A list of average NHL ticket prices published Monday does not paint the correct picture of what it costs to watch the Jets in Winnipeg, team CEO Jim Ludlow said Monday.
The list, compiled by Team Marketing Report as part of its annual Fan Cost Index rankings, showed the average ticket price in Winnipeg at US$97.84, second-highest in the NHL.
The report's methodology isn't specific but there are a wide array of variables that go into ticket prices here, not limited to seven unequally distributed season-ticket categories, different single-game prices for A, B and C games over seven categories, as well as the fact the MTS Centre is the league's smallest venue.
Also making apples-to-apples comparisons difficult on a league-wide basis is this; the MTS Centre's highest-priced tickets are among the cheapest in the NHL, but it's lowest-priced tickets are at the higher end in cost across the league.
The Team Marketing Report list was published alongside a story backgrounding the Jets' recent decision to increase season-ticket prices two per cent for 2013-14.
Ludlow said Monday the Jets' average price for 2013 is $86.25 CDN gross (including fees, taxes) and the team's net revenue on tickets ranks it sixth among the seven Canadian NHL franchises, at less than $76.
He said he believed that ranking of sixth out of seven would hold on the gross number but he didn't have complete data on taxes and fees in all other cities.
"The first thing I should say is that the season-ticket price numbers -- this year the range is $40.17 to $132.87 (per game) -- are a significant value proposition compared to walkup," Ludlow said, pointing out 13,000 seats of the building's 15,004 capacity are sold that way.
"I think it would be difficult for a third party to be accurate about an average ticket price. I'm not trying to critique the list because that's not my place but my guess is that it's heavily qualified and I just don't want to focus on it.
"On a net basis, where we rank is sixth out of seven teams in Canada."
-- Tim Campbell