SBD/Issue 136/Franchises

Bobcats Developing Fan-Friendly, Cut-Rate Ticket Pricing

Bobcats' Johnson Working On
Fan-Friendly Ticket Program
Bobcats Owner Bob Johnson is "working up a new ticket program that will guarantee fans fixed cut-rate prices until he can turn the team into a winner," according to Erik Spanberg of the CHARLOTTE BUSINESS JOURNAL. The Bobcats through 37 home games this season are averaging 14,490 fans per game at the 19,026-seat Charlotte Bobcats Arena, a 7% drop from last season. Johnson hopes to have a new ticketing plan "in place in time for next season." Johnson: "I'm thinking of this notion that if I've got a team that's building, maybe I give people a building-team price. And say, 'Stay with me while I'm building; here's what I'm going to give you.'" Industry sources estimated that the Bobcats this season will lose $15M or more, and Johnson indicated that the "wobbly economy provides additional incentive to come up with creative pricing strategies." Johnson: "What is the elasticity for demand on a ticket? Is it a price based on winning, or is it a price based on knowing what kind of value I'm buying now while we're not winning?" (CHARLOTTE BUSINESS JOURNAL, 3/4 issue).

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