Some years ago I was invited to a tailgating party at Foxboro Stadium before a NE Patriots game and was witness to an incredible spectacle: an entire self-organized village, complete with long-time neighbors, carefully protected territories, gourmet outdoor cooking, and a set of rituals that made church (which everyone was happily avoiding) look disorganized. And, by the way, the coolest eating and entertainment technology as far as the eye could see.One group had two couches set up around a 25-inch TV, what looked like most of a steer being grilled on a big stainless steel grill, a cooler full of refreshments, and no intention of ever setting foot in the stadium.
Remember the old days, when a pregame football ritual might include buying some sandwiches and a six-pack of beer?
The September 3rd Business Week reports all that has changed over the last decade as tailgating has become big business. Here are 3 season-opening take-aways:
1. The number of tailgaters has doubled in the past eight years. In 2006, 50 million tailgaters spent as much as $15 billion on food and equipment. The ATA has even launched Tailgater, a magazine dedicated to the pastime.Some of it involves love of the team and a passion for football. Some of it is about community. And some of it is about keeping-up-with-the-Joneses. “You park by the same person every week,” says DirectTV Executive Vice-President Eric Shanks, “and you have to have something to show off.”
2. Tailgaters are passionate and affluent. 57% make $75,000 or more annually and 82% own their own homes. 35% will never actually set foot in the stadium.
3. Heinz has been increasingly targeting tailgaters since it bought the naming rights in Pittsburgh in 2001, giving out free samples in the Steeler’s parking lot. Sam’s Club sells its “picnic pack” designed to look like the back of a pick-up truck. DirectTV launched a $1,499 portable satellite TV for the tailgaters who will never enter the stadium. For about $500, Chrysler will move speakers in its Caliber, Jeep Patriot and Jeep Compass to the trunk, allowing them to swivel out when the door is raised. There’s even something called the Tailgate Cargo Box which mounts on the back of a car and unfolds into two tables, and the Freedom Grill which attaches to the car and swings out for use.
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