Football season wasn’t
a total bust for Hawaii
Smaller crowds won't keep
By Paul Arnett
the program from making money
Star-BulletinDespite some of the smallest crowds in two decades, the University of Hawaii football team is projected to finish in the black financially this season. UH associate athletic director Jim Donovan won't have the final figures until near Christmas, but he said the Hawaii football program generated enough money in ticket sales to more than meet its expenses.
"Six months ago, the UH athletic department estimated the football program would make $3.125 million in ticket sales," Donovan said yesterday. "As of today, give or take $25,000, it's estimated the football team has sold $3.135 million. That's $10,000 more than originally expected.
"The total cost for the football program this year was $3.143 million, which means the football program substantially broke even. Adding in an estimate of the revenues we will receive from the WAC/NCAA, KFVE-TV and Broadcast Inc., the football program definitely made money for the department this year."
Last year, the Rainbows generated $3.027 million in gate receipts. This year's projected total is an increase of about 3.5 percent from a year ago.
The tickets distributed in 1997 increased 1.4 percent from those distributed in 1996. Last year, Hawaii sold 263,984 tickets for an average of 32,998 a game. This year, the Rainbows sold 267,524 tickets, averaging 33,440.
"In addition to what turned out to be a great football game, the Notre Dame price increase ($5 across the board) and the attendance for the game helped the football program surpass its revenue goals," Donovan said.
From 1995 through this season, Donovan has seen a positive trend develop. During former UH head coach Bob Wagner's last year, the Rainbows generated only $2.57 million in ticket sales. Granted, there were only seven games that season. But even factoring in another home game, the numbers would still be down compared to the two years under Fred vonAppen.
"I think it's a real important thing to have increases in revenue and actual attendance," Donovan said. "We have turned the corner and are starting to head in a positive direction."
VonAppen agreed.
"This is a business proposition, so you're always glad to finish in the black," vonAppen said. "My view is the educational aspect still overrides the business part of it. But it's a rarity these days when you make more than you spend. At least we're still solvent."
Hawaii also finished about 11 percent above the league average of 30,206. The Rainbows' average home total was fifth in the Western Athletic Conference behind Brigham Young University (64.894), Air Force Academy (44,342), Rice (35,509) and Fresno State (32,558). Hawaii's eight home games were the most in the WAC.
"We can do better than fifth," Donovan said. "The only two teams that should draw better than us are BYU and Air Force."
The athletic department also is forming a committee to review football ticket prices for next year. It is expected that the committee will have its first meeting before the end of the year and make its recommendations early in 1998.
The committee will take a serious look at how the customer perceives the value of seats located in different areas of Aloha Stadium.
The committee will compare prices for upper level vs lower level, sideline vs. end zone, and north end zone vs. south end zone. Tickets prices this year were $16 for sidelines and $14 for end zone.
The committee will review prices in all areas and should have a recommendation to the Board of Regents before renewels for season tickets go on sale in April 1998.
"Scaling the house and having certain marquee games costing more than other games are areas that need to be reviewed," vonAppen said. "Having flat sideline and end zone rates isn't fair to our fans."
Star-Bulletin reporter Pat Bigold contributed to this report.
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