The Arizona Coyotes expect to sell out every home game at Arizona State University’s Mullet Arena this season and say their season ticket revenue exceeds what they generated at their former home in Glendale.
The Coyotes will play in a new multipurpose facility on ASU’s campus for at least the next three seasons as they look to build an arena on city-owned land in Tempe. The Tempe City Council voted in June to move forward with negotiations for the new arena and entertainment district. The Tempe project is estimated at $1.7 billion, and the group expects to vote on it this fall.
“We are still very confident that we have the right deal, the right project and the right ownership group,” Coyotes President and CEO Xavier A. Gutierrez told ESPN on Wednesday. This is the bridge to that.”
Named for the family that supported the ASU Sun Devils Division 1 hockey program, Mullet Arena will have an official capacity of 5,025 fans. Capacity for Coyotes games has not yet been determined, but is expected to be between 4,800 and 5,000 fans.
“We knew this was going to sell out every game and we had no doubt it would happen,” Gutierrez said. “We could have sold tickets for the current season, but we didn’t think it was the right approach. We wanted to make sure fans who had never played the game could experience it. That’s a very difficult thing. They’ve reduced capacity.
To make up for the smaller capacity — the building in Glendale, formerly Gila River Arena and now Desert Diamond Arena, holds 17,125 for hockey — the Coyotes priced every seat outside ASU’s student section as a low-bowl. Average ticket prices at their previous location were in the $90 range. Average ticket price at Mullett Arena is $170. The NHL average is $154.
As a result of that pricing, Gutierrez said the Coyotes will generate 50% more revenue from their season ticket plan than they have “in history” from the Glendale arena.
“We don’t bully people here,” he said. “Before you were below NHL average, now you’re slightly above NHL average. And we’re in a very central position.”
There are also changes to how the group sells collections. The Coyotes had about 80 sets in the old arena, and about 60 are sold. At Mullet Arena, they have 20 suites, all sold out. In some cases, half-season plans sell out, so stock up big.
ASU’s student section will have around 400 seats. There will be a standing room with about 300 seats where the Coyotes can carve out additional student seats. Student section ticket prices will be $25-$50 per game.
“We’re on ASU’s campus. That’s great for the game day experience and fan development. You can’t be on campus and not have that youth feel,” Gutierrez told ESPN.
The Coyotes will play their first home game on the ASU campus on Oct. 28 against the Winnipeg Jets. The game will be shown exclusively on ESPN+ and Hulu.