This is a massive problem. If secondary ticket markets are losing money on our product, they will not be buying next year, i.e. a drop in season ticket sales.
UH should be maximizing what is really a new golden era of success in athletics. Whether the pressure is coming from higher or the decisions on seating maps and promotional plans are coming from the ticketing office, ticketing for football and basketball has really missed the mark. The original seating for football at TDECU was simple and effective ensuring the large donors had quality seating while the more thrifty spender had options available on a low budget. Occasional sellouts were occurring, and the fanbase has grown, partially due to the success of the football program and partially due to effective ticketing strategy.
However, over the previous two seasons changes have been rolled out that have hurt the long term marketability of the program. Last year, you got away with it because the schedule was so good and unprecedented expectations for the football team. This year, not so much. Next year, as secondary markets purchase fewer tickets to avoid getting caught due to low demand and people that got shafted the last two years don’t return or only return for a game or two, and boom… you have a big problem.
Our marquee matchup next year… Arizona. Continue to ignore the problem that these changes to the ticketing strategy have created and we are going to fall below 30,000 next year. Giving away tickets for half their face value through flash sales and giveaways is bad anyway that you look at it.