U-M Adopts Dynamic Ticket Pricing

"Dynamic pricing is a practice that has become standard across the sports and entertainment industry after gaining acceptance through airlines and hotels," said Hunter Lochmann, chief marketing officer for Michigan Athletics.. "Pricing dynamically will allow us to adjust single-game ticket prices upward or downward based on real-time market conditions with the biggest factor being fan demand."

The University of Michigan announced the ticket sales dates Thursday for 2013 football season. Back again this season are the popular multiple game packs.  Fans looking for a three-game package will be able to choose a trio of the following options: the Nebraska (Nov. 9) OR Ohio State (Nov. 30) game, plus the Minnesota (Oct. 5) OR Indiana (Oct. 19) games, and finally Central Michigan (Aug. 31) OR Akron (Sept. 14) games. The three-game packs come at a cost of $245 plus a $30 order charge. There is a limit of six packages per fan.

Then there is the Coke Zero Football Family Pack, which offer tickets to either the Central Michigan game (Aug. 31) or the Akron game (Sept. 14). The pack includes four (4) tickets, four T-shirts from the M Den, four fountain drinks, four hot dogs, and two game programs for $300.

Our fans reacted very positively to the launch of these family packs last season, and we are happy to bring them back with a second game, as well as a sponsor in Coke Zero," said Hunter Lochmann, chief marketing officer for Michigan Athletics. "We want to continue to make Michigan Stadium an affordable day out for families and the next generation of Michigan fans."

The major addition to the ticket landscape is dynamic pricing for single game tickets.  Per Michigan’s athletic site, dynamic pricing is described as follows:

  • By using advanced computer programming, dynamic pricing makes adjustments based on factors such as team performance, visiting team's performance, weather forecast and remaining ticket inventory in specific seating locations.

  • Dynamically priced single-game tickets will never move below season ticket prices ($65) and generally increase over time as inventory decreases. Fans that purchase tickets early are more likely to get the best pricing.

"Dynamic pricing is a practice that has become standard across the sports and entertainment industry after gaining acceptance through airlines and hotels," said Lochmann. "Pricing dynamically will allow us to adjust single-game ticket prices upward or downward based on real-time market conditions with the biggest factor being fan demand."

Donors to Michigan Athletics and football season-ticket holders will will be able to purchase the ticket packs on Tuesday, July 16 and will be able to purchase single game tickets for all seven home games on Tuesday, July 30.  The Michigan football digital community (Facebook, Twitter, Michigan Insider and Mobile) will be able to purchase the ticket packs on Wednesday, July 17 and single game tickets on Wednesday, July 31. The general public will have access to the remaining ticket packs on Thursday, July 18 and single game dynamically priced tickets beginning Thursday, Aug 1.

For more information, click here.

 

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