An auditor’s report told the University of Hawaii Board of Regents Wednesday that Rainbow Warrior football averaged a meager 16,082 fans per game through the turnstiles in 2015.
When it was pointed out to the regents that the NCAA-mandated minimum average for Football Bowl Subdivision membership is 15,000, there were some murmurs.
“Too close,” said one regent.
But athletic director David Matlin was less concerned about the down-the-road possibility of additional correspondence from NCAA headquarters than how to go about winning back the disappearing populace in large numbers.
To be sure the hiring of Nick Rolovich as head coach and the renewed energy he has brought to the program since November figures to give UH a bump in season ticket sales, reversing a four-year trend.
But it may be time for UH to also consider the heretofore largely unthinkable: actually lowering many ticket prices.
As attendance has declined a succession of UH officials have considered it concession enough to just hold the line and not raise prices.
This after one athletic director had many years ago decided that raising prices — essentially charging a declining number of people an increasing amount of money — was the way to go. It wasn’t.
Matlin said he is reviewing the current pricing structure and plans an announcement next month before season ticket renewals go out.
“We’re still doing some analysis,” Matlin said. “We’re looking at some various options and where we might go.” Matlin said, “You always look at your mix of prices, like the Pro Bowl did recently, and whether you might scale them differently.”
The NFL dropped its average ticket price by about $10 and the lowest tier of ticket prices was reduced to $30. Subsequently the NFL claimed its first Aloha Stadium sellout in the last four games here.
Of course, the NFL’s contract with the state also called for a $1 million rise in fees to $5 million this year, too.
UH prices aren’t in the same stratosphere as the NFL, but coming off the smallest average turnout in 41 years in Halawa, UH has reason — several, in fact — to take a good, long look at pricing.
After a season in which just two home games attracted more than 20,000 fans (UC Davis and San Diego State), any inducement would be welcome.
For one thing, three of the four most attractive games on the schedule — California, Michigan and Arizona — will be played in Australia, Ann Arbor and Tucson. Boise State comes here.
For another, fans will be paying a higher parking fee at Aloha Stadium this year as the facility seeks to balance its own operating budget after too many lean years.
Meanwhile, there is little to worry about on the NCAA front on attendance since it is calculated on a two-year rolling average. And, when was the last time you heard of the NCAA stripping somebody of membership in the mushrooming FBS?
“(Attendance) is something that we have to pay attention to,” Matlin acknowledged. “Not because of the NCAA (minimum) but because we need more revenue.”
Reach Ferd Lewis at flewis@staradvertiser.com or 529-4820.