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Tigers Can Expect an Extra $1M With New Ticket Policy

Thursday, March 27, 2014   (0 Comments)
Crain's Detroit Business (03/04/14) Shea, Bill

The Detroit Tigers should make about an additional $1 million in single-game ticket revenue as the team transitions to dynamic pricing for the current season, according to industry insiders. Single-game tickets have been on sale since March 1, and dynamic pricing allows ticket costs to change on a weekly, daily, or even hourly basis. Teams can fluctuate single-game ticket prices in real time with dynamic pricing, with prices set manually by the team or automatically by the software. Among the metrics the software factors in are team records, projected weather, seat location, historic demand, resale market prices, pitching matchups, and remaining inventory, while scarcity drives up prices, QCue is supplying dynamic pricing software to two-thirds of Major League Baseball's teams, including the Tigers. QCue CEO Barry Kahn notes that revenue gains facilitated by dynamic pricing are typically in the double digits, with $1 million to $1.5 million being a common boost for teams. "The Tigers have a couple of options in how they use the system," Kahn says. "They can view those as recommendations and log onto the system and choose how frequently, and if and when to push that pricing, or they can automate those prices." SeatGeek analyst Connor Gregoire says although dynamic pricing can boost attendance to less popular games, "it's the high-demand games with higher ticket prices that make the real difference."

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