The Australian Open "will employ a new variable pricing structure from next year, a move that will see fans paying more to watch popular matches," according to THE AGE. Spectators "will now be able to buy tickets in three price categories for matches at Rod Laver Arena and Margaret Court Arena, with prices to be set according to demand for each session." The average ticket price will increase 5% "across all three categories for matches on Rod Laver Arena." The cost of a ground pass, "which gives spectators access to Hisense Arena and the other outside courts, will stay the same" (THE AGE, 8/3). In Melbourne, Peter Rolfe wrote the Australian Football League was heavily criticized "when it introduced variable pricing last season with fans unhappy prices changed for seats depending on the perceived popularity of a match." But Tennis Australia said that "some seats will be cheaper and individual tickets to high-demand matches will go to the general public rather than corporates for the first time." Centre Court prices will range from A$75 ($54) for a category-three seat to A$610 ($443) for category one under the new system (HERALD SUN, 8/2). XINHUA reported Australian Open organizers announced on Monday that they have slashed ticket prices to the '16 women's final by 32%, "in response to fan feedback after this year's tournament." The decision was announced by Tennis Australia Commercial Dir Richard Heaselgrave in a statement on Monday, "with the cheapest seat to see the women's final" now costing $70 less than the '15 equivalent. Fans "who felt they were short-changed attending the women's decider" will now pay as little as $142 to attend the '16 final, down from $212. Fans felt that they were not getting value for money attending women's finals, "which last year went for just one hour and 51 minutes compared with the men's match which was three hours and 39 minutes" (XINHUA, 8/3).
