Stadium ticket sales flicker

PROVO — Due to uncharacteristically slow ticket sales, performers at this year's Stadium of Fire may end up singing and dancing for a record number of empty seats this Fourth of July.

"Ticket sales are lower than we need at this point," said Jamie Casaus, who is in charge of public relations for the patriotic celebration. "We have a lot of ground to make up."

Casaus said ticket sales are "significantly low" but would not release specific numbers. In the past 10 years, the Stadium of Fire has sold out twice. The foundation usually sells an average of about 45,000 of the 50,000 tickets available.

At this point, there is no talk of shutting down the celebration, said Brad Pelo, senior executive producer of the Stadium of Fire. Although it's not a sell-out show, he said, plenty of seats will be filled.

"It's not a save-your-bacon sort of deal," he said. "There are just more good seats available right now than are usually available this late in the game."

Pelo attributed the dip in sales to the fact that the celebration is taking place on a Wednesday rather than a weekend.

"Many people who traditionally come aren't coming simply because they have to go to work the next morning," he said.

But, according to a public relations survey, there are several issues that factor into the lack of sales, Casaus said.

Some regulars are put out because the main act has traditionally performed only a few numbers, she said. In response to this feedback, event planners budgeted time for headliners Brooks and Dunn to put on a full 14-song concert during this year's celebration.

Buyers are also paying an average of $10 more per seat this year. Tickets range from $25 to $120.

The increase is so dramatic because the organization did not raise ticket prices for the last two shows, Casaus said.

"Anytime you raise ticket prices, somebody's going to get mad," Casaus said. "And a lot of the people who buy tickets to Stadium of Fire are large families buying multiple seats, so the extra money can be a burden."

To combat this, America's Freedom Foundation is offering a buy-one, get-one-half-off deal on $45 tickets.

The foundation is confident the stadium will fill up, said Paul Warner, executive director of America's Freedom Festival. But just to make sure, event planners are increasing promotional efforts.

"People ought not to wait to buy tickets," he said. "Now is when the good seats are available; now is the time to buy."

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To purchase tickets:

• Online at www.stadiumoffice.com

• By phone at 422-BYU1 or 800-322-BYU1

• In person at the Marriott Center ticket office at Brigham Young University

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E-mail: estuart@desnews.com