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2005 Fan Cost Index Released

Tuesday, April 5, 2005

Team Marketing Report released the results of the 2005 Fan Cost Index today. The results aren't necessarily a suprise, but some signficant changes are noticable.

Before I get into the results, I want to provide some of my newer readers with links as background reading. I first got interested in the FCI results last year when I tried to come up with a model predicting Cubs ticket price increases. Then, after the Cubs released ticket prices last year, I crunched the numbers and arrived at the Cubs average ticket price.

So lets review: the ticket price model predicts Cubs would have an average ticket price of:

Cubs Ticket Price = -$0.53 + ($0.15 x Cubs Payroll in Millions) + ($0.62 x White Sox average Ticket Price)

Cubs Ticket Price (Model) = -$0.53 + ($0.15 * 105) + ($0.62 * $25.89) = -$0.53 + $15.72 + $16.05 = $31.24

After the ticket prices came out, the weighted average of the announced tickets (does not include mezzanine and dugout seats) was $31.83 (These two statements combined could indicate the Cubs have about $4 million in their budget that they have not yet spent).

Including a guesstimate of Mezzanine and Dugout Level seats, I think the real average ticket costs more like $35.35.

Knowing that TMR doesn't include luxury box ticket prices, I guessed TMR would come in at $32.60 per ticket.

The Verdict TMR says the Cubs average ticket price is $32.00 per ticket (a 12.50% increase). Although I doubt they covered all the bases, they've been doing this since '91 and I since 2004. They win.

Other mildly interesting results:

• The Cubs have the second most expensive ticket for the second consecutive year. The Red Sox are first again with a $44.56 average ticket.
• The Yankees are third at $27.34.
• The White Sox are sixth at $25.89. That moves them up 5 spots from #11 last year.
• The South Side bunch had the third largest increase by percentage (14.0%). The Marlins increased ticket prices by an astounding 30.3%, while the Giants bumped up tickets 21.4%. (Methinks the Giants were trying to kill the fatted calf by charging extra for what was going to be Barry Bonds' run at Hank Aaron and the Babe. They might have overdone it though, since Bonds status is questionable.)
• Four teams decreased ticket prices: San Diego, Toronto, Tampa Bay, and Colorado.
  
  Toronto's team management (Rogers Communications) just purchased their stadium (the SkyDome), ensuring that they will now capture vending revenues as well as ticket revenues. Therefore, the Blue Jays are now much more interested in getting fans in the seats and then selling them beer and other concessions. Their ticket prices decreased 2.5% in U.S. Dollars, but exchange rates moved in favor of our Canadian cousins.
  
  Using TMR's numbers and exchange rates, the average Blue Jays ticket cost 26.95 Canadian last year, and 22.55 Canadian this year. That is a 16.33% decrease in tickets using Toronto's home currency. (Of Course Toronto pays their players in U.S. $, so the actual effect is still more along the lines of a 2.5% decrease in tickets. (This is consistent with reports from bandwagon-Cubs-fan Kurt :) who has been writing about the $162 season ticket package being offered by the Blue Jays organization... and that is two for one.)
• The cheapest average ticket is being offered by the Kansas City Royals, $13.71.
• The Brewers, Pirates, Reds, Braves, Orioles, Mariners, and Yankees haven't changed their ticket prices. The Mets had an increase of .4%
• Montreal Expos tickets cost $7.34 on average in 2004. The Washington Nationals are charging $21.43. That is a 191% increase. TMR is kind however and shows it as a 0% increase since venues/cities/countries are different. Of course MLB and Montreal Expos GP is probably smiling. (Singular use of the verb is correct in this situation.)
• The Astros, Cardinals, Dodgers, Marlins, and Angels are the only organizations offering special ticket prices for children.
• The most expensive serving of Beer is in Los Angeles at Dodger Stadium. It will cost you $7.00 for 20 oz. It also costs $7.00 for a Beer at Busch stadium, but the Morans get 24 oz.
• The most expensive beer in ounces can be found in Seattle and Boston. Each stadium offers 12 oz. for $5.50, coming to $0.46 per oz.
• The cheapest beer is $0.24 per oz and can be found in Minnesota, Philadelphia, and Baltimore. According to TMR, the Cubs will charge $5.00 for 16 oz. of beer... coming to $0.31 per ounce.
• The average MLB team charges $0.31 per ounce of beer.
• The most expensive soda pop is $3.75 for 16 ounces. Both Tampa Bay and San Diego charge this amount. That comes out to $0.23 per ounce, which is also tops.
• The cheapest park for soda pop (by the ounce) is SkyDome where you can get 24 oz. of soda for $2.84 (U.S.) ($0.12/oz.) or 3.25 (Canadian). However, you can get $2.00 sodas in Baltimore (16 oz.), Kansas City (14 oz.), Anaheim (14 oz.), and Milwaukee (12 oz.)
• The Cubs will be charging $2.50 for a 15 ounce Soda ($0.17/oz.)
• The league averages $0.18/oz. of Soda sold.
• The most expensive Hot Dog can be found in Shea Stadium and will run you $4.50.
• The cheapest Hot Dogs are in Pittsburgh and Texas. They cost $2.25.
• The Cubs will be charging $2.75 for their Hot Dogs. The league average is $3.23.

I'm hungry... and thirsty.

Posted by Byron at April 5, 2005 3:35 PM | |

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