SBD/February 26, 2013/Franchises

Reds Latest MLB Team To Switch To Dynamic Ticket-Pricing Model

Reds tickets are expected to drop in price as often as they rise
The Reds are the 20th MLB team to adopt dynamic pricing, which has "grown in popularity as teams try to find ways to boost revenue and attendance," according to Dan Horn of the CINCINNATI ENQUIRER. Reds COO Phil Castellini said, "The fans shouldn’t expect to see significant changes day-to-day. You’re going to see small, incremental movements." Horn notes the team "studied the system for almost two years before deciding to launch." Castellini said that he "expects to see prices drop at least as often as they go up, and the changes would occur one week to one day before a game." He added that single-game ticket prices "will never be lower than prices offered to season ticket holders." Castellini: "I’m trying to move lower-demand games as much as I’m trying to take advantage of higher-demand games. It’s a two-sided proposition" (CINCINNATI ENQUIRER, 2/26). MLB.com's Mark Sheldon reported the Reds will employ Texas-based QCue to "assist with price adjustments that are based on factors like the day of the week, team performance, weather forecasts and ticket inventory." Castellini said that the Reds have been "doing their own mini-version of dynamic pricing for a few seasons." Sheldon noted the club "already charges more for Opening Day tickets, and have bundled tickets to the opener with other games in less demand." Castellini said, "We've been very cautious in evaluating it. You'll see us be cautious in how we execute it this year. You'll see us making very nominal changes with this dynamic, little moves here and there and nothing significant that jumps off of the page. ... What we don't want the consumer to do is be conditioned to wait" (MLB.com, 2/25). 
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