west Michigan whitecaps
executive summary
The Game
The venue is home for 66 Whitecaps baseball games from April through
mid-September. In addition, LMCU Ballpark annually hosts high school and collegiate
athletic events, concerts, festivals, trade shows and over 150 additional corporate events throughout the year.
The Ballpark
LMCU Ballpark, which opened in 1994, is a state-of-the-art ballpark located five miles north of downtown Grand Rapids. Being the largest outdoor entertainment venue in West Michigan, the facility features 22 luxury suites, a suite-level club room, nine hospitality decks and grill areas, a spacious parking
lot and a year-round banquet facility.
The History
With nearly a half-million visitors each year taking in Whitecaps games,
attending corporate functions, enjoying concerts or participating in festivals,
LMCU Ballpark has become synonymous with exciting promotions, delicious
food, and lasting memories.
OUR FANS
Demographics, Lifestyles, Behaviors
EMPLOYMENT, INCOME, EDUCATION STATUS
Whitecaps fans mean
household income is 14% higher than the Grand
Rapids DMA.
SOURCE: Nielsen Scarborough, Grand Rapids, MI Release 1 2023
DEMOGRAPHICS GENDER & AGE
49%
46%
51%
32%
30%
29%
25%
40%
39%
47%
48%
39%
39%
54%
Whitecaps Male/Female breakdown by age | ||
Age Summary | Male | Female |
Age 18-34 | 47% | 53% |
Age 25-54 | 58% | 42% |
Age 55+ | 54% | 46% |
The average age of Whitecaps fans is 46.9
In 2022, the average fan was 49.5
SOURCE: Nielsen Scarborough, Grand Rapids, MI Release 1 2023
HOUSEHOLD DEMOGRAPHICS
Home Ownership
Marital Status & Presence of Children
10%
15%
24%
25%
61%
54%
60%
24%
19%
9%
8%
15%
10%
16%
15%
19%
16%
40%
34%
16%
19%
7%
6%
25%
28%
69%
67%
3%
9%
8%
7%
34%
41%
36%
29%
78%
76%
66%
76%
76%
The mean market value of an owned home for Whitecaps fans is $297K 7% higher than the Gen. Pop.
Whitecaps fans are more likely to be married and to have children, with those children being more likely to be older in age.
SOURCE: Nielsen Scarborough, Grand Rapids, MI Release 1 2023
Whitecaps Lifestyles
activities participated in past 12 Months - Top 15
Whitecaps Fans
Grand Rapids DMA
Grilling - Outdoor Cooking
Lawn Care
Gardening
Boating
Swimming
Camping
Golf
Fishing
Bicycling - Mountain Biking
Hiking - Backpacking
Volunteer Work
Jogging - Running
Bowling
Basketball
Softball - Baseball
82%
62%
62%
45%
32%
45%
36%
39%
32%
38%
19%
36%
29%
33%
26%
32%
21%
29%
21%
22%
20%
22%
15%
21%
9%
16%
71%
77%
68%
5%
0%
25%
50%
75%
100%
Whitecaps fans over index on almost all activities compared to the DMA. The team can further engage fans with initiatives related to these hobbies.
SOURCE: Nielsen Scarborough, Grand Rapids, MI Release 1 2023
Whitecaps Lifestyles
Events Attended/Places Visited Past 12 Months - Top 15
31%
83%
5%
58%
48%
39%
57%
39%
26%
39%
21%
19%
32%
15%
24%
28%
50%
14%
9%
15%
7%
13%
38%
30%
33%
16%
SOURCE: Nielsen Scarborough, Grand Rapids, MI Release 1 2023
Whitecaps Fan Buying Power
Items Bought / Plan to Purchase | Total Spend | Average Spend per Fan |
New Vehicle (Plan to Buy Next Year) | $170.2M | $37,427 |
Groceries (Spent Past Week) | $22.2M | $152 |
Internet Purchases (Spent Past Year) | $130.8M | $897 |
Home Improvements (Spent Past Year) | $253.6M | $3,170 |
Furniture (Spent Past Year) | $48M | $1147 |
Televisions (Spent Past Year) | $26M | $562 |
Cell Phone / Wireless Bill (Spent Past Month) | $12.6M | $88 |
Athletic Clothing (Spent Past Year) | $8.6M | $160 |
Men's Casual Clothing (Spent Past Year) | $14.9M | $169 |
Women's Casual Clothing (Spent Past Year) | $14.1M | $233 |
SOURCE: Nielsen Scarborough, Grand Rapids, MI Release 1 2022
West Michigan Whitecaps Geography
County of Residence
Grand Rapids DMA
Kent
Ottawa
Kalamazoo
Muskegon
Calhoun
Allegan
Van Buren
Barry
Ionia
Montcalm
Newaygo
St. Joseph
Branch
Oceana
14.0%
12.9%
8.3%
6.4%
5.7%
4.4%
3.3%
3.1%
3.1%
2.8%
2.6%
1.5%
0.6%
31.3%
0%
10%
20%
30%
40%
Whitecaps Fans
Kent
Ottawa
Muskegon
Montcalm
Kalamazoo
Calhoun
Oceana
Van Buren
Ionia
Allegan
Newaygo
18.6%
5.7%
3.5%
3.0%
2.9%
2.6%
1.4%
1.3%
0.6%
0.5%
0%
20%
40%
60%
59.9%
SOURCE: Nielsen Scarborough, Grand Rapids, MI Release 1 2023
West Michigan Whitecaps Geography
Zip Code of Residence – Top 10
Grand Rapids DMA
49426
49423
49048
49503
49504
49424
49442
49508
49015
49428
2.9%
4.4%
4.2%
4.0%
3.9%
3.3%
3.3%
3.2%
3.1%
0%
1%
2%
3%
4.5%
Whitecaps Fans
49315
49341
49426
49534
49428
49525
49321
49506
49503
49504
3.3%
3.3%
3.2%
3.1%
2.9%
4.0%
3.9%
0%
1%
2%
3%
4%
5%
4.5%
4.4%
4.2%
SOURCE: Nielsen Scarborough, Grand Rapids, MI Release 1 2023
Expand your reach
Partnership opportunities with the West Michigan Whitecaps include stadium signage, promotional sponsorships, print advertisements, digital elements, social media presence, broadcast tie-ins, on-site displays, product sampling, coupon distribution, ticket packages, hospitality and much more.
Associating with the Whitecaps brand of family fun allows your business to reach our fans using impressionable and emotional vehicles in a captive setting.
SIGNAGE
- Outfield Billboards
- Naming Rights
- In-Stadium Signage
- Concourse Poles
- Manual Scoreboard
- Custom Signage
DIGITAL & SOCIAL
- Digital Tickets
- Breaker Email
- Videoboard
- Concourse Screens
- FanCompass
- Social Media Platforms
- Website Ads
- Live Broadcast Reads
promotions
- Between Inning
- Pre-Game Opportunities
- In-Game Opportunities
- Post-Game Opportunities
- First Pitches
- Fan Cam
- Dance Cam
- Birthdays
- Custom Promotions
sponsorship
- On-Site Activations
- Game Sponsorships
- Giveaway Items
- Section Sponsorships
- Caddy Cups
- Mascots
- Handicap
- Fireworks
- Weekly Sponsorships
What our Partners say...
“Family Centered Events”
“The West Michigan Whitecaps are a great
organization and truly help create a fun, family centered event where we can promote the
goodness of fresh Michigan dairy products.”
- Milk Means More
“Lifetime Partnerships”
“The West Michigan Whitecaps will always be part of our marketing efforts as well as our employee/ customer appreciation strategy.”
- Centennial Securities
“Perfect Fit”
“The Whitecaps has been one of our best
sponsorships year after year. The crowds are fun, friendly, and a perfect fit for our family demographic.”
- J & H Family Stores
“Passionate & Genuine”
“We’ve been in business together for over 25 years. We have grown to understand the passion behind the experience
delivered to their fans, and their genuine efforts to support and represent their business partners at all levels of their organization.”
- PepsiCo Western Michigan
WATCH THIS!
we look forward to hearing from you.
fun. community. experiences.
contact us
West Michigan Whitecaps
4500 West River Drive
P.O. Box 428 Comstock Park, MI 49321
Phone: 616-784-4131
