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SBD/June 7, 2012/Events and Attractions
Facilities & Franchises: Dynamic Pricing Is A "Constant Balancing Act"
Published June 7, 2012
LOOKING UP: For the Giants, dynamic pricing generated a 7% incremental boost in ticket revenue in '10, an 8% boost last year, and potentially a similar increase this season. The Cubs, in their first year of dynamic pricing, are also seeing incremental revenue gains in the '12 season's early going. And in Chicago, particularly, the additional revenue is plowed back into the club's efforts to bolster the on-field product and to make badly needed repairs to Wrigley Field.
SECONDARY SOURCES: Perhaps surprisingly, both Stanley and Faulkner said the rise of dynamic pricing has had no corrosive effects on the secondary market. In both S.F. and Chicago, the secondary market continued to grow in scale at double-digit annual percentages. Nearly 1 million Giants tickets traded hands on resale markets, nearly a third of their overall attendance. Faulkner said some high-end premiums on resale pricing have decreased in the wake of dynamic pricing, but has been more than made up in increased volume.
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