The BIG Ticket: The Mavericks Raise Ticket Prices 8%.
Wednesday, March 5th, 2025
Hi!
I’ve heard the rumor that the Mavericks’ new ownership bought the team in anticipation of having the ability to build a new arena with a casino attached.
Now there is a theory floating that Dallas fans are getting that “Seattle Supersonics treatment.”
This morning, I got news that the Mavs are raising ticket prices by over 8% for next season.
This brought to mind a few things about the strategy of selling tickets and building a brand:
Your costs don’t matter. No one cares if the Mavs have a higher payroll or more expenses. They just feel like the experience is worse.
You have to follow a 3 step process to pricing effectively: the process you follow to set the price, the price itself, and the promotion of the price.
This playbook that the Mavericks have followed to trade their star player needs better communication. Communication of a strategy is a big part of buy-in. Even though actions speak louder than words.
For you:
Remember the 3 Ps of Pricing. Use them when you set your own prices.
Know that communication is a key attribute to the success of any initiative.
Your costs don’t matter to your customers. Costs are your problem. So don’t use those as the basis of a price increase because it will backfire on you.
Join us in the Talking Tickets Slack Channel.