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Angels launch official ticket resale program

February 15, 2013|By Bill Shaikin
  • The Angels have launched their own ticket resale program.
The Angels have launched their own ticket resale program. (Mike Stobe / Getty Images )

The Angels have launched their own ticket resale program, hoping to help season-seat holders save a few bucks while reducing the number of cut-rate tickets available on third-party websites.

The Angels and New York Yankees are the only two of the 30 teams to opt out of an agreement between Major League Baseball and Stub Hub. The Angels had grown frustrated as fans realized they often could buy a cheaper ticket from Stub Hub than from the team itself.

"What we're trying to accomplish is to build pricing integrity back into the secondary marketplace," said Robert Alvarado, the Angels' vice president of marketing and ticket sales.

A significant problem with cheap online tickets, Alvarado said, was that many were offered by what he called "speculative sellers." For instance, someone could sell a $20 ticket for $10, but without the ticket in hand. As the online supply of $20 tickets increased, that someone might buy one for $5, then make $5 on the transaction.

As the number of speculative sellers grew, he said, the prices dropped. That put the team at risk of losing season-seat holders wondering why they should continue to pay full price.

Under a new partnership between the Angels and Ticketmaster, season-seat holders can list their tickets for sale on the team website. The Angels will charge season-seat holders 5% of the purchase price, with the fee split between the team and Ticketmaster, according to Alvarado. Under last year's program, he said, season-seat holders were charged a 15% resale fee, with the proceeds split between MLB and Stub Hub.

Alvarado said the fee for buyers -- 10% of the purchase price -- would not change.

The Angels will set a minimum price for each ticket resale, Alvarado said, with the minimum varying by seat location and game. The Angels also have adopted a dynamic pricing system in which single-game ticket prices will vary based on demand, so the team can consider the price of tickets available for resale in deciding how much to charge at the box office.

Fans still can buy and sell tickets on Stub Hub and other sites, but the Angels hope the 5% commission will compel season-seat holders -- the largest source of tickets for the resale market -- to use the new program. The Angels and Ticketmaster also will vouch for the authenticity of all tickets sold via the program.

"Angel fans can trust and rely on the program, as it is designed with our most important customers in mind," owner Arte Moreno said in a statement.

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