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The Shade Premium

Miami Dolphins fans brave high temperatures, humidity and sunburn to watch home games. Fans lucky enough to score a seat in the shade, however, have historically enjoyed “temperatures up to 15 degrees cooler at the typical 1 p.m. kickoff.” Dolphins fans will now have to pay about $5 extra for those cooler seats as part of a new ticket pricing scheme, designed with the assistance of Robert Stavins and a team of MIT specialists. Mike Dee, the Dolphins CEO, said that six new pricing categories were added and that “most of that takes into account sun and shade.” (HT: Steve Emanuelson)[%comments]