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Sharks Raise Ticket Prices, Move Up Renewal Date For Season-Ticket Holders

The Sharks have "set a March 12 deadline for season-ticket renewals -- much earlier than the traditional late May or early June deadline" -- and have also "raised ticket prices," according to David Pollak of the SAN JOSE MERCURY NEWS. With 18 price categories, "increases range" from 3.7% for one upper-bowl area to 8.2% "for a handful of seats along the glass that don't have club access." The changes also include a "$16 hike for seats right on the glass to $2 or $3 for most upper bowl locations." The Sharks "acknowledge they have heard from unhappy customers." Sharks COO John Tortora said that fans "have accepted that the price increases are tied more to the costs of operating the team -- energy, travel, building maintenance" -- than the team's record. He added that those costs "have gone up since the last ticket price increase two years ago even though player payroll has gone down." However, season-ticket holders who renew by March 12 "no longer must pay far in advance for first-round playoff tickets, eliminating the hassle of getting credits or refunds for games that are never played." Instead, it will be a "pay-as-they-play system that means no money is tied up in advance." The March 12 payment is 10% of the "total cost" of '16 season tickets, not the 20% "previously due as first payment." Tortora said that the decision to move the renewal date to March "brings the Sharks in line with 27 other NHL teams that now do the same." He added that the previous time frame "caused problems, most notably because the sales department didn't know early enough how many seats it would need to sell for next season." Tortora: "This will allow us greater time during the latter part of the spring and offseason to sell more season-ticket packages, more SharkPaks and more individual game tickets" (SAN JOSE MERCURY NEWS, 3/5).

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