I received a letter in the mail yesterday from Bill DeWitt III. And, judging from its contents, I am not the only season ticket holder who is displeased with the Cardinals backfired "dynamic" ticket pricing programs.
It seems a lot of other people are disgusted to hear that they paid more to sit in the bleachers or the nose bleeds than the club is asking for better seats sold on an individual basis. It even came with a handy dandy chart meant to explain to me just how much money I saved by writing a four figure check for tickets in February while all the other poor saps spent $40 bucks in June for a pair of box seats to a weekend game.
But here's the deal about that, to realize all the saving, a person has to go to all the games. I can't afford to go to all the games. I have to sell off about two thirds of my tickets which I spin off at cost to friends and co-workers. When you factor in all the tickets I can't sell, the numbers start to turn against me. And dynamic pricing does nothing but make that worse.
It's pretty hard to convince people in February or March to buy into a ticket group when they know they can wait for the prices to come down as the season progresses. And it's nearly impossible to spin off tickets on an individual basis -- unless you want to give away all your prime games -- when the average games are so watered down.
They can spin it any way they want it. But in a tough economy with a mediocre team on the field and the future in doubt, it seems like a bad time to irritate the season ticket holders in favor of the individual ticket buyers. It's the season ticket holders that keep the Cardinals' revenue stream high which allow a smaller market team to compete with the big boys.
So I think this pricing plan should be thrown on the scrap heap for 2012.