www.indystar.com/apps/pbcs.dll/article?AID=/20071102/SPORTS06/711020465/-1/LOCAL17Bargain no longer, will Butler sell?
By David Woods
david.woods@indystar.com
November 2, 2007
Attending a Butler basketball game at Hinkle Fieldhouse has been an affordable treat for families.
After the kids' Saturday morning soccer or basketball practice, a parent could walk up to a ticket window, pay an $8 adult price and $4 each for two children. That's three tickets for $16.
Beginning this season, such an outing could cost $65. The cheapest tickets for four "premium" Saturday games are $25 for adults and $20 for children.
Butler's single-game and walk-up sales represented 76 percent of the crowd last season. Since the new prices became known over the summer, Butler's Internet fan site has buzzed with comments such as these:
"My parents, brother, his wife and three kids usually take in two Saturday games a year inside Hinkle and always have a great time and really look forward to it each season. . . . I can tell you this much: They won't be coming to two games this season, and might not even make it to a game at all."
Or:
"I am as big of a Butler basketball fan as you can find, and some of those prices literally just (make) me laugh out loud at my desk."
Butler is trying to capitalize on momentum from last season's NCAA Sweet Sixteen run and excitement about a team returning six of its top eight scorers.
Barry Collier, the Bulldogs' former basketball coach, returned to his alma mater as athletic director 15 months ago. Since then, he has eliminated the lacrosse and men's swim programs in what he called a move necessary to cut costs and keep other programs competitive.
"If we don't increase our revenue, we're not going to solve any of our challenges," Collier said.
He said it "made me sick" that 50 percent of senior athletes surveyed said they wouldn't attend Butler if they had to do it over again. The seniors usually cited inadequate funding, he said. And men's basketball supplies nearly all of Butler's ticket revenue.
"Everything we're doing is because we are committed to excellence," Collier said. "We believe our fans want the same thing."
Some fans have been undaunted by a 46 percent increase in season-ticket prices at Hinkle's lower level, from $260 to $380, for a 15-game schedule that includes two exhibitions.
Collier said season ticket sales are 25 percent ahead of a year ago and donations to athletics are up 71 percent.
"This is not the negative that everyone thought it was going to be," Butler ticket manager Matt Harris said.
Collier said Butler's prices "are so far behind" Big Ten schools that he doesn't compare them. However, Butler's cheapest single-game adult prices ($15-$25 for three "value" games) are near those of Purdue, which charges $22 for Big Ten games and $18 for non-conference. Other Butler game tickets are more expensive.
If you want to watch Ohio State this season, it will be less expensive to do so at Mackey Arena than Hinkle Fieldhouse.
Don Hinchey, vice president of communications for The Bonham Group, a sports marketing company, said such strategy is an inducement to buy season tickets. Hinchey said it is important to pair such increases with a marketing campaign -- something Butler has done with an unprecedented amount of television, newspaper, radio and Internet advertising.
Resistance to price hikes will come from "marginal fans," Hinchey said, and Butler has many of those.
Butler averaged 5,734 in home attendance a year ago, with a season ticket base of 1,390.
Neal Walther, 28, Westfield, said the increase wouldn't affect his willingness to attend games but would deter casual fans.
"It's going to be a lot more difficult now for them to swallow that price and pack up the family and go," he said.
Collier wouldn't speculate on the "what-if" of diminished walk-up. Single-game sales are being rolled out gradually. They begin Nov. 7 for the Nov. 14 opener against Indiana State, and Nov. 19 for the Dec. 1 game against Ohio State.
Ron Asher, 54, Indianapolis, a longtime Butler season ticket-holder, said former Bulldogs coach Tony Hinkle is "rolling over in his grave." Asher said an increase was warranted but that attendance could decline so much that the team is harmed.
"It was just too drastic of a change," he said.
Collier's supporters say an increase was overdue and that Butler basketball remains a bargain.
Dan Daugherty, 60, Carmel, another longtime season ticket-holder, said the Bulldogs ultimately will benefit from the new pricing plan.
"It's a quality program," he said. "Especially if they go on a roll early, people won't have a problem with that."
PRICE OF BASKETBALL
Last season, going to Hinkle Fieldhouse was as affordable as a trip to the movies. Butler averaged 5,734 in home attendance, with more than 4,200 of those fans from single-game and walk-up ticket buyers. A fan making the same decision to go to a game this season will pay much more.
Courtside
• Value games: $50
• Regular games: $75
• Premium games: $100
Lower level
• Value: $25
• Regular: $30
• Premium: $35
Upper level
• Value: $15
• Regular: $20
• Premium: $25
Children (3-12)
• Value: $10
• Regular: $15
• Premium: $20
Games breakdown
• Value: Wisconsin-Green Bay (Jan. 10), Loyola (Jan. 24), Youngstown State (Feb. 14).
• Regular: Indiana State (Nov. 14), Bradley (Dec. 19), Valparaiso (Jan. 5), Illinois-Chicago (Jan. 26), Cleveland State (Feb. 16), Wright State (Feb. 28).
• Premium: Ohio State (Dec. 1), Wisconsin-Milwaukee (Jan. 12), Bracketbuster (Feb. 23), Detroit (March 1).
AROUND THE STATE
IU
Season (21 games): $654
Single game: $22-$29*
Purdue
Season (19 games): $323
Single game: $18-$22
Butler
Season (15 games): $135-$380#
Single game: $10-$35#
Ball State
Season (16 games): $80-$160
Single game: $8-$12
IUPUI
Season (16 games): $120
Single game: $10
* IU only sells single-game tickets to three games: Western Carolina, Coppin State and Chicago State.
# Doesn't include courtside seating