The Jacksonville Jaguars

[duvaldude08]

Great read in the Jax Daily Record. Interview with Mr. Khan.

http://jaxdailyrecord.com/showstory.php?Story_id=535539

I am glad Mr. Khan is clarifying his self. Drafting Tebow would have been an emotional decision for him and NOT a rational one. But agreed it was a very good read. And come on man, why ask if the him selling his yacht had to do with the purchase of the team. Some people really need to get some business.

[copperfiend]

1.  Ticket sales will improve when more people get jobs and local businesses start turning a profit again.

*Or when ticket prices fall to the point that supply equals market demand.

Not saying it's a perfect solution, but it would result in the same outcome in the short term.

We already have one of the cheapest (if not the cheapest) ticket prices in the league.

[KenFSU]

Look around the stadium on certain Sundays, and you can get an honest answer for yourself as to whether or not tickets are overpriced for the market.

No ticket price is too high if consumers are willing to spend the money on them. I'm not making a value judgement about whether or not tickets at X price are too expensive, but if a certain price tier isn't selling out, simple economics suggests that yes, those particular tickets are priced too high for market demand. Lower those ticket prices enough, and they will sell out. Even if your overall gate goes down (which isn't necessarily a given), at least you've got people in the stadium spending money on concessions, parking, and souveniers.

A $35 ticket is probably closer to at least a real $55 when you factor in transportation, parking, and some food and drink. A $50 ticket is probably closer to $70. You can double, triple, or quadruple that if you are taking a spouse or family. Again, not making any personal value judgement on whether or not it's worth it, but I think we can all agree that we're talking about a pretty steep opportunity cost here in a world where we have a million different ways we can spend our discretionary, disposable income.

With the home experience -- big screen TVs, surround sound, our own refreshments -- being an acceptable substitute for so many these days across all sports, many teams across sports these days are finding that you can no longer get away with charging $20 to park, $50 for a ticket, and $8 a beer and still expect people to show up just because it's the "NFL Experience," or MLB experience, or what have you.

The opportunity cost of an NFL game equals a full year of Netflix, or 7 trips to the movie theater, or a ticket to Disney World, or a weekend at the beach, or a nice steak dinner for you and your wife, etc.

People don't necessarily not buy Jags tickets because they are too expensive, but rather because they find that there is more value in watching from home and using that discretionary income for something that they percieve to give them more bang for their buck.

Lower prices for the sections that aren't selling out, and you can probably find a nice sweet spot where the experience of going to a Jags game is equal in percieved value to whatever Jax citizens are choosing to spend their money on otherwise.

[Tacachale]

1) I am not a Tebow fan.

2) Your statements regarding Tebow and ticket sales are blind conjecture at best.

3) That being said, I agree with the basics of what you're saying: tickets are what counts, I just don't believe Tebow was a golden-egg.

That's pretty much my thoughts exactly.

Drafting Tebow back in 2010 may have moved some more tickets. Though knowing the fickle Floridian football fan (and attendance stats) as I do, I doubt it would have been all that many in the final analysis. And the type of folks who'd be attracted by something like that would be the first to stop showing when the excitement wanes - which would come all the quicker if said player doesn't perform. And there's a very real chance that'll be what happens with Tebow.

Individual winning seasons aren't going to have much of an effect on ticket sales, especially when they come as rare breaks to poor-to-mediocre seasons. A consistent winning culture, combined with a serious marketing push, may just do that.

[Non-RedNeck Westsider]

Where are the 1,000s of fans that were going to buy season tix when we fired JDR?

[Clem1029]

The opportunity cost isn't even just that compared to the other options...it's compared to the NFL itself with the vast majority of Jacksonville residents.

Let's do the math - being generous, let's say the $35 ticket ends up being $50 once the additional things are factored in. For a family of 4, you're talking a $200 outing for one game.

On the flip side, I can subscribe to NFL Sunday Ticket streaming online for $330 for the SEASON. So with the theoretical family of 4, I can 1) spend $200 on one game on one Sunday or 2) spend my $330 for every game every Sunday for the entire season, have cheaper beer and food to boot, plus I can watch my hometown team instead of an adopted city that I don't have that big of an attachment to (which isn't an insignificant part of the population, as visiting fans often demonstrate at Everbank).

So while Jags tickets might be among the cheapest in the league, that says more about the NFL than it does about the city. Tickets league-wide are flat out too expensive, period - especially when compared to alternatives to consuming the games.

[comncense]

Solution to beating the cost of feeding your family at games.... Tailgate before the games.

[fieldafm]

Look around the stadium on certain Sundays, and you can get an honest answer for yourself as to whether or not tickets are overpriced for the market.

No ticket price is too high if consumers are willing to spend the money on them. I'm not making a value judgement about whether or not tickets at X price are too expensive, but if a certain price tier isn't selling out, simple economics suggests that yes, those particular tickets are priced too high for market demand. Lower those ticket prices enough, and they will sell out. Even if your overall gate goes down (which isn't necessarily a given), at least you've got people in the stadium spending money on concessions, parking, and souveniers.

A $35 ticket is probably closer to at least a real $55 when you factor in transportation, parking, and some food and drink. A $50 ticket is probably closer to $70. You can double, triple, or quadruple that if you are taking a spouse or family. Again, not making any personal value judgement on whether or not it's worth it, but I think we can all agree that we're talking about a pretty steep opportunity cost here in a world where we have a million different ways we can spend our discretionary, disposable income.

With the home experience -- big screen TVs, surround sound, our own refreshments -- being an acceptable substitute for so many these days across all sports, many teams across sports these days are finding that you can no longer get away with charging $20 to park, $50 for a ticket, and $8 a beer and still expect people to show up just because it's the "NFL Experience," or MLB experience, or what have you.

The opportunity cost of an NFL game equals a full year of Netflix, or 7 trips to the movie theater, or a ticket to Disney World, or a weekend at the beach, or a nice steak dinner for you and your wife, etc.

People don't necessarily not buy Jags tickets because they are too expensive, but rather because they find that there is more value in watching from home and using that discretionary income for something that they percieve to give them more bang for their buck.

Lower prices for the sections that aren't selling out, and you can probably find a nice sweet spot where the experience of going to a Jags game is equal in percieved value to whatever Jax citizens are choosing to spend their money on otherwise.

Let's talk about the value of the ticket.  I like to deal in facts, not assumptions. 

I have two seats.  One of them pays for itself.

I made $126 in 'Jag Bucks' to be used at the stadium for concessions and merchandise just for filling up at Gate Gas (which I found was actually cheaper than most Dailey/Shell stations I pass who also have their own incentive programs). 

I have saved, this year, $495 at local merchants with my Teal Deals coupons... and I actually gave away half my coupons b/c I didn't use them all. 

Additionally,

I paid to park at ONE game this year. And that was only $20 in lot X, and it was b/c a friend of mine gave me his Club seat.  Figured the least I could do was pay to park.  Otherwise I have either biked, parked near Sulzbacher and walked or took the free boat over from the Landing.

I drank tons of great Intuition beer tailgating before the games, which Ben is gracious enough to host a great tailgate for customers. 

I have saved $60 around town just by presenting my Jaguars Reward card to various merchants (like $2 off every time I get a haircut

I have eaten and drank for free at some great Team Teal events around town(and REALLY good food mind you).  Went to 8 in all.  There were many more I could have attended.

Got an invitation to watch a practice b/w the Jags and the Falcons.

I got to throw the football around the practice field with my dad on Fathers Day for a promotion the Jags made available to season ticket holders.  Seriously, HOW PRICELESS IS THAT?!?!?  That's something he'll talk about forever!

Got to talk with coaches and scouts at two Evening with the Scouts/Coaches the Jags put together for season ticket holders.

The Jags treated us with a free movie night where we got to watch Remember the Titans while sprawled out picnic style on the field.

Stuffed my face full of food and beer at a party celebrating the new menu in the Club Seats.

Won a one-game upgrade to the Terrace Suite as part of a Team Teal promotion where I got to wine and dine with of all people, Mayor Brown.  BTW, the Terrace Suites offer all you can eat and drink FOR FREE. 

Got the opportunity for not one, but THREE free behind the scenes tours of the locker rooms, player facilities, etc.

Was invited to a fan forum in the team meeting room to talk about ways to improve the game day experience (no free meal, but got free soda/water and some snacks while lounging in the same seats that future Hall of Famers Tony Boselli and
AND Fred Taylor once sat).

Scored a credit of $68 towards my season ticket account by participating in the Jaguars Advantage program (you just register your credit card and purchases count towards either getting cash or a credit to your ticket account) and frankly I didnt even use that to my advantage well enough.

I also got some free merchandise, like winning a Paul Posluzky-autographed mini helmet, a whole plastic grocery bag full of Jaguar pens, a few season-ticket holder lanyards and coozies and three free tshirts.

And I also got tickets to 10 NFL football games, the 2nd lowest priced tickets in the league.  I actually paid more to watch an NHL game in Tampa and a Magic game in Orlando (with worse seats) in the upper levels this year than what I pay for each ticket to the Jags game, and I sit just a few rows up from the field.

NOT counting all the free events(and free food and drinks) I was invited to and free merchandise I've been tossed, my savings came out to be $749 either through Teal Deals, Jaguars Advantage and Jaguars Rewards.  My tickets cost $680 a piece.  Now, I'm pretty good with math.. but even if I wasn't I could go to my calculator and figure out that $680 minus $749 equals to a CREDIT of $69.

Those are the facts. I also have JU basketball and FSU football season tickets and I can tell you, I have never gotten one dime back OR ANYTING FREE for buying them.  If you can find a way to go to 10 NFL games FOR FREE anywhere else in the country, please let me know.   

How exactly is FREE, too much money to spend for a ticket?

[Non-RedNeck Westsider]

On the flip side, I can subscribe to NFL Sunday Ticket streaming online for $330 for the SEASON. So with the theoretical family of 4, I can 1) spend $200 on one game on one Sunday or 2) spend my $330 for every game every Sunday for the entire season, have cheaper beer and food to boot, plus I can watch my hometown team instead of an adopted city that I don't have that big of an attachment to (which isn't an insignificant part of the population, as visiting fans often demonstrate at Everbank).

OK.  First and foremost, a consistently winning, playoff team is required to sustain the season ticket base.  The 'Fan Base' are the ones that go regardless.  I'm part of the latter.

Here's what makes it special for me:  I was there with my wife and son for 'The Catch' against Houston last year.  The feeling of that stadium going dead silent for what seemed like an eternity and then erupting into the loudest, most exuberant noise you've ever heard was something that we will always have.  My wife, not a big football fan, was even caught up in that moment. 

Where were you?  How did it sound in 6.1 Dolby?

I'm not knocking anyone that would rather spend their money elsewhere.  And I get that the 'fan experience' week-in & week-out may not be spectacular, but if you don't go - you'll never have the feeling that the 3 of had.  It may not happen every week, but I'm willing to give it a shot so that I don't miss it when it does.  It's a story we can share when I'm old and gray as my son and his kids are walking up to the stadium together to watch our Jaguars.

[duvaldude08]

On the flip side, I can subscribe to NFL Sunday Ticket streaming online for $330 for the SEASON. So with the theoretical family of 4, I can 1) spend $200 on one game on one Sunday or 2) spend my $330 for every game every Sunday for the entire season, have cheaper beer and food to boot, plus I can watch my hometown team instead of an adopted city that I don't have that big of an attachment to (which isn't an insignificant part of the population, as visiting fans often demonstrate at Everbank).

OK.  First and foremost, a consistently winning, playoff team is required to sustain the season ticket base.  The 'Fan Base' are the ones that go regardless.  I'm part of the latter.

Here's what makes it special for me:  I was there with my wife and son for 'The Catch' against Houston last year.  The feeling of that stadium going dead silent for what seemed like an eternity and then erupting into the loudest, most exuberant noise you've ever heard was something that we will always have.  My wife, not a big football fan, was even caught up in that moment. 

Where were you?  How did it sound in 6.1 Dolby?

I'm not knocking anyone that would rather spend their money elsewhere.  And I get that the 'fan experience' week-in & week-out may not be spectacular, but if you don't go - you'll never have the feeling that the 3 of had.  It may not happen every week, but I'm willing to give it a shot so that I don't miss it when it does.  It's a story we can share when I'm old and gray as my son and his kids are walking up to the stadium together to watch our Jaguars.

I agree NRW with everything you just stated. Actually being there is priceless. Im to the point there are no excuses for nothing, if you REALLY want to go. The same people that says "tickets are too expensive" are the same ones who probably went out partying two nights before and spent $60.00. At the end of the day, you spend your money on what you really want. And Its not just Jax of course, Goodell even knows that league wide people would rather stay on and watch, than pay to come to the game. I definately like to be there for all the action.

[Keith-N-Jax]

What's this deal about parking. I never pay to park for a Jags game.

[fieldafm]

No ticket price is too high if consumers are willing to spend the money on them.

Also, why then was the stadium not full when Winn Dixie used to give away tickets for free?

The price complaint simply doesn't line up with the facts. 

[KenFSU]

That's an easy one, with much historical precedent. Nothing does more damage to the perceived value of a good than to give it away for free. It's a desperation move that murders any perception of scarcity and makes those buying at full price much less likely to do so. I'm shocked the Jaguars allowed it. I would never advocate giving away tickets for free, or pricing them at clearance levels, but there is definite room for the tickets to drop if you wanted to meet market demand. Another solution, which you alluded to in your post, is to find more ways to add on some additional value proposition to Jags tickets. Coupon books. Free drinks. T-shirts. Whatever. There's no one perfect solution, and the best solution probably involves a combination of all of the above, but I just don't see how you can totally remove cost (and opportunity cost - it's possible to avoid parking fees, but likely at the cost of an additional hour of your Sunday) from the equation. 

[duvaldude08]

That's an easy one, with much historical precedent. Nothing does more damage to the perceived value of a good than to give it away for free. It's a desperation move that murders any perception of scarcity and makes those buying at full price much less likely to do so. I'm shocked the Jaguars allowed it. I would never advocate giving away tickets for free, or pricing them at clearance levels, but there is definite room for the tickets to drop if you wanted to meet market demand. Another solution, which you alluded to in your post, is to find more ways to add on some additional value proposition to Jags tickets. Coupon books. Free drinks. T-shirts. Whatever. There's no one perfect solution, and the best solution probably involves a combination of all of the above, but I just don't see how you can totally remove cost (and opportunity cost - it's possible to avoid parking fees, but likely at the cost of an additional hour of your Sunday) from the equation.

I agree Ken. If Im not mistaken, giving away tickets was a problem with USFL. They use to give out so many free tickets, nobody was buying them.

[duvaldude08]

One thing Mr. Khan will learn quickly is that you have to be careful what you say.... It will be taken out of context quickly. First the real fan thing, now the Tebow thing. People like to take sound bites from people conversation to stir up drama. He had a full conversation with the daily Record about Tebow and only one sentence is being quoted. He will learn to just stay clear of certain conversations. He even mentioned how people take everything and spin it. Jacksonville Tebow fans are pathetic IMO. We didnt draft him, get the fuck over it. (pardon my french  )