Are you an architect?
Do you know how many bench butts would have to go in order to buy the 10,000 new chair seats at $285 each (low end) capital expense.
10,000 seats between the end zones are $25 concession seats too, so that's a loss of $250,000 per game and $1.5 million per year.
Take a marketing 101 class, supply and demand.
The demand is there, but the price is higher than the market will bear, so the the seats go unsold.
Notice the empty seats are also related to BYU's poor performances.
But the bottom line is, sell the seats cheaper and you fill them.
Fill them you sell the highly profitable popcorn, peanuts and cracker-jacks.
It cracks me up when the fine arts and computer programming majors miss the obvious business aspects of the enterprise.
FYI, BYU's Ticket Managers in recent years have had the combined intellect of sponge-bob on a good day.
You want to fill the stadium. Price the venue to fill it. Make your money on concessions.