SBD/Issue 244/Franchises

Stars Launch Variable Pricing Plan For Some Single-Game Tickets

The Stars will institute a "variable pricing strategy" for upper-bowl single-game tickets this season, with prices that can vary between $36 to $60 for the same seat on a given night, according to Mike Heika of the DALLAS MORNING NEWS. The ticket price will change "based on variables that include opponent, day of the week, time of year and even how long before the event that the ticket is purchased." The strategy "means that the prices can change at a moment's notice, and that fans will have to continue to check in and possibly gamble on the price of a seat -- just as they do with airline tickets." Stars Exec VP/Sales & Marketing Geoff Moore said that the plan is to "not go below the per-game price that a season-ticket holder would pay for a seat." Austin-based software company Qcue CEO Barry Kahn, whose company is instituting the Stars' system and administers a similar program with the MLB Giants, said of fluctuating prices, "There are so many things that can change whether a game is desirable or not -- and that can happen in the span of a season." Kahn: "If a certain player or team becomes hot in the league, or if two teams are battling for a playoff spot or a division crown, that will change the pricing strategy for the game" (DALLAS MORNING NEWS, 9/9).

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