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“Grandpa, tell me ’bout the good old days.” — The Judds
This past week, while having lunch, I was seated next to a couple of Tennessee fans. They were in their mid-40s, by the looks of things. And they were discussing the fact that one of them wouldn’t be attending Tennessee football games this fall.
Now, I know I shouldn’t have been eavesdropping, but these guys were talking pretty darn loud. So I really couldn’t help but listen. Really.
“I just wasn’t going to renew this year. They’ve been asking for bigger and bigger donations. I’ll just watch the games on TV with my son and save that money.”
Fair enough, I thought. But then the man continued.
“My daddy bought those tickets back in the ’60s. I guess, that doesn’t count for anything.”
No, it doesn’t count for anything. And as unpopular as it is, UT has the right to raise ticket prices or donation levels anytime they like.
“If I had a million dollars, we wouldn’t have to walk to the store. If I had a million dollars, we’d take a limousine ‘cause it costs more.” — Barenaked Ladies
Just as the price of movie tickets, new cars, and pairs of shoes have gone up, so have tickets to sporting events.
Tennessee’s costs rise every year, too, from coaches and construction to staples and coffee. What is the best way for the UT athletic department to meet those higher costs?
By raising ticket prices. And as long as someone is willing to pay more for your seat than you are (regardless of when you or your grandpappy first bought it), the ledger sheet says that a school or professional team should grab the bigger pile of cash.
Most schools and teams have. In fact, Tennessee is one of only a couple of SEC schools that still has ANY grandfathered tickets.
Raising the prices and grabbing the cash clearly looks to be good business. But there is a downside.
“I’m going away, baby, I want be back until Fall.” — Bob Dylan
When Tennessee was finishing in the top 10 every year with players like Peyton Manning, Heath Shuler, Jamal Lewis and Al Wilson, Vol football games became THE place to be in East Tennessee.
Not for the long-time ticket-holders and loyalists. They’d be there through thick and thin, wins and losses, anyway.
No, Neyland Stadium became the hippest joint in town to the corporate crowd. The luxury box folks.
Companies snapped up tickets for higher prices than old timers could afford. Instead of hot dogs and beer, suddenly there was a lot more wine and cheese at UT tailgates.
Tickets were handed away to clients and business associates. And the little, loyal guy kept feeling the squeeze.
The big dollar folks? Nowhere near as loyal. When you buy a ticket because of tradition, because you haven’t missed a game since Daddy first took you in 1963, well, you’ve got a certain stake in the team.
When you’ve bought a ticket (or been given a ticket from a business associate), and the team’s not as hot as it once was, well, there are other things to do on a Saturday.
“Turn out the lights, the party’s over.” — Willie Nelson
Ultimately, this is the price of the “grab everything we can get” mentality. It helps the bottom line in the present, but it hurts the bottom line if things ever drop off.
How many empty seats did you see in Neyland Stadium for the 2005 season finale against Vanderbilt? “But that was at the end of a 5-6 season,” you say.
OK, then let’s look back to 2002 when the Vols finished 10-3.
In early November, the Vols went down to Miami and snapped the Hurricanes’ long home-winning streak on national television. The next week, they returned to Neyland Stadium to face Mississippi State.
Did the fans turn out to cheer the team? To thank them for their big win at Miami? No.
There were at least 20,000 empty seats around the stadium. And that’s the difference. The little, loyal guy says, “Hey, there’s a game today.” The wine and cheese crowd reply, “Yes, but it’s JUST Mississippi State. More suckling pig, anyone?”
“It’s the same old story, same old song and dance, my friend.” — Aerosmith
Ultimately, this could be bad news for UT coach Phillip Fulmer.
The first month of the season features a tough road opener, a dangerous sandwich game, and the always difficult trip to Gainesville. If the Vols, with their youth in the secondary and at wideout, don’t get off to a hot start … watch out.
If the Vols have a loss or two early, will the crowds turn out to watch a home schedule that includes Louisiana-Lafayette, Arkansas State and Vanderbilt?
And if they don’t, a lack of recent championships might not be Fulmer’s undoing. It might be the same thing that bit former UT men’s basketball Buzz Peterson. Dadgum popcorn.
Fan apathy was cited in the decision to jettison Peterson. And empty seats in a 100,000-plus seat stadium are even more obvious than in a 25,000 seat building.
Tennessee needs to start hot in 2007. Or else the higher ticket prices over the past few years might come back to cost UT. And that might, in turn, cost Fulmer.
John Pennington hosts The Hall’s Salvage Sports Source on Sunday at 11 a.m. on WATE.
© 2007, Knoxville News Sentinel Co.
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Posted by BuckFama on July 28, 2007 at 9:06 p.m. (Suggest removal)
There is no reason that seats should go unoccupied. If a fan wants to go to a UT game, he or she can. Many of the same people who complain about ticket prices are the same ones that are whining over the ban on smoking that prevents them from enjoying their $8 per day habit. Or the ones pining over the switch in vendors. Or the same ones complaining about the inclusion of black on some jerseys. Or the ones complaining about the LACK of black on some jerseys. Or the ones who complain about the wrong colored seats in the arena. Or the ones who complain about having players' names on the back of the jerseys. Or the ones who complain about.........
Posted by GreerVol22 on July 28, 2007 at 10:31 p.m. (Suggest removal)
What would really be interesting is to see the linear equation where we justify these ticket increases by projecting a 1&2 vs. a 3&0 start, combined with the probability Fulmer getting fired at 7-5, given that private donations for stadium renovation is secretely way ahead of projection. The wildcard is, would you pay $60 per to see someone like , say , Bill Cower, coach the Vols.....he's available and relatively local now...I cannot be responsible for anything I have just said as I just returned from some friend's kid birthday party and have consumed mass quantities of sugar.
Posted by apark on July 29, 2007 at 9:46 a.m. (Suggest removal)
This year, after being a season ticket holder and significant contributior for the past 22 years, I let my tickets go. Why? Simply because of the way the athletic department has evolved over the past five or so years. They don't care about longevity in fans, they don't care about customer service, they care only about the dollars they can generate from the fans. This is a slippery slope for Hamilton. Our game fan base is changing. It used to be so hard for visitors to win in our stadium. It used to take a good day and half for me to regain my voice after a game. Last year, I could carry on a conversation during the game at normal volumes. Either the wine and cheese crowd or the lack of continuity in generations is not making our house a dominant place anymore. Hamilton is changing the DNA of the game fan and I personally don't think we are going to like the result in five to ten years.
Posted by waterskier3 on July 29, 2007 at 10:06 a.m. (Suggest removal)
what is happening is that UT is taking a titan approach. I bought psl for the titans but what i didn't understand is that once you do that you have to pay for everything associated with the titans or you end of losing your psl right... bottom line is its all about pure money and they don't really care if the stadium is packed or not. look at the titans and all the consective sellouts but go to the game and its half empty.. its a sellout becasue all the psl owners have to pay regardless if they show or not and that's what UT wants.. they don't care if you're their but they have your money.... and that's why i say if they want that then fire fat phil and hire someone who is going to win the big games.. no loyalty to fans should equal no loyalty to the coach :)
Posted by agentorange on July 29, 2007 at 10:06 a.m. (Suggest removal)
always trying to make the most profits is short sighted; customer loyalty is what makes any venture sustainable.
Posted by tnvol1111 on July 29, 2007 at 10:45 a.m. (Suggest removal)
I don't have a problem with trying to earn more money and keep UT in the Top 10 nationally as far as revenue brought in. What I DO have a problem with is this being, by far, the most important goal. I think the writer of the article is giving you the answer correctly. When you don't put a good product on the field and you are now 5th place in the SEC then the true fans are unhappy. We have finished at #25 or lower 4 times this decade! We are 2-4 in bowl games this decade. We have not seen a SECC in 8 years or a BCS game in 7 years. Those are the things the true fans are upset with and they are NOT going to pay more and more to see an inferior product on the field. Now the monster donor types are doing this for a tax writeoff and for the party weekend surrounding a UT game. When that excitement is gone then they will move on. Unfortunately this is what we now are with Phil Fulmer "leading" our team. Wasted Away in Mediocreville!
Posted by milldw02 on July 29, 2007 at 12:20 p.m. (Suggest removal)
What's up with the song quotes? Awkward.
Posted by TriCityVol on July 29, 2007 at 1:09 p.m. (Suggest removal)
Some of you may remember Dr. Andy Spiva's Freshman Econ 101 class on the Hill in the early 70's. That quarter(yes quarter) I learned about "Supply and Demand" and Keg Parties in the "Fort". If the Vols can sellout Neyland at higher ticket prices then they should go for it. If people will pay $400 per ticket counting donations, face value etc. then go for it. Me, I will keep driving down from the Tri-Cities with the wife and find a place on the Strip to have a pre-game pitcher and sandwich and buy our tickets on the Strip on gameday for $50-$100, price depending on the opponent and the W's & L's. Don't forget, The football program and Pat Summitt's teams support the other athletic programs financially (pre-Pearl). I am a Hamilton supporter and anyone that has been paying attention should be too.
UTK Grad Class of 1978
Posted by yeavols on July 29, 2007 at 3:26 p.m. (Suggest removal)
Florida field, Jordan-Hare, LSU, etc. have youthful, rowdy, and loud fans where the opposing team has a hard time hearing and winning. Neyland still has the older group just coming out on gameday for a social event (iced tea and the porch) in addition to the new business class (perk tickets purchased by businesses). Yes, anyone can win at Neyland and the fan base is changing. I know that other schools have different methods of distributing their tickets so that faithful and loud supporters are on the spot. Ask anyone in business- Customer service is #1 (unless demand is more than supply). If the powers that be want to put profits over customers, then go for it. I'll be watching from my TV set, enjoying a nice beverage and wings with some loud fans.
Posted by shoalcreekvol on July 29, 2007 at 4:04 p.m. (Suggest removal)
milldw02, the song quotes are there b/c Penny has a special kind of ADD that includes randomly breaking out in song in the middle of the thought (Musical ADD, or "MADDness").
Fortunately, he's one of the best writers around and his info is usually pretty good. I don't really worry about the MADD fits personally b/c they coincide with my own type of ADD (the doc calls it John Ward Syndrome) where I yell out "It's Football Time in Tennessee" mid-thought. My co-workers have just gotten used to it.
Posted by Colliervol on July 29, 2007 at 10:35 p.m. (Suggest removal)
Just a note. This is happening on every college campus where there is a big time program in football or basketball. You can't imagine the whining going on down here in Shelby County with the annual "re-seating" for Memphis basketball at the Forum. Most old timers have been pushed up to the upper deck and the lower bowl is mostly corporate seating now. As long as we are paying multi-million dollar contracts, this is the way it's going to be.
Posted by tnvol1111 on July 30, 2007 at 10:39 a.m. (Suggest removal)
Yes, Fulmer and his supporters in the media have become EXCUSE machines the past 8 years. If I hear the excuse of "injury" or especially the one where he says "if we had just x amount of points we would have been 11-1 and in SECC game" then I will blow a gasket. Earth to Knoxville Phil- if the opponents had scored another 10-15 points in selective games then wins against Bama, USC, and KY would have been losses and you would have been 6-6 at years end instead of the Mediocre 9-3 that you were! But apparently there are enough sportswriters and ignorant fans, who will fall for these yearly EXCUSES that come from Fulmers mouth on a routine basis.
Posted by wewhite on July 30, 2007 at 10:59 a.m. (Suggest removal)
Traditions don't make UT the moola. Tennessee Walking Horse? TV might skip a (money-making) commercial to show that. The band in pricey 50-yard-line seats that could be filled by Pilot Corp. cronies? Get 'em out! They can sit in the end zone with the rest of the riff-raff. You say yore gran'pappy left you his lower-deck season tickets? They weren't his to give. Concessions used to be "pay these prices and please pay no more." Nowadays who COULD pay more than the asking price? That whole "power T" thing at the beginning of the game? That takes up valuable--and ever-decreasing--TV time. Gotta get rid of that somehow.
Change is good... right?
Posted by FatherVol on July 31, 2007 at 1:36 a.m. (Suggest removal)
Well, I let my tickets go this year after 26 years (no, grandpappy didn't hand them down) because the total cost of a weekend trip to Knoxville is prohibitive, e.g., fuel, hotel, dining out, tickets, VASF donation, and paying someone to cover me at church. As a letterman (swimming), I hated to do it, but I figured I would spend three months salary (Catholic priests don't make a helluva lot, but the benefits are eternal) if I went to all seven home games. Now, I am disappointed that there are so many afternoon games this year, especially when I am in church every Saturday afternoon from 2:45 to 5:15. I do give thanks for my DVR. I am not complaining, only stating the reality. I will still mail in my VASF donation every year so I can stay in the top 2500-3500 donors and keep some priority if my circumstances ever change, and I will find a way to get to special T-Club get-togethers in Kville. Meanwhile, I will be content (not really) to watch the Vols on TV.
Posted by marc_ash on July 31, 2007 at 10:17 a.m. (Suggest removal)
apark, I'm sad to hear you gave up your tickets after all this time. That may be the reason I got such good seats for donating this year.
I think everyone has a very legit reason to be upset about the way athletics has progressed. HOWEVER....lets remember 1 very important thing which is Universities are a BUSINESS...plain and simple. Far removed are the days where schools were simply an extension of the state. All aspects of schools nowadays are to make money and that should be no surprise.
Lets also look at the basketball team. I remember years ago you couldn't pack the arena for top games and now everyone wants a ticket to see the Vols basketball team play. In this instance I say to hell with new fans, reward the ones that attended games during the Buzz era.
What is frustrating is that Vol fans are fickle and will choose to stay at home during a 5-6 campaign but will cut you with a box cutter to get in the door for an undefeated season. I don't have a problem with UT rasing prices, thats the nature of all products. And unfortunately, if you don't have the money you are hosed. Thats the way it is folks. Sucks, but its reality....guess thats why I donated this year.
Posted by marc_ash on July 31, 2007 at 10:19 a.m. (Suggest removal)
WATERSKIIER, the reason games are sold out is because scalpers from all across America snag up tickets in bulk and sell them at inflated prices. Pro and college are totally different topics.
Scalpers are the reason why you pay so much for titans tickets...plain and simple.
Posted by marc_ash on July 31, 2007 at 10:23 a.m. (Suggest removal)
TNVOL. Great points you have made however, i do have to correct you on one very important point you made which is the "tax write off" comment.
I am a donor to VASF and can assure you the only way they can write off all of their donation is if they forfiet all benefits received from the party they donated funds to. Which means if someone donates to VASF, the only way they can take the full deduction is if they don't get any VASF benefits i.e. Season tickets.
But you are correct on one thing, we shouldn't have to pay more money for an inferior product.
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