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Analytics and the NHL’s Ticket Sales

From Eric Fisher at Sports Business Journal:

Upper-deck seating at most arenas, including the Capitals’ home, Verizon Center, has long been more of a value-oriented product, a place to put fans who just want to be in the building, weren’t concerned about status, or didn’t necessarily have entertaining needs for business clients.

But Van Stone, looking at detailed demographic and income information on his fan base, found that a large amount of Capitals ticket buyers in the upper seating bowl held six-figure incomes. Furthermore, they were also among some of the team’s most ardent fans, as shown by a variety of additional measures such as merchandise and secondary market ticket purchases, team website visits, survey participation and other indices.

With fan interest in the Capitals also peaking, thanks to the continued ascendancy of star forward Alex Ovechkin and a series of high-seed playoff appearances, Van Stone and Monumental used that data to devise a new price structure in which upper-deck seats that previously sold for $14 each on a full-season basis nearly doubled to $27 each.

read on —the article extends beyond the Caps to a look at other sports teams’ ticket sales as well, and how demographic data is being used to sell to fans.

Filed in: NHL Teams, Washington Capitals, NHL Talk, NHL Business of Hockey, | KK Hockey | Permalink



This article is scary, from now on I will buy tickets with cash.

Posted by Devils In The Details on 05/27/11 at 07:09 PM ET

John W.'s avatar

So, basically the Caps found out that some of their most die hard fans liked buying cheap tickets, so they decided to screw said die hard fans by raising ticket prices of those cheap seats?  Ooooooooookay.

Posted by John W. from a bubble wrap cocoon on 05/27/11 at 08:33 PM ET

Luongo-is-my-hero's avatar

they are so frickin cheap anyways, even after doubling up.  14 bucks vs 73 bucks in vancouver with a 5 year waitlist.

Posted by Luongo-is-my-hero on 05/27/11 at 11:46 PM ET

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Paul Kukla founded Kukla’s Korner in 2005 and the site has since become the must-read site on the ‘net for all the latest happenings around the NHL.

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