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Lions to raise ticket prices for the first time in five seasons

Posted Feb 3, 2012

Coming off their first 10-win season since 1995, the Lions have decided to raise ticket prices for the first time in five seasons.

Coming off their first 10-win season since 1995, the Lions have decided to raise ticket prices for the first time in five seasons.

Lions president Tom Lewand said Friday at the Super Bowl that the average increase would be just under eight percent.

“Most everyone will see a price increase this year,” he said. “Most of them are about four or five percent, 30,000 seats are four to five percent, a few are higher than that, like our $90 seats at the 50-yard line go to $99. So, on average, it will go up just under eight percent at 7.9 percent.”

Lewand said the increase takes the club from 28th in the NFL to about 23rd or 24th in terms of average ticket prices.

“It’s a decision we don’t take lightly,” he said. “Anytime you’re talking about raising prices you have to do it after a lot of consideration and hopefully some intelligent thought, but for us the focus was on the value proposition and the desire that we have to provide a top-tier product in the NFL for a mid-level or below mid-level investment.”

The Lions’ average ticket price for 2012 remains under $75. In 2011, the average season ticket price was above $75 for 22 teams.

The Lions were one of only three teams not to raise its average season ticket price over the last three years.

“In order to stay competitive in the league, we need to be able to invest right back in the product and that’s exactly where these dollars will go,” Lewand said. “Thankfully we have an ownership that allows us to charge below-average prices and provide, hopefully, a well-above average product.”

The Lions did not sell personal seat licenses when funding the construction of Ford Field. A PSL gives the holder the right to buy season tickets for a certain amount of money on top of the price for the season tickets. It’s a strategy some other teams have used in funding their stadiums.

2012 LIONS SEASON TICKET HOLDER BENEFITS

Pricing Advantages

  • Per seat savings compared to individual game tickets
  • Discount on additional game tickets per seat (depending on location and subject to game availability)

Exclusive Access

  • Private Season Ticket Holders Day at Lions Training Camp
  • Fan Forum teleconference with President Tom Lewand
  • Private online chats (new benefit in 2012)
  • Town Hall Meeting featuring Lions President Tom Lewand, General Manager Martin Mayhew and Head Coach Jim Schwartz (returns in 2012)
  • Exclusive on-field meet and greet with Lions players at Ford Field (returns in 2012)

Flexible Payment Plans

  • Full Payment made by March 14, 2012
  • Chance to win 2 tickets to Super Bowl XLVII in New Orleans with airfare (new 2012 incentive)
  • Chance to win 2 tickets to 2012 NFL Draft in New York City with airfare (new 2012 incentive)
  • Chance to win “Behind the Scenes” opportunity at Lions home games (new 2012 incentive)
  • 50/50 Payment Plan
  • Chance to win “Behind the Scenes” opportunity at Lions home games (new 2012 incentive)
  • 4-Quarter Payment Plan
  • Option to complete payment with four installments

Additional Offers

  • Online account management
  • Pre-sale offers on select Ford Field sporting events and concerts
  • Merchandise discount of 20% at Detroit Lions Pro Shop

The Lions new average season ticket price in 2012 is $72.04.

“For the past five seasons our average ticket price was the 26th lowest in the entire NFL,” said Lewand in the letter. “Even with this year’s increase, our expectation is that Lions’ season tickets will still be ranked in the lower one-third of the entire NFL.”

NOTABLES ON LIONS AVERAGE SEASON TICKET PRICE

  • The Lions’ average ticket price for 2012 remains under $75.00. In 2011, 22 NFL clubs had an average season ticket price above $75.00.
  • Detroit’s last average season ticket price increase occurred following the 2007 season.
  • The Lions were one of only three teams not to raise its average season ticket price over the past three seasons.
  • Between the 2007-2011 seasons, Detroit decreased its average ticket price three times and was one of only two teams in the NFL to do so in that four-year period.
  • Detroit was one of just five teams to increase their average ticket price only once during that span.
  • Since 2007, the Lions average season ticket price never ranked higher than 22nd overall in the NFL.
  • Among 16 teams in the Top 15 U.S. Media Markets*, the Lions average season ticket price in 2011 was the second lowest. It was $22.79 lower than the average ($89.50) among those 16 teams.
  • The team’s 2012 average season ticket price ($72.04) would still rank 15th among the 2011 average season ticket prices among teams in the Top 15 U.S. Media Markets*.

* Top 15 U.S. Media Markets (Neilson Media Research), in order of size: New York City, Los Angeles (no team), Chicago, Philadelphia, Dallas/Ft. Worth, San Francisco/Oakland/San Jose, Boston, Atlanta, Washington, D.C., Houston, Detroit, Phoenix, Seattle/Tacoma, Tampa/St. Petersburg/Sarasota, Minneapolis/St. Paul.

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