Angel Ticket Prices Up 27%

As the Angels unwrap the renovated Anaheim Stadium for the 1998 season, their fans will no longer enjoy the lowest average ticket price in the American League.

The Angels will offer a blizzard of admission options, including luxury suites and bargain seats, but the average ticket price will jump 27% to $12.25, according to figures released by the team Friday.

“This is a ticket price increase,” Angels President Tony Tavares said. “We don’t expect people to be happy with it.”

The increase, the first since Disney assumed control of the franchise from the Autry family two years ago, reflects the rising cost of player salaries, Tavares said.

“We had to generate additional revenue,” he said.

However, Tavares refused to commit to spending all of that revenue on player salaries, citing heavy financial losses. In September, Tavares indicated Disney would lose at least $25 million in its first two seasons of management.

If the twin draws of a renovated stadium and a competitive team can return attendance to 2 million for the first time since 1993--the Angels drew 1.77 million this year--the club would generate about $7.4 million in additional revenue. Tavares said the Angels would increase their player payroll from the 1997 level of $36 million, but all four American League playoff participants carried a payroll of at least $44 million.

In a 1997 season in which the Angels trumpeted their average ticket price of $9.68 as the lowest in the league, the average major league ticket price was $11.98, according to Team Marketing Report.

The Angels’ 27% increase is skewed somewhat by the introduction of luxury seats and suites behind home plate, all of which are sold out despite price hikes from $14.50 to $34.50, and on a renovated club level. The Angels said some 20,000 seats in the 45,050-capacity stadium would be priced at $9 or less.

The Angels will offer discounts to season-ticket holders, perhaps to ease the sting of dramatic increases in the cost of prime seats. Field boxes will be sold on a season basis at $18.50 and $14.50 per game, up 28% and 21%, respectively. Terrace boxes will be sold on a season basis at $15 and $12.50 per game, up 36% and 39%, respectively.

As the Angels reopen outfield seats closed this year for construction, they hope to attract children and families. In the left field bleachers, which will feature a kids’ store, picnic area and concession stand offering such child-friendly items as peanut butter and jelly sandwiches, a family of four can attend for $10. The Angels priced adult tickets at $4 and child tickets at $2.

In the right field bleachers, which allow fans to peer at Tim Salmon over the top of an 18-foot wall and which will feature an interactive play area, the Angels priced adult tickets at $6 and child tickets at $4. The Angels also will offer a ticket-and-meal combination, which could feature brand-name fast-food vendors, at $9.95 for adults and $7.95 for children.

Both areas provide fans close views of a water and light show that will erupt in center field after Angels home runs. The so-called extravaganza will feature fireworks, music and geysers shooting water as high as 80 feet into the air, according to Kevin Uhlich, director of stadium operations.

The Angels have added hundreds of spaces for wheelchairs, but no longer will a $5 ticket entitle disabled fans to any available space. Those fans will pay regular prices for bleacher spaces but up to $15 for terrace level spaces.

Tavares said the Angels would evaluate their price structure next fall and would not rule out another price increase, particularly if salaries continue to rise. Under the major league revenue sharing plan--teams in the top half of revenues share with teams in the bottom half--the Angels received money this year but expect to share next year, Tavares said.

“I think ticket prices in all sports are too high,” Tavares said. “I am also part of an industry that does not control our expenses.

“We can’t spend ourselves into oblivion. Even the U.S. government figured that out at some point.”

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Halo Gold

Seating and ticket prices at Anaheim Stadium will have a new look when the 1998 season opens in April. Here are the new prices for a single game and comparable per game prices for season ticket-holders:

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Single Season game ticket Field MVP Sold out $18.50* Terrace MVP Sold out 15.00* Field box $16.00 14.50 Terrace box 15.00 12.50 Lower View MVP 11.00 9.00 Lower View Box 9.00 8.00 Upper View 8.50 8.00 Terrace/Club pavilion: Adult 6.00 5.00 Child (2-12) 4.00 2.00 Left Field Family pavilion: Adult 4.00 Not available Child (2-12) 2.00 Not available

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Premium Seating

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Diamond Club Sold out 34.50* Club MVP Sold out 22.50* Club loge 22.00 18.50

*--*

* Sold out

Disabled seating available in all sections for same prices except Terrace Box disabled price is $8.50 ($7.50 season) and Terrace MVP ($12.50 season)

Source: Anaheim Angels