SBD/February 10, 2014/Franchises

Vikings' PSL Progam For New Stadium Will Require Licenses For About 80% Of Seats

Abouut 50,000 seats in the new stadium require the one-time purchase of a PSL
The Vikings on Friday unveiled PSL pricing details for the team's new $975M stadium, with figures "largely in line with the parameters they announced in October," according to Doug Belden of the ST. PAUL PIONEER PRESS. The stadium will have 65,400 seats, including 3,400 in suites. Of the 62,000 remaining seats, about 50,000 "require the one-time purchase of a seat license -- which the team refers to as a 'stadium builder's license,' or SBL -- in order to buy a season ticket for that seat." At $125M, the Vikings' ticket program "falls in the middle of the pack" among NFL teams. Vikings VP/Sales & Marketing and CMO Steve LaCroix said, "It's just the reality of building a new stadium in today's times, and the cost to do so." Belden noted the license fees "range from $9,500 for the $400 seats -- which come with access to a field-level club attached to the team's locker room -- to $500 for the $50 seats way up high." Even "higher up, behind the $50 seats, are about 12,000 seats that can be purchased without buying a seat license." Not counting suites, about 80% of the seats in the new stadium "will require a license to buy." The team said that the average seat license "will be about $2,500." The license will not include "access to other events held on non-game days." The Vikings have "hired Van Wagner Sports & Entertainment to handle the sales work" (ST. PAUL PIONEER PRESS, 2/8). In Minneapolis, Rochelle Olson noted the Vikings "will offer payment plans, including one that gives buyers eight years to pay for the licenses." Once paid, the license holder "will retain seat rights throughout the team’s 30-year lease -- provided they keep buying season tickets." The licenses "will be transferrable, so that those who buy them also can sell them" (Minneapolis STAR TRIBUNE, 2/8).

LONDON BOUND AGAIN? In St. Paul, Charley Walters reported it appears the Vikings "will be headed back to Wembley Stadium for another regular-season game." But it "isn't known whom the Vikings would play in London in 2015 or which team would be the home team" (ST. PAUL PIONEER PRESS, 2/8).
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