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Chiefs go with variable pricing

By Randy Covitz

McClatchy-Tribune

The Chiefs have joined a trend throughout the NFL, as well as franchises in other major pro sports leagues, by instituting variable pricing for single-game tickets for the 2014 season.

That means it will cost more for fans on a single-game basis to see marquee opponents such as the New England Patriots on Monday night, Sept. 26, or the Denver Broncos on Sunday night, Nov. 30, than other games.

Some of the less-expensive tickets will be for the mid- to late December games against Oakland and San Diego, when weather is a factor and advance sales tend to be weaker.

The variable pricing does not affect season-ticket prices. Those prices remain constant for all 10 games.

"Season tickets will not vary," emphasized Chiefs president Mark Donovan, who announced the pricing structure Thursday. "If a season ticket costs $1,000, that will be $100 per game."

So even though tickets for some of the less-desirable games are cheaper on a per-game basis, buying a ticket for 10 games on a single-game basis will cost more than purchased as a season ticket.

And unlike so-called "dynamic pricing" in some markets, no tickets, including those for the two preseason games, will drop below what the club has established as the single-game ticket price for each game.

The Chiefs decided to go to variable pricing, Donovan said, after conducting an eight-month study of how other leagues and teams, including the Royals, implemented such pricing for their games and how prices fluctuate on the secondary market. Donovan said feedback from fans was important in the decision.

Variable pricing matches the base ticket price with the demand of that particular game. Multiple factors can drive that demand, including the opponent, day of the week, time of the game, time of year and ticket availability.

Here are some examples:

--The most expensive seats available on a single-game basis at Arrowhead Stadium -- Sideline Select on the club level -- will cost $270 each for the preseason games against Cincinnati and Minnesota, $290 for the Sept. 7 season opener against Tennessee and for the Nov. 30 prime-time game against Denver, $320 for the Patriots and $285 for all other games.

Those 10 games on a season ticket would run $2,700, compared with $2,865 if the 10 games were purchased individually.

* In the top-priced Upper Level seats, the Red Select, tickets for preseason games are $80 per game, the Tennessee game is $95, the Patriots game costs $100, and the other games cost $90 (except Denver, $95, and the Dec. 28 game against San Diego, $85).

* On the Field Level, the best available Sideline seats will run $110 for the two preseason games and $115 for all regular-season games.

But the Red Zone seats on Field Level vary from $115 for the Patriots to $110 for the Titans and Broncos to $95 for four games and $85 for the Chargers. A season ticket in that area runs $800, or an average of $80 each for the 10 games.

-- The cheapest seats in the house, the Coca Cola Seats, will cost $25 for preseason games; $55 for the season opener; $60 for New England; $55 for Denver; and as low as $40 for San Diego.

Single-game tickets, group tickets and partial plans for all 2014 games will go on sale on Tuesday at staggered times for Jackson County taxpayers, Chiefs season-ticket holders and the general public.

Jackson County taxpayers can begin purchasing tickets at 9 a.m. Tuesday at the Arrowhead Stadium ticket office. They must have one form of identification that includes a photo of the purchaser and a personal 2013 Jackson County property tax receipt.

Chiefs season-ticket holders can purchase tickets at 10 a.m. and tickets will go on sale to the general public at noon.

The Chiefs' average ticket price was $76 last season, which Donovan said ranked 29th in the NFL. He said costs for 60 percent of the tickets this season will remain flat, and the prices of the remaining seats will rise slightly based on location.