New pool and party cabanas, field seats and other premium seating options at EverBank Field are all part of the Jacksonville Jaguars' strategy to bring in more revenue without raising ticket prices across the board.
Team President Mark Lamping said the Jaguars have some of the lowest ticket prices in the NFL.
"We have to find other ways to increase our average ticket price, and do it in a way that it doesn't disrupt or give any of our fans a disincentive to come to Jaguars games," he said.
The team will add an array of premium products that range from $150 to $350 a seat for season tickets. The most exclusive — and most talked about — are the pool cabanas. Each game 200 fans will be able to watch from comfortable lounge furniture in end zone cabanas with access to two shallow swimming pools. Another 14 "Party Cabanas" will be one level higher in the North End Zone. The cabanas and other premium seating are all-inclusive, meaning food, beer and wine are included in the ticket price.
There are several other new premium ticket options:
- North End Zone Bar Rail- 120 front row seats in front of the cabanas
- Field Seats- described as the NFL equivalent of NBA courtside seating
- Kick-Off Club Tables- Private 4 person club seating with a table
Lamping said the Jaguars believe there is a market for additional premium seating because Terrace Suite tickets, the most expensive option available at the time, sold out last year with a waiting list.
"We think in the past the corporate market, the entertainment market, the higher end seating, the seats with amenities has been underserved," he said. "So we're focusing on that and the response so far has been very good."
He added that affordable options are still available, pointing out that of roughly 67,000 seats available in the stadium, only 1,400 are at the premium price points.
Other portions of the $63 million stadium improvements are designed to benefit everyone who attends Jaguars games. The team is installing 362-foot long and 60-foot high video boards, billed as the largest LED TV screens in the world. They're also increasing the State Farm Neighborhood Fan Cave, which debuted last season. The lounge, which is open to all ticket holders, includes WiFi, flat screen TV's and multiple bars.
The renovations are on schedule to be completed by mid-July with new video screens being unveiled July 26 after a Fulham soccer game and Carrie Underwood concert which will be free to Jaguars season ticket holders.
You can follow Karen Feagins on Twitter @karenfeagins.
