As far as euphemisms go, “pricing reset” is better than “right-size” the business, the latter being the term Joe Pohlad used to describe a hefty payroll cut for the Twins between 2023 and 2024.
The former is how new Timberwolves and Lynx CEO Matt Caldwell described price increases for Wolves season tickets next year. Renewals went out to season ticket holders the morning of Wednesday, Jan. 21, and there is bound to be some sticker shock.
Fans in the lower bowl are largely looking at price increases of more than 10%, with smaller increases for upper-level season tickets. The cheapest season ticket, in the upper level, is now $21 per game.
To Caldwell, the increases reflect multiple realities: The Wolves were so bad for so long that they had to keep prices low just to get anyone in the building.
(As someone who used to split season tickets with a group of friends for a few bucks a game when the Wolves offered a promotion, I can attest to this).
Even more modest price increases in recent years have kept average Wolves ticket prices near the bottom of the NBA and below teams in similar markets.
The Wolves have been to back-to-back Western Conference finals and are fielding another playoff-caliber team this season. Even with next year’s season ticket increases, they’ll be in the bottom third of the NBA in terms of pricing.
But it stands to reason that even die-hard fans who understand those realities will still chafe at the price increases. That’s just how it works, especially in an uncertain economy.
