Originally posted on HardballTalk:
As has been noted all over the place, the Yankees haven’t been selling out their playoff games. There are probably a lot of reasons for that, as any remotely complicated market phenomenon is impacted by multiple factors. The Yankees, however, think they have a culprit:
The bigger problem, the official said, is that fans have become used to shopping for bargains on Web sites like StubHub rather than paying full price at the box office. “The reality is there are thousands of tickets on the secondary market, so why would anyone buy our few remaining tickets,” the official said, noting that more than 17,000 tickets were available for resale to Sunday’s game. “We don’t control our own box office anymore.”
Of course you control your box office. Specifically, you control the prices of your tickets. If you don’t want people to avoid the box office in favor of the cheaper secondary ticket market, MAKE YOUR TICKETS CHEAPER.