March 2010 Tiger Gives Secondary Ticket Market Slight Bump For The Masters
March 30, 2010
Tiger Gives Secondary Ticket Market Slight Bump For The Masters
Tiger Woods' entry into The Masters "has affected prices on the so-called secondary ticket market, a major source for access to golf's grandest occasion," according to Mike Tierney of the N.Y. TIMES. Four-day badges for the tournament are "otherwise obtainable only by Augusta National members and designated patrons, while tickets to practice rounds next Monday through Wednesday are sold by the club through a lottery." But rates are "not soaring at the same pace as golf fans' feverish expectation to see Woods swing a 6-iron for the first time on an American fairway since last fall." Legal brokers "generally describe the Tiger bump as slight." RazorGator VP/Procurement Sam Soni: "A single player doesn't make a significant impact at this tournament." Soni suggested that "to some extent ... Woods's possible participation was already built into sales prices." Soni: "The market almost had anticipated he was coming. I think everyone expected it." Meanwhile, StubHub Head of Communications Glenn Lehrman said that the site's sales volume for The Masters "quintupled briefly and its Web site page views spiked up" 75% the day after Woods announced plans to return at the tournament. But sales prices rose by only 10%. Austin-based TicketCity
COO Zach Anderson said that the company had a 30% boost in sales prices, but he added that Woods "had merely enhanced the existing momentum." Tierney notes in sports, "only the Super Bowl and the Kentucky Derby rival the Masters for percentage of broker business conducted with corporate clients," and "most tournament attendees from the business world had already made arrangements when Woods committed" (N.Y. TIMES, 3/30
anxious to get back on course: Woods' caddie, Steve Williams, admitted that both he and Woods "have some anxieties" about returning to competition. Williams: "I don't think (Woods) knows what to expect either. Just like me, he will be anxious to get on that first tee on Thursday and see what the reaction is." Augusta National is "considered the perfect tournament for a controlled comeback as it should be bereft of hecklers," and Williams said, "It's a very difficult tournament to get into. It's the only tournament in the world where there's a waiting list to get in to and they are very specific on who they let in. I don't really expect any of those people to have any problems" (TVNZ.co.nz, 3/30).