I believe that high cost of tickets this year is a factor in the low attendance to date. Using single game ticket prices as a barometer of pricing strategy reveals that there have been very large increases in ticket prices this season. Here’s the prices for single game, non-club tickets this season:
Weber State $40
San Jose State $50
Stanford $80
Colorado $80
UCLA $80
UW $80
The past practice has been to price tickets so that D-1AA (FCS) schools were the lowest priced tickets and non-conference opponents slightly lower than most conference opponents. There was also 1 or possibly 2 premium priced tickets for the Civil War or for UW. That strategy has been changed this season with all conference opponent tickets now at premium pricing levels.
Prices for D-1 AA opponent tickets have been $35 for the previous 3 seasons but was raised to $40 this year, an increase of over 14%. Non-conference, non-power five opponents have all been $45 in the past but was $50 this year, an increase of 11%. For the past 3 seasons, a Utah/Colorado ticket would have cost $50 but this season the ticket cost is $80 for Colorado, an increase of 60%. Tickets for UCLA/USC have been $75 in the recent past but are now $80, an increase of 7%. Stanford and UW tickets have also increased by 7% over previous seasons. While not on the home schedule this season, tickets for Cal, WSU, and ASU have ranged from $50 to $55 for the past 3 seasons. Had they been on the home slate, the current strategy would have priced those tickets at $80.
Some have noticed the increased prices but have wrongly attributed this increase in prices as a need to pay for the cost of the new coaching staff. But the reality is that the ticket prices were set before Riley had announced his departure. This increase in prices was in response to steep losses in revenue by the athletic department and the need for a financial bail out by the university as I reported to you last October.
The department was prompted to action in response to the non-renewals of season tickets and threats of non-renewals by fans. But those who gave up season tickets and are now wishing to take a wait and see approach for the start of the Andersen coaching era are faced with the barrier of high single game ticket prices to come and watch the games.
I understand the need to replace lost revenue, but raising ticket prices to accomplish that end at a time when fan interest is diminished has not been a good strategy this season.
Weber State $40
San Jose State $50
Stanford $80
Colorado $80
UCLA $80
UW $80
The past practice has been to price tickets so that D-1AA (FCS) schools were the lowest priced tickets and non-conference opponents slightly lower than most conference opponents. There was also 1 or possibly 2 premium priced tickets for the Civil War or for UW. That strategy has been changed this season with all conference opponent tickets now at premium pricing levels.
Prices for D-1 AA opponent tickets have been $35 for the previous 3 seasons but was raised to $40 this year, an increase of over 14%. Non-conference, non-power five opponents have all been $45 in the past but was $50 this year, an increase of 11%. For the past 3 seasons, a Utah/Colorado ticket would have cost $50 but this season the ticket cost is $80 for Colorado, an increase of 60%. Tickets for UCLA/USC have been $75 in the recent past but are now $80, an increase of 7%. Stanford and UW tickets have also increased by 7% over previous seasons. While not on the home schedule this season, tickets for Cal, WSU, and ASU have ranged from $50 to $55 for the past 3 seasons. Had they been on the home slate, the current strategy would have priced those tickets at $80.
Some have noticed the increased prices but have wrongly attributed this increase in prices as a need to pay for the cost of the new coaching staff. But the reality is that the ticket prices were set before Riley had announced his departure. This increase in prices was in response to steep losses in revenue by the athletic department and the need for a financial bail out by the university as I reported to you last October.
The department was prompted to action in response to the non-renewals of season tickets and threats of non-renewals by fans. But those who gave up season tickets and are now wishing to take a wait and see approach for the start of the Andersen coaching era are faced with the barrier of high single game ticket prices to come and watch the games.
I understand the need to replace lost revenue, but raising ticket prices to accomplish that end at a time when fan interest is diminished has not been a good strategy this season.
