Coming off a fourth consecutive losing season, the renewal rate for University of Hawaii football season tickets is running at less than 60 percent, according to UH.

"It has been between 55 and 59 percent," said outgoing athletic director Ben Jay.

That is a concern at UH where last season’s total, 17,223, was the lowest in more than 30 years. Overall, UH turnstile attendance averaged 23,772 in 2014.

Although the March 31 deadline for renewals has passed, UH said it is still accepting them and expects to initiate "call-backs" to customers who have not renewed. UH officials say they annually have a block of procrastinators who do not renew until "call-backs" commence.

Sales of new season tickets will begin this summer.

Season-ticket sales have been sliding since 2008, when UH sold 27,705 as part of its "Backin’ McMackin" campaign coming off its Sugar Bowl season. The record is 36,150 in 1986.

Season tickets are a critical financial pillar for the athletic department, accounting for about 70 percent of football ticket revenue and, in some years, more than 10 percent of department revenue.

In addition to four consecutive losing seasons, the longest UH drought since 1994-98, officials also cite a paucity of marquee names on the home schedule for slow sales. The only Power Five conference home opponent is Colorado. And that game, the Sept. 3 season opener, will be played at 7 p.m. on a Thursday night.