If Spruce Meadows is playing the long game by inflating prices now, so they won't have to increase them later, they are already losing that bet. If they honestly thought that the market, in in an economic downturn with a dismal history of pro soccer, could support their pricing structure, they are also out to lunch.
To bit it bluntly, if they NEED $100+ tickets for this tier of soccer to survive, they're dead on arrival as this venture is clearly not viable. Rows upon rows of empty seats in your inaugural season is not a strategy - it is a failure. A big one.
Anecdotally, every single person I have talked to about Cavalry have said a remark about the ticket prices being way too high. Like off the map. And these are generally family people, decent jobs, don't mind dropping a bit of money on things, soccer-loving families, European immigrants, etc. etc. I can personally attest that some people that would have normally come have been turned off by price, while others will likely come to 1 or 2 games instead of 5 or 6, based solely on price.
To argue that "if you build it and price it really high, attendance will eventually catch up with the prices and everyone will love it!" is a recipe for disaster for any fledgling team/league, but even more so in Calgary where soccer history, the economy, and the location are already huge factors.
There is no excuse. They're effed this up massively, and the only hope is that a) the owners are willing to ride out the lost revenue this season, and b) look inwards and fix things ASAP in the off season. If they aren't willing to do both of those things, this thing dies. Full stop.
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