In the past three years, ticket revenue for UM athletics fell by $8M -- a 28% dropGETTY IMAGES
Minnesota AD Mark Coyle is "overseeing changes designed to get more paying customers through the doors" for the school's athletic events, according to Rachel Blount of the Minneapolis STAR TRIBUNE. UM in '17 "began placing greater emphasis on courting groups and businesses, and it has cut prices for some football and men's hockey tickets." UM Assistant AD/Sales & Service Ryan Dillon said that the new approach has "boosted ticket revenue" by 1% in '18. In the past three years, ticket revenue for UM athletics fell by $8M -- a 28% drop -- to $20.5M in '17. Most of the decline "occurred in football, men's basketball and men's hockey," the three sports the school "counts on to help fund the entire athletic department." Ticket sales have "long been a top revenue stream" for UM sports. Fans will "continue to see swaths of empty seats at football games." Minnesota "sold 27,885 non-student season tickets" three years ago, but that number "sat at 21,522 as of last week." Coyle said that the athletics department's fundraising has "reached record levels, so the slump in ticket revenue has not caused immediate financial harm." But a "continued decline could hurt future budgets." The school also is "offering more 'mini-plan' packages, to appeal to fans pressed for time or money," and new entertainment on gamedays such as "street festivals, food trucks and beer gardens." UM also has "introduced the Gopher Loyalty Program, giving ticket buyers exclusive activities" (Minneapolis STAR TRIBUNE, 8/28).
