As most Dodger fans know by now, the Dodgers ticket sales people have taken a lot of heat this past week, especially David Siegel, the Dodgers Vice President of Ticket Sales. Last Thursday Siegel announced that the franchise would no longer be sending out hard tickets to their season ticket and mini-plan holders, and then on Friday he announced a very significant increase in season ticket prices.

As you might expect, these announcements were met with (and I’m being kind here) less than favorable responses from angry Dodger fans – especially season ticket holders. But as the old saying goes: “Don’t shoot the messenger,” as Siegel was undoubtedly only passing along the messages from above. (By the way, anyone who has ever met David Siegel knows that he is a great guy).

Dodgers Vice President of Ticket Sales David Siegel was given the unenviable job of announcing the price increases for the ‘add-on’ season tickets – but don’t shoot the messenger.
(Photo credit – Jon SooHoo)

Although Siegel and the entire Dodgers organization receive a lot of criticism over the announcements (especially the price increase), the truth of the matter is that the increase in season ticket prices had no effect whatsoever on the nearly 31,000 season ticket holders who had already renewed their season tickets prior to the January 7, 2014 deadline, and that the actual number of ‘add-on’ season ticket holders affected by the price increase is relatively small – not to mention that they are/were under no obligation whatsoever to purchase these more expensive tickets.

Another truth is that Dodgers President and CEO Stan Kasten and the rest of the Dodgers owners have done quite a few things to show their appreciation towards their season ticket holders, such as early access to the stadium to watch batting practice, discounts on Dodgers merchandise at the Team Stores located through out the stadium, allowing season ticket holders down on the field after select Sunday games to play catch and other perks.

Since taking over the Dodgers franchise, Stan Kasten and the entire Guggenheim Baseball Management group have done many great things for their loyal season ticket holders – including this special Season Ticket Holders Night at Dodger Stadium to watch the Dodgers workout during the 2012 All-Star break. (Photo credit – Ron Cervenka)

All of this being said, the recent price increase for the ‘add-on’ season tickets did little to ease the concerns of current season ticket holders who fear that these new season ticket prices will be in play for them for the 2015 season, which they most likely will.

Having always been a firm believer in the old proverb “If you’re not part of the solution, you’re part of the problem,” I’d like to offer a solution to the Dodgers that would undoubtedly make current season ticket holders very happy, especially longtime season ticket holders. How about offering a rewards program to season ticket holders by giving them a price break on their season ticket renewals based on their tenure as a season ticket holder?

Although this may sound crazy and goes against all logical business practices, it would definitely be ‘outside of the box’ thinking and would absolutely endear longtime season ticket holders, making them feel even more appreciated and a greater part of the Dodgers family.

Some numbers off the top of my head would be offering offer a 10/15/20/25% discount on season ticket prices based on 10/15/20/25 years as a season ticket holder. Although 25% might be a bit on the high side, how many 25-year (plus) season ticket holders do the Dodgers actually have? I’m guessing it is a relatively small number but even if it is not, that 25% number could be adjusted and capped at… say… maybe 20% after 15 years? You would be hard-pressed to convince me that this type of a rewards program would not be an incentive for longtime season ticket holders to continue to renew their season seats and most certainly more inclined to pass them on to their kids and eventually their grand kids – and how cool would that be?

Whether or not a rewards program like this will ever come to fruition is anyone’s guess, but it would definitely be a step in the right direction towards further improving the relationship between the Dodgers and their most loyal fans.