Jays to raise price of single-game tickets
Special bobblehead giveaway to commemorate anniversary of club’s first AL East title
Following similar increases for multi-game packs and season tickets, the Blue Jays — whose 21-year playoff absence is the longest post-season drought in Major League Baseball — are also bumping up the price of single-game tickets by $2 across the board this season.
It’s the first time ticket prices have gone up in five years, the team stressed in a news release.
“It’s a reflection of our overall cost structure increasing over the years, including what we’ve done with our payroll,” said Stephen Brooks, the team’s senior vice-president of business operations.
The Jays’ payroll was a shade under $79 million five years ago, while last year it was a little more than $137 million, an increase of more than 73 per cent.
This year’s payroll is expected to be roughly what it was last season, which should be seventh- or eighth-highest in the league.
Brooks said the price bump does not have anything to do with the decline in the Canadian dollar, which came after the decision to adjust prices.
“We look at every possible angle we can to make sure our pricing is fair, to make sure it’s competitive and obviously to make sure it’s prudent from our business perspective.”
Some teams have yet to announce their prices for the upcoming season, but last year the Jays were roughly in the middle of the MLB pack in terms of average ticket price.
They were a little above the league average in terms of the Fan Cost Index — a measure that looks at the total cost for a family of four to attend agame — due to higher-than-average parking and concession costs.
The Jays open their season in New York against the Yankees on April 6 and their first home game is April 13 versus the Tampa Bay Rays.
Single-game tickets go on sale Feb. 18.
PREMIUM VS. REGULAR
As ever, prices for single-game tickets depend on whether the game is considered “premium” or “regular,” which amounts to a 15- to 50-percent difference in price depending on where you sit. You pay premium prices for the home opener, all Friday, Saturday and Sunday games and any time the Yankees or Red Sox are the visiting team. Following the Roy Halladay trade, the Philadelphia Phillies were also a premium ticket, but now you can see them for regular price — unless it’s on the weekend.
“It’s a reflection of the demand for the games,” Brooks said.
NOT ANOTHER BAUBLE
Bobblehead giveaways continue to be a lucrative promotion for the club, with some estimates suggesting a bobblehead giveaway can boost attendance by 10,000.
On Aug. 16 of this year, the Jays will mark the 30th anniversary of the franchise’s first division title in 1985 with a three-player bobblehead featuring former Jays greats George Bell, Lloyd Moseby and Jesse Barfield. Other bobblehead giveaways include Jose Bautista on April 19, Marcus Stroman on June 7 and Russell Martin on Aug. 3.
BEER BASH
The Jays have taken heat recently for the lack of locally brewed craft beer available inside the Rogers Centre, especially given that both Steam Whistle and Amsterdam breweries are within walking distance from the stadium. It’s actually easier to buy Toronto-brewed beer at Tigers games in Detroit, where Amsterdam has its own bar inside Comerica Park. Brooks says he has heard the criticism and is aware of it, but the Jays have an “important” exclusivity deal with Budweiser that precludes other beer vendors from selling inside the stadium.
“We have over 25 different beer offerings (all owned by Budweiser) and we’re looking to add a couple other beers that I think will be interesting to fans.” Brooks said he couldn’t speak to how other clubs manage their contracts with beer vendors.