Dallas Stars: Ticket Prices

Lower ticket prices paying off for Stars

January, 13, 2012
FRISCO -- The decision by the Dallas Stars to lower ticket prices under new owner Tom Gaglardi is paying dividends on the attendance front.

“Attendance has been really good. We’re up over 5,000 a game, paid,” Stars president Jim Lites said. “I don’t know where it would have trended anyway, but it’s certainly trending beyond what we would have expected without having done it.”

Before lowering ticket prices the Stars were averaging 11,470 as far as announced attendance. In the seven home games since the price change the announced attendance has been averaging 15,774. The average over the last four games has been 16,598.

Those much talked about $9 tickets have sold out every time. There are about 700 available and they go on sale game days.

“We had to put them up day of game or they would become fodder for scalpers to get,” Lites said. “The best way to get around that is to put them online day of game, so real fans can get them. It’s been real successful.”

Individual ticket sales are up and the new price structure is helping in other areas as well.

“It’s stimulated group sales and it’s stimulated seasons because it’s creating interest,” said Lites. “We’re hitting on all cylinders. We’re upgrading people from six-packs to twelve. I think people are starting to consider playoffs, when season ticket holders get priority. Generally, we’re really, really happy with all that is going on with the marketing side.”

An update on the $9 ticket

December, 9, 2011
The Stars started selling those lower priced individual tickets this morning, but those $9 tickets aren't available just yet. The Stars say the $9 tickets will be available only on the day of the game. Here's a statement from the Stars on the $9 ticket.
"The Stars want all fans to have a chance to come sit in the most affordable seats and are making the $9 seats available for purchase on game day only. Fans can buy at the American Airlines Center box office or online, but only on the day of a home game."

Stars lowering individual ticket prices

December, 8, 2011
FRISCO -- Tom Gaglardi is ready to launch his first initiative as the new owner of the Dallas Stars. The team is cutting prices for individual tickets starting Friday. The new prices affect most seating areas of American Airlines Center.

“One of the first things we did as a management team was look at individual ticket prices,” Gaglardi said. “The fans spoke and we listened. We’re pleased that we can now offer a $9 ticket and we feel that these new prices make Stars games more affordable. Our team needs a full building every night to give us a true home-ice advantage.”

The new prices go into effect immediately for the remainder of the Stars games for the 2011-12 season. Highlights of the plan include:

Mezzanine (Upper Level) Pricing

*The introduction of a $9 ticket (down from $15)

*A re-pricing of much of the Mezzanine; 85.6% of the upper level is now priced at $25-or-less

*The best seats of the Mezzanine have been reduced to $40 from $45

Lower Level Pricing

*A re-classification in the lower bowl to two main price points: $70 and $110

*Almost two-thirds (63.6%) of the seats in the lower bowl are now $70

*Over 1,500 seats have been reduced 30% from $100 to $70

*The best seats in the house (center ice) have been reduced from $150 to $110

The goal is simple. The Stars want to get people in the building. The Stars rank 29th in the league with an average attendance of 11,469 so far this season. In 2009-10 they averaged 17,215, ranking 17th.

“It’s pretty obvious we have a challenge. Our team has been faceless and ownerless for a bit of time,” said Stars president Jim Lites. “We’ve seen an erosion of our season base and our ticket base in general. It’s always alarming and it happens in situations like this.”

The season ticket base is around 6,000 and the Stars have been selling about 5,500 individual tickets per game. Now, with Gaglardi and Lites at the helm, the Stars are starting the process of rebuilding attendance.

Since the new ownership came with the season already underway, the decision was made to tackle individual tickets first.

“We want to take advantage of the attention that is on us. The team is performing real well, so eyes are on us,” said Lites. “Tom said to me I want to react quickly, I want to do the right thing, what can we do? We studied what other teams have done where there was an ownership change in midseason, including the Texas Rangers in our market a year ago. Chuck Greenberg got a lot of positive feedback and fans by adjusting some prices. In their case it was less tickets and more concessions and parking. In our case we are starting with the basic premise of tickets because we need fans.”

The Stars did some market research and one issue stood out.

“Price, in every area of the building, is the first negative that our research revealed,” said Lites. “In talking about it with Mr. Gaglardi he said, ‘Jim, do what you’ve got to do to fill the building.’ I did some rescaling and simplifying of prices and some pretty dramatic changes in prices kind of across the board, almost everywhere. This is the result of the research that was done, what the fans were telling us and how Mr. Gaglardi and our management team have chosen to respond.”

The lower of individual ticket prices is one step in the process. Lites said addressing the season ticket sales will come down the road.

“We’re studying what the best franchises are doing,” said Lites. “What are they offering their season ticket holders? What’s special?”

Lites mentioned a YouTube video of Pittsburgh Penguins players delivering season ticket packages to season ticket holders. Don’t be surprised if Dallas Stars players are doing the same in the near future.

As for the new individual ticket prices, fans can take advantage starting Friday December 9 at 10 a.m. by going to DallasStars.com or by calling 214 GO STARS.

Stars have cheapest average ticket in NHL

October, 27, 2011
A report on NHL ticket prices says the Dallas Stars have cheapest average ticket among the league’s 30 teams at $29.95.

The Team Marketing Report study also has the Stars with the cheapest Fan Cost Index at $223.78 for a game.

A couple of notes on these numbers:

The average ticket price is for what is called general seating categories. The Stars’ average price for a premium ticket is $94.38, which is still a good value when compared to the rest of the league, ranking 26th among the 30 NHL teams.

The Fan Cost Index includes four average-price tickets, two small draft beers, four small soft drinks, four regular-sized hotdogs, parking, two programs and two adult-sized caps.

The highest ticket in the league belongs to the Toronto Maple Leafs at $123.77 and the Maple Leafs also are tops in Fan Cost Index at $626.45.

The average NHL ticket is $57.10 and the average Fan Cost Index is $326.45.

Below is a list of each team’s average ticket price in the general seating category. You can see a PDF document with all the Team Marketing Report numbers for the NHL teams here.

Report says Stars' tickets are a bargain

October, 27, 2010
The Dallas Stars have the lowest average ticket price in the National Hockey League, according to a survey by Team Marketing Report.

The Stars' average ticket price is $29.68, which is down 2.5 percent from last season. That average ticket price does not include premium seating or luxury suites. The Stars' average premium ticket is $94.38, which ranks 24th among the 30 NHL teams.

The Stars also have the lowest Fan Cost Index among the 30 NHL teams. That includes the four average-price tickets, two small draft beers, four small soft drinks, four regular size hot dogs, parking for one car, two game programs and two least-expensive adjustable caps. The Stars Fan Cost Index is $222.68, down 1.3 percent from last year.

The NHL average ticket is $54.25, which is up 4.4 percent from last season. The average Fan Cost Index is $313.68, which is up $4.4 percent.

When it comes to average ticket and Fan Cost Index, Toronto is the most expensive. The average ticket for a Maple Leafs game is $115.96. The FCI for a game in Toronto is $572.34.

Here’s a look at the average ticket prices for the 30 NHL teams.