UT Launches Flex Ticket Pricing Model

Aug 21, 2013

» UTTIX.com

KNOXVILLE, Tenn. -- As part of an ongoing effort to improve ticket sales and attendance, the University of Tennessee Athletics Department will engage with Qcue to make individual game tickets in the south upper deck more accessible using a flex pricing approach. Qcue's technology considers all available data to price tickets more accurately. The system applies advanced analysis to adjust prices based on sales and other measures of shifting demand. The result is market-driven pricing that better reflects the true value of in-venue seating.

"This is really a test program for us targeting upper deck seats in the south end zone," said Chris Fuller, UT's senior associate athletics director for development and external operations. "Through our partnership with Qcue, we have evaluated data regarding the market value for our individual game tickets, and the flex ticket pricing model allows the cost of the ticket to be adjusted based on demand."

Flex pricing will apply to about 6,700 seats in the south upper deck only.

One of the goals of flex pricing is to provide more affordable tickets for our fans. For the first three games of the season, prices will start at $20 in parts of the south upper deck. The initial price for the remaining four games will be set at the face value price (Georgia $80, South Carolina $80, Auburn $70, Vanderbilt $55) but may be adjusted as the season progresses.

The flex ticket pricing model will impact individual game sales only in designated locations. Preferred seat locations will still be reserved for season ticket holders. "Our season ticket holders and donors will continue to be our highest priority from a service standpoint," said Fuller. "We believe the flex approach will complement our overall sales effort and provide greater opportunity for our fans."

More than half of Major League Baseball teams use some type of flex or dynamic pricing, as well as many NBA and NHL teams. Tennessee is one of the first major college programs to implement a flex pricing model.


Questions and Answers on Flex Pricing:

Q: Why is Tennessee implementing a flex ticket pricing model?
Many fans choose to purchase individual game tickets through secondary market sites. That price is driven by market demand. Flex pricing allows us to have a pricing option that is market-driven.

We think that having the ability to adjust our prices closer to the market value will help us sell more tickets and generate additional revenue and as importantly help us fill seats that have been empty at times over the last few seasons.

Q: How often will ticket prices change?
Prices can change frequently, so fans interested in finding the best price on tickets should visit UTTIX.com often.

Q: What happens if the price drops after I've bought a ticket?
All ticket sales are final at the time of purchase.

Q: Can this affect tickets I've already purchased?
Not at all. This impacts only a small section of seats in the south upper deck - row 16 and above. Nothing will change with season tickets, mini-plans or single-game tickets in other parts of the stadium.

Q: Does this change how I buy tickets?
No. Single-game tickets will still be available on UTTIX.com, by phone at 1-800-332-VOLS and in person at the Tennessee Athletic Ticket Office and Neyland Stadium ticket windows.

Q: Will you publicize price changes in the south upper deck?
We'll promote ticket prices in several ways, including our #GBO Insider e-mail newsletter, our official Facebook pages and Twitter accounts. Current prices are always available on UTTIX.com.

Q: Will prices increase for any games?
Flex price tickets for high-demand games like Georgia and South Carolina will likely sell at a higher price than years past, but other games will be available for lower prices than fans have paid in past seasons.

Q: Does flex pricing have anything to do with Tennessee's partnership with StubHub?
No. StubHub is our exclusive secondary ticket market partner. These changes only affect our primary market sales.

Q: Do you have plans to increase the number of flex priced seats in Neyland Stadium in the future?
Not at this time. We will continue to monitor and evaluate our pricing models and make adjustments accordingly.





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