SBD/July 1, 2013/Colleges

Michigan Moving To Dynamic Pricing For Single-Game Football Tickets

The Univ. of Michigan will "move to dynamic pricing for its single-game football tickets sales this fall, a move that could result in elevated costs for attending more home games," according to Kyle Austin of ANNARBOR.com. UM said that a computer program will be "implemented to determine prices based on their current market value." Also to be taken into account are "team performance, visiting team performance, weather, inventory and more." Ticket prices will "change over time, but will not move below their original $65 face value." Season-ticket prices will "not be subject to the system." UM is "one of the first college sports programs to adopt the model" (ANNARBOR.com, 6/28). ESPN.com's Michael Rothstein wrote while UM "won't be the first school to move toward a dynamic ticketing model, it might be the most high profile." Cal started using QCue -- the "same company Michigan hired -- last season." So has Georgetown basketball. South Florida and Washington "have used another dynamic ticketing company, Digonex, to experiment." UM CMO Hunter Lochmann said, "Dynamic pricing is a practice that has been widely used throughout the travel industry and is quickly becoming the standard across sports and entertainment organizations." Lochmann has "familiarity with this type of ticket pricing." Before UM he was Knicks VP/Marketing (ESPN.com, 6/28).

'13 DYNAMIC TICKET PRICING FORECAST FOR UNIV. OF MICHIGAN
OPPONENT
SEASON-
TICKET PRICE
TICKET
PACK PRICE
EXPECTED INITIAL
DYNAMIC PRICE (ENDZONE)*
AVG. SECONDARY
MARKET (ENDZONE)**
Central Michigan
$65
$75
$70
$78
Notre Dame
$65
N/A
$195
$328
Akron
$65
$75
$65
$65
Minnesota
$65
$75
$85
$85
Indiana
$65
$75
$85
$130
Nebraska
$65
$95
$110
$127
Ohio State
$65
$95
$175
$269
 

NOTES: * = Subject to change as the on-sale date nears based on market factors. The listed price was determined through quantitative and qualitative findings within UM Athletics and QCue. ** = Based off an aggregate number of secondary market ticketing sites. Current averages as of June 26.
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