The Detroit Lions announced today that they will be implementing variable ticket pricing for their games at Ford Field. The team will assign each of their preseason and regular season games to one of three pricing categories to best reflect the value and anticipated demand for each game.
Preseason games will make up the lowest priced category while the highest priced category will be comprised of high-profile matchups or games slotted for primetime (i.e. Thanksgiving Day).
Detroit Lions season ticket members will continue to pay the lowest ticket price for their seating location for all games – including a 70-percent decrease for preseason games, a pricing adjustment NFL fans have wanted for years.
“Data from the secondary market has equipped us to make more educated and fair pricing decisions based on anticipated demand,” said Vice President of Ticketing and Suite Sales Todd Lambert. “We’re now using that information to offer a better ticket experience for season ticket members who previously paid the same price regardless of the matchup or viability as a regular or preseason game.”
Pricing for games in both the top and mid-level pricing categories will increase modestly over 2013, while the lowest level pricing category (preseason games) will decrease significantly. On average, 2014 Detroit Lions Season Ticket Members will see an overall increase of 8.2-percent to their season ticket package price.
Detroit Lions Season Ticket Members will save an average of 20-percent – ranging from 12% - 27% (depending on seat location) – off 2014 single-game prices.
“The decision to incorporate an increase in overall ticket pricing was made after careful consideration,” said Team President Tom Lewand. “To remain competitive in the NFL and offer an extraordinary fan experience, we need to be able to invest right back into our product and that’s exactly what we’ll continue to do.”
The Lions average ticket price for 2014 ($83.36) remains under $85. In 2013; the average season ticket price was above $85 for 22 teams, about two-thirds of the NFL.
“Our focus is on a value proposition and the desire to have a top-level product in the NFL for a mid-level or below mid-level investment,” said Lewand. “The Ford family allows us to charge below-average prices while demanding a championship team.”
The increase takes the Lions from 29th in the NFL to no higher than 25th in terms of average ticket price (if no other NFL teams increase/decrease pricing.