The 60+ demographic is at times a tough market to please, but it also depends on where those seniors grew up and how they live their current life. In order to gain the attendance of seniors besides consistent matinee games, we can do things like the obvious senior discount, senior love a good discount and right away you've got them interested if they can make the game for cheap. You can also offer things like bring a grandchild and get a free shirt! Seniors love their grandkids and giving them an opportunity to hang out is pure gold, especially if there's a free t-shirt involved!
Besides cheaper tickets and free stuff, one of the other big things will be interaction. Some seniors will just want to be left alone but a lot of them will just go to have someone to talk to or spend time with. Get the players involved somehow. Team mascots are a great opportunity to engage seniors in getting up and moving or just laughing and smiling. Create a memorable moment for them and they'll want to come back to see the funny team mascot.
Seems we're having matinee games, we can also provide a service to the seniors for tea and lunch. Maybe at a special price or even free of charge, we can provide seniors who require it a special attendant who can run and get them a hot dog so they don't have to get up and move around people in between busy periods, or someone to help them to the bathroom when needed. On that note, they can also have their own bathroom queue so they don't have to compete for a urinal with the beer chuggers at the game.
Finally, seniors love to dance. Get the music going, but get the old Irish jigs out and get them out for a waltz. If they've got a partner and some room you can guarantee that alone might be their favorite part of the night. We love to see seniors out to games and activities just as much as anyone else.