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Sports

August 27, 2009

Success comes at steep price for Bruins fans

Bruins hold line on returning season tickets, new season-ticket holders pay much more

Now that the Bruins are relevant again on the Boston sports landscape, fans will have to pay a premium to enter the TD Garden this winter.

That is, unless you're a longtime supporter.

Bruins individual-ticket prices skyrocketed approximately 50 percent after a season in which the club finished first in the Eastern Conference and advanced to the second round of the playoffs for the first time since 1999.

The majority of the season-ticket holders will not see an increase, according to Bruins Vice President of Sales and Marketing Amy Latimer. New season-ticket holders aren't so lucky. For example the $101.50 seats will be $137.50 for new season-ticket holders.

The only current season ticket buyers who will pay more this year than last are those in the front row and in the center ice loge sections.

"It's all part of our overall strategy," said Latimer. "Our top priority is our season-ticket holders. Because of the economy, our prices for almost all of our season-ticket holders have held the same. The team performed well, but we made it a priority to make sure that our current season-ticket holders would remain with us."

And to the Bruins' credit, that's the way it should be. While newcomers will have to shell out big bucks for Boston's newest contender, the people who have been there through the tiresome and lengthy down years deserve a break.

After last season's success, the Bruins received a tremendous spike in season ticket sales, nearing 5,000 new orders since February, said Latimer. The team is within a few hundred of its self-imposed 13,000-seat cap on season tickets.

The new season-ticket holders will be paying a different price than last year's renewals and a diminished supply of individual tickets translated to a spike in those prices.

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