The high cost of tickets in 2015 was a factor in the low attendance last season.  Using single game ticket prices as a barometer of pricing strategy reveals that there have been very large increases in ticket prices over time.  Here’s the prices for single game, non-club tickets for the 2015 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 (base conference price).  There was also 1 or possibly 2 premium priced tickets for the Civil War or for UW.  That strategy was changed in 2015 season with all conference opponent tickets priced at premium levels and that approach has been continued in 2016:

Idaho State $35
Boise State $80
California $80
Utah $80
WSU $80
Arizona $80
Oregon $100

The price of tickets and fan interest in a particular opponent are two factors that govern ticket sales.  Single game ticket prices have risen dramatically since 2007.  This period was marked by Reser Stadium reaching its current capacity.  Ticket prices can also influence attendance, particularly among the buyers of single game tickets (see figure below – click to enlarge).

The table below shows the average price of single game tickets and price range for each opponent during the 2008-15 period, and average attendance expressed as a percentage of capacity:

Single game ticket prices in 2016 are way out of line with regard to past ticket pricing as indicated in the table above.  For instance, Arizona tickets have never been higher than $45 but are now $80 in 2016.  Cal and Utah tickets have never been higher than $50 but are $80 in 2016.  There is clearly a need to roll back conference ticket prices to the former base ticket level that is markedly lower than the high, premium ticket policy adopted in recent years. Specific observations and recommendations are made below.

• UO – This is an appropriately priced premium ticket. The price does not seem to be a deterrent to fan attendance. It is likely that more tickets could be sold if they were available.  Recommendation – no change.
• UW – This has been a premium priced ticket but is clearly overpriced. Attendance is lower (nearly 4,000 per game lower) than the more appropriately priced WSU. Gone are the days that UW travels with large number of fans that would fill Parker Stadium. Assigning a premium price to a UW ticket isn’t capturing revenue from the UW fans, but it is placing a price barrier on OSU fans and reducing attendance. Recommendation – lower price to base conference level, this is not a premium ticket.
• USC – This has also been a premium priced ticket. Fans are interested in USC and will pay the higher price to see the games. Attendance has not been adversely affected by the pricing as they have averaged over 97% of capacity.  Recommendation – no change.
• UCLA – Along with UW, this ticket has been assigned a premium price. Like UW, this ticket is overpriced and the price has been an impediment to attendance. UCLA is not USC and OSU fans know it. UCLA is the most poorly attended games of all conference opponents. Recommendation – lower price to base conference level.
• Colorado – There have only been two visits by Colorado to Corvallis. The second visit in 2015 was priced at a premium level. Attendance for Colorado is the second lowest among conference opponents – an indication of OSU fan interest and the high price for the ticket. Recommendation – lower price to base conference level.
• Stanford – This has been both a base conference price ticket and in the past two visits have been higher premium priced tickets. That places Stanford in the middle of the pack from a price standpoint. With the ascendency of the Cardinal in the conference, there is increased interest in Stanford by OSU fans. But the premium price in recent games is driving down attendance in those games. Recommendation –return prices to base conference level.
• Utah – This ticket has been priced at the base conference level. OSU fans are moderately interested in Utah. The combination of reasonable prices and some interest has resulted in attendance in the middle of the pack among conference opponents. Recommendations – price at the base conference level.
• Premium or Marquee OOC – This ticket has been priced in the premium category in the case of Wisconsin or at base conference prices for other opponents (Louisville, Cincinnati, BYU). The price for this ticket is the same as the average as Utah and the attendance is the same as Utah. Recommendation – retain pricing strategy depending on the opponent.
• WSU – This has been priced at the base conference level. WSU is a regional opponent and has many connections with OSU and its fans. The combination of this interest, visiting fans, and reasonably priced tickets have produced the second greatest attendance levels of conference opponents. Recommendation – price at the base conference level.
• ASU – The ticket has been priced at the base conference level. Fan interest in ASU is modest so the relatively high attendance has been in large part as result of this reasonable ticket price. Recommendation – price tickets at the base conference level.
• Cal – The ticket has been priced at the base conference level. The low ticket prices have produced high attendance – tied with USC for 3rd best among conference opponents. Recommendation – keep at base conference level.
• UA – The ticket has been priced at the base conference level. Low ticket prices are not enough to offset low fan interest in Arizona. As a result, attendance is only greater than Colorado and UCLA. Recommendation – keep at base conference level.
• MWC opponents – Mountain West Conference opponent tickets have been priced a bit below the conference base level with the exception of Hawaii which most recently was priced at the base conference level. Fan interest is low in these games and they often take place before school is in session. Attendance is low and price should be also low. Recommendation – reduce the price of these tickets below the conference base level.
• D1-AA (FCS) opponents – This ticket is low priced and correctly reflects the low fan interest in the games as attendance is the lowest of all home games. Recommendation – should be no more than $35

OSU needs more fans. The best source of new fans are the young ones. These fans are looking for entry price points into the marketplace rather than mid-level or high level. Because they are low on the seniority pecking order at work and have the obligations of their young families, these young fans are less likely to purchase season tickets and will gravitate toward single game tickets.

The need to replace lost revenue is understandable but raising ticket prices to accomplish that end at a time when fan interest is diminished is not a good strategy and presents a price barrier to entry of young fans into the ranks of Beaver Nation.