Utah Jazz raise season-ticket prices for next season
Jan 2, 2019, 7:12 PM
A young fan high-fives Utah Jazz guard Donovan Mitchell after getting his autograph at the end of a Summer League game against the Memphis Grizzlies at Vivint Smart Home Arena in Salt Lake City on Tuesday, July 3, 2018. (Spenser Heaps, Deseret News)
SALT LAKE CITY – Utah Jazz season-ticket holders received an email from the organization Wednesday announcing an increase for prices to renew seats.
The process to begin renewing season-tickets began and some were surprised to learn that their prices took a significant jump up.
Today began the renewal process for 2019-20 Utah Jazz season ticket holders and prices increased. “Part of this process is the simplify the pricing in the upper bowl and to really make sure that we are protecting our fans from price gouging,” said Chris Barney, SVP of ticketing.
— Eric Woodyard (@E_Woodyard) January 2, 2019
It may not come as a complete shock to many that there was an increase considering the splash the team made last season and into the NBA Playoffs. The team sold out its season-tickets for the 2018-2019 season. What most may not have anticipated is some of the big jump in prices.
KSL.com reports this year the least expensive season-ticket was for $264, or $6 per game. Next year the cheapest package is $660, or $15 per game. This season the Jazz offered some upper bowl ticket packages for $528 and $792, but next year those respective packages will jump to $1,300 and $1,584.
Now this doesn’t mean every ticket price went up. To put in perspective the Jazz sold seven different price points for season-tickets this season. Next year it will be only four. The Jazz did this for a specific reason.
“This price for an NBA game remains very affordable and compares favorably with other entertainment offerings,” an email sent to a Jazz season ticket holder read. “With market adjustments and dynamic pricing for all seats, ticket revenue contributes to our shared commitment of raising a championship banner at Vivint Smart Home Arena.
“This approach also fights back against price gouging on the secondary market,” the email added. “By better-regulating prices, we hope to preserve a fair pricing structure for all guests regardless of where they sit.”
Basically the Utah Jazz are following a trend others have put in place to fight the “secondary market”. This is so the ticket money more fully goes to the organization. However, the downside is it will price out some fans.
Utah Jazz president, Steve Starks, says the team is not worried about potential backlash.
“We are always sensitive to price increases and having Jazz games remain affordable and accessible for our fans,” Starks said.
Chris Barney also says they made the determination to not have $6 season tickets anymore. According to Jazz data, 40% of their 190 accounts are reselling and transferring their tickets via Ticketmaster alone.
— Eric Woodyard (@E_Woodyard) January 2, 2019
However, there will be some season-ticket holders who will be left out when it comes time to renew. Emily Carlson told KSL.com’s Ryan Miller that she will have a hard time renewing.
“Before the increase, we were 100 percent planning on renewing and had plans to be lifelong season ticket holders as long as we were able,” said Carlson, a three-year season-ticker holder. “But my paycheck didn’t grow 150 percent overnight, so now our likelihood to renew is next to none.”
