Cleveland Browns not yet adopting variable ticket pricing

Cesar Tordesillas – 4E Sports Contributor

Cleveland, OH, United States (4E Sports) – The Cleveland Browns have no immediate plan to offer variable ticket pricing as they focus on stadium renovations, according to cleveland.com.

The issue was raised after the Detroit Lions on Monday became the first NFL team to introduce a package that assigns three different ticket values – premium, non-premium and preseason.

Many other NFL teams are considering it, and it is perceived that teams struggling to sell out are more likely to adopt the plan.

But the Green Bay Packers are not one of them and have announced that they will not use the pricing scheme.

Variable and dynamic ticket pricing, done in the NBA, NHL and MLB, are set before the season and place higher prices on the more desirable games.

With dynamic ticket plans, prices fluctuate in real time the way they do with airlines and gas. Those prices are based on many factors – opponent, weather, winning streak, secondary markets, etc. Both plans encourage fans to buy tickets in the preseason.

But dynamic ticket pricing has been blamed for contributing to low attendance figures of Cleveland’s baseball team, the Indians, even as ticket revenue rose in 2013.

The Browns had the lowest average ticket price at $54.20, according to the Team Market Report.

The team’s average paid attendance (71,242) eclipsed the 70,000 mark for the first time since 2008. The Browns sold 97.3 percent of their ticket inventory – a 6.3 percent increase from the 2012 season – even though there were thousands of no-shows late in the season.

After abolishing the personal seat licenses, the Browns sold more new season subscriptions last year than any time since 1999. They also had a 95 percent season-ticket renewal rate. The team’s season-ticket base as of April 2013 was believed to be around 55,000.

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