The Georgia World Congress Center Authority board this morning approved the Falcons’ pricing plan for personal seat licenses on non-club seats in the new downtown stadium.
The GWCCA board voted unanimously in favor of the plan after hearing from Falcons president and CEO Rich McKay and Legends Global Sales vice president Michael Drake. Legends is the firm retained by the Falcons to operate the sales program.
The 60,000-plus non-club seats will carry PSLs — one-time fees for the right to buy season tickets — ranging in price from $500 to $5,500.
The Falcons have been selling PSLs for the new stadium’s 7,500 club seats since January, at prices of $10,000, $15,000, $20,000 and $45,000. The focus now will turn to sales of PSLs for the rest of the building.
The PSL prices for the non-club seats, as first reported online Monday by The Atlanta Journal-Constitution:
Lower bowl: $5,500 for sideline seats between the goal lines and the 20-yard lines; $3,500 for corner seats; $3,000 and $2,500 for end-zone seats.
Mezzanine level: $5,500 for sideline seats between the goal lines and the 35-yard lines; $2,500 for corner and end-zone seats.
Upper bowl: $2,000 and $1,750 for sideline seats from 5-yard line to 5-yard line; $1,500 and $1,250 for goal-line corner seats; $500 for end-zone seats.
McKay said in an interview after the GWCCA board meeting that he believes the pricing plan “achieves the goal, which was to make sure the building was accessible” to fans at a wide range of price points.
“Obviously they’ve gone through and done an extensive amount of research on making sure that the price points were responsive to the audiences that they are appealing to,” GWCCA executive director Frank Poe said in an interview. “We feel very good about where everything has landed at this point.”
Current season-ticket holders will be offered seat locations comparable to what they now have, according to the Falcons. Season-ticket holders will receive emails from the team about scheduling appointments with sales representatives.
Drake said appointments will be scheduled first with season-ticket account holders in the Georgia Dome’s 100 level seats, followed by account holders in the 200 level and then in 300 level.
“That’s about a four-five month process,” Drake said.
The seat licenses require a down payment of 10 percent and can be financed without interest until 2017 or with interest over as long as 10 additional years, according to the Falcons.
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