THE SIDELINES : Phoenix Team Cuts Ticket Prices

PHOENIX — Phoenix Cardinals owner Bill Bidwill, vilified by some fans for having the NFL’s highest ticket prices the past two seasons, has done something about it.

Bidwill announced a restructuring program Thursday that will cut the cost on 55,911 seats and reduce the average ticket price to $30.77--down from $38 in 1988 and $36.33 last year.

Overall, the pricing format for the 1990 season will lower the average ticket price 15.5% with reductions from $5 to $25 per ticket.

Ticket prices will still range from $200 per game for 202 premium loge seats at the 50-yard line to $15 apiece for seats in the south end zone at 74,724-seat Sun Devil Stadium in Tempe.

But Bidwill said 9,201 premium seats have been eliminated so there are now 43,000 tickets priced at $15 and $20 per game with about 10,000 of the new $20 tickets located on the sidelines.