thestar.com
More than just the line-up on the floor is new at Raptors games this season.
Tickets for about 1,300 seats to every home game will be part of a trial of so-called dynamic pricing, which is bringing the laws of supply and demand to an increasing number of arenas and stadiums across North America.
Under the scheme, casual fans looking for seats to individual games — as opposed to season-ticket holders — will have the option of shopping online for their tickets just as they might for airline tickets, hotel rooms or music.
“In those areas where you’re not selling out as much, whether it’s a game or a certain section in the building, it’s better for everyone to have a full building,” said Beth Robertson, senior vice president of ticket sales and service with Maple Leaf Sports & Entertainment, which owns the Air Canada Centre as well as the Raptors, Leafs, Marlies and Toronto FC.
It has no impact on season-ticket holders, who still get the best price.
Difference prices for the same seat for different games is nothing new. So-called “premium pricing” has long existed with high-demand teams — such as the New York Yankees and Boston Red Sox at Rogers Centre, Raptor tilts versus the L.A. Lakers and, this year, the Miami Heat — and on weekends.
But those prices are set before the season starts and don’t change.
But with dynamic pricing, which employs an algorithmic computer program, seats in four sections in each of the upper and lower bowls at the Raptors 41 home games, will vary. Fans can go onto the Ticketmaster website today and select seats in those areas and purchase them for the current price.
However, if fans don’t like the price, think it will fall between now and game time because of lower demand or if they have flexibility in their schedules to choose another game, they can wait and check back later.
Robertson said MLSE will probably update prices once a week.
If tickets are not being sold in those sections for some games, then prices may fall. Alternatively, if a star player gets traded to a team, then the price may rise. Injuries, hot streaks and other factors also influence the cost.
Robertson said the scheme is “still very much in test mode” so it’s too early to when, or even if, dynamic pricing will expand to other MLSE teams.
While a handful of teams in most other North American sports leagues are using or testing dynamic pricing, baseball’s San Francisco Giants are considered the trend-setters, selling seats throughout their ballpark that way.
3 comments:
I like this idea. Everything is done through the internet these days. Whynot buy basketball tickets online? Its more convienent for anyone with a computer.
Great idea! I think that is the organization adapting to the external environment, and why wouldn't they lower the prices? either they lower the price or dont sell it. I think more teams should do it!
Shea N
This is a good idea. People are spending more time in front on a computer screen comsuming sports and shopping online so why not shopping for tickets. other teams are doing this and has had success selling tickets throught the internet. It is easy to view which sections are available when you are looking for single game tickets. Causual fans get a chance to experience a sporting even without have to buy bundles or season tickets.
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