HOLDING STEADY: NHL ticket prices skating along
Average ticket price up 5.1 percent to $49.66; Total FCI rises 5.5 percent to $288.23
NORTHBROOK, Ill. _ Hockey fans across North American are enjoying the NHL’s resurgence, and in many places, they’re paying the price. Three years after reporting the biggest league-wide Fan Cost Index (FCI) decrease in the survey’s history, the NHL’s prices continue to rise.
Team Marketing Report’s exclusive study found that, on average, 2008-09 season ticket prices rose 5.1 percent to $49.66, while the average FCI increased 5.5 percent to $288.23 (see attachment for full list).
The Toronto Maple Leafs have the most expensive tickets at $76.15 (USD)* and the priciest FCI at $411.30. The Montreal Canadiens are second in both categories at $64.26 and $361.25, respectively. Fellow Original Six teams, the Boston Bruins and New York Rangers, are third and fourth in FCI rankings at $352.60 and $348.84.
According to TMR research, the Rangers have the most-expensive average premium ticket at $254.98. The
league average (which generally includes any seat with added amenities, but not luxury suites) is $113.44.
The FCI gives a representative look at the cost of taking a family of four to a hockey game. It comprises the price of four tickets, two small draft beers, four small soft drinks, four regular-sized hot dogs, parking for one car, two game programs and two adult-sized caps.
Stanley Cup champion Detroit reported a 15 percent price increase, with its average ticket costing $46.60. The Red Wings’ FCI is still under the league average at $279.40. Runner-up Pittsburgh has bumped tickets up 9.9 percent to $51.45, with an FCI of $276.30. Last year the newly-resurgent Penguins reported a 27.9 percent jump.
The Red Wings’ increase is comparable to the one reported last season by 2007 Stanley Cup champion Anaheim. The Ducks had an 11.5 percent jump after winning the Cup. This year, tickets are up 7 percent at the Honda Center, to $43.50. The 2007 runner-up Ottawa Senators reported a 4.4 percent jump last year and a 5.1 increase this season ($48.82).
The Chicago Blackhawks reported the biggest increase, and it’s not a surprise. The Original Six franchise has remade itself in the past year, after the passing of longtime owner William W. Wirtz. Now run by his son Rocky Wirtz and team President John McDonough, the Blackhawks had a season-ticket increase of more than 300 percent, or around 10,000 plans in a year’s time.
According to TMR’s formula, and using retroactive price changes, the Blackhawks’ average ticket went up 28.4 percent, or about $11, to $52.22 (Last year’s listed price was inaccurate, as the team did not participate in the survey. TMR re-adjusted the 2007-08 prices.).
Chicago is one of only five teams to show double-digit ticket increases. Along with Detroit, Buffalo bumped prices up 11.9 percent to $36.43, Carolina 10 percent to $38.38 and St. Louis 17.5 percent to $29.94.
The Blues saw some success with their one-week-only “Name Your Price” promotion, which ended Oct. 5. The Blues have added an “all you can eat” food and beverage service to their premium tickets, which has increased sales two-fold.
The NHL’s popularity continues to build. For the second straight season 10 teams had an average attendance of at least 100 percent of listed capacity. Montreal was the top team, in terms of attendance, out-drawing second-place Buffalo, which like its NFL peers, the Bills, continues to be a bargain.
Conversely, the Bruins, with the third-highest price this season at $61.40 (up 8.8 percent), had the fifth-worst attendance last season, at 15,384.
Four teams reported average price decreases. While Toronto (-0.8 percent) and Phoenix (-0.7 percent) were essentially static, the New Jersey Devils (-15.7) and Tampa Bay Lightning (-3.5) show more substantial declines. A spokesperson for the Devils said their decreases were partly due to seat section restructuring, as well as in response to a flagging economy.
Nearly every team offers some kind of family deal for their fans. For example, the Atlanta Thrashers ($48.51 and $262.48) noted they have 10 Family Nights, three half-price Kids’ Nights and several half-price college and military nights.
*(The U.S. dollar has a seen a resurgence since last year’s survey, when it was worth a little less than the Canadian dollar. For the 2008-09 FCI, TMR used an exchange rate of $1CAD=$.871. TMR retroactively adjusts previous years’ exchange rates to match the current ones, which explain conflicting prices from year to year, and a fairly significant decrease in last year’s listed averages. TMR used an updated average for 2007-08 figures to determine the percentage change in this current survey. The league-wide figures used were $47.26 for average ticket price and $273.21 for FCI.)
