SBD/Issue 236/Franchises

Preds Raising Ticket Prices, Introducing Variable Pricing

The Predators are raising individual-game prices by 3.3-50% for next season, and will “introduce variable pricing for seven ‘premium’ games this season,” according to John Glennon of the Nashville TENNESSEAN. Tickets for premium games will cost $4-15.50 per ticket above the normal price, depending on the opponent. Predators Exec VP/Business Affairs Steve Violetta said, “We don’t want to be Toronto or Detroit and price our tickets that way, but we’re $15 behind the league average, so somehow we’ve got to get closer to the league average.” The average ticket league-wide last year was $49.39, compared to the Predators’ $35 average.” The ticket price increase comes after the Predators’ “most successful season, setting franchise records” for wins (49) and points (106) in ’05-06. Also, the team’s payroll “increased significantly from last season.” Violetta said that the team “will make more money with variable pricing, but that it probably will make up less than one percent of the season’s entire ticket revenue.” He said that that “the primary purpose of using variable pricing is to drive season-ticket sales by convincing fans that it makes more economic sense to purchase a partial or full season-ticket plan instead of paying high prices for a few individual games” (Nashville TENNESSEAN, 9/2).

BRUINS: In Boston, Kevin Paul Dupont reported Bruins season-ticket holders found that the “front-row loge seats took a big bump, from $90 to $150 per game,” up 66.7%. The same seats will be sold for $175 per game at the box office, and the “cost for a pair of seats along the glass for a full-season” is $12,610. The Bruins will “freeze the $150 price for three seasons, and ticket-holders also will receive memberships at Legends, the Vault’s third-floor bar/eatery” (BOSTON GLOBE, 9/3). In this week’s SPORTSBUSINESS JOURNAL, Terry Lefton reports the Bruins this week are launching a new campaign, via SME Branding, N.Y., with the tag “Hub of Hockey.” The campaign, which aims at “branding and selling tickets,” includes print, radio, outdoor, online and TV (SBJ, 9/4 issue).

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