The Dodgers won't let ticket resellers buy season tickets in the hopes that the team can make more money by cutting out the middle men. Now, brokers are suing and fans say they may not continue to buy season tickets. BillShaikin explains:
“If a field-box holder who paid $100 is sitting next to someone who paid $25 because that’s what the market said, we worry about that dynamic,” Tim Zue, executive vice president and chief financial officer of the Boston Red Sox, told the Sloan conference.
Some Dodgers season-seat holders have been startled by what they see on the secondary ticket market this year: a flood of cheap tickets, at least for the less popular games, at a time when the Dodgers control most of the ticket supply. The StubHub service charge to fans selling tickets ranges from 10% to 15% of the resale price, company spokeswoman Alison Salcedo said. As a result, a ticket holder could have to absorb that fee to match the already depressed resale price offered by the team, working with its ticket consolidator.The Dodgers’ 2019 ticket contract prohibits customers from reselling tickets “except as expressly permitted by the Venue or Major League Baseball.
The Dodgers this year decided to allow season-seat holders to exchange unwanted tickets for tickets to another game, an alternative for fans concerned about selling at a loss. The team could then offer those unwanted tickets cheaply on the resale market. For the Dodgers, with more seats to sell than any other team in baseball, a cheap ticket price could lure a fan who would then pay full price on parking, concessions and merchandise.
“You’re only going to hurt your attendance and the future generation of fans, who might only get exposed via that discount,” he said. “I just think that any team wants its discount strategy to be consistent and orchestrated.”
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