My reaction to the very comprehensive article about ticket sales for Gophers football in 2012 ("U hopes hope will keep fans in the seats," Nov. 25) is that "hope" is not a successful business strategy.
The article emphasizes that sales are likely to be weak mainly because of the lack of a regional rival or trophy game on the schedule. Various sales and revenue alternatives are discussed, but there was no mention of ticket prices.
Pricing of products or services is one of the more complicated functions of managing a business.
With expected demand as weak as outlined in the article, I suggest that ticket prices be reduced, especially for the premium seating that was introduced with the expectation that a new outdoor stadium would result in a strong demand.
It is very possible that total revenue would be greater with lower prices, due to increased unit sales. The Timberwolves faced a similar situation after the 2009 season and reduced season ticket prices by 33 percent.
I believe that had the effect of retaining a large number of season-ticket holders who otherwise would not have renewed. It is always the buyer who sets the price on any product or service.
NEIL NAFTALIN, MINNEAPOLIS
