Wally Hayward - Chicago Cubs

Family Ownership

The Ricketts Family

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Ricketts Family MissionThe Ricketts Family has a three-part mission for its ownership of

the Cubs:

Cubs: 125 Year Start-Up

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Cubs Brand

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Our Team

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Cubs Organizational Rankings

Player Development Trends Are Encouraging

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2009: 26th

2010: 8th 2009: 27th

2010: 14th

2009: 27th

2010: 7th

Prospects in Baseball America’s Top 100

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5

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2

1

0

2

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Rays Cubs & Indians 10 MLBOrganizations

11 MLBOrganizations

4 MLBOrganizations

2 MLBOrganizations

(Number of Prospects)

Cubs Rookies

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Wrigley Field Experience

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8.05

4.00

3.173.00 2.88

0.00

3.00

6.00

9.00

Navy Pier Millennium Park Chicago Cubs Lincoln Park Zoo Chicago Trolley

(Visitors In Millions)

Top Chicago Tourist Attractions (1)

Fan Attendance

Sources: Crain’s Chicago Business & ESPN.com

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Methodology of Conventions Sports & Leisure Economic Impact Study

Economic Impact Study

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● Fan intercept surveys conducted over two home stands in August and September (survey dates included both weekday and weekend games)

● 1,262 surveys of randomly selected fans to ensure simple random sample

● Surveys addressed the following topics:

General demographic traits (Age, Income, Place of Residence, etc.)

Number of tickets purchased

Primary reason for visiting Chicago

Average number of visits to Chicago to attend Cubs’ games

Duration of stay in Chicago

Type of overnight accommodations

Daily out-of-ballpark spending levels on various categories

Cubs Fans From Across the US

First Intercept Study:

Second Intercept Study:

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Notes: Based on the zip of all respondents. Excludes all respondents that do not reside within the U.S.

Driving Tourism

Our Fan

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Male59%

Female41%

Fan Gender

Illinois63%

Outside Illinois37%

Cubs Fans Place of Residence

Chicago27%

Non-Chicago73%

No44%

Yes56%

Non-Local Fans Visiting Solely to Attend Cubs Game

Cubs Fans Place of Residence

Average Age: 38 Average Household Income: $77,600Economic Impact Study Findings

Lodging21%

Restaurants29%

Retail13%

Non-Cubs Entertainment

13%

Other24%

$90 million

$78 million

$111 million

$48 million

$48 million

Impact on Chicago BusinessCubs Contribution to the Economics of Chicago

Annual Total Net New Direct Spending: $375 million

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Economics of Community: Fiscal Impact is Significant

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● Wrigley Field is one of four privately held baseball stadiums

● Cubs contribute through several taxes

● Sales Tax (City, County, State)

● Amusement Tax (City, County)

● Hotel Tax (City, State)

● Property Tax (City, County)

● Restaurant Tax (City)

● Income Tax (State)

● Total Net New Tax Revenue is approximately $59 million

● Stadium renovation and development of Triangle Parcel would dramatically increase economic impact and generate significantly more net new taxes

2010 Improvements: Fan Experiences

Before After

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Before After

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Before

After

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Before After

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Before

After

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Before

After

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2010 Improvements: Family-Focused

Kids Coral Run the Bases

Play Ball Pic

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It’s a Way of Life

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It’s a Way of Life: Winner

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Brand Activation

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Brand Activation

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