SBD/July 23, 2013/Franchises

Stars Introduce Variable, Dynamic Ticket Pricing To Help Drive Interest Among Fans

The Stars this season will "incorporate a new pricing plan that will feature both 'variable pricing' and 'dynamic pricing,'" according to Mike Heika of the DALLAS MORNING NEWS. Variable pricing means games will be "slated as either 'value' games, 'standard' games or 'premium' games, and will be priced as such on expected ticket demand." Stars President & CEO Jim Lites said that the new format is "being introduced to help drive fans to buy full- or partial-season ticket packages, as well as to offer the greatest value and pricing to fans who commit to a package of games." Lites said that the management team has "discussed pricing options since owner Tom Gaglardi took over" in November of '11. Lites added that the team "couldn’t change the pricing in 2011-12, and that officials were hesitant to make any changes last summer with the threat of a lockout looming." However, with the team "spending more money this off-season, the pricing change makes sense." Lites said that the team will "offer four different nine-game packages that each include five premium games." The Stars "used to have a season ticket base of 15,000 in their heyday, and that base shriveled to less than 5,000 in recent years." Lites said that one of his "missions is to get the season-ticket base back up" (, 7/19).
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