nfl

Revisiting the Broncos ticket dilemma 1 year later [Spoiler: it’s worse]

Revisiting the Broncos ticket dilemma 1 year later [Spoiler: it’s worse]

Romey

This is an open letter to my family and friends who buy Broncos tickets from me.

TLDR: Ticket prices went up substantially from last year.

Last year, I wrote My Broncos Ticket Dilemma, detailing the latest price hike the Broncos imposed on season ticket holders and the effect it would have on people who attend Broncos games. One year later, the pricing has worsened.

Perhaps this is the price we pay for a successful season, as relevance is costly; maybe it’s ownership trying to squeeze fans by slicing the stadium into dozens of price points, drastically increasing prices for their new slices. It’s likely a little of both; this context will hopefully help people deal with the sticker shock I experienced last month.

I’ve updated my “transparency chart” detailing what I’ve paid for these tickets since 2021.

YearSingle Game Face Value*Total Season Invoice CostAdjusted Sale Price**Y/Y % IncreaseSince 2021 % Increase
2021$104$4160$110––
2022$116$4640$13011.54%11.54%
2023$136$5440$14417.24%30.77%
2024$151$6040$16911.03%45.19%
2025$178$7120$18817.88%71.15%

* Years ago, the Broncos introduced dynamic pricing to mask the full-price costs they charged for preseason tickets. Now, they arbitrarily set ticket prices depending on the opponent and whether the game is in prime time. However, I’ve always maintained the same formula of dividing the invoice price by 4 (the number of seats) and 10 (the total number of games).

** My adjusted sales price has always been selling the preseason games by half, then spreading the other half between the other 8-9 games. For the 2025 season, the Broncos should have one preseason game and nine regular-season games (as I publish this, the 2025 schedule has yet to be released). I have never made a profit on any of my tickets, and in fact, I end up eating some or all costs on the preseason tickets.

Why the drastic year-over-year increase? When we moved down in 2021, the South Stands price was the same. Despite shifting one section lower, this was a horizontal move, price-wise. The Broncos then started slicing up the sections into more colors, first separating the 100 and 200 sections into two different price levels, ending with this year, where they introduced a “lower first level” section, shifting our 18th-row seats into that price. The 2025 map has every spectrum of the rainbow.

Once again, I’m forced to ask my family and friends whether you will accept a substantial increase to sit in section 133 for 2025. In full disclosure, I’ve already renewed the tickets, and after looking at the seat upgrades, I don’t foresee moving to a cheaper section this year, leaving two options on the table:

  1. Maintain the same ticket-pricing formula. ($1,780 / 10 games ($178) + 1/2 of the preseason game ($89) over nine tickets ($9.88) ). This is the same formula I have used for nearly 20 years of having season tickets.
  2. Sell each game at the Broncos-designated face value, with variable pricing per game. I’ve always been reluctant to pursue this approach, as it feels like the team artificially and arbitrarily sets the price based on early-season predictions. A terrible example of this was last year’s Chiefs game, where, despite being the most expensive game, it provided the least value, as the Chiefs rested virtually all of their starters.

One last thing: if you’ve been paying attention to the news reports, it’s apparent that Broncos ownership is serious about building a new stadium. A likely source of financing for the new stadium will be the requirement of a Personal Seat License (PSL), which requires season ticket holders to pay upwards of thousands of dollars for the privilege of owning season tickets. I’m adamantly opposed to this model, and given my finances, I will not be able to justify spending a “new car” amount of money for a piece of paper. As I see it, we probably have 4-5 years left of ticket ownership.

Thank you for taking the time to read my thoughts. I’d be anxious to hear your thoughts on whether you’ll be interested in continuing to attend games with me or going in my place. As the years go by, I’m reminded how blessed I am to be able to experience these games with you and cherish each opportunity to do so. Please feel free to comment below, or email me at jeromey [at] balderrama dot org, especially if you’re interested in being included in my “Broncos friends” list.

In orange and blue,
-Jeromey

Experiencing the Broncos Combine

Experiencing the Broncos Combine

Romey

Earlier this month, the girls, our friend Brett, and I got to experience the Broncos Season Ticket Member Combine, where we got to take the field of Mile High Stadium and test our football-related skills. I’m grateful that I caught the email advertising this free event for Eason ticket holders and that I had the girls that weekend. There was a point earlier in the week when the girls had zero interest in going, seeing it as a frivolous trip to Denver; my middle schooler finally agreed to go but said she wouldn’t do any of the activities.

Days before, we had unseasonably warm weather, but with temperatures returning to normal and the highs in the 40s, I was worried that it would be too cold for us to enjoy it.

We rolled in and got to go directly into the lower tunnel entrance that’s typically gated off.

Once inside, we got to experience the Visiting Team Locker Room, which we were told “isn’t quite as nice”. The girls were blown away by the size, saying that the locker room was larger than our entire house. As you leave the locker room, you’re greeted with a wall reminding you of Mile High’s elevation.

After rounding the corner, we had direct access to the field through the Visitors Tunnel. It was cute watching the girls stage their entrance into the field.

Taking to the field at Mile High

Different stations were set up throughout the field, starting with the 40-yard dash. All of us tried it. Mariana ran it in about 11 seconds, and Clara clocked in at 7.25 seconds, beating me at 7.59 seconds.

Mariana running the 40-yard dash
Clara running the 40-yard dash

They also had an inflatable field goalpost and passing station, and the girls tried their hand at both and then saw how long and far they could jump. While Mariana was jumping, a photographer came by and snapped a photo, which is included in the recap email sent to all of the season ticket holders!

One of the neatest aspects of this event was bringing your football and playing in the middle of the field. The euphoria of being out in the field made up for my lack of skill. It was fun getting our shots and working on our touchdown dances.

Touchdown Celebrations:

We tried our hand at kicking some field goals, demonstrating that it’s absolutely harder than it looks.

The girls tried their hand at the 3-cone drill, running back and forth between three spaced cones. The last field activity was attempting to catch a punt. After watching grown men who struggled at it, Clara caught the punt on the first try!

We returned to the concourse and met former Broncos running back Gene Lang, who graciously signed their football, saw the Super Bowl trophies, the Broncos locker room from an outside window, the uniforms, the former injury cart, a throne, and a miniature Bucky statue.

We were blessed to experience it, and I’m grateful that the girls were receptive to trying all the different drills. Not many get to experience the field of that stadium, and we took away many unforgettable memories from the day.

Mile High Stadium

COVID-19, Sports and the NFL

Romey

Throughout this COVID-19 crisis, it’s been tragically fascinating to watch how this has impacted sports. Despite it being entertainment, sports remain a foundational pillar of our society, in large part that it gives distraction from the problems in our daily lives, as well as provides a commonality for us to rally around (or against, in the case of the Raiders). Obviously lots of serious things are missing from our social fabric right now, but the absence of sports leaves a unique void.

Likewise, it’s been fascinating to watch how the leagues try to figure out what comes next. Weeks after the abrupt shock that was the NBA and NHL vanishing overnight, it still seems that any sports are months away from returning, even in modified gameplay, sequestered teams, in remote locations, without fans.

Then you have the NFL.

The NFL has a large advantage of being in the midst of their offseason, as well as the ability to turning every league milestone into a major event. They’ve been able to portray “business as usual” more than any sports league. As refreshing it’s been to be reading content that isn’t about COVID-19, it’s not clear whether the NFL realizes that they can also sound tone-deaf about being a contact support involving hundreds of people in the field, in stadiums that typically house tens of thousands of fans – all at a time when people see this as a major risk for virus spread.

For Broncos season ticket holders, the first payment for next season was due on March 11, right when our world seemingly changed overnight. For those that are on payment plans, the remaining half of ticket balances are due in June. Those three months might seem like three years later, at a time when we’ll likely still know less than we do know when it comes to the fall, as well as many fans having experience severe economic disruption and challenge since they made their first payment.

Look, I get that season ticket ownership is a privilege, and in the case of the Broncos, there’s a long line of people who would gladly take your spot. That said, the Broncos and the NFL shouldn’t blame any ticket holder who has major reservations about going to in-person games in 2020. I’ve long thought that season ticket ownership is a years-long partnership between fans and the team, where fans are encouraged to financially contribute in both good times (like the Super Bowls), and bad (like the first back-to-back-to-back losing season in the Bowlen era). The tickets in my stewardship have been with the Broncos since the franchise started, and it’s unfair for the NFL to ask fans to potentially risk their lives in going to games, as well as blindly contribute a significant amount of their income for games that they likely won’t be able to attend.

There’s an easy solution to this problem, one that can ensure that both the fans and the team can continue their partnership: allow season ticket holders to defer their 2020 tickets (and second half payment) to the 2021 season. Ticket holders can elect to apply their previous first-half payment to the 2021 season, giving the team assurance that the fans want to maintain the season ticket partnership. In return, the ticket holders forgo their rights to games in the 2020 season, and their seats are added to the “individual game sales” pool that goes on-sale in July, when the league has a better sense of whether and when any in-person attendance would be allowed. Personally, given the amount of public health and financial uncertainty, I would take this deal in a heartbeat.

However, I remain skeptical that this will happen. Given how ruthless the NFL can be, they’ll continue to expect their season ticket holders to make payments on time, for games that likely won’t happen. They’ve already sent an email stating that they’ll refund any games that don’t happen – but of course after the fans have coughed up the money and the team can make interest off the funds.

Come on Broncos and NFL, these are extraordinary times, take this as an opportunity to do right by your long-time fans.

Why the Broncos preventing ticket printing is evil

Why the Broncos preventing ticket printing is evil

Jeromey Balderrama

Broncos embrace mobile ticketing for 2018 season

In which by “embrace mobile ticketing”, they mean they’re taking away the ability for season ticket holders to print tickets from home, requiring you to use their ticketing system to broker not only re-selling the tickets but any transfers as well.  I always love the PR spin that acts like they’re giving you something when they take something away.

One one hand, I can understand their justification for doing this, and the selling point that this will cut down on high-margin scalping and counterfeit tickets, which is all well and good, but when I heard about this policy change, I couldn’t stop thinking about two formative stories that shape my view of mobile ticketing.

  1. Back in the fall of 2017, I purchased tickets to Mumford and Sons, only available as a moble ticket. It turned out that I had to travel for work the week of the show, and tried to transfer 2 of the four tickets to my wife and the other two my friend. The ticketing system was so shoddy that it ended up taking days of attempts before I believed the transfers went through. Fast forward to the night of the concert, when I got a call from both of them stating that the tickets I transferred to my friends weren’t coming up.  So there everyone was, in line and stressed out about not being able to get in, while I was far away and essentially powerless to help them out.  The concert attendants weren’t particularly helpful, and who can blame them when they have a compounding line of people eager to get in.  We finally solved the whole problem by me re-claiming the transferred tickets, screen shooting them from my phone and texting the image over to my friend – which I should have just done, to begin with.
  2. This time the last year, the Broncos went on a massive audit of season ticket holders, establishing a newly-formed policy that they would revoke tickets to people who didn’t go to any games that year. They used the only data point that was convenient at the time – the NFL Ticket Exchange and tracking the electronic tickets. I detailed my concerns about this last year, but the bottom line was that for all practical purposes, my tickets should have been revoked and the only thing that saved me was the wherewithal of “selling” (and by selling, it was at-cost to friends and family) the tickets through the printed tickets.

Make no mistake, this is about making sure the Broncos and the NFL have the data points for all ticket transactions and can harvest the data for their own purposes, especially for retroactively enforcing policies that they just made up.  I wouldn’t be surprised after next season they’ll take tickets away from someone who wasn’t able to go, transferring the tickets to friends and family. And yes, I understand that there are fans that abuse their tickets by massively upselling them and not attending any games for years at a time. It would be fair to call their fandom into question. However, there are also many other fans that simply may have had a life event (like a birth, a sickness, a temporary job relocation) disrupt a single year of their attendance, and despite devoutly attending games for a decade before, they’re subject to the same revocation.  The Broncos have every right to do that, but it doesn’t make it a complete jerk move and fan-hostile.

Mobile ticketing ENABLES season ticket audits. I’m all for preventing scalping, but if you were serious about punishing scalpers you could send an intern out on game day, pretend to consider a scalper’s ticket and note the seat #, call the ticket holder the next day.  Sure it takes a little more work, but it punishes those who are egregiously violating your policies, rather than the low-hanging fruit of new parents that sold the tickets to their next-door neighbors.

If you go read the article and the FAQ, they’ll tout that 35% of their fans used mobile ticketing last year, conveniently forgetting that 2/3 of their other fans have never used this process.  I’d get it if 80-90% of the fanbase were using their phones to get into games, but don’t pretend they’re not trying to ram something down fans throats that they didn’t even ask for. Don’t piss on my leg and then tell me that you’re making me fire-retardant.

What about for friends who buy my tickets or if I can’t go? Now they’re all going to need TicketExchange accounts and I will basically need to handhold their app experience. Where’s the convenience in that? Now the Broncos are making their season ticket holders your front-line support for your app. I imagine that many more fans are going to have a similar experience to my Mumford and Sons story from above. Emailing tickets to my friends wasn’t a problem that needed solving.

I went back & forth on Twitter with one of their PR reps (and to their credit, they were at least responding – unlike last year), and he was quick to justify that other teams were doing this and that the NFL is moving over to this.  However, the Avalanche, Nuggets, and Rockies are still providing paper tickets with nice commemorative designs.  Even if many more teams were using this system, just because others (don’t) do it, doesn’t make it right. This is a race to the bottom for the fan experience. Commemorative tix aren’t the issue – introducing a barrier (preventing printing) to my “honest fan” experience, all to collect data to possibly punish me later on – is.

This isn’t about being a luddite or not embracing technology, this is about protecting yourself from data harvesting that is only going to be used to punish you, as the Broncos and NFL continue to squeeze blood out of turnips for their money-printing machines.

More proof that the NFL doesn’t love you back

Jeromey Balderrama

Good news for those at the front of the Broncos’ nearly 75,000 season tickets wait list:The team is not renewing season tickets for those who didn’t attend a game in 2016

Good news everybody! The Broncos want to make sure those greedy bastard season ticket holders won’t be able to make profits off of their tickets any more!

Oh shit, we actually didn’t go to any games last year.

Granted, we sold all of our tickets at face value, to friends and family. In fact the whole time we’ve bought four tickets, two of the seats have always gone to other people. In all the years we’ve been buying tickets, we’ve never sold a ticket for more than face value, and have made every effort to avoid selling them to fans of the other team. I realize that not every season ticket holder is as altruistic. There are people who make quite a bit of money off of their tickets, rarely go to any games and probably laugh all the way to the bank.  The problem is that those people won’t be punished.

The people who will be punished will be the poor saps that used the NFL’s Ticket Exchange.  If you’re not familiar with the service, Mike Shanahan will tell you all about it.

Over the last few years, the NFL and the teams have made huge efforts to get season ticket holders to use the Exchange to broker tickets. They’ll tell you it’s to ensure authenticity and combat scalping, but the reality is that the teams want to double-dip ticket revenue and take a cut for selling your tickets again. The irony here is that all the fans that thought they were doing right by using the Exchange, when now all they’ve done is give the teams ammunition to build a revocation case against them.

Right now my family is in the dark period of our season ticket stewardship.  With two kids under 4, it’s become increasingly difficult to go to games.  Between the packing, traveling, tailgating and finally seeing the game, seeing the Broncos is easily an 8-10 hour event. With the kids that gives us three options: cash in one of our coveted “free babysitting” cards, one of us leaves the spouse watching the kids all day while the other goes and parties (and feel really guilty about it, despite that we’re both happy to watch our own kids), or stay at home with the kids on one of the two family days we get each week. In addition, there are no more family events and obligations that prevent us from going to games. The one game we were planning on attending (the Patriots game), conflicted with Clara’s first dance recital.

However we know that before we know it the kids will have grown to a game-attending age (although stadium behavior now convinces me that it’s now 25, but that’s a post for another day), and our “dark period” will be followed up with a game-going renaissance where we’ll romantically pass our fandom onto our kids.  In the end, isn’t this the point of season ticket ownership? Rather than invest in a team for a single season, fans are taking stock in the family experience that spans multiple years, hopefully into generations?

The other aspect that’s not considered is the fact that the NFL jacks up playoff ticket prices as well. A playoff run (of 2 games, mind you) typically cost season ticket holders 1/4-1/3 of what they paid for the season, which is always due right around Christmas when money is already tight for folks. A lot of people resort to selling next year’s tickets to recover the costs for the previous year’s playoff glory.

I get that there are people who abuse their season tickets, but these tactics aren’t going to punish those guys. If the Broncos wanted to punish them, they would be conducting stings of people selling on Craigslist or even on the street corner outside the stadium.  You don’t even need to buy the tickets, just look at the seat numbers and flag the owners.  Instead the Broncos are going to go with the low-hanging fruit and punish people that likely mean well and used their sanctioned scalpin-errrr-ticket-reselling tool.

More proof that the sport you love doesn’t love you back.