SBD/Issue 47/Franchises

Price Of Victory: Red Sox Increasing '08 Tickets 9%

Red Sox Raising Ticket Prices
By 9% For Next Season
The Red Sox, who last season had the most expensive tickets in MLB, are increasing their prices for the '08 season by 9%, as the team decided "it needed more revenue to fund everything from Fenway Park improvements to free agents to draftees," according to Amalie Benjamin of the BOSTON GLOBE. Benjamin reports, "Just about every spot in the park now will have at least a few dollars added to help pay for the 2008 Fenway improvements," projected at $40-45M. Red Sox President & CEO Larry Lucchino said, "We need revenue to fuel the vision ... for a competitive, entertaining, winning team year in and year out ... and to preserve, protect, enhance, improve Fenway Park." The Red Sox have sold out 388 consecutive regular season games  Red Sox VP/Marketing & Sales Sam Kennedy said the team is "very cognizant of [the Yankees] and the revenue opportunities that they have" (BOSTON GLOBE, 11/15).  Also in Boston, Jerry Kronenberg reports the Red Sox are raising the price of field box seats 19%, lower bleachers 13%, loge box seats 5.9% and grandstand, right-field and right-field roof box seats 11.1%.  However, the team will not increase the $12 upper bleacher seats, the $20 standing-room-only tickets, the $25 Conigliaro's Corner and pavilion standing-room-only space and the $90 pavilion box seats. Red Sox Exec VP Charles Steinberg said, "We're eager to keep seats that are [$12-20] affordable for as many people as possible." Team Marketing Report's Jon Greenberg said he expects a 3% ticket increase throughout MLB (BOSTON HERALD, 11/15).

FAN REAX: Season-ticket holder Jon Freedman said of the price increase, "It's pretty disgusting, but I'm not surprised. But you know, if I don't buy them, there are at least 1,000 people who will." Another season-ticket holder, Joe O'Donnell, who was part of a local group that attempted to buy the team in '02, said, "I don't have a problem with it." Season-ticket holder Steve Garvin added, "As long as they find better players, I'm all in favor of it" (BOSTON GLOBE, 11/15).

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