Toronto gas prices

If they want to attend games, NHL fans are in store for a big hit to the wallet

The puck has dropped on another hockey season, but prices sure haven't. The numbers are in, and some of them deserve a penalty for high-sticking.

Folks in Toronto, for example, will enjoy a 10 percent across-the-board hike--of already relatively high prices--to pay for all those off-season free-agent signings. The high prices are common in non-hockey hotbeds as well. So much so that in Dallas, Shannon Solomon, a hostess at Cool River Cafe near the Stars' practice facility, calls the prices at Reunion Arena "hideous."

But one NHL team official says comparing different cities' prices is like comparing goaltenders to defensemen.

"Each franchise is at a different point in its evolution," says Gerry Helper, the Predators' vice president of communications and development. "It's so difficult to compare what's going on in New York to what's going on in Nashville or Vancouver. Some markets are new, and some are well established. People don't always step back and realize that."

Nashville's prices remained the same as last season because it's a new market trying to build a fan base. The situation is similar to that of hockey infant Carolina, which actually dropped prices for 2000-01 because attendance slumped last season. The lower rates are part of the Hurricanes' new "Contract with the Fans," which is designed to expose as many people as possible to the game.

But those examples are in the smaller, less traditional hockey markets. In big markets, where the cost of living is higher, people have gotten used to paying whatever it takes.

"Cultural activities cost more," Helper says. "A loaf of bread costs more. Materials and supplies that teams have to buy will be higher, too."

And, much of the time, fans don't seem to resent jacked-up prices. In fact, last season a record 18,800,139 spun the turnstiles at NHL games, an average of 16,376 and 90 percent of capacity.

"I pay top dollar for tickets," says Mike Thomas, the bartender at a Kings hangout, Hennessey's Tavern. "Everything's nicer at Staples (Center), and Staples is exactly what people in L.A. want, regardless of the cost. We're going to pay whatever they charge, just like the gas prices. I roll with the punches and pay what I have to."

Setting reasonable prices can also enable more families to attend games, an investment that could pay off years later.

"In essence you're cultivating your future fan base," Carolina G.M. Jim Rutherford says. "Somewhere down the line, those youngsters will be season-ticket holders."

One way teams have encouraged families to show up is by slashing the prices of the cheapest seats. Minnesota and Tampa Bay allow fans to get in the building for $10. In Calgary and Chicago, the nosebleeds will set you back $15. But the suits sitting down front, behind the glass, take a hit that enables teams to offset their cheapest sections: In Anaheim those seats go for $175; in Dallas, "Celebrity" seating goes for $275.

The Thrashers' brass might have found a solution. Executives and celebrities sit in expensive seats on one side of their rink, and regular Joes inhabit the other side. Those on one side have private restaurants, catering and parking. The other? Well, the fans there get $10 seats pretty close to the action.

"Yes, we're charging $70 for club seats, but that way a family of four can still go to a game for $40," says Don Waddell, Atlanta's vice president and G.M.

In many arenas, the tickets are reasonably priced, but there are plenty of other ways a team can shake out loose change.

"The most outrageous thing about Staples isn't the tickets, it's everything else," Thomas says. "You'll pay 20 bucks for parking, $10 for beer and a ton on food. So bring your wallet."

But it's difficult to compare what you spend at a hockey game with a trip to the ballpark because that's, well, another ballgame entirely.

"It's grossly unfair to compare the average NHL ticket price to the price in other leagues because they have much more TV revenue coming in," says Jean Martineau, the Avalanche's director of media relations and team services. "We rely on our ticket sales."

Detroit G.M. Ken Holland says his team has the best of both worlds.

"We've had to make decisions: Raise ticket prices to generate revenue or level off ticket prices and get rid of key players," Holland says. "Fortunately, in Detroit prices are high, but we have a tremendous amount of interest from the fans.

"We know we can't go much higher, but this is a ticket-driven sport."

Yes, all the numbers are in, and some are high. And yes, teams have strategies to deke fans and put a price hike through the five hole. But hockey fans will still skate to the gate. Why? Because they love the game.

"It's funny," says Steve Wurstner, who works at Damon's Clubhouse, a bar 15 minutes from Buffalo's HSBC Arena. "I just bought new hockey equipment today. I think I can afford equipment and hockey tickets.... Yeah, I can."

Ticket to Buy

The arena diagram shows each team's TSN Power Price position: The farther the team is away from the ice, the lower the average cost of a seat.

The legend below defines the price range of each color.

Glass

$81 - $104

New York Rangers Los Angeles Kings Toronto Maple Leafs Dallas Stars

Mezzanine

$53 - $59

Calgary Flames San Jose Sharks Buffalo Sabres Philadelphia Flyers Edmonton Oilers

Rafters

$40 - $45

New York Islanders Atlanta Thrashers Boston Bruins Carolina Hurricanes

Lower Bowl

$60 - $80

Pittsburgh Penguins Minnesota Wild Phoenix Coyotes Washington Capitals Columbus Blue Jackets Ottawa Senators Vancouver Canucks Anaheim MightyDucks Colorado Avalanche Chicago Blackhawks

Balcony

$46 - $52

Detroit Red Wings Tampa Bay Lightning Nashville Predators New Jersey Devils St. Louis Blues Florida Panthers Montreal Canadiens

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TSN's Power Price

The Sporting News has opened its loan and counseling office for hockey fans feeling left out in the cold by high ticket prices. TSN has also created the Power Prices(*), which gives fans an idea of what's being paid for tickets in each city. Listed are each team's ticket prices (Canadian dollars for Canadian cities), by section, and the TSN Power Price.