Kauffman Stadium is a beautiful ballpark, full of wonderful sightlines and just a general nice atmosphere for those who want to relax, even when the Royals are playing poorly.
Unfortunately, while the Royals play has not improved during the last 8 years, the Royals prices have dramtically increased. While some increase is to be expected over that same period, the level of increases is so dramatic it is no wonder that a trip to Friday night vs. the Red Sox, a premium game, resulted in a dissapointing crowd. While Saturday's jersey day/Greinke outing was sold out, the Royals surely were looking for more than the modest Friday night crowd. It will only get worse for games against teams like the Mariners, Devil Rays, and Orioles.
It is our feeling here at Kaw & Border that the Royals are on the verge, if they haven't already, of outpricing their product. No longer can a family of four head out to the park more than a couple times a year. No longer can a couple go out for an affordable date in a reasonable seat at the ballpark. And while the Royals will point to HyVee View Level ($9) and the Fountain Seats ($7) anyone knows those seats don't provide a really good view of the game, either way down the line or so far in the outfield you can't see the video board OR see the outfielders when they are up against the wall.
In our view, the combination of ticket prices, concessions, and parking increases have put the Royals very close to being too high for the market. While we have no objection to expensive preimum seating or premium food, way too many aspects at the K have increased beyond what they should have, particularly given the economy and the poor performance on the field.
To illustrate this, here is a comparison (with percentage increases in price) from 2002 to 2010:
2002
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Club Box $22
Dugout Box $21
Field Box/Dugout Plaza $18
Field Plaza $16
View Box $12
Outfield Plaza/View Level Infield $10
Hy-Vee View Level $5
Parking: $6
2010:
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Club Level (now Loge): $37 ($44 for premium games) -- 68% - 100% increase
Dugout Box: $43 ($50 for premium) -- 105% - 138% increase
Field Box: $33 ($40 for premium -- 83% - 122% increase
Dugout Plaza: $36 ($43 for premium) -- 100% - 133% increase
Field Plaza: $26 ($33 for premium) -- 63% - 106% increase
View Box: $18 ($23 for premium) -- 50% - 92% increase
View Level Infield: $16 (21% for premium -- 60% - 105% increase
Outfield Plaza: $25 ($30 for premium) -- 150 - 200% increase (yes, prices have TRIPLED for premium games)
Parking: $10 (66% increase)
We won't even go into the concession increaes, other than to say a hot dog used to be $2 in 2002 and is now $4.50, and a small soda was $2, and is now $4.
These aren't modest increases -- these are dramatic. Skyrocketing prices, without a doubt -- and not sustainable for the Royals -- and you can bet if the club went .500, the prices would continue to go up and up and up.
And as the "New K" wears off, the attendance will go down and down and down.
