K. So I wouldn’t be surprised if they are burning through it rather quickly, but it would still take them about a decade to get to me at that rate. I’m not an economist but I feel like if they were truly desperate they’d probably offer an even bigger discount than what’s been reported.

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  5. akabari

    Today I found out there is a 10% chance I might have to move from Chicago to Pittsburgh. I never thought I could see the bright side as being able to see a real baseball game next year (dying laughing)

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  6. Author
    Aisle424

    Rice Cube wrote:

    @ mb21:
    The attrition rate appears to be about 10K a year. I put my name on the list about two years ago and I was at 120K or so, now I’m near 100K. So I wouldn’t be surprised if they are burning through it rather quickly, but it would still take them about a decade to get to me at that rate. I’m not an economist but I feel like if they were truly desperate they’d probably offer an even bigger discount than what’s been reported.

    They’re not desperate, but they must be concerned about the burn rate at which they are going through willing customers. They also know that it is highly unlikely that this team is going to sell tickets on its own merits this year (or even probably next year) so they are doing a PR job here.

    But it’s a shell game. They actually raised ticket prices while getting to say they lowered them. All that has to happen is for them to shift a few of those lower-tiered games back into the Marquee column and they raise their revenue without “raising prices.”

    In most cases, moving even one game from each level to the next highest level would result in those seats going from basically holding even to rising slightly. Move a couple of games and you are going to see significant rises in season ticket costs.

    So in two years, they’ll talk about how they are only raising prices 2% or whatever after a promising season, but they’ll shift it back to having 13 Marquee games and only 6 Bronze like it was a couple of years ago. So those packages will shoot up in price.

    I only wish the Cubs played baseball as well as they marketed their tickets. They’d be fucking unstoppable.

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  7. josh

    Fucking shit. I was trying to watch the game last night, but you know how when you’re watching and you can’t concentrate because there aren’t enough camera angles? Why the fuck can’t we see all the camera angles? I don’t want to just watch the game, I want to spend all my time hunting through camera angles!

    What’s that mlb.com, you say you have a new package that’s just for me?!

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  8. mb21

    Aisle424 wrote:

    They’re not desperate, but they must be concerned about the burn rate at which they are going through willing customers.

    Agreed. It may only be 10K right now, but fans were expecting the 2010 Cubs to contend. A large portion thought the 2011 team would because they won a lot of games down the stretch and the evil Lou Piniella was gone. 2012 was really the first year the fans expected nothing from the team. Now they expect even less. I’d think if the attrition was 10K over the last 2-3 years that we’ll see it increase quite a bit. I wouldn’t be at all surprised to see that list down to 10K by the time the Cubs contend in a few years. It’s a great safety net to have, but it will go away quickly.

    What kind of a net did they have prior to 2003? Any? It won’t take long to get back to that point.

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  9. mb21

    The other thing is that you can buy tickets to a late season game for next to nothing. It even has me interested in attending a game at Wrigley late next year. Obviously the cost of travel remains the same, but it’s much more of an incentive to go there if I can get tickets for as cheap as they were late in the season this year. I expect they’ll be that cheap even earlier in the season next year.

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  10. mobile SVB

    @ akabari:
    When the Cubs come to town Cubs fans outnumber Pirate fans. Those games are really fun. And PNC Park is awesome. And tickets are CHEAP. Also Pittsburgh is pretty nice. Personally, I’d jump at the chance.

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  11. Berselius

    GBTS wrote:

    If you buy a shirsey and helmet nachos, Todd will pick you up from the airport.

    Sounds like a good deal, until you realize that Todd is waiting at Midway while you’re sitting outside of O’Hare.

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  12. Author
    Aisle424

    mb21 wrote:

    What kind of a net did they have prior to 2003? Any? It won’t take long to get back to that point.

    I don’t think they had any net before 2003. There might have been small waiting lists while Sammy was clubbing HRs left and right, but I bought in 1998 and I had a friend buy in with no wait in 2001. Both the end of 2001 and 2002 sucked so I can’t imagine there was a wait list after that until the after 2003 playoff run.

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  13. mb21

    @ Aisle424:
    Thanks. I didn’t figure they had one. The Cubs are going through a period of suck that we haven’t seen them go through in awhile. There are a lot of Cubs fans who became fans during or after 2003 that will probably give up or already have given up on them. Those fans were expecting the Cubs to contend every year from 2004 through 2010 and many of them in 2011. My guess is that by the time the Cubs contend that list will be down to 10K or be nonexistent and the Cubs won’t be selling out many games either.

    People always say that Wrigley makes fans show up, but that hasn’t always been true. That’s only been true in recent years. It is the weakest argument for not building a new ballpark.

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  14. josh

    @ mb21:
    You always hear people citing tradition, but that’s true every time a new stadium gets built. It’d be harder to find a more historic park than old Yankee Stadium. And people like it fine. I think most people would rather just have a nice ball park, when you get down to brass tacks.

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  15. Rice Cube

    @ mb21:
    I think my only concern right now (being prepared for the team to suck for a while) is that the team remains financially solid enough such that when the time comes, even if the attendance is a bit lagging, they can still drop armored trucks full of cash in the laps of free agents who deserve it.

    I’m all for a new park BTW. Or at least a renovated version that doesn’t look as crappy.

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  16. srbutch5

    The attrition isn’t quite 10K a year. I signed up after Sori signed in the 2006 off-season and started in the low 17,000’s. I remained in the 17,000’s for the glory years (2007-2009) (dying laughing). The last two years have seen significant attrition resulting in me holding down spot 4,012. My fear is I will actually get a call this year or even next…I’d be crazy to accept.

    /cool story bro’d

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  17. akabari

    @ mobile SVB:
    Thanks for the advice. PNC flew me out for an interview Friday, so we will see what happens. All I got to see was Market Square and some hole in the wall bar (best burgers ever? Maybe some Sox fans were there?) But Pittsburgh SEEMED pretty nice.

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  18. WaLi

    They should have charged money to those who sign up on the season ticket wait list, like 50 or 100 with that money able to go to the purchase of the season tickets. It seems silly not to. Give free Cubs Club membership with each purchase.

    I know the # wouldn’t have gotten to 100k like this, but it probably would have got to 50k. Missed opportunity now though, until the Cubs are relevant again at least.

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  19. srbutch5

    @ WaLi:
    I know that Bears charge you $100 or something to get on the season ticket wait list…which does go towards your season ticket purchase.

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  20. srbutch5

    @ Berselius:
    It’s definitely a nice town driven by their love for the Steelers and Pens…both consistently good. And their love for Molson Ice. Maybe that’s just the hockey portion though.

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  21. SVB

    Like any old, big city, Pittsburgh has its blights and its gems. Unlike many bigger cities, it also has a lot of hills that make it seem smaller. I lived about 90 min away, and visiting was fun. Our friends who were native there loved it. If you move out there, Akabari, beware of the Pittsburgh left. When a red light changes, the first car in the oncoming left turn lane turns automatically, expecting you’ll let them by, even though you, and the lane(s) to your right, are going straight.

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  22. SVB

    @ srbutch5:
    That might be Hockey folks, since Molson is Canadian swill. My Pittsburgh friends raved about Yuengling (sp?). I think there is a so-called microbrew from there too–maybe Fat Tire?

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  23. Berselius

    @ SVB:

    Yuengling is supposedly the oldest brewery in the US, and their beers are more or less ubiquitious in the mid-Atlantic. They’re a decent inexpensive non-BudMillerCoors option to get.

    Fat Tire comes from New Belgium Brewery in Fort Collins CO, which is a fantastic place to visit. Though if you’re in town, O’Dell’s is even better.

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  24. WenningtonsGorillaCock

    SVB wrote:

    beware of the Pittsburgh left. When a red light changes, the first car in the oncoming left turn lane turns automatically, expecting you’ll let them by

    We have those in Chicago, too. Here, they’re called “assholes”.

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  25. Author
    Aisle424

    WaLi wrote:

    @ Aisle424:
    Brenly and Gracey trading places?

    Who knows? I hope not. I still think it will be Wood. I’m hoping for Glanville.

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  26. Rizzo the Rat

    Yeah, I didn’t like some of Brenly’s comments toward specific players (Aramis in particular), but the Cubs could do a lot worse than him.

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  27. mb21

    @ GBTS:
    And I can’t stand Brenly. I’m very glad he’s gone. That said, I don’t have high expectations they’ll hire anybody who is better. I know people have said Moreland hasn’t been all that good on the radio side, but when he filled in on the tv side years back I thought he was excellent. I wonder if the negative attention he’s gotten is partly because of the shoes he had to fill. This is odd to me to considering that Santo was not even close to a good announcer. A good to great Cubs fan? Absolutely! Was he good at announcing baseball games? No.

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  28. cwolf

    I liked Moreland when he filled in for Santo occasionally on the radio but not as much since he became the regular analyst. It seemed he was better when he was relatively unprepared and was just winging it. I don’t listen to the radio broadcasts very often, though.

    Grace sucks and I don’t think there’s any chance the Cubs hire him at this point.

    Good riddance to Brenly.

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  29. GBTS

    Miguel Cabrera put himself all alone in record territory on a pair of streaks with his third-inning walk and fifth-inning double Tuesday night in Game 3 of the American League Championship Series.

    For one, his 16-game hitting streak in League Championship Series, a run that dates to the Marlins’ victory in the 2003 National League Championship Series over the Cubs, is now the longest in Major League history.

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  30. GBTS

    mb21 wrote:

    @ GBTS:
    I don’t think I’ve listened to a radio broadcast since 2007 or 2008 so I have no idea.

    Then I’m done talking with you. Good luck.

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  31. mobile dave

    Dueling episodes of Rain Delay Theatre here. Trapped in an airport lounge and the local Fox affiliate switched over to “The Ricki Lake Show.” I would kill everyone here for a showing of “Sink the Bismarck!” instead.

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  32. GBTS

    Why do people think Sabathia can’t pitch Game Seven now? That dude threw like 65 innings in September for Milwaukee in ’08.

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  33. Mercurial Outfielder

    @ GBTS:
    Because after last night’s comical lineup and pinch-hitting strategy, it’s a 90% certainty the BBWAA are running the Yankees?

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  34. Berselius

    I’m pulling for Glanville, but think there’s a nontrivial chance it could be Kerry Wood, broadcast experience be damned. Or better yet, Zonk to the booth, Glanville/Wood to the radio.

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  35. Mercurial Outfielder

    @ Rizzo the Rat:

    Yeah, big time. Overreactions to almost every “crisis.” We used to joke about the writers running the Cubs, but it really seems to me like Girardi is letting media pressure get to him.

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  36. Berselius

    FWIW, I think Pat would do a great job shepherding along someone who hasn’t done much broadcasting work. I would be surprised if Wood was ready to jump into it right away. I always figured it would be a few years down the road.

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  37. Rizzo the Rat

    The whole “A-Rod has been struggling against right-handed pitching” excuse is hilarious. The team’s been facing right-handed pitchers every day, and almost all of the hitters are struggling.

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  38. Mercurial Outfielder

    @ Rizzo the Rat:
    Not pinch-hitting Swisher and Arod last night vs. Coke, who gives up hits to RHB with the regularity of the Shepherd Gate Clock, is inexplicable.

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  39. Rizzo the Rat

    @ Mercurial Outfielder:
    Did the Tigers have a righty in the pen? That could explain why he left Ibanez in (sorta). It wouldn’t explain leaving in Ichiro, though, since he was the first hitter Coke faced.

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  40. Rice Cube

    @ josh:
    Maybe just this postseason. Including this year A-Rod has a line of .265/.372/.467 across 324 PA. I don’t really think that’s a disaster overall, but he’s really sucked this October.

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  41. Rizzo the Rat

    A-Rod’s career line vs. RHP: .303/.383/.562
    A-Rod’s career line vs. LHP: .290/.388/.556

    But somehow, suddenly, he can’t hit RHP’s. Brilliant managing, Joe.

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  42. Rice Cube

    @ Rizzo the Rat:
    To be really really fair, he’s been in a prolonged slump and in a short series I guess the manager is stuck between hoping that the guy snaps out of it or playing the hot hand. This version of A-Rod isn’t playing to the level of career A-Rod, at least not from what I’ve seen.

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  43. Akabari

    @ mb21:
    I’m real behind thanks to a dead iPad (dying laughing)
    But yeah. I just finished school, have been in Chicago most of my life, need a at least SOMEWHAT professional job…etc. a fresh start, kind of. So yeah, I am kinda looking to move.
    On topic: Fuck the cardinals

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  44. SVB

    @ WenningtonsGorillaCock:
    I guess that the difference between the Pittsburgh left and the Chicago asshole left is that in Pittsburgh it is accepted and the cars in the oncoming lanes wait on purpose to let the left-turner go. (dying laughing)

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  45. Rice Cube

    @ Rice Cube:
    I’m also sure that Girardi had all those numbers in mind and doesn’t really care what the media thinks, but at the same time both A-Rod and Swisher had been in prolonged slumps and in a short series he doesn’t have as much of the luxury of waiting out those slumps. I don’t know if that makes sense…

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  46. SVB

    Berselius wrote:

    Or better yet, Zonk to the booth, Glanville/Wood to the radio.

    Oh Boy Oh Boy! Can I hope for this? I never see games on TV, but listen to the radio all the time. Glanville is excellent. Though I think both he and Wood are smart enough to realize when Pat is needling them. I’m not sure that was the case with Ronny, though I did enjoy his “commentary” ( ≠ analysis).

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  47. Mercurial Outfielder

    Fangraphs fucking loves extrapolating from small samples to draw unwarranted conclusions nowadays.

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  48. Mercurial Outfielder

    @ aka:
    But FG, and especially Cameron, should know better. I think that’s what really set off MGL (well that and his enormous sense of self-importance); you expect this from the BBWAA set, but not from FG people.

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  49. Suburban kid

    I don’t mind Sutcliffe (he is definitely a lot better than Grace and the equal to Karros), but I don’t see him signing on to 162 games.

    Hollandsworth should just go away – he sucks. (He is probably the favorite though. Probably comes cheap for starters)

    Dave Campbell would be OK. I hate him on Playstation but when I heard him for real filling in for Brenly he was a pleasant surprise.

    Please don’t let Pat go solo. That would mean at least a full inning of Judd Sirott solo. Zonk was a fresh voice was he was a sub, but after hearing him for a couple seasons now, he’s starting to expose his limitations.

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  50. mb21

    I don’t mind Sutcliffe either. I like Dave Campbell, but I don’t think the Cubs hire someone as old as he is. He’s the best possible replacement I’ve heard so far. Can’t stand Grace (dislike him more than Brenly) and can’t imagine the Cubs will hire him. Don’t want Hollandsworth either. I don’t mind Sarge.

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  51. Berselius

    @ mb21:

    Sarge would probably be pretty good, but he seems to have a good thing going for him in Philly. It’s not like he needs the theoretical goodwill of two seasons of replacement level performance in a Cubs uniform to make himself a candidate (*cough* Hollandsworth)

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  52. josh

    @ Rice Cube:
    “Yeah, he’s no Reggie Jackson.

    Number of post-season series played by Jackson: 17

    Number of post-season series in which Jackson had an OPS > .700: 8 (in other words, he completely sucked 1/2 the time, but was great the rest of the time).

    Number of post-season series played by Rodriguez: 16

    Number of post-season series in which Rodriguez had an OPS > .700: 8 (in other words, he completely sucked 1/2 the time, but was good or great the rest of the time).

    Yep, totally different guys in the postseason.”

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  53. Author
    Aisle424

    Alvin has projected the chances of the various candidates chances of replacing Bob Brenly:

    Dave Campbell: 0%
    Mark Grace: 0%
    Todd Hollandsworth: 20%
    Darrin Jackson: 20%
    Eric Karros: 50%
    Steve Lyons: 20%
    Gary Matthews: 5%
    Keith Moreland :0%
    Steve Stone: 10%
    Rick Sutcliffe: 30%
    Kerry Wood: near 0%

    Thus, the chances someone from this list is hired is 155%

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  54. josh

    @ Aisle424:
    Oh I kow this one!

    So, Billy Bob Thornton started a band. And he went on this radio show and was a total dick to the interviewer. The guy asked him something harmless about the music or about transitioning from acting to music and Billy Bob hollered back “Would you ask Tom Petty that question?” as in “I am TOO a serious musician!!”

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  55. WenningtonsGorillaCock

    Aisle424 wrote:

    Are you renewing your tickets, WGC?

    Yes. They’re throwing in an autographed Rizzo baseball this year, so it seems totally worth it (dying laughing)

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  56. josh

    @ GBTS:
    So, he’s arguing those are independent probabilities, and therefore there must be a chance that the Cubs hire everyone on the list. That makes perfect sense.

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  57. Author
    Aisle424

    josh wrote:

    @ GBTS:
    So, he’s arguing those are independent probabilities, and therefore there must be a chance that the Cubs hire everyone on the list. That makes perfect sense.

    Maybe they’ll have a booth like the one in Naked Gun with Goudy, Stockton, Allen, Palmer, McCarver and Dr. Joyce Brothers.

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  58. WenningtonsGorillaCock

    Aisle424 wrote:

    Maybe they’ll have a booth like the one in Naked Gun with Goudy, Stockton, Allen, Palmer, McCarver and Dr. Joyce Brothers.

    Have you seen the size of the broadcast booth? If they’re gonna have that many broadcasters, they’ll need to eliminate the press box, the organist and most of the upper deck concession stand. Then again, those might all be seen as improvements

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