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More MLB Teams Cutting Ticket Prices Amid Economic Downturn
Published December 4, 2008
|Dodgers Among Many MLB Teams
Not Raising Ticket Prices Next Season
RIDE THE GIANT ROLLER COASTER: SPORTSBUSINESS JOURNAL's Don Muret reports the MLB Giants have signed a deal with Texas-based QCue, a software company, that "enables them to change single-game ticket prices at any time." Giants Managing VP/Ticket Services & Client Relations Russ Stanley said that the club hired QCue to "help find the right price for selling 2,000 seats in AT&T Park's outfield bleachers and upper deck, the last ones to sell for Giants games." Muret notes QCue's formula "plugs in factors such as team performance, opponent, starting pitchers, weather conditions, day of the week and gate giveaways." Stanley said that the Giants will "use those results to raise or lower ticket prices as late as the morning of a game for tickets purchased online, at ticket kiosks, by phone and at the box office" (SPORTSBUSINESS JOURNAL, 12/1 issue). CNBC’s Darren Rovell said of the Giants' "airplane" ticketing strategy, "They can change their prices eight times a day on the original ticket. … I think because of the bad economy, and the need to get people in the seats, if they only have 20,000 seats sold, they’re going to change it on you." Rovell added he expects "10 teams to do this in the next year” (“Mike & Mike in the Morning,” ESPN2, 12/4).
Turnstile Tracker: In L.A., T.J. Simers notes the Dodgers, whose average ticket costs $29.66, "will not raise season ticket prices" next season. Team Marketing Report indicated that last season it cost a family of four $229.14 to attend a Dodgers game at Dodger Stadium, and in the five years the McCourt family has owned the team, the cost for a family of four "has increased almost 57%." But Simers notes Dodgers fans "haven't objected," with "more than 3 million every year buying tickets, the quality of the team or the cost of the experience seemingly given little consideration." Meanwhile, Simers reports the Angels are "raising ticket prices," as the average ticket cost will increase from $20.78 last season to a "little less than" $22 in '09 (L.A. TIMES, 12/4).