Diamondbacks' Fan Loyalty Programs

Jeff SummersCorrespondent IApril 21, 2010

LOS ANGELES, CA - APRIL 14:  Justin Upton #10 of the Arizona Diamondbacks returns to the dugout after hitting a homerun in the seventh inning against the Los Angeles Dodgers at Dodger Stadium on April 14, 2010 in Los Angeles, California.  (Photo by Lisa Blumenfeld/Getty Images)
Lisa Blumenfeld/Getty Images

The Arizona Diamondbacks are once again partnering with Fry’s Foods as part of their Fan Loyalty program. Fans that have a Fry’s Rewards card can scan their card at each Diamondbacks game and receive five points for attending.

You can receive additional points for each dollar you spend at Fry’s Foods purchasing specific grocery items. After accumulating points you can trade them in for prizes that range from Diamondbacks merchandise to autographed memorabilia to baseball experiences.

The loyalty program returns nearly intact from years past. The kiosks for scanning your card and ticket are spread throughout Chase Field making it relatively easy to find one that is not being used.

The kiosks are much smaller than the ones used in years past and are substantially faster than those the Diamondbacks had been using. These kiosks work not only for the Fry’s Rewards fan loyalty program but can also be used for the APS Renewables Kid’s Club program.

The kids program awards a child 100 points per game (don’t get me started on why a kid attending a baseball game is 20 times more valuable than an adult). They have several prize points they can reach throughout the season to win prizes that can be picked up at the Sandlot on the upper deck at Chase Field.

Honestly, the Kid’s Club prizes are better than those for adults. Attending just one game will get the kids D-Backs Eye Black Stickers something I have always wanted. For three games they get D-Backs shoelaces, what fan would not want those?

After attending six games the child receives a coupon to get in the front of the line to run the bases after a Sunday home game. Seven games gets you an APS Renewables poster.

The other prizes include D-Backs Fist Bumps for nine games, a free ticket to Sea Life Aquarium for ten games, APS Renewables Trading Cards for 11 games, a D-Backs' yo-yo for 12, an APS Renewables comic book for 14, a D Baxter Wind-up Walker for 15, a D-Backs' Water Bottle for 18, a D Baxter Bobble Head for 21 games, an APS Renewables T-Shirt for 23 games and finally an end of the season party on September 22 for attending 32 games.

Oh to be a kid again just so I could get the D Baxter Wind-up Walking, water bottle and of course, the D Baxter Bobble Head. I can tell you that at our house there is going to be some serious negotiating to get some of these items.

For those who do not have a Fry’s Rewards card you can sign up for one behind Section 139. If you have one but it is not connected to the D-Backs' Rewards program you can do that at any kiosk.

The Diamondbacks have facilitated data entry by allowing users to scan their driver’s license to automatically enter their name, address, city, state and zip code. Be aware though that if you scan your driver’s license you will not be allowed to change any of the data. So if you are like me and have a spelling error on your driver’s license it will still be there on the D-Backs' Rewards Card screen every time you scan your card.

Unlike years past, the new kiosks do tell you how many points you have accumulated and shows your name on the screen. I like the feedback, it feels more personable.

The kiosk prints out coupons and awards for the kids. Unlike years past where these came out on Diamondbacks cardstock, this year the paper is lighter weight and the printing smaller.

It is harder to recognize the rewards than in years past due to the reward being printed on the same form as the coupons. So pay close attention so you don’t accidently throw the coupon away as I did Dakota’s shoelace award.

So far, there are very few prizes in the system. From an autographed merchandise perspective there is just one, a skateboard which is valued at 600 points.

Considering that the most points you could get by attending all of the games is 405 it is impossible to get the prize without spending at least $195 in groceries besides going to every game. That is a little frustrating.

Overall the program is very similar to the one last year. I’m keeping an open mind and will give the system the benefit of the doubt. Hopefully loyalty will be rewarded and there will be some items a dedicated fan can get for attending each game.