Rangers unveil individual ticket prices
A total of 71 percent of the ticket prices for nonpremier games have increased from 2010 levels, though most of those are by $2 or less. The team is keeping parking at $10 (something the new ownership group lowered from $12 when they took control) and 69 percent of the tickets for premier games have been lowered. But the club has increased its number of premier games from 19 in 2010 to 29 in 2011.
The largest increase in ticket prices is in the Lexus Club Box and the Lower Box, which account for a little less than 15 percent of the capacity of the stadium. Those prices are going up 29 percent ($13) in the Lexus Club Box and 24 percent ($12) in the Lower Box for regular games and 18 and 15 percent, respectively, for premier games. The grandstand seats are also increasing by $1 per nonpremier game ($7 now), but decreasing by $3 for premier games ($8 now).
Greenberg said his team wanted to adjust the pricing points in the stadium and actually considered starting over completely, but because the sale happened so late, decided to just alter some of the existing prices.
"It's a matter of demand, but also being as equitable as possible in how the house is scaled," Greenberg said.
It should be noted that 11 percent of the seats in the stadium for nonpremier games are decreasing and 25 percent are flat.
"We’re trying to establish long-term relationships with our fans," Greenberg said. "Were in a growth mode. So everything we're doing now is about how are we going to continue to get more people to the ballpark and more people involved in ticket pacakges this year than last year and 2012 over 2011 and so on. We're not trying to take maximum advantage [of the club's strong 2010 season]. We're trying to take the approach of what it takes to build and sustain long-term relationships."
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