What's up with Chiefs ticket prices?

News stories circulated last week about a major increase in Chiefs season ticket prices for club level seats. Ostensibly the Chiefs claim that the "New" Arrowhead will include a major upgrade to the club level. After renovation, the concourse area is supposed to be completely weather enclosed. They're providing windows to the parking lot area, I guess so you can watch all the crazy tailgaters and traffic jams after the game. The new space is supposed to contain bars, restaurants, seating areas and big screen televisions, making the whole concourse into one big Arrowhead Club.

This all sounds wonderful, and I would think it would be a well spent portion of the $400 Million plus that Jackson County taxpayers were asked to pony up for stadium renovations.

Now for the kicker. Apparently the Chiefs have started contacting club level season ticket holders, advising them that in order to keep their tickets they need to sign a long term commitment. Season pricing for one "sideline select" seat goes from $1,100 in 2008 progressively up to $2,700 in 2011!

This has got to be a slap in the face for many season ticket holders. As a former club level holder myself, I know many of those customers have had their seats for 20 or 30 years. Club level was never cheap, but it looks like it will end up beyond the reach of most Chiefs fans.

Consider it this way... assume Marvin has an annual household income of $100,000. I realize this is far above average for KC, but let's assume this is the sort of person who would buy club level seats. In 2008, two tickets and a parking pass will set Marvin back about $2,420, or roughly 2.4% of his income. A fairly high price to pay for a 4-12 football team, but probably not out of line for other NFL venues. Fast forward to the year 2011, when the same package will cost $5,620 even before any parking increases. This is 5.6% of Marvin's income. I don't know too many individuals who are willing to part with that big of a chunk of their earnings to watch a team that has been mediocre at best for the past 10 years.

By contrast, for the average Kansas Citian let's assume a blended average household income of $50,000. You can pick up two "Upper Level Red Reserve" seats plus parking for about $1,400 or 2.8% of income, roughly the same percentage that the upper crust folks in the gold seats are paying today. You just don't get to enjoy the 'lounge' atmosphere, and have to put up with raindrops on your head.

I have to wonder what the strategy play is here for the Chiefs. Are they trying to clear out the club level to sell the seats to corporate clients? Do they really think the average seat holder will pay more than double just to have a nice place to warm up? The argument that they need to recover the cost of improvements rings hollow in light of the taxpayer funded work that will create the space in the first place.

-JNN