The fact that sports ticket prices are completely out of hand is far from a new revelation, and my favorite club in any sport, the New York Yankees, falls among the worst offenders, possibly even occupying the top spot.
Empty seats, especially in the premium sections, have become the norm, no matter how big the game, or how nice the weather. And as clueless as management at some of these teams can be, they are trying to remedy the problem. But are they trying hard enough?
I became a Yankees season-ticket holder (half-season through 2008, full season for 2009 and 2010) in 1997, and I gave my seats up after the 2010 season (click the link for the long list of reasons why). The Yankees have managed to treat me better as a former ticket holder than when I actually had the account active.
I have received several calls over the past few months from the Yankees ticket office, gauging my interest in rejoining the fold for the 2013 season. I am actually surprised that the club is putting that much effort into cases like mine. When I go to Dunkin’ Donuts, I usually drop the coins I receive as change into the tip jar. The $4,000 or so that my season tickets cost means less to the Yankees than those coins mean to me.
I don’t even bother answering anymore because, in all fairness to the Yankees, I am in no position to commit to tickets of any sort, and many of the factors have nothing to do with the team or its pricing. We are moving, which would make attending weeknight games virtually impossible, and our family expanded, which completely changes the priorities of our budget.
But the few times I did make last-ditch attempts to keep some kind of ticket plan, the seats they were willing to offer me at a reasonable price were pure crap. I may have tried to plead my case with Mrs. 9 if I could have gotten something in the first few rows of the 400 level, in the infield, but when I was offered high rows in the outfield, my response was, “Dude, I have a 50-inch TV. Why would I sit all the way up there?”
And it’s not just the Yankees: A good friend Is part of a group that splits premium (and I do mean premium) Mets tickets, and the Mets actually lowered their prices significantly. Still, the skeptic in me wonders: If the Mets had been a playoff team in any of the three seasons since moving to Citi Field, would they have extended that offer? My gut says no.
Another good friend stopped by tables that the New York Giants and New York Jets set up at an event, and he received the big-time hard sell from both teams. When they asked,” What’s it going to take to get you in these seats?” sounding like desperate used-car salesmen, his response was, “Drop the PSL.” Naturally, they refused.
For years, the only way to get Giants season tickets was to put your name on a waiting list and wait several years (my name was on one prior to the new stadium opening, and I was told to expect a 15- to 20-year wait). I find it almost laughable that I could pick up the phone today and become a season ticket holder if I wanted to, but that would require an investment beyond my means, especially when I don’t root for the team.
For those not in the know, PSL stands for “personal seat license,” which is the biggest scam in the sports ticketing industry. A PSL basically forces fans to pay a large lump sum of money, simply for the right to shell out more money for the actual tickets.
Some PSLs offer owners the right to purchase their seats for other events (concerts, other sports), but the Giants and Jets can’t even do that. When Bruce Springsteen plays MetLife Stadium, who gets the seat: The Giants fan, or the Jets fan? Those teams’ PSL holders receive perks, such as early access to ticket sales, but is that enough?
One of the most irritating things about PSLs is that teams pitch them to fans as investment opportunities, touting how much the fans can profit if they resell the PSLs. I realize running a sports team is running a business, but being a sports fan is an entirely different story. If someone is enough of a fan of the team to consider forking over several thousand dollars per seat for PSLs, selling those rights is the furthest thing from their minds.
Back on topic: It’s obvious that teams are recognizing the fact that the prices they are trying to charge in an economy that is still scuffling are completely out of hand, leading to the large pockets of empty seats in very visible locations (field level behind home plate for baseball, field level between the 40-yard-lines for football), but are they doing enough about it? My experience Saturday, which prompted me to write this blog post, suggests otherwise.
A friend from college was nice enough to give me two tickets to Saturday afternoon’s Yankees game against the Los Angeles Angels of Anaheim, and we took 0.9 to his first-ever Yankees game. They were fun seats, especially since I usually sit upstairs: section 117a (field level, behind the Yankees dugout), row 30.
However, when I looked at the ticket price, my jaw dropped. The face value of the tickets was $275 apiece. I am not by any means trying to sound ungrateful for the tickets, and I was happy to learn that my friend received them as a gift, so he didn’t shell out that ungodly sum of money for them, but seriously?
First of all, they were technically field level seats, but they were nowhere near the field. As I said, they were in row 30, but the Legends Suite seats are in front of the field level seats, so they were really about 40 rows up.
Second, they were in the back row, and the condiments station was directly behind us. I joked about getting something spilled on me when we first got there, and somebody with an $11.50 cup of Miller Lite soon obliged.
Third, the section to our right had a handicapped seating area in place of rows 26-30. I am all for ballparks having as much handicapped access and seating as possible, and I applaud the existence of this seating area, and all of the others in the ballpark. However, because of the location of this particular handicapped seating area, I could not see anything hit down the right field line.
Charging $275 for those tickets is beyond criminal. I would have been irate if I actually paid that silly price to sit there. And despite the beautiful weather and excellent opponent, there were plenty of empty seats around us.
Also, I have no way to prove this, but if you look at StubHub, there are usually thousands of tickets available for every game. In the case of Saturday’s game, there were more than 2,400 available on the morning of the game. Yet, despite the fact that StubHub users can assign any price they wish to their tickets, there are often large groups of listings at the exact same price, all for seats in sections like 117a, and all from a handful of user names. So, either a few people are rich enough to own several-hundred field level season tickets apiece, or the Yankees are flooding the secondary market with tickets they can’t sell. You decide. I already have.
Sports teams have a choice: Either take a serious look at your pricing policies, or continue to see more and more empty seats. But despite recent economic struggles, the teams’ management remains far too arrogant, for the most part, to admit that the current structure is out of hand. It will be interesting to see if this ever changes.