As tough as it was for fans to endure the Iowa football team’s 4-8 record last season, they did benefit in one way.
The Iowa Athletics Department announced Tuesday that football season ticket prices and single-game ticket prices will remain the same for the 2013 season.
The cost of a season ticket for 2013 will be $388 for the general public, $318 for UI faculty and staff and $175 for current UI students.
“Obviously, there is a lot of pressure to stay competitive financially,” Iowa Athletics Director Gary Barta said Tuesday afternoon. “At the same time, making sure that Kinnick Stadium, one of the great things about it is you run out in Kinnick Stadium and it’s jam-packed and sold out, making sure there’s a balance there.”
The challenge for UI officials is to set ticket prices that will not only pay the bills but also fit the market place. A number of factors go in to determining tickets prices each fiscal year, with on-the-field performance among the biggest factors.
“You have to take into consideration first and foremost our responsibility to be self-sustaining and generate the revenue,” UI associate athletic director Rick Klatt said. “And, of course, football tickets are one of our largest sources of revenue. And then we’ve got to take into the consideration the short term like performance of your team.
“It’s a lot of things, of course.”
Iowa closed the 2012 season with six consecutive losses and struggled on offense throughout the season. The Hawkeyes have lost 17 of 29 games dating back to late in the 2010 season, but ticket sales have remained strong.
“The request for season tickets the last two years has outnumbered the number of season tickets that we could provide,” Klatt said.
Tuesday marked the start of the renewal process for the general public and for UI faculty and staff members who purchased season tickets last season.
Sales of single-game tickets to current UI students will begin in late March.
Klatt said this is about sixth time in the last 30 years that UI has not raised ticket prices for football.
“This isn’t too much out of the ordinary,” he said.
A pattern has developed recently in which ticket prices have changed about every two years. Prices were raised after the 2009 season and after 2011 season.
“It doesn’t always go in two-year increments, but it often does,” Klatt said.
Klatt said the challenge when setting tickets prices for football is finding the right balance between long-term goals and short-team goals.
“There is a method to the madness,” Klatt said. “It’s always a function of generating the revenue required to pay the bills. And you need to acknowledge what happened on the playing field.
“An argument could be made there are only two pieces to the puzzle: how good you are and how the good the opponents are. We have a pretty entertaining schedule next year, particularly in the Big Ten portion.”
Iowa will play seven homes games next season beginning with a rematch against Northern Illinois in the season opener Aug. 31. Iowa defeated the Huskies 18-17 in the 2012 season opener, which was played at Soldier Field in Chicago. The other six home games will be against Missouri State (Sept. 7), Western Michigan (Sept. 21), Michigan State (Oct. 5), Northwestern (Oct. 26), Wisconsin (Nov. 2) and Michigan (Nov. 23).
Klatt said Iowa hasn’t lowered ticket prices for football since before the 2001 season when the cost for a season ticket dropped from $150 to $144.
“You don’t automatically raise them after a good year; just because you’re winning doesn’t mean you raise them,” Klatt said. “And just because you’re losing doesn’t automatically mean you keep them flat.
“There is a short-term plan, and there is a long-term plan. And first and foremost is a function of our fiscal responsibility, paying our bills. And then taking into consideration all the factors, who you’re playing, when you’re playing them. And team performance is certainly a piece of that.”
Klatt said he thinks fans who keep purchasing season tickets will be rewarded by what happens on the football field.
“There are going to be ups and downs, and we’re going through a down period right now,” Klatt said. “No one is happy about it. The coaches aren’t happy. The fans aren’t happy.
“But there is no reason to believe that it isn’t going to rebound. And they’ll be the happy ones because there in the building as season-tickets holders.”
Category: Iowa Hawkeyes Football