You'd be forgiven for thinking that "
Indians Snow Days" refers to contingency plans in the event of a repeat of 2007, when the home opener was delayed, and finally called, due to snow. In April. Actually, Snow Days is an entirely different first in Major League Baseball: an off-season theme park inside a stadium, with the theme being wintertime fun.
According to Rob Campbell of the Indians' communications department, Snow Days was inspired by the National Hockey League's surprisingly successful
Winter Classic, an outdoor hockey game played each New Year's Day. In its first year, 2008, the game filled Ralph Wilson Stadium in Buffalo, where the Bills play. The 2009 game, played at Chicago's Wrigley Field, set TV ratings records for pro hockey. Last year's match, at Fenway in Boston, was the finale of a Super Bowl-like week of events.
Lacking an NHL franchise, Cleveland would seem to have no chance of attracting the Winter Classic. Still, says Campbell, Dennis Lehman, the Indians' executive vice president for business, and Jim Folk, v.p. for park operations, were intrigued by the notion of opening the gates of Progressive Field in months when it's typically dark and quiet.
Campbell says that a great deal of market research went into determining what would lure folks downtown during the day in winter, a tradition that had gone the way of Higbee's and ice skating on Public Square. Some Metroparks offer snow tubing, and there's an outdoor skating rink at Wade Oval. But Snow Days brings these activities, and others, together in one place -- a place that's surrounded by restaurants and shops. And ultimately, says Campbell, making downtown a wintertime destination again is what it's is all about. Opening weekend attracted more than 6,000 visitors, and the team hopes for more than 50,000 before the whole thing wraps up on January 2.
"They're taking a huge step in [promoting downtown]," says Joe Marinucci, president and CEO of the
Downtown Cleveland Alliance. "I'd love to see them expand it beyond the holiday season." That's definitely a possibility next year, Campbell says.
Snow Days was a hot topic at MLB's November meetings, Campbell adds. Once again, Cleveland is a national leader in creative reuse of vacant land.
Source: Cleveland Indians
Writer: Frank W. Lewis