Cubs Move Forward With Historic Changes To Wrigley Field

CHICAGO, ILLINOIS - MAY 27: Chairman Tom Ricketts of the Chicago Cubs looks on before the game between the Chicago Cubs and the Cincinnati Reds at Wrigley Field on May 27, 2023 in Chicago, Illinois. (Photo by Quinn Harris/Getty Images)

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The Chicago Cubs have spent much of the last decade balancing modernization with preservation around one of baseball’s most recognizable landmarks.

While Wrigley Field has undergone extensive renovations under the ownership of the Ricketts family, the organization has also worked to maintain the historic character that makes the ballpark unique.

That balancing act continued this week as the Cubs pushed forward with another significant change surrounding the stadium. Unlike previous renovations focused on infrastructure or fan amenities, this latest development centers on advertising and it looks like fans will surely notice the changes if and when they are implemented.

“Aldermen approved a Chicago Cubs-backed plan Wednesday to allow three new signs to go up on buildings overlooking iconic Wrigley Field,” Jake Sheridan reported for the Chicago Tribune. “The team will be allowed to add one new sign up to 69 feet tall on North Sheffield Avenue, as well as two new smaller signs on its West Waveland Avenue rooftops.”

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Chicago Cubs Fans Set For New Experience At Wrigley Field

The decision marks another step in the Cubs' long-term effort to maximize the value of properties surrounding Wrigley Field.

Since acquiring the franchise in 2009, the Ricketts family has steadily expanded its footprint throughout the Wrigleyville neighborhood. That strategy has included purchasing rooftop properties and neighboring buildings while integrating them more closely into the club's overall business operations.

“During the time the Ricketts family has owned the Cubs, the team has begun purchasing buildings across the street from the ballpark, operating rooftops and erecting advertising across the street from the ballpark,” NBC 5 Chicago noted following the latest advertising approval. “It’s unclear when the new signs will be added, but it is expected the signs will replace banners advertising the Wrigley Field rooftops…”

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Chicago Cubs’ Historic Ballpark Presents Unique Advertising Challenges

Unlike many modern stadiums, Wrigley Field presents unique restrictions because of its landmark status.

“The ballpark is a landmarked space, making it difficult to add signs inside the stadium, but the advertisements will be profitable for the team,” Sheridan added. “The team has already fostered an environment with little intrusive advertising and created an open space for fans.”

That special designation limits the organization's ability to add new signage and advertising directly inside the ballpark, making nearby rooftop and building locations particularly valuable.

Though the team has not officially outlined its plans for the new ads, it seems all but certain that Cubs fans can expect a tweaked experience with new promotions visible from their seats in the near future.

This article was originally published on Forbes.com

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