10/8 2011 ticket prices
Cubs season ticket holders will get a letter this week with the news that overall, the average ticket price will not increase for 2011. However, a new tier of pricing will be added to the current platinum, gold, silver and bronze levels, and will be called the marquee level. The 13 marquee games will have a higher price; the 68 remaining games will see an average 8 percent decrease from 2010 pricing.
The marquee games include Opening Day, April 1 vs. the Pirates; the Interleague series against the Yankees June 17-19, and against the White Sox July 1-3; and the series against the Cardinals, Aug. 19-21. The other three “marquee” games at Wrigley Field are July 16 against the Marlins; July 23
against the Astros; and Aug. 6 against the Reds. Those are all Saturdays; the
other games in those series will not be listed as marquee.
The Cubs evaluated more than 5 million pieces of primary and secondary market ticket data, going back to 2005, with a focus on 2009 and 2010, to determine fans’ ticket buying patterns. They knew that certain matchups, such as Cubs vs. Cardinals, drove ticket sales, plus what day the game was played on, plus whether it was a day or night game. The study helped determine the priority.
Although the overall average ticket price will remain the same, Cubs team president Crane Kenney said Friday some season ticket holders will see an increase of about 3 percent for 2011, depending on their seat location. The invoice for some season ticket holders may be reduced by 6 percent, again, depending on location. Bleacher season ticket holders could pay the same as they did in 2010. The invoices will go out later this month.
Next year, 17 percent of the Cubs ticket inventory will be listed at $20 or less compared to 9.6 percent at that price in 2010, which is a 77 percent increase. That means there will be more than 550,000 tickets listed at $20 or less, including 15 games listed at $20 in the bleachers. Fans will still be able to buy an $8 ticket to select games at Wrigley Field. There also will be an increase in the number of Bronze level games for 2011 from six to 15.
The Cubs will introduce a holiday ticket pack. Fans will be able to purchase four-game packages at an average of less than $25 per ticket. Details will be announced at a later date.
Last year, 50 percent of the Cubs ticket inventory went up, while the rest of the inventory remained the same, which resulted in an overall average ticket price increase.
– Carrie Muskat