Figure in the cost of parking, food, beverages and souvenirs and a Team Marketing Report survey says it would cost a family of four nearly $340 to attend an LAFC game.
Diego Rossi and Carlos Vela score two of LAFC’s goals in a 4-3 victory over the defending MLS champion Atlanta United.“Teams really get one chance to kind of set prices,” said Dreyer, who has done detailed research on sports pricing and consumer behavior. “As a new team they had an opportunity, playing in a new stadium as a new franchise, to really capitalize on the initial novelty of the organization.
“It seemed like a really good deal in Season 1,” Williams said. The second increase, he said, was “kind of a slap in the face.” Other fans said it felt like price gouging.“At this point, they’ve kind of got me,” Williams said. “I wouldn’t sign up for it today if it were at the prices it’s at. But because of the experience I’ve had and because I know the people that are in the seats around me, I’m going to continue.
That would suggest LAFC is neither slapping faces nor gouging, but rather following that good old capitalist principle of supply and demand. The team has sold out all 28 MLS regular-season and playoff games it has played at Banc of California Stadium, meaning there is a demand. And LAFC is limiting the supply by capping season-ticket sales at 17,500 despite a growing waiting list to join. Instead it has priced 20% of the seats in its 22,000-capacity stadium at $28 or less.
“It’s not about maximizing your revenue or thinking exactly how much can we get,” LAFC president Tom Penn said. “It’s more about what’s fair to the people that helped get us here and that are first-time season-ticket holders.“The demand is there. We could have raised prices higher and still been fine with our demand.”
Chris Hartweg, the chief executive and publisher of the Team Marketing Report, said there are other factors that have allowed the team to raise prices without depressing demand. LAFC plays in a handsome, modern, downtown stadium accessible by public transportation, for example, and it has the best record in MLS.
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