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Sports Watch

By Bill Kwon

Thursday, February 17, 2000

UH raises prices
while football is hot

PAY for this. Pay for that. Pay at the pump. Pay for the privilege. That's all we seem to be hearing these days.

Never mind that the economy's still down and everyone's on an austerity program.

So the University of Hawaii athletic department should approach its plan to raise ticket prices for the 2000 football season with caution.

There's no question that UH athletic director Hugh Yoshida thinks this is the right time to pursue an increase as well as a $25 premium for the best seats in the house at Aloha Stadium.

The Rainbows are coming off an amazing 9-4 season, including an Oahu Bowl victory over Oregon State, under first-year coach June Jones.

Yoshida figures this is as good a time as any. Go with Jones while he's a hot commodity as a result of turning the football program around.

No question, Jones has worked miracles. Some people even think he should run for governor. And who's to say he couldn't win?

But there's a risk that some season-ticket holders might balk at the latest increase and premium surcharge just one year after suffering through the three worst seasons in UH football history.

UH wasn't talking about offering any refunds for those who paid for so much and got so little in return.

Some 10,000 fans were so turned off that they dropped buying season tickets altogether. UH is now trying to woo them back as well as win over new fans. A price increase won't make it any easier.

And who's to say that the Rainbows won't go 4-8 next season? Even Jones admits that he can't walk on water.

Apparently, it's a gamble that the athletic department wants to take, feels that it has to take and right now.

If the ticket increase is approved, the games with Texas and Wisconsin will cost $24 for sideline seats and $20 for end zone seating.

The four Western Athletic Conference home games against Tulsa, SMU, San Jose State and newcomer Nevada-Reno will be $19 and $15, respectively, as well as the game against Louisiana Tech, a WAC member in 2001.

Division I-AA Portland State will command a $17 price for sideline seats, a dollar more than what it cost to see last season's two second-tiered opponents -- Boise State and Eastern Illinois.

With eight home games, the $140 season ticket remains a bargain. Individually, game tickets would cost $160.

But with an added $25 "luxury tax," those who bought season tickets when Aloha Stadium first opened in 1975 must be wondering why they should be penalized for supporting Rainbow football all these years. Especially if they joined Koa Anuenue, the UH booster group, as well.

PERHAPS UH fans should be thankful the proposal asks for only $25.

Texas Christian fans pay a steep $1,500 for the privilege to buy $108 season tickets between the 35-yard lines. But TCU does have a "Frog Zone" where for $96, you get season tickets for two adults and two youngsters.

However, the premium-seat idea hasn't really helped former WAC member San Diego State. Choice $130 season tickets cost a $125 premium per seat, so it's no wonder that the Aztecs have averaged less than 30,000 fans at home the past two years.

The best WAC bargain remains Fresno State football. Its sideline season tickets for five games cost $86 with no premium tariff.

Nothing beats Florida State. Tickets to see the No. 1 Seminoles average $24. Such a deal, that one.