For the first time in fourteen years, the Red Sox will not raise their ticket prices for the 2009 season. Boston's average ticket price of $48.80 on Opening Day in 2008 was the highest in the majors. Some teams have reduced prices for next season. "We did not contemplate a reduction," said Sam Kennedy, Red Sox executive vice president and chief sales and marketing officer. "We did contemplate an increase, but it's fair to say this is the right thing to do given the realities of the economy."