Jaguars Create Five New Luxury Seating Options In Effort To Increase Local Revenue
The Jaguars are using the renovation of EverBank Field "to create the five new seating options," with the highest-priced at "$350 a ticket, including food and beverage," according to Vito Stellino of the FLORIDA TIMES-UNION. The team is "installing 172 field seats," priced at $350 per game, and "taking out club seats and installing" 21 kickoff club tables, also $350. The Jaguars will "have 300 cabana seats with lounge furniture near the new wading pool in the north end zone" priced at $250 per game. Elsewhere, 14 party cabanas, "seating 20 people on the second level above the pool," will cost $175 per game, or $150 "if purchased on a season ticket basis." There also will be 120 north end zone barstools priced at $150 per game. Jaguars President Mark Lamping said, "The No. 1 thing we have to do to stabilize and create a sustainable franchise in Jacksonville is to grow our local revenue. ... In a very creative way over time, we have to increase our average ticket price." He added "now is not the time" to raise ticket prices across the board. Lamping said that season-ticket renewals are "tracking at the levels team officials were anticipating." He added, "We’re in a small market and that’s not going to change any time soon and we have a relatively transient population and that’s not going to change any time soon. This is not going to be fixed overnight. It took a lot of years to go from No. 2 (in local revenue) to 30th. The path it was on was a very unstable path. That’s why at every turn people were talking about blackouts. Everybody was talking about relocation to Los Angeles. People aren’t talking about that anymore. That’s progress" (FLORIDA TIMES-UNION, 4/3).