The Business & Pleasure of Sports

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Panthers raise prices for popular opponents

While most Panthers season ticket holders will pay the same as or slightly less than they did this past season for their 2008-09 season tickets, individual game ticket buyers who want to see the league’s most popular teams are being socked with an extra $25 a ticket charge.

That’s up from the $10 per ticket individual game ticket buyers spent last season for games against opponents such as the New York Rangers, Montreal Canadiens and for games that fell on holidays. That’s a 150 percent increase. That means a $17 ticket in the terrace level of BankAtlantic Center will cost $42 for a premium game.

Panthers President Michael Yormark said there was no pushback to the extra $10 fans paid for the “high demand” games last year and so the team is trying to push the value of season tickets even more and “maximize supply and demand.” Interestingly, the team did not publicize the $10 premium last year or put out a ticket pricing press release.

“It’s all about supply and demand. Those are the biggest game on the calendar,” Yormark said. “We saw no price sensitivity last year. We wanted to create more value for our season seat holders. We thought it was very appropriate. Those games sold the best whether it was the Rangers or the day after Thanksgiving.”

Variable pricing – charging higher rates for desirable matchups or weekend games – goes on across sports. And the Panthers are trying to encourage fans to buy season ticket plans – full- or half-season or 13-game plans. The Marlins charge more if you buy your ticket the day of the game and especially if it’s a Saturday. But you get more on Saturdays: the potential for two giveaway items along with postgame fireworks and a concert.

Clearly the idea is to convert casual fans to season ticket buyers. The Panthers sold about 9,500 season tickets last season, Yormark said.

What do you think of the idea of charging so much more for individual game tickets? Will that convince you to buy season tickets? Or go even less?

Categories: Florida Panthers (108), Tickets (126)

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About the author
CRAIG DAVIS In more than 33 years at the Sun Sentinel, Craig Davis has written about a wide variety of sports topics from baseball to yachting, fishing to triathlons, and also worked as a copy editor and page designer. Recently he reported on local sports, including running, swimming, cycling, equestrian and beach volleyball. He enjoys sports as a participant as well as a spectator, is active in the South Florida running scene plays in the curling club at Saveology Iceplex. This blog offers a glimpse at the business side of sports in the interest of enhancing enjoyment of the games and sporting options as a spectator as well as a participant.
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