That's the average price to get in the building for the Alabama-Texas A&M game. Not the highest, not the lowest, but the mean price to get into Kyle Field in College Station, Texas.
And for college football fans who can afford it, that will be $626.42 well spent.
Jon Solomon, of The Birmingham News, took a look at the priciest tickets entering the 2013 college football season. As expected, the big-name teams topped the list, led by the SEC West game between the Crimson Tide and the Aggies.
Every one of the games on Solomon's list will likely sell out, and that makes it quite clear that college football fans see true value in getting to watch their teams compete in big spots. Whether they are home contests, neutral-site games or road battles, fans will shell out the cash to see their favorite squads play on the big stage.
That is why dynamic ticketing practices will not impact the college football world the way folks think. The raising of highly desired tickets' prices by the school is nothing compared to the inflation that already occurs on the secondary market.
Would you pay more than $600 for a college football ticket?
Yes, it is "worth it" to fans, but it must also be noted that these are more than just average fans and their desire to get in the building. These are fans with disposable incomes who want to make sure they can say they were there when their team did something great.
Assessment of worth and value are not in the hands of the media or the average fan. No, the value is determined by the folks willing to pay escalating ticket prices on the secondary market to ensure they get that seat.
Joe Fan sees the ticket price jump to four times the face value and decides that the couch or a sports bar will do just fine.
But, as long as the value is based upon fans willing to pay extraordinary amounts to get into games, tickets will continue to be "worth it." Dynamic ticketing will help schools get in on the trend, but secondary sites will continue to capitalize on the market because fans who can afford it desperately want to go see their team play.
Even if that means paying $626.42.