SAN ANTONIO – If you are trying to score seats for a San Antonio Spurs game, you may notice changes in the ticket-resale market.
The Spurs are monitoring brokers, individuals and season-ticket holders who are buying and hoarding tickets primarily to resell them for large profits, said Tim Sailer, the team’s senior vice president of business development, membership and ticket operations.
“In the professional sporting industry, but even college athletics, you get some people that buy season tickets for the wrong reason,” Sailer said. “They buy them to resell them for a profit.”
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The team said its goal is to make games more accessible to Spurs fans, and to avoid fans being scammed out of tickets that have been promoted or purchased on third-party sites.
Sailer said the monitoring effort began about a year and a half ago — well before the playoffs — but received more attention as postseason demand increased.
“We’ve just been monitoring that process,” Sailer said. “Playoffs obviously put a larger spotlight on it.”
The Spurs also adjusted how tickets are sold, focusing more on partial plans instead of full-season packages.
“We focused a little bit more on partial plans, less full season, so that we could have more people in the community that could be a part of this,” Sailer said. “The demand is the highest it’s ever been, which is remarkable.”
The team is also relying on dynamic pricing, meaning ticket prices can change based on several factors, including the opponent, the day of the week, the time of year and whether high-profile players are expected to play.
The Spurs compared the system to the way airline and hotel prices fluctuate.
“Different opponents, different days of the week, different times of the year dictate the value proposition and what those prices are,” Sailer said.
That means a weekend game against a popular or star-studded opponent could cost more than a weekday matchup. Prices may shift throughout the season as demand changes.
Group sales are another major part of the team’s strategy for filling Frost Bank Center with fans from the San Antonio area.
“We’ve maintained one of the best group sales programs in the league,” Sailer said. “I think this past year we finished second in the league in group tickets, which means that puts us right in the center of the community.”
Sailer said group tickets account for about 20% of the arena’s capacity each night. Many of those packages include a theme, food or hospitality experience.
“Within our group sales program, every night roughly 20% of the building is group tickets,” he said. “Most all of those have some sort of a theme or a food or hospitality package.”
The Spurs hope the combination of monitoring ticket resales, offering more partial plans, adjusting prices and expanding group sales will help keep more seats in the hands of local fans.
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