When a business does something that has the potential to turn off their most loyal customers the last thing they should do is keep digging. Last week, an email went out to people who had season tickets in 2013 but did NOT renew for 2014. They were given a promotional code for $10 tickets. This year's season ticket holders were excluded from receiving the email. I presume the reason was so that they wouldn't be upset about what they paid for their tickets.

Solution - REWARD season ticket loyalty by FIRST offering excess tickets to season ticket holders. The Utah Jazz figured this out when they offered season ticket holders free tickets to additional games. Lets speculate that last week BYU sold 5000 tickets for $10. The $50k gross revenue (net revenue much less after you factor in costs) is a drop in the bucket compared to their revenues from season ticket sales, concessions, BYU gear, etc..

For future games when BYU will most certainly have excessive unused tickets, BYU needs to REWARD season ticket holders by distributing those tickets to them for free or at a substantial discount to what is being offered to the lessLOYAL fans who just wait for a promotional deal so they can cherry pick their favorite games. The LOYAL fan base is spread nice and wide so they can very effectively distribute those extra tickets to people they know who will actually use the tickets. The stadium will be full. The fans who choose to buy a game here and there will pay a fair price. Not only will it solve a problem this year but it will provide an incentive for them to renew their tickets again next year. As value is created for owning season tickets, more and more LOYAL fans will buy them.

BYU put the shovel down!!!!

F18