The Boston Bruins are one of the Original Six teams in the NHL and have a long, storied history dating back to 1924. As an original franchise and one of the most popular teams in a major sports city like Boston, Bruins tickets have always been in high demand. However, in recent years, prices for Bruins games at TD Garden seem to have skyrocketed to astronomical levels. Why have Bruins tickets become so expensive and out of reach for many fans?
High Demand
The main reason Bruins tickets command such a high price is the huge demand to see the team play. The Bruins have a massive fan base throughout New England and are consistently at the top of the NHL’s attendance figures. Even through down years, Bruins fans remain passionate and eager to get into TD Garden to cheer on the team. This high baseline demand allows the team and secondary ticket market to charge more, knowing the limited supply will still sell out for marquee games and playoffs.
The Bruins also benefit from playing in a large market like Boston yet having little competition in town for the winter sports dollar. The Celtics, Red Sox, and Patriots dominate the Boston market from October through June. Once those seasons end, the Bruins become the only major professional game in town during their season. This focuses lots of local sports fan energy exclusively onto Bruins tickets.
On-Ice Success
In the salary cap era, the Bruins have been one of the NHL’s most consistently successful franchises. Since 2008-09, the Bruins have made the playoffs 12 times in 14 seasons. They won the Stanley Cup in 2011 and returned to the Final in 2013 and 2019. Sustained excellence on the ice equates to sustained demand for tickets.
The Bruins also benefit from having employed many superstar and fan favorite players in recent decades. From all-time greats like Ray Bourque and Cam Neely to more modern heroes like Patrice Bergeron, Zdeno Chara, and Tuukka Rask, the Bruins have given fans elite talents to cheer for year after year. Fans are willing to pay higher prices to see iconic and championship-level players in the black and gold.
Limited Supply
TD Garden has just 19,580 seats available for Bruins games. As a smaller capacity modern arena, there are simply less Bruins tickets available for each home date compared to larger older stadiums. The limited supply for Bruins games enables sellers to charge a premium.
The team also keeps ticket prices higher by having very few discounted seats available. Most seats at TD Garden for Bruins games are full price, with only a small handful of partial-view obstructed seats offered for a reduced cost. Dynamic pricing has also allowed the team to charge even higher prices for the most in-demand opponent and playoff games.
Opponent Factors
Ticket prices for Bruins home games can vary widely based on the visiting opponent that night. Understandably, tickets to see high-profile teams like the Canadiens, Maple Leafs, Penguins, Capitals, and other Stanley Cup contenders can cost more. Bruins fans are willing to pay more to see the top teams come to town.
Rivalry matchups also drive up prices for certain opponents. Bruins-Canadiens games retain a special level of cache and historical rivalry that brings greater demand. Local opponents like the Sabres, Devils, Rangers, and Islanders can also see elevated prices compared to other visiting teams. Of course, playoff ticket demand brings the highest prices of all, especially for later round series.
Boston Market
The affluent demographics of the Greater Boston market also allow the Bruins to charge premium ticket prices. Boston has a booming economy and many companies in high-paying industries like finance, technology, healthcare, and education. The large student population also provides a steady fan base. With so many people in the region able to afford higher ticket costs, the Bruins can price tickets higher than teams in smaller or less wealthy markets.
Boston fans are also known for being passionate supporters willing to dig deep to back their teams. More than just about any other city, Boston loyalists wear their Bruins pride on their sleeve and feel that following the team in-person is worth the higher cost. Between disposable income and next-level dedication, Bruins faithful in the region make paying top dollar for tickets a worthwhile expense in their eyes.
Luxury Seating
One major factor in driving Bruins ticket prices higher in recent years is the expanded luxury seating options at TD Garden. From private suites to premium club areas to loge box seats, the Bruins now have hundreds of upgraded seating locations to offer well-heeled fans. These luxury seats can run several times higher in price than regular bowl tickets.
Luxury seating represents an important revenue stream for NHL teams. Unlike regular seats, these premium areas also come with extra perks like inclusive food and drinks that provide additional income. The presence of so many luxury suites and premium clubs at TD Garden, more than many older arenas, gives the Bruins ample inventory to sell at premium pricing levels.
Suite Pricing
Private suites make up a large portion of the luxury seating revenue for the Bruins. There are over 150 event level suites at TD Garden ranging from small four-seat suites to larger 20+ people party suites. The most luxurious center ice suites can cost over $1 million for a full season package.
Even lower-level end zone suites run $200,000 to $300,000 for a full season. Owners typically resell individual games to recoup some of their investment but still must pay these high prices for the full package upfront, which contributes significantly to the Bruins bottom line.
Loge Boxes
Loge box seating provides premium sightlines similar to suites in an open-layout style. Instead of being fully enclosed rooms, loge boxes feature premium cushioned seats behind glass partitions but do not have a private area. There are over 300 loge box seats at TD Garden located in prime locations along the lower and middle levels.
Full season loge box packages can cost between $60,000 to $100,000 for a four-seat package. Like suites, loge box owners often resell individual games but the team still books this high revenue from the full-season upfront cost.
Club Seating
The TD Garden Club is a huge premium space with over 1,100 seats surrounding center ice on an exclusive membership-only basis. Club seat holders get access to a private upscale lounge area with bars, lounges, upgraded concessions, and other luxury amenities.
Club seating demands a large upfront fee just to join, ranging from $5,000 to $10,000 per seat, along with annual membership fees around $3,000 per seat. Compared to regular bowl tickets, club seats can cost 3-4x higher for a similar location. This massive club area represents big revenue just for the right to buy tickets.
The Delta Club and Budweiser Legends Club offer similar premium experiences on a smaller level for additional luxury revenue opportunities.
Secondary Market Prices
The secondary ticket resale market also plays a major part in driving up costs for Bruins tickets. Popular secondary sites like Stubhub, VividSeats, and SeatGeek provide a platform for ticket holders to resell their seats, often at highly inflated prices compared to face value. Buyers are willing to pay the increased markup knowing it still represents their only way to get into sold out Bruins games.
Ticket holders essentially use the secondary market to “price gouge” based on demand, maximizing profit from sought after games. The team still gets their full price on initial ticket sales, while secondary buyers pay the increased resale amounts. This dynamic keeps pushing Bruins resale ticket prices higher and higher.
No Signs of Slowing Down
Nothing on the horizon indicates Bruins ticket prices will drop any time soon. If anything, the combination of their continued on-ice success and the Boston market’s economic strength points toward prices continuing to rise in future seasons.
The only factor that could potentially cause a decline would be a long stretch of losing seasons diminishing fan interest and demand. But with ownership’s continued investment in player payroll and fan loyalty remaining strong even in down years, a major drop seems unlikely barring something catastrophic.
For now, expect Bruins tickets at TD Garden to remain among the most expensive in the NHL. The high demand, limited supply, and premium experiences will continue commanding top dollar in the Boston market. While cost prohibitive for some fans, Bruins faithful with means will continue paying up to cheer on their beloved B’s live and in-person.
Conclusion
Boston Bruins tickets are so highly coveted and priced due to the team’s popularity, on-ice success, limited seating capacity, affluent fan base, and amenities-driven revenue model. Unless fan demand significantly declines or ownership decides to voluntarily reduce prices, which seems doubtful, expect Bruins ticket prices to stay among the highest in the NHL.