There is not a day that goes by that people don’t ask me about the season ticket drive. People hit me up on social media, text, email, and just about every hockey friend I run into asks me about it. I love that Seattle hockey fans are so excited about the possibility of an NHL hockey team coming to town. Let me share with you all the information that I DO know about the season ticket drive.
In a nutshell, I don’t know much on the ticket drive since not much has been announced since the league and city’s announcement on December 7th. What I do know is based on a combination of listening to everything that is being said publicly by people in the know, leveraging data and observed behavior of Vegas. I figured I would summarize my thoughts and findings here:
When will the season ticket drive launch?
No official timeline has been announced from OVG. Based on comments from last Saturday’s Hockey Night in Canada, it would appear they want to put the Executive staff in place before finalizing and publishing any ticket drive timeline. That sounds like a February launch, but again, nothing official. I’ve been suggesting people to sign up for the NHLtoSeattle newsletter here. I don’t use it a lot, but intend to send out ticket drive details as more information is known.
Pricing & Down payment
Another hot topic is how much the tickets will cost. There has been no reporting or speculation on that…so let’s speculate. For starters, let’s look at tickets prices in Seattle for the NFL and MLB to get an idea on how Seattle stacks up as a sports ticketing market. The chart below plots the average ticket price by league and team.
As you can tell, Seattle as a market is right at the league median ($30 for MLB. $92 for the NFL). As a starting point, we might be able to anticipate Seattle’s NHL Ticket prices to be around the NHL median so now let’s look at the NHL ticket prices.
The median of the average ticket price is around $73 but as you can see, I teased out the Golden Knights to see how they compare as a first-year franchise with one of the smaller venues in the league. (The redeveloped Seattle Center arena will have close to the same capacity). Obviously, ticket prices will vary based on where you sit in the arena and as a good rule of thumb, I tend to think lower bowl between the blue lines could be double the average ticket price ($150 to $178), while upper deck could be half the average ($36 – $44).
As far as down payment or “pledge”, Vegas Golden Knights required a 10% commitment of the value of the season ticket package. This was refundable if the league chose not to expand to Vegas. I would anticipate something similar, so depending on your price point, multiply ticket price by the 44 games and then 10% of that would be your down payment.
Is there a sales target?
“Vegas wants hockey” was the Golden Knights ticket drive campaign. They had a stated goal of 10,000 season ticket holders when the campaign launched. To date there has been no reference to a goal for Seattle’s ticket drive. If there is one, I expect it to be announced by the time the campaign launches. No matter what the goal, I am fairly confident we will hit and hit it quickly. According to research I saw from Scarborough from 2015, there is over 70,000 people “interested” in NHL season tickets in Seattle.
My recommendations for interested season ticket holders:
- Join my mailing list. Once I find out more about the ticket drive, I will communicate Facebook, Twitter, blog and email. I don’t want interested folks to miss out.
- Plan your season ticket plan. If you are like me, I am looking at creating a season ticket group that will sit together for games. Start talking with friends to make sure they sign up around the same time. I imagine there will be a process for selecting your seats based on when you sign up. In order to sit with or near friends, you probably need to get in the same window. I’ve also been talking to friends about full seasons, half season etc. I am already looking forward on having a draft to determine who gets what games.
- Budget and Save. We are 30ish months away from buying our inaugural season tickets. I am a planner, so I am already putting money aside into my “NHL in Seattle fund”. I am sure I will be buying a jersey and going through plenty of face paint in the first season.
Would love to hear your thoughts and feedback.