Pacers develop dynamic pricing structure

Organization expands Krieg DeVault Club Level Ticketing Plan

INDIANAPOLIS (March 12, 2012) – In order to reach a larger fan base, the Indiana Pacers today announced they will begin dynamically pricing tickets in the Krieg DeVault Club Level of Bankers Life Fieldhouse for the remainder of the 2011-12 season. Dynamic pricing will feature ticket prices that can vary based on whom the Pacers play, night of the week of the game, and overall demand. This will be available for approximately 2,000 seats in Sections 102-109 and 112-120 in the Krieg DeVault Club Level.

“Our main objective is to get more people in the arena, create more fans, and build a buzz through word-of-mouth personal endorsements,” said Todd Taylor, Sr. Vice President/Chief Sales and Marketing Officer of Pacers Sports & Entertainment.

Dynamic pricing has several goals driving it; including offering fans a wider range of pricing options and broadening the fan base. For example, the earlier that fans purchase tickets in the dynamic pricing sections, the better seat location they will obtain. The implementation of dynamic pricing for Pacers games is an extension of the Pacers efforts to bring further value to customers and ensure new and exciting options across the entire fan base.

“Dynamic pricing is a concept the Pacers have been working towards for the past two years,” stated Taylor. “We have tried this on a limited basis and seen success so we believe this expansion of the program will allow more fans to attend a greater number of games.”

The Krieg DeVault Club Level features a large array of amenities including in-seat wait service, shorter concession lines and larger seats.

Current Krieg DeVault Club Level Season Ticket Holders will also benefit from the dynamic pricing model. The Pacers will be further accommodating them with extended opportunities to meet their expectations as loyal supporters of the team.

“Season Ticket Holders must be put first in this equation. We will communicate and work closely with them to protect the value of their tickets,” Taylor said.

These dynamic priced tickets in the Krieg DeVault Club Level are available starting March 13 at 10:00 a.m. for all remaining 2011-12 Pacers home games at

Highlights of the remaining home schedule include Jeremy Lin and the New York Knicks on March 17 and April 3, Blake Griffin and the L.A. Clippers on March 20, LeBron James and the Miami Heat on March 26, Kevin Durant and the Oklahoma City Thunder on April 6, and Derrick Rose and the Chicago Bulls on April 25.

Pacers tickets are available at all points of purchase now at, the Bankers Life Fieldhouse Box Office, Ticketmaster outlets and (800) 4-NBA-TIX. Fans buying online at can bypass Will Call by printing their tickets for free at home or work by selecting the TicketFast delivery service. For purchases of 15 or more, contact the Group Sales Department at (317) 917-2500 or