The Giants have initiated this year a value priced scheme for season tickets. They have been doing some of this with public sale for a few years now, but this is the first for season tickets. Value pricing is the idea that a weekend Dodger game (or Red Sox this year in interleague) should be a higher price than a mid-week Nationals game for the same seat, etc.
Traditionally, tickets have been priced the same for all games, based on seat location and level of amenity. Back when I first started attending Giants games at Candlestick regularly (1981), box seats were $6, reserved $5 and bleachers $1 (going up to $2 the following year). There were only three price categories. What I always thought strange, was that box seats in the upper deck in center field were the same price as box seats in the front row behind home plate. Most teams today have made many adjustments to seat prices, depending on location.
What the Giants have done is to create four categories of prices, but totalling up over the entire season, the total cost for season tickets remains the same. They are priced roughly 72%, 91%, 115% and 164% of last year's prices. There are more cheaper games than pricier games. This all makes sense from a marketing standpoint, because the Dodgers and Red Sox games will still sell out, while Nationals games (and other lesser draws) should gain higher attendance due to lower prices. And, those dreaded exhibition games the weekend before Opening Day are now far less!
There are three categories of comparables for which tickets vary in value: team played, weekday vs. weekend games, and mid-summer vs. spring and early fall. So, Rockies games in July will be more than Rockies games in April, etc., but Dodger games in April will be more than Rockies games in July. A Thursday night game of a four game series will be less than the Saturday and Sunday games.
I'm hoping this will allow us to sell our tickets in a better way, but there are other problems that have arisen. More on that in another post.
See Part 2