SBD/July 25, 2013/Colleges

Stanford Devises "Predictable" Dynamic Pricing Model For '13 Football Season

Fans without season tickets who plan to attend Stanford Univ. home football games "will pay more on the day single-game tickets go on sale than those will pay to buy the same tickets a week later," according to Darren Rovell of ESPN.com. Stanford said that its idea "is something new: predictable dynamic pricing." The school's model is predictable because it "will tell fans in advance how ticket prices will change by the day." The model was "devised by" Stanford Business Strategy Analyst Dave Sertich. Tickets to Stanford's Nov. 30 home game against Notre Dame "will cost $140 apiece" from Aug. 1-4, before the ticket price "drops to $125 on Aug. 5, $110 on Aug. 8 and $95 on Aug. 12." Should there be any remaining tickets by Aug. 15, Stanford will "sell the seats for what it determines to be market price." Stanford Communications Dir Kurt Svoboda "cautions that the school has 1,000 or fewer seats to sell for these marquee games." He added, "The initial price for these games is the mean price on the secondary market." Rovell noted Stanford's system "rewards fans willing to pay more to get first access to the tickets" (ESPN.com, 7/24). The AP noted Stanford on Tuesday announced that it "has sold out of season tickets for the first time in school history." The school said that it "capped season tickets at a record 33,000 sold." The number of tickets taken "rises to 38,000 when including the student section at 50,000-seat Stanford Stadium" (AP, 7/23).
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