The Canadian dollar currently trades around $0.95 U.S. dollars, but this has fluctuated significantly in recent years. Should the Canadian dollar drop to the $0.80 or $0.85, the team still needs revenues sufficient to cover players' salaries and other U.S.-denominated expenses. The price point is lower than that of the BC Lions, which reflects that the club wishes to have strong attendance and be competitively priced against their main market rivals in order to capture a significant share of the local sports market.

Merchandise pricing should be in line with league averages. Competitors in the Vancouver market do not discount merchandise, so there is no need to dramatically undercut those clubs. Moreover, merchandise sales are typically to the most enthusiastic fans, so demand is relatively price inelastic, much more so than ticket prices which must attract casual fans in addition to the hardcore fans.

Place

There are two critical aspects...
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