Economy's a game of pinches

AS THE ECONOMY continues to cough and wheeze, it comes as no surprise that sports fans are feeling the pinch. To illustrate that point, Peter Luukko, the president and chief operating officer of Comcast-Spectacor, said it is no longer as common as it once was for Flyers fans to ask how to upgrade their season-ticket packages.

"The issue among season ticketholders in the mezzanine had always been, 'How do I get to the lower bowl?' " Luukko said. "The past two renewal periods, we've had lower-bowl ticketholders come to us and say, 'We love the team, but can we get to the upper, because it's cheaper?' "

Luukko said he can never remember that happening. "These people are very loyal, but prices become an issue," said Luukko, who added "the economy has been really tough on suite sales and premium seating."

"More people are sharing tickets now."

Welcome to the era of the ever-dwindling sports dollar. According to the survey of Philadelphia sports fans that the Daily News conducted with the Sport Industry Research Center at Temple University - which indicated that the average respondent spent nearly $1,300 a year on pro sports - fans said the troubled economy had caused them to cut back their spending, including for tickets and merchandise. When asked if they intend to increase their spending when the economy improves, 6 percent said they "strongly agree" with that statement and 41.2 percent said they "agree." Three percent "strongly disagreed" and 15.8 percent "disagreed" with it. The remaining 34 percent said they "neither agree nor disagree."

How expensive is it to attend Philadelphia pro sporting events? In an annual survey of prices across pro sports, Team Marketing Report analyzes just that in its Fan Cost Index, which assumes the following criteria: four average-priced tickets; two small draft beers; four small soft drinks; four regular-sized hot dogs; parking for one car; two game programs; and two least-expensive adult adjustable caps. The Phillies ranked fifth priciest in baseball at $226.46; the Flyers ninth in the NHL at $323.30; the Eagles 15th in the NFL at $387.50; and the Sixers 19th in the NBA at $272.98. The figures for the Phillies and Flyers are higher than the average for their respective sports; the Eagles' and Sixers' figures are lower.

And who is doing the spending?

As would make sense, those with a greater income spend more. The survey found that annual spending broke down this way across the following income categories:

* Less than $50,000: $1,094.

* From $50,000 to $100,000: $1,342.

* More than $100,000: $1,603.

* Rather not say income: $1,410.

The average of nearly $1,300 was divided into these categories:

* Tickets to games: $597.

* Extra game spending, such as parking and concessions: $232.

* Team merchandise: $191.

* Other, such as magazine subscriptions and premium cable packages: $272.

The curtailed spending did not impact the interest level in sports among the respondents or the number of games they watched on television. Presented with the statement that they "watched less sports (in general) than usual" in the past year, 77 percent disagreed or strongly disagreed.

Even with the economy in turbulence, the Phillies and Eagles have continued to do well. Going to a Phillies game has become a social event, the place to be, according to some fans. A barometer of just how popular the team has become is the fact they have sold out 54 consecutive dates. Some of this is due also to the size of Citizens Bank Park, which is decidedly smaller in capacity than the old Veterans Stadium. "Supply and demand has definitely worked out for us," said team president David Montgomery, who added the team finally "caught a break" after winning the 2008 world championship.

"Usually, what happens is that you get a bump after winning," Montgomery said. "But that has not happened for us in the past. When we won in 1980, there was a strike the following year. And again when we won [the National League pennant in 1993], there was another strike the following year."

But the Eagles have been a perennial commodity. Flyers and Sixers chairman Ed Snider said "the Eagles are basically sold out forever." According to Eagles president Joe Banner, the slumping economy has affected the organization "moderately on the revenue side." Banner said the team lost a big marketing deal and that some suiteholders did not honor their leases. However, he said others stepped in "who wanted to get involved from a business perspective with us" and that, "overall, the effect has been minimal."

Insofar as the average fan is concerned, Banner said the Eagles have provided more flexible payment terms and have upped ticket prices just once in the last 3 years - a $5 increase. "We have tried to be sensitive to that," said Banner, who added the organization has shown "some cautiousness in the areas of expenditures." When asked if there was any danger that sports could outprice its fans, Banner replied: "Sports in general, definitively, yes."

"Everybody in sports needs to be aware of the need for the masses to be supportive of what you're doing if you're truly going to be successful," said Banner, who added that 2 years ago the Eagles were 15th in the NFL in ticket prices, "even though we had the second-longest waiting list." Banner said last year the Eagles were 11th. With no ticket-price increase scheduled for this year, Banner said he expects the Eagles to be "16th or 17th in the league."

Banner said the aim is to try to achieve a balance between generating revenue and remaining in "the middle of the pack, whenever possible, on our pricing."

Generally, the survey found that Flyers fans feel their product is the least affordable and wish they could spend more. In fact, Flyers fans report spending more than other supporters of any of the four teams. Luukko said, "People in general at our events a year ago were looking for more value, in terms of promotions - food, concessions, gifts [and so on]. These people are very value-oriented."

And the woeful Sixers?

Luukko conceded that the Sixers "need a product on the court." "Traditionally, Sixers tickets haven't sold as well, even during the Doctor J/Maurice Cheeks/Bobby Jones years. But at this point we have to be smart and add value. But whatever else we do, team performance remains the most important aspect."

Do the four teams compete with each other for the fan dollar?

None of the executives seemed to think so. In fact, Luukko is of the belief that if one of the teams is winning, it helps everyone do better in terms of ticket sales and sponsorships. "The best thing that can happen here is for all four teams to be good," Luukko said. "That helps us all. It's a unique complex, with all four teams in one central area."

Banner said the teams compete for the entertainment dollar "minimally." "I couldn't say zero, but very minimally," he said. "If you look at the sponsors of the teams, their overlap is huge. Clearly, they don't have a problem with it and I don't think the teams have a problem with it. If you look at the suiteholders in the buildings, there are different quantities but there is a huge overlap as well. A lot of companies are totally prepared to do that."

But what of the average fan who does not sit in a suite?

Asked about the average expenditure, Banner said, "I think it's reflective of how important a part of people's lives sports is, especially in this city, especially as it relates to these four teams . . .

"It must be an escape, even the frustrating experience they have with all of the teams at various points. It is still other than the trials and tribulations of their lives - therefore, it's a relief even when it is frustrating them."

Cindy Sabatino, of Philadelphia, expected to spend less this year and added, "It's scary when you add it all up and realize what you actually spend."

But Bill Smith, of Holland, Pa., said he would spend more, calling sports "a wonderful way to relieve stress, a natural high."

"To me it's priceless," he said. "It's an escape from reality."

Daily News sports writer Phil Jasner and columnist Rich Hofmann contributed to this story.