Sunday, January 5, 2014
28 Days: That's the ticket!
By Jane McManus
The street value of Super Bowl tickets may ultimately depend on the weather.
Each day from now until Feb. 2, ESPNNewYork.com will take you inside the challenge of staging the most unpredictable NFL title game ever. There are 28 days until the Super Bowl.
Could this be the year that average fans can afford the Super Bowl?
Usually, Super Bowl tickets are priced well out of range for fans who don’t have a direct connection to one of the teams, and even then it can be costly. The NFL’s lowest price is $800 this year, unless you win a special fan lottery. Everyone else is playing well north of that. As for the secondary market, tickets are averaging around $2,500 on StubHub, according to a company spokesperson.
So why would a New Jersey game ultimately cost less?
Experts think the prices on the secondary market for this year’s outdoor game at MetLife Stadium could plunge if a cold snap or bad weather is predicted for Feb. 2, the night the game kicks off.
Right now, the cheapest ticket to the game on StubHub costs more than $3,000. Suites are selling for $610,000 to $866,000. But those numbers could shift dramatically depending on whether a seat has access to an indoor space at MetLife Stadium. If not, the seat could be less valuable.
“I think this will be the Super Bowl that’s attended by the most first-timers ever,” said Steve Rosner, a co-founder of 16W Marketing.
Rosner said that many of the corporate types who spend a week in a Super Bowl city may be spent by the time the actual game hits, and might prefer their own living room or a friend’s Super Bowl party to the game itself if the ticket isn’t well-placed. Maybe that ticket goes to a friend or relative who’s never been to the game.
If it happens to hit the secondary market, the profit might be minimal.
One executive who makes a living off of ticket pricing, Robert Tuchman at a corporate-event travel company called Goviva, said he thinks pricing could shift sharply in the last week based on weather. Accurate forecasts won’t be available until at least 10 days out, so a threatening storm could sink the pricing for outdoor seats, while it lifts pricing for club seats and suites.
Much of this is speculation at this point. Actual demand will rise and fall once the variables are accounted for.
“It’s going to be a hot ticket I think,” Rosner said. “How hot will depend on the weather.”
Come back daily for more on the issues, logistics and personalities surrounding Super Bowl XLVIII.