Abstract
Dynamic pricing of tickets to NHL games are studied through data from three teams that adopted that practice in 2013–2014. Dynamic ticket pricing differs from variable ticket pricing in that prices are allowed to fluctuate throughout the season based upon supply and demand. Through a regression model, it is discovered that the greatest impact on dynamic ticket prices is due to popular opponents. Uncertainty of outcome is only found to be significant in a “non-traditional” hockey market with many entertainment substitutes. Other factors such as weekends and monthly effects due to playoff races are also shown to be important.
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Appendix
Appendix
Individual Section Prices for NHL Teams Using Dynamic Pricing
Anaheim Ducks
Glass | Plaza center | Plaza main west | Plaza main east | Plaza goal lower west | Plaza goal lower east | Plaza goal upper west | Plaza goal upper east | |
Average | 292.40 | 140.68 | 127.08 | 111.33 | 114.55 | 107.78 | 86.28 | 79.85 |
Median | 290.00 | 134.50 | 120.00 | 106.00 | 105.00 | 100.00 | 85.00 | 75.00 |
Std. Dev. | 4.60 | 15.41 | 13.65 | 14.72 | 18.15 | 18.73 | 14.68 | 13.03 |
Premium gold | Premium silver | Premium bronze | Premium wheel chair | Terrace lower center | Terrace lower west | Terrace lower east | Terrace center | |
Average | 110.95 | 81.95 | 98.50 | 98.20 | 82.35 | 62.25 | 53.30 | 43.45 |
Median | 105.00 | 80.00 | 95.00 | 95.00 | 76.00 | 60.00 | 50.00 | 39.00 |
Std. dev. | 11.25 | 11.80 | 10.53 | 9.31 | 13.54 | 10.81 | 11.64 | 10.72 |
Terrace main west | Terrace main east | Terrace center upper | Terrace goal west | Terrace goal east | Terrace value west | Terrace value east | Average price | |
Average | 41.55 | 39.83 | 32.20 | 35.90 | 34.85 | 30.88 | 30.95 | 84.22 |
Median | 38.00 | 37.00 | 30.00 | 33.00 | 33.00 | 27.00 | 27.00 | 80.00 |
Std. dev. | 9.40 | 9.37 | 8.46 | 7.11 | 7.85 | 7.64 | 8.62 | 10.49 |
Minnesota Wild
On the glass | Club level purple | Club level blue | Lower level green | Lower level beige | Lower level orange | |
Average | 277.64 | 109.85 | 98.23 | 108.92 | 94.59 | 87.10 |
Median | 260.00 | 105.00 | 92.00 | 102.00 | 90.00 | 80.00 |
Std. dev. | 34.44 | 18.21 | 16.10 | 17.52 | 16.11 | 14.92 |
Lower level brown | Lower level white | Upper level yellow | Upper level red | Standing room only | Average price | |
Average | 86.85 | 81.62 | 55.38 | 39.59 | 55.13 | 99.54 |
Median | 81.00 | 74.00 | 54.00 | 38.00 | 50.00 | 92.82 |
Std. dev. | 14.37 | 15.78 | 8.80 | 10.41 | 7.91 | 15.31 |
Ottawa Senators
Club | 100 Ends | 200 Centre | 200 Ends | 300 Centre lower | 300 End lower | |
Average | 208.17 | 166.05 | 183.73 | 139.10 | 100.07 | 73.98 |
Median | 187.61 | 144.61 | 167.61 | 125.61 | 78.61 | 54.61 |
Std. dev. | 51.50 | 57.05 | 52.21 | 43.68 | 50.55 | 44.18 |
300 Centre upper | 300 End upper | Sport chek zone | Subway zone | Coke lower | Coke upper | |
Average | 65.88 | 57.80 | 50.44 | 44.12 | 58.32 | 36.71 |
Median | 47.61 | 39.61 | 38.61 | 31.61 | 42.61 | 21.61 |
Std. dev. | 38.90 | 35.44 | 21.75 | 25.07 | 32.04 | 28.05 |
WCR 200 | WCR 300 | The ledge | Standing room only | Average | ||
Average | 64.39 | 37.10 | 88.53 | 28.61 | 65.00 | |
Median | 56.61 | 26.61 | 73.61 | 18.61 | 49.84 | |
Std dev. | 15.09 | 19.12 | 31.19 | 17.72 | 29.78 |
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Paul, R.J., Weinbach, A.P. (2017). An Exploration of Dynamic Pricing in the National Hockey League. In: Frick, B. (eds) Breaking the Ice. Sports Economics, Management and Policy, vol 16. Springer, Cham. https://doi.org/10.1007/978-3-319-67922-8_9
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