New Jersey Devils fans won’t be paying the same price for each game in the coming season, as the team announced variable ticket pricing.
There will be three tiers of games, with tickets ranging from $20 to $250 for “30th Anniversary Special” games, up to $35 to $375 for “premier” games.
The pricing will vary based on the opponent, day of the week and time of the game. There will be 10 premier games, 21 mid-tier “classic” games and 10 anniversary games.
The Oct. 8 season opener against the Philadelphia Flyers will be priced at the premier level.
Eric Kussin, Devils vice president of ticket sales and service, said the change followed a series of meetings the team had with National Hockey League officials to examine trends in ticket prices in the “secondary market” — including StubHub.com and the team’s own ticket exchange.
“Teams come up with a set price to start the season, and based on a certain set of factors, those tickets are then sold at a different price in the secondary market,” Kussin said.
Kussin said the anniversary games are priced below the 2010-11 season prices, with the goal of attracting people who were priced out of buying more tickets. In addition, the classic prices for some lower-level seats dropped from $85 to $75. Kussin said net ticket revenue would not change from last season if the same tickets are sold.
Kussin, who came to the Devils from the NBA’s Phoenix Suns in October, said the Devils are behind many teams in introducing variable pricing. He added that some teams, including the San Francisco Giants baseball team, have moved to “dynamic pricing,” in which ticket prices vary throughout the season.
Kussin said the team is projecting that ticket sales will increase this season, partially due to improved communication with fans. The team’s Power Play e-mail newsletter is reaching many fans with its mix of team news and special offers, Kussin said.
In addition to the variable pricing, the Devils also introduced a new three-dimensional viewing tool, developed by Ballena Technologies, to allow fans to see the view from seats in the arena. The team also will allow fans to use Ticketmaster’s interactive arena map to click on ticket availability in specific sections. Previously, fans could only purchase what the system deemed the best available seats.
Individual game tickets will go on sale to the general public Sept. 9 at 10 a.m.