The Atlanta Falcons will seek $45,000 for personal seat licenses from fans who want the best seats in the new stadium under construction downtown, The Atlanta Journal-Constitution has learned.
The Falcons plan to present their PSL pricing plan for the stadium’s club seats to the Georgia World Congress Center Authority board at a special called meeting Thursday. Board approval is required before the Falcons can proceed with sales.
The plan, obtained exclusively by the AJC on Wednesday, calls for the $45,000 fee to apply to each of 1,200 lower-bowl seats near the 50-yard line. Another 6,500 prime seats will carry PSLs ranging from $10,000 to $20,000 each.
The plan being presented Thursday covers roughly 11 percent of the seats in the 71,000-seat stadium. PSLs also will be required for all other seats sold as season tickets, but those prices won’t be set until later in the year. They will be at various price points below $10,000.
A common form of stadium financing around the NFL, but never before used by an Atlanta pro sports franchise, PSLs are one-time fees for the right to buy season tickets in a specific seat for the length of the team’s lease (30 years in the Falcons’ case). PSL owners also are able to transfer or sell the rights to their seats.
The plan the Falcons will present to the GWCCA board Thursday includes these areas of the stadium:
- The seats requiring $45,000 PSLs — representing about 1.5 percent of the building's total seats — will be located in the lower bowl between the 45-yard lines on both sides of the stadium. These seats will include food and beverage in the Founders Club, billed as the stadium's most exclusive space, and parking. In addition to the one-time PSL fee, tickets in these sections will be set at $385 per game ($3,850 per season) for the first three years in the stadium.
- PSLs will cost $20,000 for lower-bowl seats between the 30- and 45-yard lines and $15,000 for lower-bowl seats between the 20- and 30-yard lines. These seats will include access to 30,000-square foot Champions Club lounges located below the seats and to a patio area on the field behind the team benches. Ticket prices in these sections will be $365 and $345 per game in the stadium's first three years.
- Higher in the stadium, above the suites level, sections of club seats between the 30-yard lines will carry PSLs costing $10,000 per seat. These seats will have access to a club space called the Piedmont Club. Tickets in these sections will cost $325 per game through the stadium's first three years.
