SBD/March 28, 2011/Franchises

Flyers Increasing Season-Ticket Prices As Part Of "Rescaling"

Tickets will increase more than 21% for six sections in lower bowl of Wells Fargo Center

The Flyers are "instituting a price increase of more than 21 percent for six sections in the lower bowl" of Well Fargo Center as part of a "wider 'rescaling' that will see almost every ticket increase in price next season," according to Frank Seravalli of the PHILADELPHIA DAILY NEWS. Comcast-Spectacor President & COO Peter Luukko acknowledged that "some of the increases, especially for fans in the lower bowl, may be 'harsh.'" He said, "We're rescaling the house. Since the lockout (in 2004-05), we've increased ticket prices just 5 percent. And that's 5 percent as a total for the six seasons, not 5 percent each year. The salary cap in the NHL has increased more than 50 percent over the 6 years. We're a top 5 market in the league and we've had the 15th or 16th average ticket price." Luukko added, "It's something that we thought long and hard about. With the rescaling, some fans may have to move over a section or two to stay at their current price point, but they won't be priced out of the lower bowl." Seravalli notes previously, every ticket in the lower bowl -- regardless of section or row, with the exception of the first row against the glass and those in the Cadillac Grille -- "was just $79 for season ticketholders." However, during the '11-12 season, "just two of the sections in the lower bowl will feature the same $79 price point." Those that are "not increasing to $96 -- or $193 for the first row or $102 for the Cadillac Grille -- will bump to either $85 or $89." That is an 8.8% increase or 12.6% increase "for most seats." In addition, the Flyers are "starting a new price point for each row in the upper deck." Each row "will have a different price, ranging from $65 in the first row to $37 in Row 15" (PHILADELPHIA DAILY NEWS, 3/28).

DOING THEIR HOMEWORK: Flyers Senior VP/Business Operations Shawn Tilger said that the team's marketing and sales department "researched this for eight months using statistics from the NHL, in-house and outside sales, secondary market research (StubHub, eBay etc.), plus input from a fans’ advisory board on what they felt were the best locations in the arena." The Flyers "also looked to see what tickets in the arena were and weren’t moving on re-sale and what prices people were willing to pay for specific tickets in certain parts of the arena" (CSNPHILLY.com, 3/27).

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