imthewalrus
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I was irked earlier today when the Minnesota Athletic Dept once again offered tickets at a steep discount just days before kickoff. I usually don't mind it when they offer deals as I prefer the atmosphere of a full stadium and don't mind a few average Joes saving a few bucks to see us play Western Illinois.
Today was different. The Gophers are 4-0 heading into a Homecoming match-up with an arch rival. Ticket demand is as high as its ever been for a game at TCF Bank Stadium with no ticket available on StubHub for under $100. That is, until the U decided to release 100 tickets for $40 to the general public. Tickets in neighboring sections were available to the general public for $75 last week, and they sold out in less than a day. Why are we suddenly offering a 47% discount when there's sky high demand?
63 tickets in that section are now available on StubHub that weren't available before the "Facebook Deal." The cheapest price is $75. You do the math. Ticket brokers and opportunistic fans snatched up those seats to pocket the spread between the market value and the price that the Athletic Department offered. For one of the poorer schools in the Big Ten, why are we leaving any money on the table? Yet, once the facilities fundraising drive is in full effect, the U will gladly take your $3500 donation.
That's only part of the problem. The second problem is that by undercutting season ticket holders, you're discouraging casual fans from purchasing season tickets. I'm a die hard, I will buy season tickets every year even though I live 400 miles away. Our tickets are cheap, I'll spend more money on flights, hotels and booze this season than I will on tickets. I generally give away the tickets for games I'm unable to attend in person. I consider the whole thing a donation to the Gophers.
However, how do you get casual fans to purchase season tickets? You have to give them a reason. Most fans will purchase season tickets if they feel it's the best way to get into the games in which they're interested. If they're only truly interested in the Big Ten games, but they see that scalping will cost them at the very least $294 (current StubHub market value) or, the same price as season tickets, they might be inclined just to purchase season tickets. People with season tickets are more likely to go to cupcake games because the tickets are in their possession, so why not?
But these fans know that if they wait until the last minute, the U will offer a discount to the good games. I mean, if they're giving a discount for an undefeated team, playing against Iowa on Homecoming, there are always going to be deals.
Furthermore, the University needs to be more creative about these early season cupcake games to create less supply on the secondary market. If there was an option while buying season tickets to purchase (for a discount) and donate tickets to a local school district or youth group to attend these games, I'm sure many people would gladly take the offer. Grow the fan base from a young age, cut down on empty seats and sell more tickets! It's a win, win, win.
Instead the U leaves money on the table, disincentives season tickets and donates profits to ticket brokers. Meanwhile, over at Northwestern, the Wildcats are using dynamic pricing and have a face value of $126 - $195 for their high-demand Ohio State game in two weeks.
And that's all I have to say about that. Twitter fights and message board wars zap my energy.
Is this another example of our new Norwood in action? Certainly anything and everything related to the Athletic Department stops at his desk. How could our AD allow this to happen? Someone NEEDS to ask our new Norwood why he wants to operate the sale of tickets this way...