You know how often we will talk here about how the modern sports industry is all about selling tickets to rich folks, because that’s where the money is? Meet Los Angeles Angels vice president of marketing and ticket sales Robert Alvarado, who is not afraid to admit that not only does he target deep-pocketed fans, but really he’d just as soon fans without a lot of spending money stay the hell home:
“The conventional wisdom would tell you, ‘Let’s get the bodies in here, because they’re still gonna be spending money on parking, hot dogs, souvenirs, all that stuff.’ But we have not seen that in the past. Drawing in a discount buyer, they aren’t necessarily flipping and buying stuff here.”…
“We may not be reaching as many of the people on the lower end of the socioeconomic ladder, but those people, they may enjoy the game, but they pay less, and we’re not seeing the conversion on the per-caps,” Alvarado said. “In doing so, the ticket price that we’re offering those people, it’s not like I can segregate them, because I’m offering it up to the public, and I’m basically downselling everybody else in order to accommodate them.”
The OC Weekly seems to think that by “segregate” Alvarado means setting up a special poor-only section at the ballpark; I think he actually was complaining that if you offer tickets at a price regular people can afford, then the upper crust will buy them at that price too, and you’re leaving money on the table that you could have effectively extracted from rich folks’ wallets. So better to charge everybody a ton for tickets, and if the “people on the lower end of the socioeconomic ladder” don’t show up, that’s okay, because the people with money buy more hot dogs.
That’s really no different than teams wanting smaller stadiums so that they can sell fewer tickets at higher prices, but it’s said a bit more bald-facedly. So thank you, Robert Alvarado, for explaining the modern sports industry in simple English. Even if it might not win you many friends among Angels fans who can’t afford as many $4.50 hot dogs.
[UPDATE: Alvarado just resigned. Honesty gets you nowhere these days.]