Warriors raise season tickets

AFTER ABOUT 20 years as a Golden State Warriors season ticket holder, Walnut Creek resident and business owner Mike Ely stopped going two years ago. He was fed up by the team's losses and felt he deserved more fun for his money.But within months Ely renewed his two $200-per-game courtside tickets after the team listened to his concerns, increased the entertainment and added personal touches such as giving free T-shirts to his clients. He plans to renew again for next year, even though season ticket prices are going up an average of 10 percent.

"A 10 percent increase doesn't affect me," Ely said. "All the prices are high. I thought when I paid $140,000 for my first house it was horrible."

Golden State, which announced the price increase this week, said the move is necessary to grow its business and improve the team. The Warriors haven't made the playoffs in nine years.

Golden State has held back on raising ticket prices in the past six seasons -- increasing only those for floor seats -- despite doubling its player payroll to $53.5 million from $26 million, president Robert Rowell said. During that period, all other National Basketball Association teams have raised their season ticket prices, the team said.

The price hikes for next season are needed "in order to put a competitive basketball team together," Rowell said. "We're still in the lower third in the NBA in terms of ticket prices."

The Warriors have the NBA's lowest average ticket price this year - - $26.38 -- well below the league average of $44.68, according to Team Marketing Report, a publisher of sports marketing information.

Golden State is raising its cheapest lower-level tickets to $28 from $24 and sideline club seats to $95 from $89.25. The team has had some complaints but also renewals. It's hoping for a renewal rate of 85 to 90 percent.

Season ticket holders can get price breaks if they renew by April 15. Those who pay in full now won't have any price hike.

Individual ticket prices haven't been set but a similar 10 percent increase is expected, although the cheapest seats will stay at $10 a ticket, Rowell said.

Golden State's attendance has increased four straight seasons, rising 3 percent so far this year to 15,964. That's a franchise record and 19th in the NBA. Capacity at Oakland Arena is 19,200.

"We have great fans in the Bay Area -- very smart basketball people -- and you can't fool them," Rowell said.

The Warriors are profitable, have a winning home record this year and offer entertainment such as mascot Thunder, a live band, and the Warrior Girls and Weekend Warriors dance teams. But the team knows it must improve on the court, Rowell said.

"What's more important than trying to make a couple of dollars is to win. If you win, you can do both," Rowell said. "This team will be better next year. I'm tired of losing."

Monte Sereno resident Bobby Greenberg has had Warriors floor tickets for 22 years. His six seats rose 43 percent this season to $450 each per game, as the Warriors did raise prices on the prime floor seats. He faces another 10 percent hike for the 2004-05 season but plans to renew again.

"I wish (ticket prices) weren't going up, but that's the reality," he said.

Alec Rosenberg can be reached at (510) 208-6445 or arosenberg@angnewspapers.com .

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