Case Study: Texas Rangers achieve higher attendance and optimized marketing spend with Tableau Software

Texas Rangers boost attendance and optimize marketing spend with 360-degree view of ballpark operations

The Texas Rangers, who play at 49,000-seat Globe Life Park and host 82 home games a year, faced a challenge unifying siloed ticketing, food & beverage, merchandise and marketing data so front-office teams could make timely, organization-wide decisions. Multiple spreadsheets across departments made real-time collaboration and operational planning difficult, preventing the club from optimizing promotions, staffing and media spend.

By creating an internal Analytics Task Force and deploying Tableau Desktop and Server, the Rangers built interactive, real-time dashboards that consolidated all ballpark operations. The team used those insights to target short-term ticket specials (discovering the 10 days around a game account for ~50% of individual sales), shift promotions to boost weekday attendance (bobblehead nights drove Tuesday spikes, prompting an added Yu Darvish giveaway), optimize media and promotional spend, and cut seasonal temp staffing costs by $40,000.

Texas Rangers

Becky Kimbro

Vice President of Marketing