The Atlanta Braves have released ticket prices for their new stadium in Cobb County, and fans can expect to absorb a whopping 45% price increase over Turner Field. Also, only a 4.7% price increase over Turner Field. Whaaa?
Turner Field features the third-cheapest price among Major League Baseball teams for non-premium season tickets at $19.14 per game, according to Team Marketing Report of Chicago, which uses data from all 30 MLB teams. The league average is about $29.
The Braves, however, say their average non-premium price is actually higher — $26.48. The Team Marketing Report survey excludes seats near the field and in other prime areas that wouldn’t be considered premium in a modern stadium. That effectively depresses Turner Field’s average.
The average non-premium seat cost at the new Cobb County ballpark is expected to be $27.73, according to a Braves spokeswoman. That would be a 45 percent increase over the Team Marketing Report average for Turner Field, but only a 4.7 percent increase over what the Braves consider their average price.
All of this mostly goes to show how hard it is to define “ticket price” in a 21st-century landscape of amenity-filled club seats and dynamic pricing. (The prices released by the Braves yesterday are just for season tickets; no one knows how individual games will be priced.) TMR divides up its pricing data into “general” and “premium” seating — the latter for “club seats or any section that has special features,” which is clear as mud — which allows teams to claim that a share of a price increase is due to added amenities, kind of the way that poverty isn’t a problem because poor people now have refrigerators.
The Braves, meanwhile, claim that you can’t compare seats at the old and new stadiums at all, because the new one will offer (in the Atlanta Journal-Constitution’s paraphrase) “better views of the action from more comfortable seating.” No doubt thanks to all that cantilevering, right?