Priced Out Of The Market

As you likely know, I'm not a hockey executive. Frankly, with the state of economics in hockey right now, I'm not sure I'd want to be working in a front office right now because it seems like everyone is either delusional or insane. Or maybe both. Being that I'm not qaulified to diagnose anyone as senile, though, it became somewhat hard to ignore that the new AHL team in Hamilton might be on a fast track to another relocation thanks to their ticket prices. Welcome to professional hockey, Hamilton! Bring your wallets!

I want you to remember that we're talking about an AHL team that finished in fourth-place in its division and lost to the fifth-place team in the qualification round. The Bridgeport Islanders were a 34-30-8 team last season, and only made the playoffs twice in the last five seasons where they didn't win a round. This will be important.

First, here's the seating map at TD Coliseum for Hammers games.

Feel free to click on the image to see it larger, but the season-ticket costs for 36 home games in Hamilton range from $875 up to $2238 per seat. If you're doing the calculations for a per-game cost, the cheapest seats are $24.31 per game while the most expensive will seat cost you $62.17 to watch the Hammers. While these prices aren't financially crippling at a per-game rate, $62 to watch a middle-of-the-road AHL team seems like the supply-and-demand pricing atrributed to hockey tickets may not be entirely true. At all.

If you go down the road to Toronto where the Calder Cup champions play, the Toronto Marlies have their season ticket prices posted.

How is it that the Calder Cup champions have less expensive tickets than an AHL who has done nothing except change its name and logo six times in its existence? One can argue that Toronto's saturated professional sports market forces the Marlies to keep their prices lower, but that doesn't explain why Hamilton's tickets cost more.

If supply-and-demand is the factor for AHL tickets, the Belleville Senators are the only professional team in Belleville, Ontario which sits two hours east of Toronto. You'd expect them to follow Hamilton's idea of charging a little more to come and see them due to the demand for their tickets, yet, as you can see to the right, that's not the case. The cheapest ticket in Belleville is $4.31 less than Hamilton's cheapest ticket, yet the B-Sens have just as many Calder Cup playoff appearances and series wins as the Hammers. If you're scratching your head over these AHL ticket prices, you're not the only one.

I want to call your attention to the sections on Hamilton's seat map to emphasize just how insane this pricing model is that the Hammers conjured. Sections 105-107 are priced at $1808 for the season if you sit there ($50.22 per ticket). However, if you want to sit in an aisle seat, that's going to cost you more. In fact, $328 more ($9.11 per game more). An aisle seat in that section will set you back $2136 ($59.33/game) as opposed to the guy sitting next to you who paid $1808. Since when did sports teams adopt airline pricing for seats?

I like an aisle seat as much as the next person, but there is no way I'm paying more for an aisle seat when I'm already paying for the most expensive seats in the building. I get that's how the supply-and-demand model works, but this is taking it a step beyond acceptable. If I want to sit with my friends in seats 1-4 in row 12 in section 107, why am I paying more than my three friends? How is that fair?

NHL ticket prices are ridiculous to begin with, so I'm not making those comparisons. We have a total of one ECHL team in Canada, so comparing AHL and ECHL prices won't make much sense to Canadian hockey fans either. Comparing the AHL markets across this country to one another does make sense when it comes to supply-and-demand theories, and there are a total of zero AHL teams adjusting their pricing for tickets to see the Hamilton Hammers play. Belleville's home opener is against Hamilton, and they didn't raise their prices because tickets to see the Hammers simply aren't in demand.

Congratulations to the City of Hamilton on getting an AHL team whose ticket prices are higher than any other AHL team in the country including the defending Calder Cup champions. Enjoy your fourth-place team at premium prices while you can because I suspect there won't be many people in the stands at these prices. And I say that because the Hammers likely won't be in Hamilton long unless the team's profit-driven philosophy changes... which doesn't seem likely.

Until next time, keep your sticks on the ice!