I wonder what would happen if they changed how they sell tickets. Right now, they sell season tickets to people who are required to make a donation. To do that for a pair of tickets, can be pretty inhibitive to many people especially if they know they can't go to all the games. Also, everyone knows that boosters buy up tickets to conserve the sell out streak.
So.....why not sell season ticket packages to common fans for just the cost of the seat? THEN, have the boosters donate the money they have been buying unsold tickets with as a simple donation. The boosters would still be donating to the program to make it better. More common fans can afford season tickets. More fans are experiencing game day in Lincoln with their own tickets and becoming more and more loyal to the program.
I know the donation part of season tickets have kept me from buying season tickets for years. I might consider buying them if it was changed like this.
I’ve long thought the season ticket model will need to be revamped for 95%+ of college football schools. The donations used to be largely tax deductible (changed in 2018) so it was a win win for both the STX holder (reducing taxable income) and the schools (generating unique donations which is a ranking criteria for sites like USNWR).
As an example- I bought season tickets for Wake Forest this year and there is no required donation for club level seating which also includes 2 alcoholic drinks per seat per game, however there’s a (small) donation required for parking ($125). Quite frankly if there was any level of donation required at all for the seats, I would’ve had zero interest in being a season ticket holder.
I’m a UConn grad and similarly to Nebraska, they have some season ticket options without donation requirements and some with. The highest level of donation requirement per seat is $900 to sit in the suite/club level which includes a buffet and some other things, but the ticket availability on the secondary market is so good it doesn’t really make financial sense to buy season tickets with the donation attached when you can just get individual game tickets for $30/pop.
One of the biggest ways to “offset” the donation is obviously with additional STX holder exclusive benefits or perks, whether it be access to additional events, programs, content, etc or doing something else. I don’t have NU season tickets so I don’t know what kind of perks come with the tickets now, but that’s what I think schools in general will have to get creative with in order to keep folks interested.
The other piece is regularly playing games against local teams and teams that fans want to see games against. This is why you’re seeing teams like Alabama, UGA, etc start to schedule multiple high level non-conference games in the same season. With respect to NU, and I know this year was last minute, teams like Buffalo, Fordham, etc don’t really move the needle locally. Even looking into future years, games against GA Southern, UTEP, LA Tech, etc don’t provide any local “buzz”. If I was building future NU non-conference schedules I’d try to make it look something like:
Home and home series with big name team (OU, LSU, ALA, TN, UF, Miami, Clemson, USC, etc)
Home and home/buy game with “regional” FBS opponent (MO, KU, KSU, CO, OSU, ISU, Tulsa, Colorado State, Air Force, Wyoming, maybe Texas schools like TCU, UH, Baylor, SMU, Rice, etc for recruiting)
Low FBS or FCS buy game with regional ties: Dakotas, Montana, Montana St, Idaho, Idaho St, Missouri St, Northern Iowa, Drake, etc
The counter balance to seeing games the fans want to see is NU wants 7 home games per season- that’s a lot easier to do when you have 4 non-conference games vs 3. You would hope the Big Ten would decide to scrap divisions and break into pods (direction CFB seems to be headed). 14 is a weird number for pods but you could use the existing divisions to guarantee a certain number of permanent opponents for each team and then split the other opponents into groups that you rotate home/away with on a regular basis.
Long story short- yes I agree on the donations. Something has to change to continue to get butts in seats, whether it be non-conference scheduling, access to the program, conference scheduling, or something else. If it doesn’t, it’s hard to see the benefit for fans to continue to donate to buy tickets on a regular basis.