The secondary ticket market is impacting some teams’ ability to sell single-game tickets, but other clubs credit the inexpensive tickets that fans have found on sites like StubHub as a way to build back an eroded fan base. This according to panelists at the second annual SBJ/SBD Ticketing Symposium, which wrapped up yesterday in Miami ahead of today's start of the Sports Facilities & Franchises Conference.
Angels VP/Marketing & Ticket Sales Robert Alvarado said the offseason signings of 1B Albert Pujols and P C.J. Wilson “had a significant impact” on season-ticket sales, and group ticket sales and suites renewals were “fantastic.” However, the team has seen a 30% drop in single-game ticket sales, while ticket sales on secondary markets are up 50%. Alvarado noted there is a “cannibalization” going on in regards to secondary tickets. He said, “It’s real, we’re dealing with it, and it’s something that we’re going to have to address.”
Two NBA teams shared some various opinions about the secondary market. T’Wolves Senior VP/Tickets & Premium Seating Ryan Tanke noted the team saw an increase in interest this year, but added, “What was happening on the secondary market was amazing. We were having 3,000 tickets a game on average being posted.” The Pacers are taking a long-view approach. Pacers Sports & Entertainment Senior VP and Chief Sales & Marketing Officer Todd Taylor said, “Right now we are trying to rebuild our fan base. If somebody bought a $0.77 ticket off StubHub and comes to our game, hopefully he becomes a fan.”
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