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Steelers adopt variable ticket-pricing policy

| Friday, April 4, 2014, 4:27 p.m.

Tickets for a Steelers home exhibition game against the Buffalo Bills in August no longer will cost as much as for an all-important division game against the Ravens in December.

The Steelers are adopting a variable pricing policy that reduces exhibition prices by 20 percent or more but boosts costs for some prime regular-season games, the team announced Friday.

The Pirates and Penguins also have variable pricing, with seats priced differently depending on the day of the week and the opponent. The Steelers' plan features three levels — preseason, black and gold — with prices to be announced once the NFL regular-season schedule is set, probably later this month.

Despite the preseason ticket price cut, season ticket holders are seeing overall price hikes of about 2.5 to 4.5 percent when they open their ticket invoices. The price increase is the Steelers' second in three seasons.

Under the new plan, ticket-holders sitting in the cheapest and upper-most reaches of Heinz Field will pay $790 per season ticket, up from $770 a season ago. Those at field level along the Steelers' sideline near the 10-yard line will pay $1,048, up from $1,000, or $100 per game.

The new ticket pricing will be reflected in individual game seats, which will be put on sale once the schedule is announced.

Previously, the Steelers' policy was to price a seat the same for every game, regardless of the opponent or whether it was a preseason or regular-season game.

Steelers president Art Rooney II said in January the team anticipated cutting preseason ticket prices, which often are criticized by fans who had to pay premium prices to watch mostly back-up players.

“We understand the fans' perception of the value of the preseason games, and we think it's something we want to take a look at and try to be creative about it,” Rooney said during a conference call with season ticket holders.

Alan Robinson is a staff writer for Trib Total Media. Reach him at arobinson@tribweb.com or via Twitter @arobinson_Trib.

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