Chicago Cubs Ownership Wants to Take Signs Out to the Ballgame in Wrigley

Wrigley Field, home to the Chicago Cubs and their loyal, long-suffering fans, is revered as one of Major League Baseball’s cathedrals. However, unlike its East Coast counterpart, Boston’s Fenway Park, it hasn’t been updated to accommodate modern fan tastes. If you view any article or website that compiles fans’ reports on ballpark experiences, you’ll consistently hear the same complaints: uncomfortably packed concourses, lack of parking, outdated restrooms and obstructed sightlines, among others (the lack of a consistently competitive team, which would seem worthy of complaint to outsiders, is largely overlooked by Cubbie loyalists).

The Cubs’ owners, the Ricketts family (Tom serves as chairman, and Laura is co-owner), have heard the complaints and are currently planning an extensive ballpark renovation. According to a January 20 Chicago Tribune article, Ricketts is willing to have the team pony up for the anticipated $300 million pricetag for the necessary upgrades and renovations. However, in exchange for not foisting the costs onto city taxpayers, he’s asking the city to ease some of the restrictions imposed upon on the ballpark because of its “protected” status as an historic landmark.

A focal point among the team’s desired revenue streams? Signage. Before the 2010 season, Cubs officials (the team was then owned by the Chicago Tribune) agreed to a four-year moratorium on advertising signage in exchange for one Toyota sign in the outfield. After this upcoming season, the ban on signs will be lifted, and the article noted that Laura would like to rectify the “disadvantage” the team faces because of the stadium’s lack of signage. An October 30, 2011 Tribune editorial, written by David Haugh (titled “Time for Government to Get Out of Cubs’ Way”), cited a Cubs internal study that stated the team loses up to $30 million annually in potential sponsorships – due in large part to lack of available signage.

The team wants to work with city officials to close Sheffield Ave., which runs behind Wrigley’s outfield fence and is known for its rooftop bleachers that allows views into the park, on days of marquee weekend series, such as when the White Sox trek up from the Second City’s South Side for interleague play (signage would certainly play a key promotional role). The team cites the Red Sox success with staging such events on Yawkey Way, which adjoins Fenway. However, neighborhood merchants have expressed concern that vendors at such events would crimp their sales.

Obviously, many will be seated at the table for this discussion. The city wishes to uphold the park’s iconic status, but modern sports fans have certain expectations, and baseball is already battling the perception that it’s losing younger generations. Hopefully, signage will be permitted to comprise part of Wrigley’s needed modernization.