Giants Go "Dynamic" in Ticket Pricing

June 10, 2009 | Volume 8, Issue 1
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GIANTS GO "DYNAMIC" IN TICKET PRICING
San Francisco Giants use "dynamic pricing" for selected seats at AT&T Park
CONTACT

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Russ Stanley
Managing VP of Ticket Services
San Francisco Giants
415-972-2050
 
ORGANIZATION
San Francisco Giants
 
PROGRAM TITLE
San Francisco Giants "Dynamic Pricing"
OBJECTIVES
Price variables are always an underlying issue when creating a ticket price schedule. Quality, competition, demand - all of these factors tie into what an organization will charge for its tickets. Unfortunately, many teams and organizations lack price control once their season begins because ticket prices are usually determined at the tail-end of the previous season. The result may often lead to empty seats and a smaller bottom line with the potential for diminished fan experience. But what if pricing decisions could be made in real time?

The San Francisco Giants are the first known sports team to take advantage of dynamic pricing. Providing value-based tickets will encourage undecided fans and families to purchase single-game tickets and experience Giants baseball at a fair-market value.


The pink colored areas signify dynamic pricing sections at AT&T Park
 
PROGRAM DESCRIPTION
To capitalize on ticket demand, or lack of ticket demand for specific single-game tickets, the Giants are utilizing Qcue dynamic pricing to adjust ticket prices in real time. Adjustments are made according to various factors, such as day-of-game ticket sales, division standings, pitching match-ups, weather, opponent, etc. This enables the Giants to set the right ticket price at the right time. The Giants' use of dynamic pricing affects 2,000 of the 42,000 seats at AT&T Park. The club implements the initiative for four sections in the upper deck of left field (1,200 seats), as well as three sections in the left-field bleachers (800 seats) that are typically the last to sell.
 
MEDIA
At the beginning of the season, the Giants held off on advertising the program because they wanted to make sure it worked. It wasn't until after a Giants media day and press release did local media outlets around San Francisco and the New York Times feature the Giants' new "ticket experiment".

The club is moving forward with Major League Baseball Advanced Media (MLBAM) to make people aware of the successful program. In addition, the Giants will advertise dynamic pricing through their team website, in-game radio and live game telecasts.
 
PARTNERS
Founded by Barry Kahn in 2007, Qcue is the world's only dynamic pricing engine for live entertainment events. Based in Austin, Texas, Qcue allows teams and organizations to adjust ticket prices in real time, rather than relying on limited historical data and making pricing decisions months in advance.

While Qcue generates a ticket price the Giants can use, official ticket prices are determined by the Giants' Managing VP of Ticket Sales, Russ Stanley and his expert ticket sales staff. Once single-game dynamic pricing tickets are set, they are made public by Tickets.com at the Giants' ticket office and on the team website.


The Giants work closely with Qcue and Tickets.com when implementing dynamic pricing
 
RESULTS
Dynamic pricing on specific seating sections at AT&T Park has the Giants selling upwards of 20,000 to 25,000 more single-game tickets over the course of 81 regular season home games.

The affordable ticket prices enable more families and price-conscious baseball fans to experience Giants baseball. Due to dynamic pricing, a family of four can realistically spend a total of $20 on game tickets at $5 per family member.
 
LOOKING AHEAD
The Giants are encouraged by the early success of the program, coupled with positive feedback from fans and the media. If the dynamic pricing program remains successful throughout the remainder of the 2009 season, the Giants will look to expand the program to more sections where single-game tickets are offered. No official decision will be made until after the season.
 

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