Depending on the vending contracts, the facility typically gets between 15-20% of the gross sales. Although I have no idea if the U can get more favorable contracts. $2 for the U on a $13 dollar beer is probably pretty close.
I agree with some of the posters here - I would be more concerned with average attendance per game rather than season tickets sold. The U can jack up prices for some of the games easier this way IMO...
Agree with this. One of each is not bad. You get basically a practice game, a game with potentially decent competition, and one highly competitive game before conference. I'd love it if everyone did that.