Friday September 22, 2023
The Best Employers in Sports Survey is Now Open!

Marlins Freeze Ticket Prices and Reduce Parking in Fight for Fans

  • Tickets are starting at $10, with nearly half below $25.
  • Building fan loyalty takes precedence over ticket revenue for Miami franchise.
Marlins ticket prices
Photo Credit: Steve Mitchell-USA TODAY Sports
Front Office Sports Today

How Rupert Murdoch Changed Sports Media Forever

As he steps down as chair of Fox and News Corp., we discuss his monumental and ongoing impact.
Listen Now
September 22, 2023 | Podcast
Linkedin
Copy Link
Link Copied
Link Copied

A crowded South Florida entertainment market and a fickle fanbase have the Miami Marlins exploring several options to get fans to the ballpark. The team will start by keeping ticket prices stable for the second year in a row.

Despite winning two World Series championships, the Marlins have struggled to draw fans for most of the franchise’s existence since 1993, finishing the past two years at the bottom of Major League Baseball attendance. Last season, the team drew 10,016 fans per home game.

The attendance struggles in South Florida aren’t the Marlins’ alone: the Florida Panthers rank 29th in the NHL, averaging 13,472 fans per game, while the NFL’s Dolphins are 23rd in their league despite filling Hard Rock Stadium to 93% capacity averaging 63,067 fans. The NBA’s Heat is the exception: they rank fourth in attendance this year, averaging 19,691 fans per game.

“Miami is a similar market to Los Angeles, which only wants to watch winners,” Tony Knopp, CEO and co-founder of TicketManager, said.

The Marlins’ struggles stem from a lack of winning since moving into Marlins Park in 2012, combined with a history of ownership not committing to long-term success, Knopp said.

With the Marlins heading into the season with the third-lowest projected win-total across MLB from PointsBet, the team is seeking other options to get fans into seats. 

The ball club will continue to offer a starting price of $10 per seat for every game, with more than 25% of tickets coming in at less than $20 and approximately half of tickets priced below $25. The price points were chosen in part to turn Marlins Park into a weekend destination and build a second generation of fans for a team that is not yet 30 years old. 

“Beyond the avid baseball fans, we’re competing with an extensive list of other leisure options,” Marlins Chief Revenue Officer Adam Jones said. “We have to clear up the misconception of cost of attendance, which has been affordable, but reaffirms these price initiatives and takes cost off the table.”

Building on last season’s introduction of the “$3 o $5 menu” – eight concession items priced at $3 or $5 – the team also has a partnership with licensed apparel retailer Fanatics offering a line of merchandise below $20.

READ MORE: Another Year Of Declining Attendance: How Worried Should MLB Be?

With cheap tickets, concessions, and merchandise already in hand, the Marlins are prepared to play their trump card to get fans down to Little Havana: cheaper parking. Fans can now purchase parking for $15 on weekdays and in advance for weekends, which will cost $20 at the gate.

“There was a growing inconsistency in $10 tickets and $25 to park,” Jones said. “We needed to bring them closer in alignment. In South Florida, $15 is an incredible price to park anywhere.”

The Marlins front office had high hopes in 2019 for their investments, and while Jones said there was some positive movement, the team had “higher expectations than what materialized.”

This year, he said there is an expected measured step forward.

“Ultimately, we believe we’ll be able to deliver the level of attendance that will create a business that can sustainably invest in baseball,” Jones said.

Once the team is winning, and fans start supporting the team, Knopp said the Marlins business operations could better focus on partnerships and other revenue sources, potentially helping sustainably support on-the-field talent.

“Ticketing is such a small piece of revenue now; it’s not a vital lifeline anymore,” Knopp said. “When a team wins [in Miami], fans do go; they just haven’t won in a while. What they’re doing is the right thing, keeping it affordable so fans can feel like part of the team, but not so much to cheapen the brand.”

Linkedin
Copy Link
Link Copied
Link Copied

What to Read

Royals Miss Self-Imposed Deadline To Select Stadium Site

Ongoing discussions with Jackson, Clay Counties prompt timetable shift
Tickets for Colorado’s upcoming road game against Oregon are more expensive than 14 of 16 Week 3 NFL matchups.

Deion Sanders' Impact Makes Tickets Pricier Than NFL Games

Colorado-Oregon tickets are pricier than most Week 3 NFL matchups.

Rays Eye Much More Stable Future With Stadium Deal

Ballpark deal ends years of relocation rumors

MLB Expansion Potentially Draws Closer With Rays Ballpark Deal

Rays' stadium deal looks to solve long-running problem for MLB
podcast thumbnail mobile
Front Office Sports Today

How Rupert Murdoch Changed Sports Media Forever

0:00
0:00

Featured Today

Warriors Stake Reportedly Up For Sale at $7B Valuation

A 10% stake in the franchise could cost $700 million.
September 22, 2023

Jaguars Threaten Move Without $1B From Jacksonville Taxpayers

The Jagaurs are hoping to renovate TIAA Bank Field for $2 billion.
Deion Sanders on College GameDay
September 22, 2023

ESPN Beats Rival Fox in Deion Sanders Bowl

ESPN’s “College GameDay” more than doubled the audience of Fox’s “Big Noon Kickoff” in Boulder.
Stacy Lewis tees off on the seventeenth hole during the first round of the CPKC Women's Open golf tournament at Shaughnessy Golf & Country Club.
September 22, 2023

In Ryder Cup’s Shadow, Solheim Cup Captain Laments ‘Missed Opportunity’

U.S. captain Stacy Lewis criticized the lack of cross-promotion and marketing.

Careers

Powered By

Careers in Sports

Looking for a new job? Check out these featured listings and search for openings all over the world.
Chicago Cubs
Chicago
Fanatics
New York
Tri Star Sports and Entertainment Group, Inc.
USA - Multiple Locations
Drew Brees smiling while wearing hat

Drew Brees, PointsBet Pull Off Elaborate Lightning Publicity Stunt

The video racked up over 2 million views in about 12 hours.
September 16, 2022

NBA Legend Scottie Pippen Latest Celebrity To Endorse LIV Golf

The former Chicago Bull is part of LIV's celebrity marketing campaign.
June 21, 2022

NBA Finals Broke Records on Social Media

The NBA closed out the season with a bang on social media, eclipsing 2 billion video plays for a 19% increase over last year.
June 21, 2022

Gallo Winery Could Be New Player For Super Bowl Spots

Anheuser-Busch is giving up Super Bowl alcohol exclusivity for first in decades. NFL sponsor E. & J. Gallo Winery might step up with own commercials in the Big Game.
June 13, 2022

NBA's Latest Floating Court Hits London's River Thames

Hennessy continued their global initiative with the NBA by creating a floating court in the River Thames.
June 13, 2022

Steph Curry Is NBA's Social Media King

Steph Curry isn't only dominating on the court, he's become the king of the NBA's social and digital push.
June 7, 2022

The NBA Continues to Dominate the Social Media Space

The NBA seemingly capitalizes in the digital and social space more than most leagues. Here's some of the data from the Finals.
June 1, 2022

Golf Sponsors Dump PGA Tour Players Defecting To Rival LIV

Golf sponsors RBC and UPS have ended their deals with Dustin Johnson, Graeme McDowell and Lee Westwood over their decision to join LIV Golf.