Bucs raise prices -- again

Ticket prices see steeper hikes in a sixth straight year of increases.

By Stephen F. Holder, Times Staff Writer
Published February 9, 2008

TAMPA - The 2008 general-ticket pricing plan, unveiled Friday by the Bucs, left some with a serious case of sticker shock, the result of dramatic increases.

It was mitigated, somewhat, by the team's decision not to require new seat deposits from Raymond James Stadium's original season ticket holders, whose 10-year commitments ended last season. Those ticket holders will be asked to sign three-year agreements if they choose to renew.

Some seats will increase by as much as $23 per game in the fall. It is the sixth consecutive season the team has increased ticket prices, but this hike appears steeper.

In the lower bowl of the stadium, where all seating in 2007 was $76 per game, most now will be priced at $99 - about a 30 percent increase. The cheapest in the lower bowl is expected to cost $85, likely in the end zone. Seats that were $58 will cost $75, and $31.50 seats will cost $42. There are several other price categories, all of which will see increases.

"The government is doing everything it can to put money in people's pockets, but it feels like the Bucs don't want the core fan anymore," said 25-year season ticket holder Kim Smith of Melbourne.

Her seats in Section 219 cost $76 each last season, but she learned they had jumped to $99 when she received her renewal application Friday. Two years ago, the same seats were $69.

A Brevard County employee who lives on a modest income, Smith will have to fork over $460 more between her two seats over 10 home games, including two preseason contests.

"I don't begrudge them. They have a right to make money," Smith said. "But (a) $23 per ticket (increase) is excessive. I've got one of those 1080p, high-def TVs where you can see the cleat marks in the field. Nothing beats going to the games, but (watching on TV) is starting to sound like a good option."

The Bucs pointed to their cheapest seats, which at $42 are among the lowest-priced in the NFL. But that applies to only a handful of nosebleed seats. Furthermore, research indicates the Bucs' prices already were among the league's highest.

According to data from Chicago sports-marketing firm Team Marketing Report, the Bucs in 2007 had the eighth-highest average ticket price at $72.44, behind only the Patriots, Bears, Redskins, Giants, Jets, Cowboys and Ravens. Most of those clubs play in considerably pricier markets than Tampa Bay.

Still, don't expect a patches of empty seats in the fall.

"The NFL is an interesting duck because you have such demand for the sport," said Patrick Rishe, a sports marketing consultant and associate professor at Webster University in St. Louis. "There is, I think, a perception among NFL executives that their sport is recession- proof. People can vote with their feet and not go.

"But I think we all know that there are enough affluent people out there that the stadiums will continue to be filled."

It remains to be seen how many of the Bucs' original season ticket holders will renew their contracts. The first of two installments is due next month.

In addition to the three-year contract, the team will continue to refund original deposits in annual increments of 5 percent. Those who opt out will receive refunds of what remains of their deposits, which were equal to the price of each seat.

The Bucs have long claimed an impressive waiting list of season ticket requests. They were unable to provide a specific number Friday, but last year the team said it was 145,000.

BEARS: Linebacker Brian Urlacher had minor neck surgery recently and is expected to be fully recovered when training camp starts in July.

BILLS: When team owner Ralph Wilson said Wednesday, "Don't worry right now," about the possibility of the team moving to Toronto, it left a lot of people worried. Sen. Charles Schumer has been on the phone with Wilson for reassurance the team's not moving. Congressman Brian Higgins has written to NFL commissioner Roger Goodell. Mayor Byron Brown has written to Wilson, and the issue has been topic No. 1 on radio call-in shows.

DOLPHINS: Cornerback Joey Thomas signed.

FAST FACTS

Rising prices

Comparing last season's prices to the new prices.

2007 2008

$76 $85, $89 or $99, depending on location

$70 $75

$60 $65

$58 $75

$45 $50

$42 $55

$31.50 $42

[Last modified February 8, 2008, 23:53:11]