ORCHARD PARK, N.Y. — A new report first reported by Spectrum News 1 Friday shows just how much has been made off personal seat license (PSL) sales at the new stadium for the Buffalo Bills.
According to the report, which goes up to June 30, 3,602 personal seat licenses have been sold so far — and that’s just for club-level seats. It's expected another about 54,700 will be sold.
The profits are financing Bills owner Terry Pegula’s portion of the new stadium cost, which totals $690 million, plus and any cost overruns.
The PSLs were offered at five price points: $8,000, $10,000, $15,000, $20,000, and $50,000. With just over 3,600 licenses sold, it’ll bring in $65,444,000. About $19,315,000 of that has already been paid.
“Three-thousand seats seems to be a little bit low, I would suspect, but for a community like Buffalo, $40,000 is a lot of money to come up with," said Fred Floss, an economics and finance professor at SUNY Buffalo State. "Because let's be real clear, you're probably going to want more than one seat. [...] all of a sudden, you're talking about $120,000. That's the cost of a house in Buffalo.”
PSLs give fans the right to buy season tickets in a particular seat for the next 30 years.
In the three club agreements obtained by Spectrum News 1, PSL holders could sell their licenses, but no such market currently exists.
However, the license does come with other perks.
PSL holders will have early access to buy tickets to some, but not all events at the stadium, and VIP entry for games.
Then, depending on what price point or club area the seats are in — East, Field or Founders — some have one pre-or post-game field access pass per season, free food and non-alcoholic drinks for games or a free parking pass.
“From the bottom-line perspective, one, they really don't cost the Pegulas any money," said Floss. "Two, it makes you feel better, like you're getting a deal.”
These PSLs do not include Bills season or other event tickets.
If a PSL holder fails to buy a season ticket, they forfeit their PSL and won’t get any of that money back.
“What these plans do is they sort of lock you into when there are bad seasons, people are still going to want to buy tickets because they've made this investment in their seat," said Floss. "[But] I think the community is committed to the team. I think these are a bump in the road and that we will figure this out over the next few years. They are relatively cheap but the Buffalo Bills have to be smart about this.”
When reaching out to the Bills for a statement, they referred us to previous comments stating 60% of club season ticket holders who have been through the Bills stadium experience bought plans. Non-club PSL sales will start in September. They didn't give the exact price points those might be at, since it depends on location and amenities, but they're confident they can find a price that works with all current season ticket holders.