New seats, new perks and old prices for customers. A way to connect with fans while raising revenue for the team.
The Jacksonville Jaguars are trying to do both this season, announcing Wednesday its plan for keeping season ticket prices flat for 2014 while introducing new seating options and a program to engage fans year-round.
“It began with what our commitment is, doing everything we can to have a sustainable NFL franchise in Jacksonville,” said team President Mark Lamping.
Season ticket prices for 2014 will mirror those from 2013, Lamping said, because the “market won’t bear” an across-the-board increase. Yet, revenue generated from the average ticket price should increase with the introduction of new seating options meant to cater to different — and pricier — clientele.
Most of the five options will take advantage of the $63 million stadium improvements along the North End Zone that were approved last year and will be completed by the start of the season.
“These stadium renovations provide a whole new experience,” said Chad Johnson, team vice president of sales. “It allows us to introduce new products not available anywhere else.”
Those options, all of which include food and beverages, are:
• Field-level seats on the east side of the stadium. The close-up seats cost $350 per game, with 180 seats planned.
• North End Zone pool cabanas that will take advantage of the stadium’s planned water features. For $250 per ticket, groups as small as 40 and as many as 300 will have access to the pool area and lounge furniture. There are two cabanas available per game.
• North End Zone party deck cabanas for groups of 20-140, costing $150 per ticket. These 280 seats will be along the second-level party deck that is planned with the stadium improvements.
•“Rail seats” in the North End Zone area adjacent to the pools, though without access. There are 120 of these seats that cost $150 per game.
• Four-person club tables between the 20-yard lines above the 100 level. Each table cost $375 per game.
The team also introduced its “Jags365” program that Lamping says is meant to give season ticketholders a “real, meaningful relationship with the organization throughout the year … and not just something that extends to just 10 days.”
Lamping refers to season ticket holders as “members” now, with each being able to opt into corporate, family or “fanatical fan” memberships that each has its own slate of perks.
Early examples for the family membership are movie nights at EverBank Field and holiday photos on the field, while the fan branch will have pre- and post-game access to the field and private “chalk talk” with players and coaches, among others.
On the business side, corporate members can attend dedicated networking events or have their companies promoted on the team’s website.
Johnson said during the past year the team has asked fans for feedback on what they wanted, which boiled down to three main themes: recognition, more year-round engagement and choices.
Johnson said the new plans encompass all three, with recognition coming more so this year with the team’s 20th season. A sculpture will be built on the south side of the stadium, featuring the names of ticket holders who have been with the team
for several ranges of years, including those there the entire 20 years.
@writerchapman
(904) 356-2466