You've already set the market price. This is the issue BYU is dealing with. They have and have had bottom basement prices. And with the price raises people aren't seeing the increased value they're getting for the increased price.

They're getting the same experience they were getting previously for the same product when it was a much reduced price. You can't raise the price without improving the product.

Yes the on-field product is better this year, but nothing else is. And it usually takes an improved product time to translate to more customers.