SBD/Issue 141/Franchises

Capitals Adjust Season-Ticket Prices But Keep Average Close

Average Price Of Capitals Tickets Remaining
Relatively Flat During Adjustment

The Capitals have increased season-ticket prices by nearly 60% on “some distant seats at Verizon Center but are reducing prices in other sections to keep the average price roughly the same as last season,” according to Tim Lemke of the WASHINGTON TIMES. Some seats in sideline and loge sections will increase, while upper level seats in the corners will decrease. Capitals Senior VP & Chief Sales Officer Mike Humes: “We looked at our entire pricing strategy, and what we wanted to accomplish is consistency and uniformity in our seating sections.” Humes said that new season-ticket sales “are tracking nearly 100[%] ahead of last year.” Lemke notes the team averaged 13,929 in attendance this past season, “virtually flat from the previous year.” But revenue from ticket sales increased by about 10%, “in part because the team handed out fewer free and discounted tickets” (WASHINGTON TIMES, 4/17). Humes said that while the average ticket price will remain “virtually unchanged, about 300 [season-ticket] accounts are affected.” The team’s average price in ’06-07 was about $38.15, which was in the bottom third of the league (WASH. POST, 4/17).

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