Prices charged by the Toronto Maple Leafs for the best seats have gone up between 2,900 per cent and 6,000 per cent since 1985
*This is a face-value price of what became known as ‘platinum seats’ after the move to Air Canada Centre.
For decades, every spring, after the Leafs failed to win the Stanley Cup, club executives would announce ticket prices for the following season, and then justify any increases by insisting the higher revenue would be used to sign better players and improve the team’s fortunes.But in the fall of 2005, when the NHL returned from a year-long lockout, it introduced a league-wide salary cap that would prevent rich clubs from buying their way to greatness.
In subsequent years, the club sold thousands more personal seat licences, introducing what one pricing expert calls an element of real estate speculation to the hockey ticket market: PSLs now have their own robust marketplace, with asking prices hitting $100,000 a seat. Fans also sometimes grumble that corporations make tickets more expensive for everyone, because companies can write off the purchases as business expenses. Decades ago, the U.S. federal government under President Jimmy Carter tried to eliminate the tax benefit, but after the pro leagues pushed back the effort fell apart. The issue is rarely raised anymore.
In 2013-14, the Leafs introduced tiered pricing for buyers of single-game tickets, dividing all of the regular-season games into four categories, depending on such factors as scheduling and opponents: Seats in the end gold section could range from $190 for a weekday match against a mid-tier team to $265 for a Saturday night faceoff against the Canadiens.
Still, he noted that, because prices are now almost purely a function of the market, rather than being based on a club’s costs, it could leave fans feeling alienated. “It’s more difficult to know what the face value of a ticket is at a given time. I don’t want to say ‘face value’ doesn’t exist, but it’s become more nebulous, where there is no starting point, so to speak. A ticket fluctuates based on demand, and there’s less knowledge of where it started from.
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