Arizona Coyotes expects every home game to sell out at ASU, says season ticket revenue 50% higher than Glendale Arena

The Arizona Coyos are expecting to sell every home game this season at Arizona State University’s Mullet Arena and say their season ticket revenue has exceeded what they were making at their former home in Glendale.

The Coyotes family will play at the new multi-purpose facility on the Arizona State University campus for at least three seasons while striving to build a yard on city-owned land in Tempe. Tempe City Council voted in favor of a bid in June to move forward with negotiations for the new plaza and recreation area. Project Tempe is valued at $1.7 billion and the team expects there will be a vote on the deal this fall.

“We remain very confident that we have the right deal, the right project and the right ownership suite to get it done,” Coyotes President and CEO Xavier A. Gutierrez told ESPN on Wednesday. “It’s the first privately funded sports and entertainment district in Arizona’s history. This is the bridge to that.”

The Mullet Arena, named after a family that supported the hockey program at ASU Sun Devils, will have an official capacity of 5,025 fans. The capacity of the Coyotes games has not yet been determined, but it is expected to be between 4,800 and 5,000 fans.

“We know every game will be sold out and we had no doubts that it would be,” Gutierrez said. “We could have sold this to our current season ticket base, but we didn’t think that was the right approach. We want to make sure fans who haven’t played a match before can try it. This is very difficult when it’s been downsized.”

To make up for smaller capacity—the building in Glendale, formerly Gila River Arena and now Desert Diamond Arena, held 17,125 for hockey—Coyotes priced each seat outside of the ASU student division as a low seat. The average ticket price for their previous yard was in the $90 range. The average ticket price at Mullett Arena is $170. The NHL average is $154.

Because of that price, Gutierrez said the Coyotes have generated 50% more revenue on all of their season ticket plans than we’ve ever done at their Glendale Arena.

“We don’t play with people here,” he said. “You’re a little above the NHL average now while you were a lot below the NHL average before. And we’re in a much more central area.”

There have also been changes in how the team sells wings. The Coyotes had about 80 suites in their former yard and sold about 60 of them. At Mullet Arena, they have 20 suites that are all sold out. In some cases, they are sold out in half-season plans so create a larger inventory.

The student department at ASU will have about 400 seats. There will also be a standing room section of about 300 seats from which Wolves can allocate additional seats for students. Ticket prices for the Student section range from $25 to $50 per game.

“We’re on the ASU campus. This is great for everyday gaming experience and great for fan development. You can’t be on campus and not have that youthful injection,” Gutierrez told ESPN.

The Coyotes play their first home game on the campus of Arizona State University on October 28 against the Winnipeg Jets. The game will be shown exclusively on ESPN+ and Hulu.