SBD/June 24, 2013/Franchises

AFL Predators Offer Loss-Based Discount On Season-Ticket Renewals

The AFL Orlando Predators' decision to "give discounts for season-ticket renewals" if the team "wins fewer than 10 games has generated buzz," according to Andrew Ward of the ORLANDO SENTINEL. No matter "how many discounts he will have to give out," Predators Managing Partner Brett Bouchy "vows to make the guarantee every year he is with the Preds even though his franchise is the only one using this type of system." Under the guarantee, season-ticket holders "will receive a 10 percent increase in credit toward a future season-ticket purchase for each loss after the Preds' ninth." Bouchy offered a similar season-ticket refund promotion in '08 when he was owner of the Arizona Rattlers. The discount "would be 10 percent if Orlando wins nine of its 18 regular-season games, 20 percent if it wins eight, etc." However, for the season-long guarantee to succeed, Bouchy "needs season-ticket holders to come back." Season tickets to Preds games "range from $80 to $1,520," and "last season, the team had over 7,000 season-ticket holders." UCF professor Mark Soskin said of the guarentee, "The owners will either eat the loss or sell the team, or the franchise will fold or move." Bouchy in response said, "He just doesn't know sports business at all.'' He added that in the long run the guarantee "will benefit the franchise, because more fans will renew their season tickets at the end of the season" (ORLANDO SENTINEL, 6/23).
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