Ticket manipulation was in the headlines recently in Nashville, where WTVF rockstar Phil Williams exposed the Titans were moving unsold tickets via a scalper. Not only did they keep their sellout streak alive, but the team used the false demand to justify more expensive tickets for everyone else.Team officials declined to talk about ticket policies, but industry experts say it could be part of a strategy to spur more sales by making fans think available tickets are scarce.
In other words, the team that sells fewer tickets than any other in Major League Baseball might be artificially creating demand by not making all their seats available in advance.
"It sure seems like it could be a manipulation of the market to create the illusion of a scarcity of tickets that doesn't actually exist," said Gary Adler, executive director and general counsel for the National Association of Ticket Brokers. "No matter how you slice it, it seems like an anti-consumer policy to withhold tickets from the public."
In the Rays' case, Romano suggested things may not be nearly as sinister - the big number of tickets released on game day may be a result of the Rays' attempts to sell more multi-game flex packs up until the last minute. But withholding tickets until game day creates another frustration for fans who really want to sit in specific seats behind the dugouts:
Complicating this policy is the Rays' practice of adding a $3 surcharge to any ticket purchased less than five hours before the start of a game. The surcharge is designed, ironically, to encourage people to buy tickets in advance.
I guess, since the Rays aren't exactly a tough ticket these days, their ticket strategy isn't terribly consequential to most fans. But I've also written recently how the team has struggled to preserve the perceived value of its tickets.On Memorial Day, the additional tickets did not become available until after 2 p.m., so they automatically went on sale with the surcharge.
Fans want to feel like they are getting a good deal when they spend disposable income, and they want to feel like they are getting a product that is in demand. But if there's no demand for Rays tickets and the tickets can be had for as low as $7, the team will feel real repercussions from its numerous discount options.
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Romano, who has written numerous times about his many stadium frustrations with Tampa Bay leaders, finishes his column but openly questioning the Rays:
The Rays are trying to convince the people of Tampa Bay to join them in a partnership to build a new stadium and ensure MLB's success in the market for years to come.Playing a cat-and-mouse game with tickets doesn't seem like the smartest way to grow that relationship.
Last fall, Rays president Bryan Auld
promised more transparency on issues regarding the stadium campaign; maybe being a little more forthcoming on the team's ticket policies would help fill some seats too.