Outgoing Dodgers Owner Frank McCourt's "sales pitch landed on the desks of prospective Dodgers bidders Monday, and the ideas on how to make money from the team included this one: Raise ticket prices," according to Bill Shaikin of the L.A. TIMES. The "so-called 'bid book' advised prospective owners that the Dodgers' average ticket price last season ranked 10th in the major leagues, even though the team played in the second-largest market in the majors." Team Marketing Report indicated that the Dodgers' "average price for a non-premium seat last season was $30.59." The Dodgers "generated about $240 million in revenue last season, according to the book." L.A. Superior Court records indicate that the figure "would be essentially even with 2006 and down 17% from a record $289 million in 2008." The Dodgers "turned a profit of about $2 million last season, but before debt payments that almost assuredly turned that small profit into a double-digit loss." The Dodgers' "profit before debt service dropped about $27 million from the 2010 season" (L.A. TIMES, 12/20).
