Indians Introduce Four-Tiered Ticket Pricing System For '09
By Eric Fisher, Staff Writer, SportsBusiness Journal
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Indians To Unveil Four-Tiered
Pricing System For Next Season |
The Indians Friday will introduce a new variable ticket pricing plan for '09 that expands significantly upon its prior pricing structures. The result of more than a year of focus groups and data analysis, the new Indians plan introduces four tiers of pricing for all single-game purchases, up from two this year, and places a heavy emphasis on discounts for early-season and midweek games. A group of 13 "spring super savers" games in April and May cuts prices in the five top seating categories at Progressive Field by 50% from '08 levels, while "spring value" and "summer value" games, encompassing 37 total games, will remain flat in price compared to this year. A fourth group of 31 "prime" games implements price increases of roughly 10%. The Indians, who have seen home attendance fall roughly 3% this season after budgeting for a 10% increase, are also offering two-for-one deals on a block of season tickets in the ballpark's view box area. The Indians assigned pricing categories to each individual game based on a variety of factors including opponent, month of the year, day of the week, and weather -- not unlike the predictive modeling being used by the Braves and other MLB clubs. To that end, the Indians' new program occasionally assigns different pricing categories to games within a single three-game series. "Not every game in an 81-game schedule is created equal," said Indians Senior VP/Sales & Marketing Vic Gregovits. "We've done a great deal of research, looking at several years of attendance data, and we know now that every degree in temperature below 70 means a loss of 300 fans. We know exactly what school letting out for the summer means, what the bump from playing on the weekend means. So we've gone in and put together a system that really gets at that and connects it directly to pricing in a way to provide the most value to our fans."
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