<div class="quote_poster">Quote:</div><div class="quote_post">Capitalizing on the success of last season's NBA title run, the Suns have gone Hollywood. Prices for their 16 new "Jack Nicholson" courtside seats are $1,500 per game - nearly three times the price of last year's most expensive ticket and in the NBA penthouse for premium courtside seating. But don't bother breaking out your credit card. All the seats are sold for the upcoming season, which begins Nov. 1. The "Nicholson seats," named after the actor who sits courtside at Los Angeles Lakers games, are between center court and the players benches. Just behind those are another 16 new seats for $1,000 each. Those with smaller budgets are paying $500 per seat for 34 new seats behind the players benches. About one-third of the teams have courtside seats of $1,000 or more, according to league sources. In 1968, the Suns' first season, a courtside seat cost $5. Suns President Rick Welts said the Suns, like other NBA teams, had no problem selling the luxury seats. In America West Arena, such seats come with food and beverage service, a special entrance to the arena and access to a private club where fans can stand a few feet from the players as they go onto the court. "There is nothing like it in sports," Welts said. "It's the best business-to-business atmosphere with the most influential people in the Valley." Scott Coles, chief executive of Phoenix-based Mortgages Ltd., agreed. He said he bought two of the Nicholson seats because of the access it gives him. "When you are down there, there's the rush of being part of the game," said Coles, who is involved in securities, real estate and lending. "It's a high price for entertainment, but I'm an advertiser and my clients are there. It's like anything else. If you are there and you are seen shaking hands, it's a justifiable business expense." Welts said, "There is a small universe of people, in any market, who are willing to pay for the best locations with the right set of amenities. I don't think we could expand what we are doing to 1,000 seats because the universe is not that big." </div> Source
