SBD/Issue 59/Franchises

Cubs Raising Prices On Premium Seats For Prime Dates Next Season

Cubs' Club Box Outfield Seats Will Increase By
Nearly 19% Next Season For "Platinum" Games
Cubs season-ticket holders "will pay more for prime seats at Wrigley Field in 2010, while bleacher and most upper deck seats will remain about the same," according to Paul Sullivan of the CHICAGO TRIBUNE. Club box outfield seats "will increase by nearly" 19% next season for "so-called 'platinum' games, a new ticket price tier that was introduced in 2009, and will nearly double from 14 games to 26 next year." The "most expensive seat will be a platinum club infield box, which was raised by $12" from $100-112. The "cheapest tickets will be $9 for an upper deck outfield reserved seat for one of the six 'bronze' games on weekdays in April, May and September." All bleacher seats "will remain about the same as in '09." A bleacher seat for platinum games "will go for around $60.50," a 0.5% increase from '09. The Cubs "maintain that half of the ticket inventory will remain about the same, while the average price increase will be $2 for 'gold' games and $5 for 'platinum' games." A 1% "rise in the city amusement tax," from 11% to 12%, "figured into the price hike." The Cubs "hiked the prices on their most expensive seats and said they believe many of them will be re-sold by season ticket holders." Cubs President Crane Kenney said that up to 25% of the platinum tickets sold are "re-sold to a secondary market like StubHub or scalpers for at least twice their face value." The team also is "creating about 700 more season tickets." In addition, the Cubs "will add a new luxury 'club' by combining six suites down the left-field line and open a skating rink this winter in the parking lot west of Wrigley Field (CHICAGO TRIBUNE, 12/5).

KEEPING SCORE: The CHICAGO TRIBUNE's Sullivan reported the Cubs are "making several changes at Wrigley Field in 2010, including a 'refacing' of the back of the historic center-field scoreboard." Kenney: "We're tearing it all apart and rebuilding it." The front of the scoreboard "will remain the same." The back "has a neon sign that says 'Chicago Cubs,' which will remain the same." There will be "no ads put on the back of the scoreboard for now." Kenney: "That's not to say we're not looking at some marketing opportunities." Sullivan noted the Cubs "recently installed two large wooden boards in the left-field bleachers to give potential sponsors a look at what their ad can look like." The boards also "obstructed the view of the Horseshoe Casino ad" near the ballpark. The boards "were taken down last week, but are likely to be installed for good before the 2010 season" (CHICAGOBREAKINGSPORTS.com, 12/4).  Meanwhile, Kenney said the Cubs are “looking at the possibility of installing an intranet at Wrigley for fans” with smartphones, giving them “access to stats and instant replays” (CHICAGOBREAKINGSPORTS.com, 12/5).

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