The inaugural season at Dickey-Stephens Park was a grand slam for the Arkansas Travelers.
ArkansasBusiness.com
The Travs set a franchise single-season attendance record with 372,475 fans in 2007, nearly 165,000 more than saw their home games in 2006.
It also eclipsed expectations. A feasibility study done by a Plano, Texas, consultant projected 280,000 fans would attend the games at the new North Little Rock ballpark on the shore of the Arkansas River near the Broadway Bridge, according to a 2005 article in the Arkansas Democrat-Gazette.
"Attendance was fabulous," said Bill Valentine, the Travelers chief operating officer and executive vice president. "I imagine we might have gained a few more people if the team was a little more successful at home. We didn't have what you'd call the finest winning record this year."
In the first half of the season, the Anaheim Angels' AA farm team went 31 and 39 with a 14 and 22 record at home.
The second half of the season, the Travelers improved to 34 and 36 with an 18 and 16 home record. The Travs finished third in the Texas League's North Division in both halves of the season.
The number of fans also helped spur development in downtown North Little Rock.
"The [Alltel] Arena and Dickey-Stephens Park act as our anchor tenants," said Joe Smith, the city of North Little Rock's director of commerce and government.
People want to live near entertainment hubs, he said.
"That's what's generating these residential developments in downtown," Smith said.
Construction started in May 2006 on a 260-unit apartment complex near the Alltel Arena. The Enclave at the Riverfront will feature upscale apartments between 700 and 1,500 SF. The project is expected to be completed in 2008.
The number of Traveler fans also helped push food sales to record highs for the franchise.
For the 2007 season, food and non-alcoholic drinks sold at the ballpark and at Bill Valentine's Ballpark Restaurant raked in nearly $1 million, according to the North Little Rock restaurant tax report.
During the 2006 season at Ray Winder Field in Little Rock, the Travelers collected just under $400,000 at the snack bar for food and non-alcoholic drinks, according to the Little Rock Advertising & Promotion Commission.
While the Travelers are still totaling up receipts of the first season, Valentine said he expects the profit to be around $1 million. All that money, though, will go to pay off the overage of the construction costs on the ballpark.
Residents of North Little Rock agreed in August 2005 to a two-year, 1 percent sales tax to build the ballpark, which would cover the projected $28 million price tag.
Little Rock financier Warren Stephens had donated the 11 acres of land for the railroad-themed ballpark and then pitched in a $1.2 million scoreboard. But construction costs rose, and the city agreed to loan the Travelers the extra $5.9 million to cover the bill.
The Travelers pledged to use its profits to repay the loan.
Valentine said he hopes to have the debt paid off in five years. After that, the Travelers and the city of North Little Rock will split the ballpark's profits evenly.
"The $1 million profit tells you a whole lot right there," Smith said. "It's definitely a shot in the arm for us."
The city sales tax expired on Sept. 30.
Greater Expectations
When the Travelers open the 2008 season at home against the Midland (Texas) RockHounds on April 3, Valentine doesn't expect a drop in the number of people going through the turnstiles. He said the new amenities at the park and better play on the field might bring more fans to the stadium.
The Travelers are going to unveil a $50,000 park for children at the stadium and open a museum for Travelers' trophies, photographs and memorabilia dating back to the early 1900s.
The clock tower, which is the focal point of the stadium's entrance, had only one clock face installed for the start of the 2007 season, due to an oversight. The other three clock faces were being installed last week.
The ballpark's 24 luxury suites are gone too. They were sold out for the 2007 season, and nearly all of them were snatched up with five-year leases.
Even during the record-breaking 2007 season, concession and restaurant receipts were lower late in the season than they had been during the first heady weeks in the new park. The average take per game in April was $15,590; by August it was $11,997.
Valentine said that trend line is normal. The Little League season ends in July, so families with young players start taking vacations. Then school starts in August, so young fans can't stay up late to go to the game.The nearly $1 million in food and soft drink sales "is still more than we ever took in at Ray Winder," he said.
North Little Rock Mayor Patrick Hays said the ballpark accomplished everything he wanted it to when he pitched the idea to voters in 2005. The stadium wouldn't have been built in North Little Rock if voters hadn't stepped up to the plate and approved the tax.
The goal for the stadium was to have "a good, quality venue for entertainment that brought people downtown, and we accomplished that in spades," he said. He also said the game plan was to offer an affordable, family-friendly entertainment, and it did.
General admission tickets were $6 for adults and $3 for children.
Even Hays was surprised by the number of fans. Just before the season started, Hays projected attendance for the season would be between 280,000 and perhaps 350,000.
Hays said the new ballpark was the draw. It was named Ballpark of the Year by both Baseballparks.com and
Ballpark Digest.
The Travelers "provide their loyal fan with the kinds of comforts and high-tech niceties previously found only in parks in other parts of the country," Baseballparks.com said in a news release on Aug. 27. "Indeed, Dickey-Stephens Park was a complete revelation to residents in Central Arkansas. After all, for decades they'd been attending games at an antique of a park called Ray Winder Field. Charming and beloved, yes. Modern and comfortable, not at all."
The stadium also received unwelcome national attention in July when a line drive hit and killed the Tulsa Drillers' first-base coach, Mike Coolbaugh.
Developing Downtown NLR
The ballpark made people more aware of downtown North Little Rock, said Michael Drake, the director of the Main Street Program for the city of North Little Rock.
"Just from being on the street, it's a remarkable increase in activity," Drake said. "How do you assess the impact of that?"
Drake credits the new ballpark with helping to attract new businesses and condominiums to downtown North Little Rock.
Drake said Attorney Sam Perroni is planning to build 12 condos and office space just north of the downtown public library branch in the 500 block of Main Street. Construction should start later this year or early 2008, Drake said.
V3 Partners LLC Commercial of North Little Rock has announced it will construct 58 town homes on Maple Street between Fourth and Seventh avenues. The City Grove Townhomes project is expected to start in the fall.
Another 26 condominiums are scheduled to be built on the second and third floors of the Twin City Bank project at Seventh Avenue and Main Street. Construction is expected to start in spring 2008. The North Little Rock bank will have an office on the 40,000-SF site.
No permits associated with the projects have been filed with the city of North Little Rock yet.
"It's just part of the tidal wave of development that results when the private sector and the public sector do these private-public partnerships that improve the quality of life," Smith said.
The $28 million investment in the stadium was worth it, said Terry Hartwick, North Little Rock Chamber of Commerce president and CEO.
"Almost every building in the downtown area is being sold or in the process of being sold," Hart said. "It's not slowing down."
North Little Rock Alderman Olen Thomas opposed the sales tax in 2005, and last week he hadn't changed his mind. Several elderly people told him they didn't want to pay for something they'd never use.
But $5 million of the taxes generated was earmarked to expand the Hays Senior Citizens Center.
Still, Thomas thought it was unfair that most people would have to pay for the expansion, something they wouldn't use - at least for a while. "That was the only reason I was opposed to the funding of it," Thomas said.
The tax meant total sales taxes in North Little Rock were 9 percent on general purchases and 12 percent at restaurants and hotels. Now the tax has declined by 1 percentage point, and the state has also reduced its sales tax on groceries by 3 cents.
Despite his opposition, Thomas said the stadium has turned out to be a good investment. "It's given an opportunity for people from both sides of the river to come over and enjoy baseball at a very fine facility," he said.