Ticket prices

RANDY SPORTAK -- Sun Media

, Last Updated: 1:58 PM ET

According to Team Marketing Report, the average ticket to a Flames game this past season was US$60.09, converted at a rate of C$1 equal to US$1.002, a 14.1% increase. The NHL average was $48.72 (a 7.7% increase).

Back in 2003-04, the average Flames ticket was $36.46, below the NHL average of $44.22. The increased value in the Canadian dollar has impacted the cost of tickets, but prices have increased as the building has been filled for every game since the playoff run of 2004.

As with the ESPN article, King won't verify or dismiss the charts.

It's worth noting the Flames' payroll was near the salary cap of US$50.3 million.

"We're not in the business of advertising or charting our price increases. In the same way General Motors doesn't have a chart that says 'Since 1957 to now, prices have gone from this much to this much.'

"What we have always attempted to do with our pricing is balance the market we're in, the demand for tickets we have, and a level of fairness. I believe we could charge more for the tickets we have than we do. I believe the black market -- the scalping market -- takes $5 million to $10 million over what we charge for tickets. Some might argue that means we're charging $5 million to $10 million less than what we could get, but I'm not sure that's true.

"We take great pains to keep attractive priced ticket levels in all areas, particularly in the Sport Chek Zone and upper levels. We know, because of scalping and because of people who have offered to buy them for season-ticket prices much more than we sell them for, we could get more.

"That's our philosophy, broad and fair distribution of the tickets, trying to be fair to the market, trying to understand the market you're in and the demand you have for tickets, and be fair to ourselves.

"The balance on that is we have two credible commitments when we have a full building. We're committed to our team, and you can testify to that in terms of our payroll, and we are committed to our community, and I think you can testify to that based on our historical philanthropic posturing, our existing philanthropic posturing and you will be very impressed with our soon-to-be announced philanthropic posturing. That is where we are strategically on our tickets."

Currently, there is a waiting list for season tickets -- called the Hot House.

For $100 annually, fans are in the queue for season tickets and receive priority access to ducats before they are sold to the general public, discounts on merchandise, and vouchers for Hitmen tickets, among other benefits.


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