Posted:03/09/2009 8:43 AM
BY LEWIS LAZARE Media and Marketing Columnist
Several of those rooftop venues so beloved by well-heeled Cubs fans have banded together to participate in large-scale promotions conceived and orchestrated by Gravitas Marketing, a unit of Schafer Condon Carter/Chicago. Jim Kenyon, who heads up Gravitas, says five of the 16 rooftop venues surrounding Wrigley Field have agreed to join the project, branded “The Wrigleyville Rooftops.”
The rooftops that already have signed on include three Beyond the Ivy venues, Murphy’s Rooftop and the 3639 LLS venue. But Kenyon said for certain kinds of promotions, owners of other rooftops have indicated they would join in as well.
The way the Wrigleyville Rooftops deal is structured, access to the rooftop facilities would, in essence, serve as promotional content. A beer company, for instance, could structure a promotion that would offer winners a ticket to one of the participating rooftop venues or make access to one of the venues a prize for an internal brewery promotion. In addition to beer companies, Kenyon said he has proposals out to digital imaging companies and wireless companies, among others.
The Chicago Sun-Times already has signed on for a joint promotion with Southwest Airlines, Kenyon said, and he expects to have several more deals in place by April 13, when the Cubs play their first home game this season. Kenyon is also working on promotional deals tied to the Elton John and Billy Joel concerts at Wrigley Field this summer.
In setting up the rooftops project, Kenyon has learned a lot about those prized baseball-viewing sites and the kind of customer who frequents such facilities. Research indicates that about 32 percent of the rooftop customers, for instance, are likely to earn more than $150,000 annually, and 89 percent have at least four years of college.