Archive for May, 2009
How are the experiments with dynamic pricing going at the ballpark?
“The Giants’ dynamic pricing experiment affects 2,000 of the 41,000 seats at the stadium. The team chose four sections in the upper deck in left field with 1,200 seats and three sections in the left-field bleachers that typically are among the last to sell. No season tickets were sold there.“
“Because the seats often went empty, the team felt that cutting prices to as low as $5 could entice more fans to sit there. … Fans at AT&T Park spend on average $22 a game on food and merchandise.“
“Through the first 17 home games, sales of dynamically priced tickets rose 20 percent, compared with sales in those sections during the same period last year. That works out to about 500 extra tickets a game.“
“But it is unclear whether cheaper tickets alone helped boost sales, or whether the team’s improved performance and the mix of competitors, including the rival Dodgers, were responsible.”
In February 2008, the Giants mooted introducing “dynamic pricing” for the 2009i season at the 500 bleacher seats and 1,500 view-reserve seats at AT&T Park. Prices will fluctuate between $8 and $40, depending on a game’s expected popularity.
The software by qcue “will regularly recalculate ticket prices by analyzing variables that affect demand, such as the day the game is played, the weather, the starting pitchers, whether bobbleheads will be handed out, the team the Giants are opposing and whether the Giants or their opponent are on winning or losing streaks or in playoff contention,“
Excuse me while I catch my breath …
“For travel, sports, music ticketing services — there is no better address,” says www.domainconsultant.com analyst Mike Fiol. “It means instant market share into the massive ticket industry. What is that worth?“
Yes ‘instant market share’ …
A couple of things spring to mind, ticket.com ain’t as exciting as tickets.com, afterall who wants to go anywhere on their own
But the main issue is that a ticket is purely a means to an end, i.e. it is secondary to the primary purpose of the purchase. There is no demand for tickets per se, only a demand for a show, concert, trip etc that the ticket is a license for entry.
Let alone the fact that there are already no tickets for air flights anymore, they are all e-tickets.