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July 11, 2008
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Ticket Prices Soaring For MLB All-Star Game At Yankee Stadium

Tickets for Tuesday's MLB All-Star Game at Yankee Stadium, which range from $150-725, are "at least double" the $75-285 range for last year's game at AT&T Park and are the "most expensive tickets ever" for an MLB All-Star Game, according to Jorge Ortiz in a sports section cover story for USA TODAY. Tickets to Tuesday's game resold on StubHub.com Thursday "were averaging $969." The "lure of New York and the Yankee Stadium lore have been so strong the website has nearly tripled its business" from last year's game. StubHub PR Dir Sean Pate: "It's the (third) biggest-selling event we've ever had, and that's unheard-of for an All-Star Game. ... We haven't seen an All-Star Game approach the top 25." MLB President & COO Bob DuPuy said that All-Star week in N.Y. is costing MLB "triple what it paid" in S.F. last season. DuPuy added that he "expects ticket prices to go down next year" when the Cardinals host the All-Star Game at Busch Stadium. Meanwhile, Ortiz notes MLB FanFest starts today with tickets going for $30 for adults and $25 for kids 2-12. DuPuy noted that "other All-Star related events such as the Red Carpet Parade and a Bon Jovi concert Saturday in Central Park will be free" (USA TODAY, 7/11).

MLB Spends About $500,000 On Team
Branded Statue Of Liberty Replicas
PLANNING FOR THE BIG EVENT: MLB Exec VP/Business Tim Brosnan said of the league's marketing efforts in N.Y. ahead of All-Star Weekend, "We've made a concerted effort to be ubiquitous." MLB has placed small replicas of the Statue of Liberty with different MLB team designs around N.Y. Brosnan would not disclose the total price of MLB's All-Star Weekend effort, but he noted that the "cost of creating and situating the Statues of Liberty was about $500,000." Brosnan: "We've gotten enormous attention from it, more than you'd get by spending a half-million dollars in media." Brosnan said that the "accelerated marketing at recent All-Star Games has been done mainly to excite local markets and juice up their ratings." Brosnan: "The local market is so important to the national rating, and in [N.Y.] that equation is amplified" (N.Y. TIMES, 7/11).

SEATS STILL AVAILABLE: A review of ticket availability Thursday night on the primary market for Monday’s Home Run Derby showed large batches of available seats around Yankee Stadium, even in blocks of 20. The event was believed to have been long sold out, and most Yankees season-ticket holders were required to buy tickets for the entire slate of All-Star events if they wanted to attend any particular event. MLB VP/Business PR Matt Bourne said he was not aware of a new batch of Home Run Derby tickets being released to the public (Eric Fisher, SportsBusiness Journal).

CITY SLICKERS: USA TODAY's Ortiz notes the Yankees next season at their new ballpark will charge up to $2,500 a seat per game, but the team claims that it is "trying to cater to all budgets." Yankees COO Lonn Trost said that about 24,500 seats in the park "won't incur a price increase going into next season" (USA TODAY, 7/11). Meanwhile, in N.Y., Phil Mushnick notes a Mets season ticket holder who paid $33,300 for season tickets this year at Shea Stadium will have to pay $56,700 for tickets next season at the team's new Citi Field if he wants to renew his seats. The fan said, "It's beyond absurd. They want $60,000 from me, yet, on short notice, they're going to keep switching afternoon games to Sunday nights (for ESPN money). Yeah, I'm going [to] head home from a Sunday baseball game after midnight. And pay $700 a game, just for the tickets" (N.Y. POST, 7/11).


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