What follows here is a statement, really, from Kings chief marketing officer Chris McGowan, about the season-ticket price increases and what the organization is doing to make the increases more palatable. In future posts, we’ll get around to talking about why the increases had to be done this summer, coming off a terrible season, and why they’re important to the health of the organization. Here’s the McGowan quotes…
“It really comes down to a balance between our need to generate additional revenues, and catch up with the industry, so to speak, but do what’s fair for our fan base. Because everyone knows we have a very loyal, passionate fan base. What we’re doing, as an organization, is trying to find that fine line. Hopefully people will have the understanding that, yeah, it’s reasonable to believe that tickets do need to go up occasionally, go up a little bit. But there’s a fine line between what we need to do as an organization, to where we’re operating as a better business but not doing something that’s unfair to our loyal fan base. Then we just have to be prepared for whatever the potential ramifications are of this type of pricing strategy.
“Secondarily, we have to be focused on, if we’re going to be charging a little bit more for tickets, we have to provide a little more value for those tickets. We have to provide a lot more benefits for season-ticket holders. We have to provide a lot more access and a lot more direct, one-on-one communication that we feel, as an organization — although you can always get better at that — that we provide pretty good season-ticket benefits.
“And then lastly, this is something I feel we’ve been pretty good about organizationally as well, is that we want to provide ticket products for every budget. If you look at our season-ticket pricing, it ranges from $11 and goes all the way up to pretty costly. If you look at our mini-plans, we always provide some pretty affordable options there, whether it’s a three-game plan for the holidays for $99, or our family packs or our pizza packs, we’re always trying to make sure that we’re providing enough products so that our fans can come on any budget. Even with the blended increase, we look at this and we feel really good about the fact that we have a lot of products for every budget.”