Thoughts On Mets 2012 Ticket Pricing PlanOctober 10, 2011
Last week the Mets held a blogger conference call with Mets Executive Vice President, Business Operations David Howard. On the call each blogger got a chance to ask Mr. Howard a question regarding the recent announcement about the reduction in season ticket plans for 2012. Courtesy of the Amazin Avenue transcript, here is the question that I asked.
Kerel Cooper, On the Black: I was wondering if you could give us some insight into the selection of tickets.com as the technology provider. I know you mentioned earlier that you’re switching providers so I just wanted to get a little more info in terms of the decision-making process there.
DH: Our agreement with [garbled] was up for renewal, and we went out and took bids from the three ticketing service providers approved by MLB Advanced Media. So that was [garbled] and tickets.com and Ticketmaster. We obviously did a competitive bid process, and we assessed the deal on both the financial and technological side of things. Tickets.com is owned by MLB Advanced Media. They have really done a very good job of the new iteration, which is called Pro Venue. It is closely tailored for MLB teams.
It is now the third season that that system will be in place. It has largely performed well, they’ve worked out the bugs. We felt this was a good time to migrate to Pro Venue. There are advantages to being partners with tickets.com because of the co-ownership relationship with MLB Advanced Media. They gave us a great overall competitive bid, but the technological advances were also very attractive. It was because of tickets.com and their partnership with QCue that we were able to go into the dynamic pricing mode for next year. It was obviously a number of factors, but those were the principle considerations.
Watch the video below to hear my thoughts on the new ticket pricing.
Entire Press Release:
FLUSHING, N.Y., October 4, 2011 – The New York Mets today announced they have rescaled ticket pricing at Citi Field, leading to lower prices for the majority of Season Ticket Holders for 2012. No Season Ticket Holder will see an increase in their invoice for next season. Season Ticket Holders will also receive new early renewal incentives and season-long benefits.
The majority of Season Ticket Holders will pay less for their seats in 2012:
· 80% of seats will have a reduction of approximately 5% or greater
· 57% of seats will have a reduction of 10% or greater
· 35% will have a cut of 20% or more
· 18% will have a drop of 30% or more
· More than 15,000 seats will cost less than $25 per game
Some of the deepest Season Ticket Holder price reductions are in the following seating categories: Caesars Silver (39%); Caesars Gold (34%); Promenade Outfield (33%); Promenade Box (30%); and Promenade Gold (30%).
The Mets have consolidated or expanded seating categories throughout the ballpark, which allows many Season Ticket Holders the opportunity to upgrade their locations at no extra cost.
Season Ticket Holders who renew and pay in full by November 7, 2011, will receive admission to four exclusive events with unprecedented access to Mets players and front-office staff, including batting practice at Citi Field and an autograph session with Mets players.
The Amazin’ Mets Perks program will expand in 2012 with new benefits and exclusive experiences. Fans must pay in full or select a three-month or six-month payment plan by November 7, 2011 to be eligible for Amazin’ Mets Perks.
The Mets will hold their first ever “Select-A-Seat” event Thursday, November 17 through Saturday, November 19 at Citi Field, providing Season Ticket Holders with the opportunity to upgrade their locations with their dedicated Account Service Executive, based on seniority.
All Season Ticket Holders – regardless of seat location – will have access to the Caesars Club, Acela Club and Promenade Club.
The Champions Club will become a members-only, all-inclusive area. Members will have access to some of the best seats at the ballpark with premium food and non-alcoholic beverage options at no additional cost.
Special Season Tickets for Less Than $1,000
The Mets will introduce a limited number of Full-Season Tickets for only $12 per seat, per game, or $972 for the entire season. The limit is six seats per account.
The Mets will introduce dynamic pricing for 2012 single game tickets. The face value of single game tickets will initially be offered in March 2012 at prices at or below 2011 prices. As time progresses, those prices may be adjusted on a real-time basis, either upwards or downwards, based on market demand. The ability for the Mets to adjust prices throughout the season will provide all fans with a variety of pricing options.
However, the Mets will not price single game tickets in Season Ticket Holder areas below the Season Ticket Holder discounted prices.
The dynamic pricing system will be powered by Qcue, Inc., which provides dynamic pricing for live entertainment and sports teams including the Arizona Diamondbacks, Chicago White Sox, Oakland Athletics, San Francisco Giants and St. Louis Cardinals. In addition, Qcue works with clubs in the National Basketball Association and National Hockey League.
The Mets also announced they have selected Tickets.com Inc., the global leader of integrated, high-performance ticketing solutions, as their ticketing technology provider using the company’s ProVenue® platform.
Complete Season Ticket Holder information is available at Mets.com or by calling (718) 507-TIXX. The Mets will release information on Ticket Plans and Packs in the coming weeks.