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July 3, 2005
Michael Arace
The Columbus Dispatch
In the big picture of the NHL lockout, the fans stood by as negotiations
were bungled and the sport was left to rot. The fans were left without a
voice and their frustration festered. Now that a collective-bargaining
agreement is close, the question looms: How angry is the mob?
"I think the feeling is, 'OK, you've abused us for a year. Now, what are you
going to do to entice us to spend our hard-earned money?' " Jim Boone said.
"We're the ones sitting back with our arms crossed and our feet up. What
have they got for us?"
Boone is president of the NHL Fan Association, an Ottawa-based group that
counts more than 27,000 members. The organization is enough of an entity to
draw the ear of the league office, as well it should. The NHL's greatest
source of revenue is ticket sales.
It follows, then, that if teams are bent on drawing back their tattered
masses, the best way to do it would be through cheaper tickets.
Commissioner Gary Bettman recognized this even before he locked out the
players. At the 2004 All-Star Game, he said, "I believe with the right
economic system, many, many, if not most of our teams, will actually lower
ticket prices. I believe we owe it to our fans to have affordable ticket
prices. . . . More than a majority of our teams would use the opportunity of
economic stability to lower their ticket prices."
These words must be taken with two grains of salt. One, Bettman was in
full-spin as he girded for the lockout. Two, he knows how ticket prices are
determined, and that's through simple supply and demand.
"The buildings that are always full -- places like Toronto, Madison Square
Garden (in New York), Detroit -- I don't think you'll see a lot of
reductions in places like that," Boone said. "But I would estimate that at
least two-thirds of the league will have to be really creative with the
structure of their ticket pricing."
The Toronto Maple Leafs are among a few teams that won't lower ticket
prices. Other teams that have to wrestle apathy as well as anger already
have announced cuts.
The new owners of the Anaheim Mighty Ducks have directed a 5.28 percent
rollback on the prices of most seats; $9.50 will be the lowest price for a
ticket. Pittsburgh Penguins owner Mario Lemieux has said all prices will be
lowered in the Igloo. The Phoenix Coyotes are offering a two-for-one sale to
season ticket-holders.
Most teams will better formulate ticket policy immediately after the
lockout. The Blue Jackets are one such team.
"I'm back in the office Monday, and then we're going to finalize the
policy," president and general manager Doug MacLean said. "Then I'll take
it to (majority owner John H. McConnell)."
Are discounts in the offing?
"We have to look at cuts in corporate revenue, cuts in ticket revenue and
see what makes sense -- but ticket prices will be dropping," MacLean said.
"Our motivation is we want to reward loyalty, so our first priority is to
season ticket-holders. Then we'll look at single-game prices, but I'm not
guaranteeing anything there. When I talk about decreasing ticket prices, at
this point, I'm talking about season tickets."
The Blue Jackets have twice increased ticket prices. The last time they did
it was before the 2003-04 season, the last season played. Their tickets
ranged from $17 for some upper-bowl seats to $71 for select lower-bowl
seats. Some seats on the glass were $138, and club-level seats were $93.
According to Team Marketing Report, a business periodical for the sports
industry, the Blue Jackets in 2003-04 were in the middle of the NHL pack
with an average ticket price of $41.77. (Detroit has the highest average,
$57.11; Carolina the lowest, $31.77; and the league average was $43.57.)
"We may look at certain other areas, such as the $17 ticket on game day, and
make reductions," MacLean said. "Like I said, we'll have the whole picture
in front of us (this week) and we'll make some decisions."
Mike Hoy and his son, Eric, a year out of college, are big Blue Jackets
fans. They may be representative of their kind in Columbus. MacLean and
McConnell have expressed confidence that Nationwide Arena will begin filling
once hockey returns and the Hoys don't doubt it.
"I'm upset," Eric Hoy said, "but the second hockey is back I'll be the
first in the building. But I'm lucky. In my situation, I can afford it,
especially because my father pays for the (season) tickets.
"If I couldn't afford it, I'd want them to do whatever it took to make it
affordable. Where would it help most? In ticket pricing. . . . And if
they're going to cut ticket prices, make it worth it. Anything less than a
$15 to $20 reduction (on a $71 ticket) would be a slap in the face."
Already, information has leaked about potential enticements. The NHL line is
that a "new economic system" will yield a more competitive league. There
are rumblings of a wild free-agent season with high-profile talent up for
grabs. Rules changes, to open up the game, are in the works. But there will
have to be more, said Boone of the fans association.
"The teams know their own hardcore (fan) numbers, but they don't share this
type of information," Boone said. "What I hear from the fans in our
organization is they're going to take out their frustrations on the league,
and on the teams, with their own money.
"I don't think anyone can guess what the impact is going to be, but I know
the madder the fans are, the less they're going to spend in the future. In a
year's time, we should have an idea of how much less."
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