Lieutenant Island Views : Commentary About Finance, Politics and Baseball

Yankee Ticket Pricing Redux | May 3, 2009


Less you think that my posts about the Steinbrenners’ ticket pricing errors are “small beer”, please reflect on the following math. If the Yankees’ pricing policy results in an average of 3,000 premium seats going unsold at every game, that represents a year long total of 246,000 unsold tickets over a full season. Depending on your assumptions as to the price needed to sell all of those seats, here are the amounts of foregone income:

Mrkt Clrng Price Foregone Income
$250 per ticket $61.5 million
$300 per ticket $73.8 million
$350 per ticket $86.1 million
$400 per ticket $98.4 million
$450 per ticket $110.7 million
$500 per ticket $123.0 million

If the number of unsold seats is higher, the foregone income is even more. Not included in this total are incremental income from souvenirs etc. Of equal import, such revenue drops to the pre-tax line with very limited incremental expense as operating a stadium is largely a fixed cost endeavor. Regardless how rich you are, this is an extraordinary amount of money to forego because you do not want to admit a mistake!

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About author

Mr Thaler is currently the Managing Partner of Lieutenant Island Partners, an organization providing corporate finance advice and general consulting to corporations and not-for-profit organizations. Mr Thaler retired as Vice Chairman of Deutsche Bank Securities in early 2008. His background includes experience as an investment banker, senior manager, business builder, college professor, not for profit board chair and trustee. In his thirty plus years as an investment banker for Deutsche Bank and Lehman Brothers, he has been involved in numerous significant debt and equity financings, mergers & acquisitions, leverage buyouts, restructurings and cross border transactions. Of particular note, Mr Thaler has been one of the most active participants and strategic advisors to the homebuilding industry. In a period of significant turmoil and losses, he was one of the few active bankers to the industry who did not have either a loss or credit write down. He is currently advising several public builders on strategic matters and is an adjunct professor of finance at Morehouse College in Atlanta, Georgia. Though he lives in New York, he is a life long Red Sox fan! www.LieutenantIslandPartners.com

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