Red Sox Press Release
Red Sox Introduce Variable Pricing for 2014 Season
Prices Rise for 16 Games in Higher Demand and Fall for 16 in Lower Demand; Middle 49 Have Mixture of Increases, Decreases, and No Changes; Average Increase is Approximately 4.8%
BOSTON, MA - The Red Sox today introduced a variable pricing structure for regular season home games at Fenway Park in 2014, which will raise prices for 16 games in high demand and lower prices for 16 games in lower demand. The middle 49 games will have a mixture of increases, decreases, and categories that stay the same. All 30 Major League Baseball clubs will have at least some type of variable or dynamic ticket pricing for the 2014 season.
Overall, the ticket prices will rise 4.8 percent - based on the average single game price across 81 games - the first such ticket price increase in three years.
The games in greatest demand primarily include Opening Day and Yankees games. Conversely, the tier with the most dramatic decreases - including drops of $8, $12, and $22 per ticket - are primarily for weeknight games in April, May, and September.
"Variable pricing better aligns tickets with market value," said Sam Kennedy, Red Sox Executive Vice President/Chief Operating Officer. "By pricing tickets according to demand, we can significantly lower ticket prices for our local, core fans, who are more likely to be able to attend weeknights in April, May, and September."
The variable pricing structure places the 81 games into five tiers that reflect the expected demand for that game. The average increase for the 32 games in highest demand will be 17 percent; the average decrease for the 32 games in lower demand will be 12 percent.
The highest-price tickets for the highest-demand games will rise the most. Almost half of the non-premium categories (46 of the 95) will stay the same or decrease.
"This new pricing structure allows us to provide a variety of ticket options, starting as low as $10, making Fenway Park accessible to as many different fans as possible," said Kennedy.
"Numerous factors influence our annual ticket pricing decisions," said Red Sox President/CEO Larry Lucchino. "We strive to maintain affordability and ticket accessibility while still generating the revenues necessary to fuel our baseball operations, to fund continuing improvements to the ballpark, and to make enhancements to the fan experience - the three main areas in which we reinvest our revenue. New revenue is what affords us the ability to maintain consistently one of the highest payrolls in Major League Baseball - giving our baseball operations department the capacity to put together a contending, winning team and a strong player development system - and allows for the long term preservation, protection, and improvement of Fenway Park."
As part of their benefits package, Red Sox season ticket holders (in all non-premium seating categories) will continue to have the popular option of an "early pay" price, which provides approximately $2-$5 off per ticket per game for season ticket holders.
The Red Sox will again continue the special discount pricing for clergy and for veterans and active duty members of the military that has been in place for many years.