from Mike Heika of the Dallas Morning News,

The Stars this season will incorporate a new pricing plan that will feature both “variable pricing” and “dynamic pricing.” Variable pricing means games will be slated as either “value” games, “standard” games or “premium” games, and will be priced as such on expected ticket demand.

Dynamic pricing means that on individual game tickets, prices will change depending on when you buy them. For instance, the closer it gets to an event and the closer a game gets to a sellout, the price of the ticket could go up, just as it is with airline tickets.

The new format is being introduced to help drive fans to buy full- or partial-season ticket packages, as well as to offer the greatest value and pricing to fans who commit to a package of games, according to team president and CEO Jim Lites.

continued