SBD/April 6, 2012/Franchises

Dolphins To Announce Lower Ticket Prices For All Club Seats At Sun Life Stadium

Dolphins' season-ticket sales at lowest level since the pre-Dan Marino era
The Dolphins plans to “announce that they are lowering the price" for all 9,800 club seats at Sun Life Stadium, even for fans "who are currently in the middle of their lease agreements,” according to Barry Jackson of the MIAMI HERALD. Most of the tickets are “declining in price from 11 percent to 60 percent.” The team also is “reducing the number of club-seat pricing areas from 11 to four.” A new "Dolphins Prime" area is “being created between the 40s on the visitors side and between the 20s on the home side.” In addition, all club-seat members “that commit for two years can buy a ticket to the BCS national championship game Jan. 7.” About 60% of the club seats “were filled on a season-ticket basis last year.” The team also has “reduced prices for some of its 160 suites.” Most regular season-ticket prices will “remain the same, with a few reduced in price” (MIAMIHERALD.com, 4/4). In West Palm Beach, Ben Volin noted the Dolphins are “trying to better connect with the fans to sell season tickets, which are now hovering somewhere in the mid-30,000s, the lowest level since the pre-Dan Marino days of the early 1980s.” The team held a conference call Tuesday with new coach Joe Philbin for season-ticket holders as “the first of many to be held this offseason.” Philbin will “participate in at least one more, as will owner Stephen Ross.” The team also “invites former season-ticket holders who haven’t renewed, with the goal of selling tickets during the call.” Former Dolphins players Mark Duper and A.J. Duhe will “also be hitting the community to help sell tickets” (PALMBEACHPOST.com, 4/3).

CHANGES TO LOGO POSSIBLE: Dolphins CEO Mike Dee said that the team is “soliciting fan opinion and will consider alterations to their logo and look to take advantage of opportunities under the NFL’s new apparel licensing agreements.” Dee said, “I don’t think you’d ever see us consider something as radical as Tampa Bay did going from the orange to the pewter gray. ... But I think we’re actively looking at ways to keep the brand current while respecting the great tradition and iconic value that we’ve been fortunate to inherit." He added, "It may result in subtle change, it may result in no change. It’s too early to tell.” In Ft. Lauderdale, Craig Davis noted the “most recent variation was in 1997 to the bolder, fiercer dolphin that appears on the side of helmets and jerseys.” Dee: “Whatever we do it is going to be with great reverence and respect for the history and iconic nature of all the marks and symbols fans have come to know and like” (SUN-SENTINEL.com, 4/4).
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