Faith Nights
In addition to promotions that are synonymous with minor league baseball like giveaways, theme nights, fireworks nights, and discounted ticket or concessions nights, the Nashville Sounds also host what are called Faith Nights. In 2002, the Sounds became the first sports team to host Faith Night promotions. These Christian-based promotional evenings include pre-game concerts from Christian music artists, Bible-themed bobblehead giveaways, and testimonials from players about their faith. Artists performing at Nashville's Greer Stadium in the past include Jars of Clay, Hawk Nelson, and Matthew West. Brent High, then Vice President of Sales for the Sounds, and Mike Snider, the president and owner of Third Coast Sports, an entertainment and sports marketing firm in Nashville, are credited with developing the promotion.
Since their inception, Faith Nights have been among the top-ten most-attended games each season. During Faith Nights in 2004, the Sounds experienced a 93% increase in attendance over their average season attendance for non-Faith Night dates; over 500 church groups attended these games. That fall, the team partnered with the Nashville Area Habitat for Humanity to build a home for a family in need. The team raised more than $45,000 from donations and 10% of ticket proceeds on Faith Nights.
The promotion has since been adopted by at least 40 other minor league teams. It has also been used by major league teams such as the Atlanta Braves and St. Louis Cardinals. Teams from the National Football League and National Basketball Association have also shown interest in holding Faith Night promotions. The program has garnered national media attention for the Sounds from The New York Times and National Public Radio.
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