Tennessee will adjust the ticket price of some seats at Neyland Stadium based on market demand, the university announced on Wednesday.
UT hopes the “flex” pricing model will help fill about 6,700 less attractive upper deck seats in the south end zone that might otherwise sit empty.
The price will start at $20 for those seats for the first three home games of the season against Austin Peay, Western Kentucky and South Alabama. The seats will initially be priced at face value for the remaining games (Georgia $80, South Carolina $80, Auburn $70, Vanderbilt $55), but can be adjusted throughout the season.
In a rebuilding year, that probably means prices will sink as UT seeks to move inventory closer to game day. But if Tennessee rolls off a few victories, or if one of the matchups turns into an unexpectedly big game, UT also has the flexibility to bump up the ticket prices accordingly.
UT said it will use dynamic pricing technology from Qcue, a company that provides software for many major-league baseball teams, as well as some NBA and college venues.
UT said that more than half of MLB teams use some form of flex pricing.
Senior associate athletic director Chris Fuller said the 6,700 dynamically priced tickets at Neyland Stadium would serve as a test in 2013. The university also emphasized that season ticket holders would not be undercut by the program. Sales of “preferred seat locations” would still be reserved for season ticket buyers.
“Our season ticket holders and donors will continue to be our highest priority from a service standpoint,” Fuller said in a release. “We believe the flex approach will complement our overall sales effort and provide greater opportunity for our fans.”
UT said it had no immediate plans to expand the flex ticket allotment. Prices could change “frequently,” and fans should visit UTTix.com for the latest price, Wednesday’s release said.
As of Wednesday afternoon, flex tickets for the opener against Austin Peay were selling for $20. The best available seat was in row 25 of Section GG, which is on the southeast corner of the end zone.