Broncos adjust ticket prices to account for ninth regular season home game – The Denver Post
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In an email to season-ticket holders Monday, the Broncos announced a 2021 price adjustment to account for a ninth regular-season home game.

Last week, NFL owners approved the addition of a 17th game and teams will have an additional home game every other year.

The average ticket package price increase is $55 (around 6%), ranging from $30-$150. It does not impact suites or premium seats, which are purchased on a contractual basis.

“With the recent major announcement from the NFL, it was necessary for us to update our pricing to align with that adjustment,” Broncos vice president of ticket sales and service Marc Jackson said in a phone interview. “To account for the re-structure, we adjusted the pricing for that one game so it is priced as a regular-season game and not a preseason game.”

Overall, Jackson said the Broncos’ average ticket price ($109.24) will remain middle-of-the-pack in the NFL. From 2017-20, the team had only one price increase (1% range in ’19) for an eight-game regular season schedule.

The regular-season schedule is expected to be unveiled next month. Echoing the comments of commissioner Roger Goodell last week, the Broncos are preparing to host a full stadium of fans.

“Certainly,” Jackson said. “We’re taking the lead from the league office and we have our hearts and heads set on getting back to full capacity. But that doesn’t mean we’re doing this blindly. We’re working with state and local officials every step of the way and we’re going to take our lead from them as well.”

The Broncos hosted fans for four games last year, but attendance was capped at less than 6,000. Fans who took last year off will be welcomed back by stadium-wide improvements, led by touch-less restrooms and concession stands, UVC lights under the escalators to reduce/eliminate bacteria on handrails and improved Wi-Fi connectivity.

“We worked really hard and really quickly to get as many updates to the stadium done as possible (before last season began),” Jackson said. “The feedback was extremely positive.”

Another addition is the Broncos Plus program, through the Broncos365 app, for season-ticket holders that features a 20% discount on in-stadium food/beverage and merchandise purchases. The opportunity is non-transferrable if a season-ticket holder sells their ticket.

“It’s tremendous and a fairly new initiative, not only in the NFL, but across the sports industry,” Jackson said. “What it will offer is unique incentives and rewards for our season-ticket members such as game-day experiences, alumni meet-and-greets and access to players and coaches. We’re extremely proud of the 20% in-stadium discounts.”

Also …

*Jackson said 53% of the season-ticket holders rolled over their 2020 payment to 2021 so they will only be charged the price of the increase. Deadlines for payment are April 29 and July 8 (50% apiece). The renewal rate last year was just under 99%. According to the Broncos, the season-ticket wait list is 90,000.

*Variable pricing — games priced differently within the regular season — will not be used for the first time since 2015. “We just thought, for 2021, it made sense to simplify it based off just our own evaluation of how things went in the past,” Jackson said. “With two tiers (preseason/regular season), there is a clear distinction in the value of a preseason game and regular season game.”

* The prices for parking passes at Empower Field at Mile High will remain unchanged for the 21st consecutive season. “It’s value for our fans,” Jackson said. “We evaluate every aspect of the game experience every year, not just the tickets and food-and-beverage. What we’ve determined from those evaluations is that we’ve hit a sweet spot (for parking prices).”

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