$15 milkshakes are the real draw at White Sox games this season
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A White Sox fan holds a campfire milkshake before a game against the Cleveland Guardians at Guaranteed Rate Field last year. Photo: Matt Dirksen/Getty Images
The White Sox season starts Thursday, and fans are expected to flock to Rate Field — not for the game, but the milkshakes.
The big picture: During last year's abysmal season, fans joyfully promoted the tasty Campfire Milkshake, which featured graham crackers, burned marshmallows and whipped cream.
- Hey, the team may have been bad, but the concessions weren't.
The latest: To capitalize on the viral hit, the ballpark is trotting out more milkshake flavors this season.
What they're saying: "We can't control what happens between the white lines when grown men have a round ball and a round bat," White Sox chief revenue and marketing officer Brooks Boyer told the Tribune.
- "But what we can control is everything outside those lines."
Yes, but: The cost? $15. With tax, $16.61.
Zoom in: The shakes aren't the only wallet-busters on the menu. Rate Field will add new items like celebrity chef David Chang's fried chicken and will continue offering $12 craft beers.
By the numbers: A new study says that ballpark concessions keep getting more expensive.
- The average game-day excursion for a family of four at a major league game has ballooned to $239.33. That includes four general admission tickets, two beers, two soft drinks, four hot dogs, parking and a souvenir.
- The White Sox rank 11th in the league for highest average cost, coming in at $240.28. That pales in comparison to the same experience at Wrigley Field ($325.73).
Reality check: The Cubs spend more than $180 million on their team's payroll, while the Sox rank close to the bottom of the league with just $56 million.
- The Cubs ranked sixth in the league for overall attendance, while the Sox were 27th.
Zoom out: Rising costs at ballparks have drawn the attention of owners in other sports, namely the NBA. Mat Ishbia recently bought the Phoenix Suns and lowered prices on select menu items this season.
- A hot dog that once cost $9? Now $2.
What they're saying: "The value menu is another investment in our fans and provides options for everyone, ensuring our fans have the best gameday experience in the NBA," Ishbia said in a statement.
The intrigue: Mat's brother Justin Ishbia has just upped his minority ownership stake in the White Sox and is rumored to be the likely suitor if current owner Jerry Reinsdorf sells the team.
- Could Justin Ishbia bring his brother's mindset to the fan experience on the South Side of Chicago?
The bottom line: The White Sox have invested in giving fans world-class amenities at the ballpark, but the price may be keeping people from enjoying them.