St. Louis Cardinals manager Tony LaRussa, left, waks onto the field with batting coach Mark McGwire prior to their opening day baseball game against the Cincinnati Reds, Monday, April 5, 2010, in Cincinnati. (AP Photo/Al Behrman) By Al Behrman
St. Louis Cardinals starting pitcher Brad Penny pitches against the Cincinnati Reds in the first inning of a baseball game, Thursday, April 8, 2010, in Cincinnati. Cincinnati won the game 2-1. (AP Photo/Al Behrman) By Al Behrman
(KMOV) -- If you've ever been sitting in the rain during a Cardinals game and thought, why did I pay full price, now you won't have to.
The Cardinals announced new 'dynamic' pricing for the 2011 season. Utilizing advanced computer programming linked to its new ticketing system, the Cardinals will have the ability to adjust ticket prices upward or downward on a daily basis based on changing factors such as team performance, pitching matchups, and the weather.
Cardinals president Bill DeWitt III said, "We want to provide our fans with the best values possible and bring more fans out to Busch Stadium." He went on to say, "This new structure gives us greater day-to-day ticket pricing flexibility that reflects real-time market conditions."
Among the goals of value-based ticket pricing is broadening the ticket-buying fan base, rewarding fans for buying earlier in the season and protecting Season Ticket Holder value. The new structure only affects the sale of tickets to individual games and does not affect the sale of season tickets.
The Cardinals have reassured full Season Ticket Holders, who began to receive renewal notices this week, that single-game ticket prices will never be lower than what a full Season Ticket Holder has paid. Season Ticket Holders will continue to pay a set price for their tickets, and will receive substantial savings over individual game ticket prices, and have the right to purchase post-season tickets.
Joe Strohm, Vice President of Ticket Sales said the Cardinals were persuaded to invest in a new, state-of-the-art ticketing system after learning about the experience the San Francisco Giants had this season with dynamic pricing. The Giants reported that their 2010 dynamic pricing structure enabled the organization to lower ticket prices for up to 75 percent of their games as compared to 2009 numbers. The Cardinals' new system will allow seats in sections that do not include Season Ticket Holders to go as low as $5 for games which have excess inventory for sale.
The Cardinals drew 3,301,218 to Busch Stadium (fourth in Major League Baseball) during the 2010 season- the 14th time in franchise history and seventh straight season the team topped the three million mark.