[NFL!] The Jets Gross $16 Million in a Seat-License Auction
新聞連結NYT:http://tinyurl.com/5q3tvv
The Jets sold 620 of the 2,028 personal-seat licenses for the Coaches Club
section at their new stadium during an eight-day online auction that ended
Monday. The auction brought in gross revenue of $16 million, the Jets’
owner, Woody Johnson, said.
“This is a pretty good number, and we’re happy with it,” he said Tuesday
by telephone. “Selling 620 seats on StubHub is pretty amazing by any
standard, and selling them at an average of $26,000 each proves that there
was a public market for them.”
Johnson added: “We didn’t set the prices. The public determined them.”
The Jets set a $5,000-a-license minimum and required that buyers purchase at
least two to sit in the Coaches Club behind the team’s bench. Johnson
refused to say that selling less than a third of the licenses was a
disappointment or that the results showed that fans were skittish about the
economy.
The Jets consistently marketed the auction (Donald Trump starred in one
television commercial) as one for the best 2,000 seats in sports. But they
never specifically said they expected to sell all of them or what portion of
them would constitute a success. The rest of the Coaches Club licenses will
be sold conventionally, at a variety of fixed prices.
The final prices for the auctioned Coaches Club licenses ranged from $10,000
to $82,500 each. The licenses in the section are fees for the right to buy
season tickets that will cost fans $700 a game in 2010.
The $26,000 auction average is $1,000 higher than the most expensive price
the Jets have set for a seat license outside the Coaches Club.
Kyle Burks, the president of the online ticket broker SeasonTicketRights.com,
said the Jets and StubHub mistakenly flooded the market with too many license
auctions during the first two days, causing a dilution in prices. He
estimated that the oversupply of auctions provided buyers up to 50 percent
discounts off the prices the licenses may sell for when the Jets allow owners
to sell their licenses on the secondary market in 2011.
The Jets agreed that they had too many early auctions, as many as 140 in a
day.
“Putting up that many at once, to close during business hours, didn’t make
a lot of sense,” Johnson said. “People couldn’t focus on them and make
decisions.”
Later in the auction, as few as 12 licenses were auctioned in a day. Burks
criticized the Jets and StubHub for extending by about 11 hours the proposed
deadlines for about 20 auctions that were supposed to end on the night of
Oct. 19.
“They breached the trust of buyers who thought their auctions were ending at
8:30 p.m., and extended them to get higher prices,” he said.
The user agreement for bidders allowed changes in the auction-ending times.
The Jets defended the change because StubHub used the Pacific time zone, not
the Eastern.
“The auctions were closing at 1 in the morning,” said Matthew Higgins, a
Jets executive vice president, who said he was unaware of bidder complaints.
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