Sport Marketing Quarterly
In 2011, the Los Angeles Dodgers Stadium averaged 36,236 fans per game, dropping from 43,979 in 2010 and 46,440 in 2009, an overall loss of about 10,000 fans per game in just two years. In 2011, The Dodgers' attendance ranking fell from first to eleventh in Major League Baseball (MLB), which amounted to a loss of over 800,000 tickets sold per year, as well as the resulting revenue from concessions and parking. Despite the Dodgers' long and storied history, ticket demand had been negatively influenced by inconsistent performance, mounting bad publicity surrounding owner Frank McCourt's divorce, the beating of a San Francisco Giants fan on opening day at Dodger Stadium, and the threat of suspension or termination of the Dodgers by MLB commissioner Bud Selig if McCourt did not agree to sell the team. In 2009, the San Francisco Giants were the first MLB team to adopt dynamic ticket pricing, which adjusts prices in real time to match fluctuations in consumer demand.
Original Publication Citation
Parris, D., Drayer, J., & Shapiro, S. (2012). Developing a pricing strategy for the Los Angeles Dodgers. Sport Marketing Quarterly, 21(4), 256-264.
Parris, Denise Linda; Drayer, Joris; and Shapiro, Stephen L., "Developing a Pricing Strategy for the Los Angeles Dodgers" (2012). Human Movement Sciences Faculty Publications. 20.