The Expos are cutting ticket prices for 33,800 of the 46,000
seats at Olympic Stadium in an effort to increase attendance and
reach a goal of two million fans for the '97 season (Expos).
Currently, the team is on pace to draw 1.7 million fans for '96,
up from 1.3 last year. Expos President Claude Brochu said the
plan would take effect in '97, as to lower prices right away
"would not be fair" to the team's 6,000 season-ticket holders.
He does expect to have more price promotions in the second half
of the season (Bill Beacon, CP/Toronto GLOBE & MAIL, 7/12). With
MLB revenue sharing, Brochu said the new ticket policy allows the
Expos to be financially more competitive (MONTREAL GAZETTE,
7/12). Montreal columnist Jack Todd calls the announcement a
"radical restructuring," adding the Expos are "bucking the trend"
in pro sports (MONTREAL GAZETTE, 7/12).
DETAILS: Among the reductions: C$28 seats will be C$20,
C$19 will be C$10, C$11 will be C$5, and C$7 will go to C$5. In
all, 73% of the stadium's seats will be reduced. Full and partial
ticket packages for next season will go on sale today, with "fans
in position to collect on a bonus this season. Those who
purchase tickets for next season will have priority on tickets
for any post-season play this fall." Free parking will also be
added for those who purchase full season-tickets in VIP or box-
seat categories. Brochu said the "immediate aim" is to increase
the season- ticket base by 2,000 in '97 and 2,000 in '98. He
added the marketing plan was adopted after studying surveys the
club commissioned this spring. Brochu: "The success we had with
our $5 ticket/$1 hot dog promotions showed us clearly that ticket
prices were a factor in our not reaching the attendance figures
we hoped for." Later, Brochu reiterated his commitment to the
city: "We aren't going anywhere. We are in Montreal to stay"
(Ian McDonald, MONTREAL GAZETTE, 7/12). The team asked the
Olympic Installations Board, the provincial body that runs the
stadium, for control of the "now mostly empty private boxes,
which they hope to offer" to companies at $500 per game. They
also will open a luxury restaurant at the box level (Toronto
GLOBE & MAIL, 7/12).
