Sharks season-ticket holders "will receive their invoices this week" for the '12-13 season and overall, prices are "going up about 6.5 percent -- though that figure will vary from section to section," according to David Pollak of the SAN JOSE MERCURY NEWS. Tickets will "cost more if they're located in the end of the rink where the home team shoots twice." Sharks Exec VP/Business Operations Malcolm Bordelon said that 15 other NHL teams "have a similar system in place and others are expected to make the change this summer, all part of the variable pricing trend in pro sports that factors in supply and demand in establishing price." Pollak notes the price gap "depending on which end zone the seat is in will be $1 to $4." In the lower bowl, a reserved seat "that cost $75 last season will cost $80 in the attack-twice zone and $76 at the other end." Club seats will be "the same at either end of the rink because they carry additional perks." Fans "not wanting to pay extra for sitting in the attack zone during the first and third periods will have the opportunity to switch their seats to the opposite end of the ice." The Sharks also have "increased the number of distinct ticket price levels at HP Pavilion from 11 to 18." Sharks Dir of Ticket Sales John Castro said, "It's going to allow us to price more accurately based on seating location" (SAN JOSE MERCURY NEWS, 5/8).
