Giants make a dynamic move on ticket pricing
By: John Upton
Examiner Staff Writer
February 9, 2010
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SAN FRANCISCO — A new approach to ticket pricing could have Giants crowds swelling this season, but it will become more expensive to attend blockbuster games.
The Giants on Saturday became the nation’s first major professional sports team to rely on dynamic pricing to calculate ticket costs for virtually all seats in its ballpark. Season tickets are not affected.
Under the system, prices will rise and fall as a game nears based on factors influencing ticket demand, such as the weather forecast, the starting pitcher, the opponent and the likelihood that the Giants will make the playoffs.
The travel industry has long relied on such pricing systems, which create fluctuations in airline ticket and hotel room prices.
Unlike last season, when prices for most home games were relatively fixed, there’s already a large discrepancy between the cheapest and most expensive tickets for sale on the Giants’ Web site. For example, left-field bleacher seats are selling for between $9 and $44.
A 20 percent spike in ticket sales was detected last year for 2,000 Giants seats that were included in a dynamic-pricing pilot program, according to Barry Kahn, chief executive of Qcue, which developed the software that drives the Giants’ new pricing system.
“A number of different metrics help predict sales before they happen,” Kahn said. “The other thing is fans tell us what they like best by buying tickets. That really is the telltale sign.”
Giants Vice President of Marketing Mario Alioto described last year’s pilot program as a “big success,” and said ticket sales are stronger this year than at the same time last year. In 2009, the Giants averaged 35,322 fans, their lowest mark since 1999, the year before AT&T Park came into existence. The Giants sold about 20,000 season tickets last year, but are expecting to surpass that number this year.
“It helps us more accurately price our games, and it allows us to offer many more price options,” Alioto said. “The goal is always to have more fans enjoying Giants baseball.”
Roughly three-quarters of tickets are currently selling for less than they cost last year, according to Alioto.
The downside for fans is that it will cost more money to attend popular games, such as those featuring Tim Lincecum or ones against the rival Los Angeles Dodgers on a sunny weekend afternoon.
“Fans seem to be understanding the program so far,” Alioto said.
Keeping AT&T Park as full as possible supports South Beach businesses and The City’s economy, maximizes casual work opportunities and improves San Francisco’s image, according to San Francisco Chamber of Commerce Vice President Rob Black.
“When you see a full stadium on television, I think that creates a sense of community pride,” Black said.
Day at the ballpark
Current ticket prices for Giants games:
Left-field bleachers: $9 to $44
View reserve: $5 to $30
Lower box left field: $20 to $60
Premium lower box: $32 to $90
Club-level left field: $25 to $70
Ticket variables
Dynamic pricing will take into account a variety of factors, including:
• Weather
• Starting pitcher
• Opponent
• Number of seats already sold
• Promotion or giveaway day
• Performance of star players
• Performance of team
• Likelihood of making playoffs
• Day of week and time of day
Source: San Francisco Giants
jupton@sfexaminer.com
