Supply and Demand
Ticket demand skyrockets for SoCal’s first playoff showdown
A stock broker would probably be able to empathize well with hockey fans in Southern California who have been trying to secure tickets to any of the Western Conference Semifinal games between the Kings and the Ducks.
With each team’s original ticket supply sold out, third party sites like StubHub are buzzing with activity from fans waiting and watching for the perfect time to buy tickets in order to get the best price.
Only 30 miles separating STAPLES Center, the home of the Kings, and Honda Center, the home of the Ducks, fans who want to see both home and road games are able to without making any extensive travel plans. The fact that two of the first four games were played on Saturdays likely made it somewhat easier for fans to deal with normal SoCal traffic.
The Kings had home-ice advantage in last year’s Western Conference Semifinals, as they played host to the San Jose Sharks, but this year’s series against the Ducks, despite featuring fewer home games, has already exceeded last year’s StubHub sales by approximately 25 percent.
This coincides with the Kings experiencing about a 25 percent increase in ticket demand for the Ducks series this year compared with the Sharks series last year.
“The Kings are one of our most viewed NHL teams on StubHub, and given their performance last year, coupled with the Ducks rivalry, we’re seeing really strong numbers. As you can imagine, cross-town rivalries are always very popular, and this year, we’re seeing unprecedented NHL numbers because of the rivalry match-ups across the league and the major markets that are represented,” says Alison Salcedo, spokesperson for StubHub, the official secondary ticket marketplace for the Kings.
Overall, the Kings’ StubHub playoff sales are up 18 percent, year over year, and these prices do affect the Kings pricing strategy.
“We base our single-game pricing on demand, and factors such as opponent and day of the week are taken into consideration when determining single-game pricing. Prices can change in the days and weeks leading up to the game,” explains Josh Bender, the Kings Senior Director of Ticket Sales and Service. “Prices on the secondary market are one of the factors that are taken into account using our dynamic pricing model.”
According to Bender, the single-game ticket prices for this series against the Ducks were comparable to last year’s ticket prices during the Western Conference Final against the Chicago Blackhawks.
“We have seen unprecedented demand for tickets for this series,” Bender states.
The Kings are the fifth highest selling NHL team overall on StubHub this year, and typically are the highest selling NHL team only behind the Original Six: The Toronto Maple Leafs, Boston Bruins, Montreal Canadiens, New York Rangers, Chicago Blackhawks and Detroit Red Wings.
In fact, the highest-selling NHL game ever on StubHub was Game 4 of the 2012 Stanley Cup Final when the Kings hosted the New Jersey Devils.
The second-highest? Game 3 of the same series.
These numbers probably have little to do with the fact that StubHub is a partner of the Kings and STAPLES Center, but it does say something about the (growing) popularity of hockey in Southern California.
Sounds familiar, doesn’t it?
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The LA Kings are proud to announce 5 Playoff Presenting Partners: McDonald’s (Regular Season Presenting Partner), TOYOTA, San Manuel Indian Bingo & Casino, Mercury Insurance Company and Travel Alberta. Along with McDonald’s, all were season-long partners and will add to their playoff presence with this commitment. Elements of the presenting partnerships include tags in all Kings marketing efforts, increased in-arena exposure, logos on all in-arena giveaways, and a significant on-line presence.