NEW YORK (Dennis Waszak Jr./AP) — Sold! For $16 million, 620 personal seat licenses for choice spots in the New York Jets' new stadium.
Team
executives celebrated Tuesday as they announced the results of an
unprecedented online PSL auction, though the nine-day sale occurred as
the stock market plunged and more than two-thirds of the seats
originally up for bid went unpurchased.
"The fact that the Jets
have sold this many seats in a brand-new process, I think is absolutely
amazing," team owner Woody Johnson told The Associated Press.
Bidding
ended Monday night as the team initially auctioned 2,000 PSLs for the
exclusive Coaches Club — located near the 50-yard line and behind the
Jets' bench — on the ticketing Web site StubHub. It was the first time
a U.S. sports team auctioned off PSLs online.
"We thought this
was an unprecedented opportunity for fans to buy these seats and they
stepped up and bought them," Johnson said. "It kind of validated our
thought that there is value to a PSL because people paid a lot of money
in the open market in a way that had never been done before."
The average winning bid was $26,000.
Buyers
"have the vision to look over this deep valley we're in right now,"
Johnson said. "They can look out two years and look out for their kids
and grandkids that come along and realize that this is kind of a
once-in-a-lifetime opportunity to buy something for the long-term."
The highest bid came in the auction's final hours at $82,000 for front-row seats around the 45-yard line.
"That was the cherry on top," said Matt Higgins, the team's executive vice president of business operations.
The next-highest winning bids were: $65,100, $61,100, $60,500 and $55,500, while the lowest was $10,500.
"In terms of what we did, we're very happy with what occurred, extremely happy," Johnson said.
StubHub,
an eBay company, also was pleased with the results of the auction after
dealing in the past with fixed pricing for events.
"It was unique
and groundbreaking, and that was one thing we knew going in and unlike
something StubHub had supported in the past," spokesman Sean Pate said.
"It was an extremely huge success for us on a number of levels.
Certainly, the overall output from the auction and the results that the
Jets realized were very exciting for us."
Pate said the auction
became more manageable when the Jets scaled back on the number of PSLs
they made available to bid on. "There was literally a surplus of
supplies," he said. "Once it was determined that there was a better
opportunity to scale it back, the prices shot up and were very healthy."
The
Jets were still analyzing data from the auction and were uncertain of
the nature of the winning bidders, but believed it was a mix of fans
and corporate buyers.
"The types of fans willing to shell out
this kind of money are probably secure, or hopefully secure, with their
economic futures and what they have and what they can spend," said Jon
Greenberg, executive editor of the Chicago-based Team Marketing Report.
"These types of deals aren't for everyone. Obviously, they're not for
the average fan."
Given the tough economy, some financial analysts said they'd be surprised if most of the winning bidders weren't corporations.
"They
use them for marketing and advertising purposes and as an investment,"
said Bernard Baumohl, managing director of The Economic Outlook Group
in Princeton, N.J. "If there was evidence that it was individuals and
not mostly corporations that bid that high, I'd be shocked."
The
Jets are offering winning bidders five- and 15-year financing plans to
pay for all PSLs, including those that have not yet gone on sale. The
team is planning to sell the remaining PSLs over the next several
months.
The online event was kicked off at an auction preview
party Oct. 16 at The Four Seasons restaurant in Manhattan, where the
winning bid for a pair of PSLs on the 50-yard line was $200,000 per
seat.
Winning bidders also have to pay $700 for each Jets game
ticket, but they'll have the opportunity to leave their seats in the
stands and watch the game from a fenced-off section of the field 5
yards behind the Jets' bench, or from a bar and lounge area directly
behind them.
"I think you'll really feel like you're part of the
team and you're really going to know the coach, really going to know
the team," Johnson said. "This is for the fan who wants the best,
expects the best and will be getting the best."
In August, the
Jets announced their PSL plan, including for seats that weren't in the
auction. They'll cost some season-ticket holders between $4,000 and
$25,000, but spares 27,000 upper-level seats from the new fee.
"There
were fans that have expressed some feelings initially without really
knowing that we've left a third of the stadium PSL-less," Johnson said.
The
Giants' most expensive PSLs will be sold at $20,000 per seat, but they
are imposing a $1,000 fee for the upper-level seats that are spared in
the Jets' plan.
Location: PostList