Over the weekend, Chicago Fire Season Ticket Holders began receiving #FIREUP renewal packets in the mail regarding 2014 Season Tickets. Chicago-Fire.com did a Q&A with Vice President of Ticket Sales, Service and Operations Mike Ernst to explain the philosophy behind some of the changes to the club's Season Ticket packages next season.
Chicago-Fire.com: Why is there a reduction from a 20 tickets to 18 tickets in the Season Ticket Holder packages?
Mike Ernst: Having discussed the potential move in the past, there are a couple of reasons we decided to make the switch this year.
First, we have seen over the course of the past several years that the Bonus Games were not always popular with our Season Ticket Holders. When we had a match against a big-name team like Manchester United, people were extremely happy, but if the game(s) were against a perceived lesser opponent, people were not as interested and were less likely to attend.
I think this stems from the fact that the games are exhibitions in nature and often times the regular starters did not play due to the competition calendar.
As a Club, we have tried to do our best to balance making sure the First Team is rested and has a competitive advantage in games that count (MLS Regular Season & U.S. Open Cup) while also putting on exhibitions that attract new, prospective fans.
C-F.com: Does the exclusion of Bonus Matches from this year’s season ticket packages mean the Fire won’t be hosting international friendlies next year?
ME: Far from it, exhibitions against international opponents will continue to be a focus for our Club going forward and we will give Season Ticket Holders the chance to purchase their tickets for any of these games before the general public. In addition, Season Ticket Holders will be able to purchase these tickets at a significant savings off the face value.
These matches give us the opportunity to raise the profile of our Club with the opponent’s fan base and the broader general public. The goal of hosting these matches is to attract local fans of another Club to a Fire game with the aim of converting them to supporting their local Club.
It is critical for the continued growth of our Club to recruit new fans and then convert them to Season Ticket Holders over time.
C-F.com: Why has the Club shifted course on U.S. Open Cup games with the offering of the U.S. Open Cup Series Ticket? What does that mean?
ME: The U.S. Open Cup Series ticket will be the 18th game in the season ticket package. That ticket (and parking if applicable) will be good for up to three games if the Fire host the 3rd Round, 4th Round and Quarterfinal at home.
This change is the next step in ownership’s commitment to contend for the U.S. Open Cup on an annual basis. In the past, we have and have not included U.S. Open Cup games in our season ticket package. We feel it is important to take this step, so that we give the guys on the field the best possible competitive advantage.
In the event that we do not host a U.S. Open Cup game at home, the Series ticket will be good for exchange to another MLS regular season home match.
C-F.com – What benefits are changing for Season Ticket Holders in 2014?
ME: The Club is committed to providing Fire fans with the best season ticket benefits in Chicago. In 2014, we will continue to offer free parking/$6 parking where applicable, the same exchange program to help you avoid wasting tickets, and a 20% off savings on merchandise at the TOYOTA PARK team store and online. In addition, it is important to note that we are not raising the price of tickets on a per-game basis.
Our goal is to continue to grow the season ticket base, so that we put the Club in a situation to sellout every match at TOYOTA PARK and thereby provide the team on the pitch with a home-field advantage. While that will not happen overnight, we believe that providing all Fire fans with an affordable and flexible season ticket option is critical to achieving our goal.
C-F.com – When can Season Ticket Holders expect to receive tickets for 2014?
We are expecting the 2014 season to begin sometime in early to mid-March, so we are aiming to have Season Tickets out by mid-February. It is important to us to make sure that this process goes as smoothly as possible.
In addition, we are still looking at options on how Season Tickets will be formatted for next year. There will be more information on that in the coming months.