Patrick Johnston: How can you raise ticket prices 10 per cent when the Canucks are rebuilding and they’ve won as few home games as they have this season?<\/p>\n
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Published Mar 24, 2026 \u00a0\u2022\u00a0 Last updated 4\u00a0hours ago \u00a0\u2022\u00a0 3 minute read<\/p>\n
<\/a><\/p>\n You can save this article by registering for free here<\/a>. Or sign-in<\/a> if you have an account.<\/p>\n Ben Ludwig is very much the kind of fan the Vancouver Canucks<\/a> should be looking to cultivate.<\/p>\n Advertisement 2<\/p>\n This advertisement has not loaded yet, but your article continues below.<\/p>\n THIS CONTENT IS RESERVED FOR SUBSCRIBERS ONLY<\/p>\n Subscribe now to read the latest news in your city and across Canada.<\/p>\n Exclusive articles by top sports columnists Patrick Johnston, Ben Kuzma, J.J. Abrams and others. 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Plus, Canucks Report, Sports and Headline News newsletters and events.Unlimited online access to The Province and 15 news sites with one account.The Province ePaper, an electronic replica of the print edition to view on any device, share and comment on.Daily puzzles and comics, including the New York Times Crossword.Support local journalism.<\/p>\n REGISTER \/ SIGN IN TO UNLOCK MORE ARTICLES<\/p>\n Create an account or sign in to continue with your reading experience.<\/p>\n Access articles from across Canada with one account.Share your thoughts and join the conversation in the comments.Enjoy additional articles per month.Get email updates from your favourite authors.<\/p>\n THIS ARTICLE IS FREE TO READ REGISTER TO UNLOCK.<\/p>\n Create an account or sign in to continue with your reading experience.<\/p>\n Access articles from across Canada with one accountShare your thoughts and join the conversation in the commentsEnjoy additional articles per monthGet email updates from your favourite authorsSign In or Create an Account<\/p>\n or<\/p>\n Article content<\/p>\n Born and raised in Vancouver, a successful small businessman \u2014 in sporting goods, to boot \u2014 a dad, an energetic sports fan.<\/p>\n Article content<\/p>\n Article content<\/p>\n He\u2019s had season tickets to his favourite hockey team since before COVID-19 began. His seats this year are in a fabulous spot: lower bowl, eight rows up, in the corner to the left of the goal that the Canucks attack twice a game.<\/p>\n And he\u2019s set to give those fantastic seats up.<\/p>\n Like every other season ticket-holder, he got a letter Monday reminding him that his renewal deadline was coming up. A letter that has fallen flat with many, making claims that what was available to season ticket-holders this past season had \u201clevelled-up\u201d and that more off-ice options were available to them than ever before.<\/p>\n Even if that\u2019s true, certainly that\u2019s not how many of those fans feel: The general mood among fans I speak to is they\u2019ve simply been asked to pay more and more, while getting less and less.<\/p>\n If that\u2019s somehow not the case, the team has a lot of work to do to change perceptions.<\/p>\n Canucks Report<\/p>\n Thanks for signing up!<\/p>\n Article content<\/p>\n Advertisement 3<\/p>\n This advertisement has not loaded yet, but your article continues below.<\/p>\n Article content<\/p>\n In Ludwig\u2019s case, here\u2019s the simple truth for him: To renew his seats, he would have to pay 10 per cent more next year. (Others have posted about increases in other parts of the arena of as much as 5 per cent.)<\/p>\n And he just doesn\u2019t see the value anymore.<\/p>\n \u201cI can\u2019t believe these guys \u2026 ,\u201d he told me once he had done the calculation on his price increase. \u201cSo expensive. The vibe isn\u2019t great. Zero value. Eight home wins? I could be wrong but it\u2019s not worth it anymore.\u201d<\/p>\n That\u2019s probably the most stunning thing in this week\u2019s announcement of ticket-price increases. It\u2019s one thing to surge prices after a strong playoff run. You can perhaps understand an increase tied to inflation. But the nameless letter, the facelessness of the operation, it\u2019s a terrible look.<\/p>\n And to do this off the back of what may very well be the worst home season in team history? Read the room. Heck, the Seattle Kraken have cut ticket prices for the second year in a row and they may yet make the playoffs!<\/p>\n Advertisement 4<\/p>\n This advertisement has not loaded yet, but your article continues below.<\/p>\n Article content<\/p>\n The Canucks are in a rebuild, the hockey operations bosses have been clear on this. Fans, they\u2019ve acknowledged, should be prepared for losses but should also be looking for the players to show heart and hustle.<\/p>\n There was no sign of this in Monday\u2019s letter.<\/p>\n \u201cA young core ready to break through,\u201d the letter claims of the roster. \u201cThe next era of Canucks hockey is here.\u201d<\/p>\n That\u2019s hopeful, almost certainly beyond what\u2019s realistic. Even beyond what team president Jim Rutherford and general manager Patrik Allvin are saying. Sure, they would love to be back in the playoffs next year. but to truly build a contender this team needs a couple years of elite drafting to just set the table. A proper return to contender status is at least a couple, more likely three or four, years away.<\/p>\n Other organizations have spoken plainly and honestly to the people paying the bills, rather than spitting out a series of cliches. They\u2019ve had owners and senior executives put their names on letters, vowing to bring a glorious new future. In January, for example, New York Rangers GM Chris Drury explained to the team\u2019s fans in a signed letter that they were going to be trading some veteran faces that fans had come to love.<\/p>\n Advertisement 5<\/p>\n This advertisement has not loaded yet, but your article continues below.<\/p>\n Article content<\/p>\n Again Canucks hockey ops has been reasonably open and honest about this, but the business side doesn\u2019t seem to have received that message.<\/p>\n \u201cI\u2019ve been a Canucks fan all my life, going to games as a kid at the Pacific Coliseum<\/a> were some of my favourite memories,\u201d Ludwig, who owns Big League Sports Excellence on Burrard Street in Kitsilano, said. \u201cI wanted to be able to pick the games to attend and this was the best way. Now we only go to see other players from different teams. Two beers is $30. Taking my kids isn\u2019t enjoyable.<\/p>\n \u201cFigure it out, have a $5 beer somewhere in the stadium, have a kids meal. Make Canucks hockey great again.\u201d<\/p>\n pjohnston@postmedia.com<\/a><\/p>\n Read More<\/p>\n![\"Vancouver](\"https:\/\/www.newsbeep.com\/ca\/wp-content\/uploads\/2026\/03\/2266643046_302131002.jpg\")
Vancouver Canucks fans react to a rare home win over the Florida Panthers at Rogers Arena on March 17, 2026. Photo by Verity Griffin \/Getty ImagesArticle content<\/p>\n![\"The](\"https:\/\/dcs-static.gprod.postmedia.digital\/20.8.1\/websites\/images\/identity\/logo-identity-vp.svg\"){kind=logo}
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