Crew Revamp Ticket Pricing To Improve On MLS-Worst Attendance

The MLS Crew will change their "season-ticket pricing scheme for next season and offer limited-time discounts to new or renewing season-ticket holders," according to Shawn Mitchell of the COLUMBUS DISPATCH. Fans who buy season tickets in the upper deck or south end of Crew Stadium "will pay less than they did this season." Premium seats "on the field, club seats, lower sideline seats and seats in the northwest corner will rise in price but will be discounted for early purchasers." The Crew, last in average home attendance among the 18 MLS teams, "will offer bargain seats in the south end of the stadium next season." For the first time, "three sections at midfield on the east side of the stadium will be designated as 'premier' seats," and season tickets for those "will cost $2 more per game than other lower sideline seats." The Crew are the "only MLS team to offer youth pricing on season tickets," and will "continue to offer a youth discount in four seating areas." The team also will "offer a 12-month payment plan for every full season-ticket package" (COLUMBUS DISPATCH, 8/9).

RUNNING UP THE SCORE: In Dallas, Candace Carlisle reports MLS FC Dallas "has kick started a new marketing and ticket sales campaign concentrated on capturing more 18- to 34-year-old soccer enthusiasts -- and putting them in stadium seats." FC Dallas VP/Marketing, Communications & Strategic Planning Kelly Weller said that there is a "dire need for the 16-year-old soccer club to continue building its season ticket base." There is a "vast difference in attendance between sellout games" and less popular matches. Weller contends that "it's the season ticket holder base that bridges that gap." This year, the franchise "doubled its season ticket holder base from the previous season," and FC Dallas officials said that the club "expects to increase its number of season ticket holders by 150 percent in 2012." The new marketing campaign, "Get In and Win," began last month and discounts '12 season tickets 15-20%, "based on 2011 season ticket prices or an upgrade in seating." The effort includes "advertising with soccer-specific cable and online outlets, such as ESPN, Fox Soccer channel or Fox Sports Southwest." Weller said that the franchise "has a marketing budget in the low six-figures, which is similar to other MLS teams" (DALLAS BUSINESS JOURNAL, 8/5 issue).