VandySports.com - The Franklin difference seen in ticket prices

August 3, 2012

Chris Lee
VandySports.com Publisher

Coach James Franklin continues to turn Vanderbilt's football program in many ways. There's been a bowl game in his first season, a banner recruiting class this winter (and a Top 20 class to this point for 2013), but there's also been a marked increase in fan excitement as well.

Fans are starting to see that excitement reflected in the prices they pay for their seats on the secondary ticket market. Thanks to research done by the data analysts at SeatGeek.com we can get an idea of the economic value of that difference. Consider this:

When interim coach Robbie Caldwell took over for the Commodores in 2010, he inherited a team that finished 2-10 the previous season. Not surprisingly, there was little demand to see Vanderbilt play when he arrived. In fact, the average ticket price for a home game on the secondary market in 2010 was $46.38. Fast-forward two seasons and Vanderbilt is almost unrecognizable under James Franklin. With a newly renovated stadium, complete with picnic-style seating, a new jumbotron, and new turf, fan interest has reached an all-time high.

As a result, ticket prices have increased 50% since Caldwell's departure after the 2010 season. This year, tickets for home games are selling for an average of $69.45 across secondary market sites.
When Tennessee defeated Vanderbilt 27-21 in overtime last season in Knoxville, UT coach Derek Dooley stoked the fires of the rivalry with his infamous locker-room comments that weren't intended for public consumption. Commodore fans have eagerly anticipated the 2012 rematch ever since. Not surprisingly, ticket prices for that game are at a four-year high, selling for $62.92 on the secondary market.
Ticket prices for Vanderbilt's Southeastern Conference home games this season have also increased tremendously. Currently, the average ticket price to see the Commodores battle a conference opponent at home is $71.21. This is over $15 more than what it cost for a Vanderbilt home conference game in 2010. Tickets to conference games that season averaged only $54.92.
This year, tickets to Vanderbilt's nationally-televised home opener against South Carolina on August 30 are selling for an average price of $60.22. This is 383% (or almost $50) more than what fans paid on average for Vanderbilt's 2010 home opener against Northwestern ($12.46 average).
Last year when the Commodores traveled to Gainesville, they fell just short of upsetting the Gators, 26-21. This season, the Commodores will be looking to avenge the disappointing loss when they welcome Florida on October 13th for the most expensive home game on the schedule. The average ticket price is $87.26, which is $25 or 37% more expensive than the most expensive home game in 2010. That year, tickets to the LSU game averaged $63.91 per ticket on the secondary market.
Finally, ticket prices for non-conference home games have steadily increased since 2010. In just two years under Franklin's leadership, prices have doubled. In 2010, it cost fans just $11.87 to see Vanderbilt play an out of conference team. This season, tickets are selling for an average of $21.96.

While the Commodores still have the lowest average ticket prices in the SEC, they have made up considerable ground since Franklin's arrival. Prices have increased across every major category since 2010. As Franklin continues to grow the program, it'll be interesting to see how much prices for tickets continue to increase as well.

Special thanks to the folks at Seat Geek for supplying all the data and storylines for this article.

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