Value Determination in the Secondary Ticket Market: A Quantitative Analysis of the NFL Playoffs (Value Determination) (National Football League) (Report‪)‬

Introduction Ticket prices in the live entertainment industry, including team sports, are generally priced at a suboptimal level. According to Volpano (2003), the evidence of sub-optimal pricing is demonstrated by a combination of empty seats at venues and the existence of ticket brokers. There exists an ambiguous area in ticket pricing where team officials want to charge enough so that they maximize revenue but not too much so that fans stop attending games. The balance between optimal ticket pricing and providing opportunities for a wide variety of fans to attend games is challenging within the realm of the sport industry.