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Volume 27 No. 5
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Colts Raise Season-Ticket Prices For First Time In Four Years

The Colts are raising season-ticket prices for the first time in four years, but team Chief Sales & Marketing Officer Roger VanDerSnick says it is a more nuanced approach made possible by better data. VanDerSnick said across the board, the net result is a 2.5% price hike for '20, but two-thirds of the seats have either stayed flat or gone down in price for '20. Only a third has gone up: Lower-bowl seats with the best sight lines. With full visibility into the secondary market via the NFL's '17 open-platform deal with Ticketmaster, the team's three-person analytics team could see that the best seats at Lucas Oil Stadium were substantially underpriced. They'll boost ticket revenue while keeping the majority of tickets at the status quo or cheaper, and also go to market with a wider range of price points, VanDerSnick said.