SBD/March 17, 2011/Franchises

Heat Sell Out Season Tickets For '11-12, Launch Priority Access Club

New Heat priority access ticket program replaces previous waiting list
The Heat announced yesterday that they have sold out of season tickets for the '11-12 NBA season. In addition, the team has launched the new Heat Priority Access Club, an annual fee-based membership program providing fans with a variety of benefits including advance opportunities to purchase playoff and individual game tickets, as well as priority on the team’s season-ticket waiting list. Fans can purchase membership to the Priority Access Club starting Friday for $50 (Rookie Level), $150 (All-Star Level) or $250 (MVP Level), each coming with different benefits (Heat). In Ft. Lauderdale, Shandel Richardson notes "waiting-list priority will now be determined by the new program, with the previous waiting list disbanded." Paying the "additional fee does not guarantee the opportunity to purchase future season tickets." In addition, the Heat already have "forwarded plans to season-ticket holders for contingencies if the 2011-12 season is shortened or canceled in case of a lockout." The team said that there would be "no refund of the new fees should the 2011-12 season be lost because of a lockout, but such memberships would be moved to the following season." Heat Exec VP & CMO Michael McCullough said that fans "will have the option to 'cash out' or exchange the money for Heat gift cards, which can be used to purchase tickets and team merchandise" (South Florida SUN-SENTINEL, 3/17).
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