SBD/Issue 21/Franchises

Royals Unveil '09 Ticket-Price Structure, Average Ticket Price Up

Royals Hoping Different Price Options Will Lure
Fans In Spite Of Ticket Price Hike
The Royals Friday announced an increase in ticket prices next year, the "first season in a renovated Kauffman Stadium," according to Bob Dutton of the K.C. STAR. The average single-game ticket "will cost $24.84 in 2009, an increase of nearly $2 from the average 2008 cost for a non premium game." But Royals officials said that the increase "still positions the Royals below the average 2008 major-league price of $25.43." The overall per-game ticket price "offers discounts for season-ticket and partial season-ticket plans." Seats in the new fountain pavilion will go for $7, making the seats "the cheapest ticket in the stadium but will be sold only on game day." Meanwhile, the new outfield box seats, which are "located directly above the two bullpens as well as just beyond the left-field wall in front of the fountains," will "range from $20 when purchased as part of a full season-ticket plan to $30 when purchased on a single-game basis for a premium opponent." The Royals have not yet announced "what dates will be designated for premium pricing" (K.C. STAR, 10/11). More than 35% of the seats will be priced at $16 or less, and about 58% of seats "had price increases of less than $1, with some having no price increase" (BIZJOURNALS.com, 10/13). Royals Senior VP/Business Operations Kevin Uhlich: "The current economic situation that faces our nation as a whole has grabbed our attention. ... We feel this is a fair and balanced plan that will allow fans a broad menu of price options depending on their desired amenities. Our goal is to have the increased revenues support our continued improvement on the field through scouting, player development and free agency" (MLB.com, 10/10).

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