And among other things, you buy lots of
So much stuff, that the Dodgers were named the "Club Retailer of the Year" by
But you thought
This particular award has been around since 2005 and is reportedly based on a combination of sales, vendor/customer feedback, creative marketing and merchandising efforts.
Of course, it probably doesn't hurt when your club wins.
According to the club's official news release, the Dodgers opened the 2013 season with the highest per cap (average amount sold per fan) in the league and a 50% increase in overall sales. Which might also speak to how low things had fallen during the McCourts' last years of team ownership.
Still, the Dodgers claim their increase in sales was because of the transformation of the ballpark retail experience, with additions such as mannequins featuring the starting line-up in each main store.
"The Los Angeles Dodgers merchandising and retail department has the support of an incredible front office and loyal fan base, but that does not stop them from working tirelessly to make the retail experience seamless for the fan through creative and innovative development," said Howard Smith, senior vice president of licensing for MLB in a statement.