Case Study: Arizona Diamondbacks – Mexican Heritage Theme Night

Objective

The Arizona Diamondbacks aimed to elevate their Mexican Heritage Theme Night into a signature event that combined cultural celebration with tangible revenue growth. In 2024, the night served primarily as a light-touch engagement effort. By 2025, the objective was clear: scale participation, enhance fan experience, and unlock a much larger revenue opportunity—while keeping the buying process intuitive and fan-friendly.

Challenges

In 2024, the Diamondbacks activated Mexican Heritage Night with a solid cultural angle. The Offer did well, built a great foundation, but needed a few more ingredients in order to scale.

• Game Selection: The event was paired with a mid-tier matchup, limiting natural fan interest and ticket demand.
• Experience Design: While upgrades like field passes and meet-and-greets were introduced, they lacked the broad appeal to significantly increase demand.

The broader challenge for any team: How do you pick the right game, choose the right cultural experience to amplify demand, and package it all in a way that’s simple and appealing to fans?

Solution

In 2025, the Diamondbacks rebuilt the Offer with the foundations and learning from the previous year. This time leveraging key fan insights, smarter scheduling, and the added flexibility of FEVO’s platform.

Strategic Moves:

• Premium Matchup: The team scheduled Mexican Heritage Night for a game against the Dodgers. Not only was this a top-tier opponent, but the Dodgers also have a large Mexican-American fan base, adding built-in demand from local and visiting fans.
• High-Resonance Entertainment: A well-known Latino band was secured for the postgame concert, instantly increasing its appeal and relevance for the target demographic.
• Value-Tiered Upsell Bundles: With strong demand, the D-backs introduced three compelling purchase paths:
  
  • Ticket + Exclusive Mexican Heritage Jersey
  • Ticket + VIP Concert Field Pass
  • Ticket + Jersey + VIP Concert Access
• FEVO-Powered Landing Page: All three Offers were hosted on a single FEVO landing page. This format allowed fans to instantly understand their options, compare bundles, and purchase easily, resulting in higher conversions and a better user experience.

Technical Setup Insight:

The team structured each bundle as an individual FEVO Offer instead of using add-ons. This allowed for:

• Separate inventory and pricing control
• Cleaner visual presentation of each package
• Simpler marketing and fulfillment workflows

While FEVO supports add-on structures for teams that prefer modular buildouts, the individual Offer route fit the D-backs specific inventory control needs.

Results

The Diamondbacks' revamped approach to Mexican Heritage Theme Night delivered powerful year-over-year growth and revealed key audience insights:

• Ticket Sales Growth: From 700 tickets in 2024 to 4,300 in 2025 — a 514% increase
• Revenue Growth: From $58K to $352K in Gross Ticket Value — a 507% increase
• New Fan Acquisition: 326 of 1,138 purchasers were new to the Diamondbacks’ database — 29% new customer capture rate
• Mobile Engagement: 21,835 of 24,830 total users accessed the FEVO experience on mobile — 88% mobile user rate

Takeaways: How to Build a Blockbuster Theme Night

1. Choose a Premium Opponent: Align the theme with a high-interest game to capitalize on organic demand and cross-market resonance.
2. Create an Experience Fans Want: Postgame concerts and cultural tie-ins work when they match your audience’s taste.
3. Add Value-Driven Upgrades: Offer exclusive merch and VIP access to drive upsells and deepen engagement.
4. Make It Easy to Buy: A centralized Multi-Offer Landing Page lets fans quickly compare and choose their preferred package, reducing friction and boosting conversion.
5. Structure Offers with Intent: Whether through bundled Offers or add-ons, choose the setup that gives you the best balance of clarity, control, and scalability.