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OSU football: Stock exchange
OSU, once money-starved, flipped its fate when game attendance hiked and revenues spiked

OSU fans chant "O-S-U" at Boone Pickens Stadium earlier this season. OSU has broken school records this year in overall season-ticket sales and student season-ticket sales. STEPHEN HOLMAN / Tulsa World
 
By BILL HAISTEN World Sports Writer
Published: 11/10/2009  2:24 AM
Last Modified: 11/10/2009  12:18 PM

 STILLWATER — Among Oklahoma State's signs of success is an unprecedented volume of garbage.

During the 2005 season, following a home football game, OSU would spend $26,000 on the Boone Pickens Stadium clean-up operation.

This year, the clean-up cost has soared to $50,000 per game.

"It takes two days and it takes a lot of people," OSU athletic director Mike Holder said. "There's a lot more trash than we used to have."

That's because OSU has substantially greater attendance than it used to have.

As recently as 2006, OSU sold only 32,903 season tickets. In 2007, the attendance average was 40,024.

This year, in spite of the nation's worst economic crisis since the Great Depression, Oklahoma State has broken school records for overall season-ticket sales (45,952) and student season-ticket sales (11,385).

OSU is on pace to shatter the school record for single-season attendance average. The record of 48,254 was set last season. Through six of OSU's eight home dates this season, the attendance average is 54,476.

For Saturday's 7 p.m., ABC-televised Big 12 game with Texas Tech, a crowd of about 55,000 is expected.

For a 2005 home football game, OSU generated $1.2 million in ticket revenue. This year's figure is $2.2 million. Football-ticket revenue is the most prominent source of funding for OSU's athletic operations budget, which for the 2009-10 fiscal year is $49.6 million.

Within the Big 12, OSU's budget figure ranks No. 8. The University of Texas' budget is $129 million. Oklahoma's is $80.7 million.

When he became the Cowboys' athletic director in September 2005, Holder recognized that OSU's athletic department was starving for money.

"I just knew that something had to change," Holder said. "We had tried cheap ticket prices ... and in football, it never got us anywhere. I thought we didn't have a whole lot to lose. We had to change the paradigm."

In March 2006, Holder announced a 28 percent increase in the price of a basic football season ticket. He was pelted with criticism.

"I found out real fast that the most unpopular thing you could do as an athletic director is to raise prices," Holder said. "Just about everyone had told me not to do it. We had hired a consulting firm to determine what the market would bear. Basically, they told us to hold the price steady or increase it just a small amount.

"If we had taken that advice, where would we be now? Probably at the bottom of the Big 12 in revenue."

Since 2006-07, the Oklahoma State athletics budget has increased by slightly more than $12 million. This year, OSU held steady with its ticket pricing. For a season-ticket holder, the per-game price is $59.87. In 2008, it was $59.85.

Record sales apparently have been sparked not only by the stadium renovation and the Cowboys becoming a Top 25 program, but by Holder's "premium game" policy. In 2008 and again this year, Holder designated one home date as being a "premium game" — with admittance limited only to those who had purchased season tickets. The 2008 "premium game" was the Bedlam clash with Oklahoma. This year, it was the opener against Georgia.

"You can say what you want about Holder, but if he were running a Fortune 500 company, it would be in the top 10 every year," Cowboy coach Mike Gundy said. "He's never had a problem with thinking big, and then he's got a best friend (T. Boone Pickens) who thinks big because that's all he's ever done his whole life."

Because of the economic climate, OSU officials entered the 2009 ticket-sales campaign with the hope of at least matching the 2008 school-record total of 39,976. Instead, there was an obliteration of the school record.

Reflecting on his decision to raise prices three years ago, Holder said, "I knew we had a core of supporters who were avid OSU supporters — supporters who would come to every game whether we were good or bad, rain or shine. I thought that those supporters were not as price-sensitive, and I thought if you gave them an honest explanation of why you needed to raise the prices, they would understand.

"Our fans were tired of losing football. They understood that competing for championships comes with a price tag. You can't shop for Big 12 and national championships at the discount department store."



OSU vs. Texas Tech

7 p.m. Saturday

TV: KTUL-8

Radio: KFAQ am1170, KRVT am1270

Bill Haisten 581-8397
bill.haisten@tulsaworld.com
By BILL HAISTEN World Sports Writer

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COMMENTS 
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34 comments have been made for this team so far. Tell us what you think below!
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Report Comment
Dr. Strangelove, Tulsa (11/10/2009 7:07:13 AM)
I still think raising ticket prices 28% was a dumb move. It was at best premature. I'm amazed they have been so successful selling as many tickets as they have.

That being said, Gundy seems to gradually be learning how to coach and has surrounded himself with some key talent.

What can you do but cheer? Go Pokes- Beat Tech!!!
Report Comment
FalconDriver, Tulsa (11/10/2009 7:11:37 AM)
C'mon pokes....COWBOY UP and take your trash with you...

Pistol Pete says, "A clean stadium is a happy stadium podna..."
Report Comment
Jay of Tulsa, (11/10/2009 7:49:37 AM)
Garbage in......garbage out..
Report Comment
MexiMike, Tulsa (11/10/2009 8:16:36 AM)
Oh Jay, you're so cute with your childish digs. Tell us again, who do you root for?
Report Comment
Carlos, Tulsa (11/10/2009 8:23:14 AM)
I think Jay means if you bring it in you should take it with you. I agree. If everyone did that, the stadium would be clean.
Report Comment
The Man, Broken Arrow (11/10/2009 8:41:14 AM)
MexiMike,

This won't surprise you, but given the level of detail he can spout about OU, he's a Sooner fan.

Given some of the comments he spews, I'm guessing he's one of "those" Sooner fans too. There's a lot of them that make their quality fans look bad.
Report Comment
Arbythree, Tulsa (11/10/2009 8:54:00 AM)
Garbage and OSU, makes sense.
Report Comment
DanDDiver, Vail, CO (11/10/2009 9:07:52 AM)
Arbythree, how's that Swooner football season working for you?!

Barely above .500, huh?

Nice. Go Swooners. Keep on Swooning.

Funny, but both Stoops and Gundy are dealing with so many injuries to key players, but Gundy keeps winning -- and Gundy doesn't have the stockpile of talent that ou's accumulated over the years.

Where's all of those Top 10 recruits that ou's supposed to just reload with?
I guess when you really come down to it, it's coaching, isn't it, Swooners.

I'll bet if they did a count of the garbage at Gaylord Memorial, ou's trash would be so much greater than at Boone Pickens.

But that goes without saying, doesn't it.
Report Comment
Ottley, (11/10/2009 9:12:19 AM)
I'm very surprised that ANY OU fan would be posting on any article that has to do with football given how things are with OU football right now (choking it off & being out of the top 25 and all). Who do they play this weekend?.......that's a loss. Poor Gooners, maybe they can win a game sooner or later (excuse the phrasing) C'mon OU fans its been a long time coming AND YOU ALL KNEW IT. OOOOOOOOOO.......SSSSSSSSSSSSS........UUUUUUUUUUU COWBOYS!!!!!!!!!!!
Report Comment
Arbythree, Tulsa (11/10/2009 9:14:16 AM)
NOVEMBER 28TH. BE THERE. KEEP YOUR GARBAGE TALK IN STILLWATER THOUGH.
Report Comment
Ottley, (11/10/2009 9:20:06 AM)
Uh oh.....Arby's typing in all CAPS. Everyone watch out! LMAO!!
Report Comment
BOBO1, (11/10/2009 9:22:08 AM)
I am generally dissappointed that money plays such a huge factor in both amature and pro. The average guy is priced out of attending. I am a 30+ alumni and virtually never missed a game as a student. I moved out of state but am close enough to come. I did 2 yrs. ago it was $80 apiece for poor seats, the gas cost $100, the motel cost $100, and the food another $100 for a total of $460. Waaayyy too much. I now watch or listen and read. Love you Cowboys but you have priced yourselves out of my attending. Thank you Boone Pickens for helping the POKES....nice to see the steady improvement and their top 25 ranking ALL this season. Special thanks to the coaches...great job in preparing the team. PS I do attend the Spring game every year...its free.
Report Comment
Arbythree, Tulsa (11/10/2009 9:25:28 AM)
Yes, I got carried away there Ottley. LOL!

Actually, my key stuck.
Report Comment
Jules09A, Sapulpa (11/10/2009 9:41:36 AM)
Arby, if you had gone to OSU you'd be able to afford a real keyboard. ;)
Report Comment
Arbythree, Tulsa (11/10/2009 9:55:04 AM)
My daughter goes there. Maybe she can become a success and buy me one.

LOL!
Report Comment
DowntownDan, Tulsa (11/10/2009 9:57:33 AM)
No one likes price hikes, but you can't argue with the numbers. OSU could never compete with a football budget that ranked at the bottom of the conference. The days of 5-10 losing seasons with one decent season thrown in are thankfully over. I think OSU can expect to win 7-10 games every single year with a chance in any given year to jump up and beat OU and/or Texas. We still have a chance to win Bedlam in Norman with all the chaos down there, but I still don't like our chances on the road against what is still a very tough defense.
Report Comment
DontHaveToGuess, (11/10/2009 10:04:38 AM)
The Sooners still have a great defense and some players on offense who can play. I want the Pokes to beat OU as bad as any OSU fan, but if it happens in Norman the Pokes will have to play a great game to pull it off.
Report Comment
wickerbill, (11/10/2009 10:06:03 AM)
So BOBO1 the problem is the $80 ticket price not the $300 you spend on the other stuff? What price do you think is fair to see one of the better Big 12 teams or would you rather OSU go back to being awful so you can save $40 on your ticket? By the way, I have season tickets in the west end zone and I pay around $35/ticket per game.
Report Comment
Carlos, Tulsa (11/10/2009 10:13:58 AM)
I love disgruntled OU fans! Very predictable. When they can't win, they try to make the good teams feel bad for winning. Guess what? OSU fans don't feel bad about it. LOL

Get a life, OU fans. Carry on with your "Fire Stoops" campaign.
Report Comment
drkdt, (11/10/2009 10:42:05 AM)
Use what you were taught as a child. Pick up your trash. It's very simple. Just because they pay people to come through and clean up doesn't give anyone the right to just leave their personal trash. Have a little self-respect and consideration.
Report Comment
Steff M, Claremore (11/10/2009 12:06:19 PM)
I think you got carried away, Carlos. I don't see any disgruntled OU fans making any statements here.??

Hey Dan, you never answered my question a while back. How many sq. ft. do you have there in Vail?
Report Comment
DanDDiver, Vail, CO (11/10/2009 12:50:33 PM)
Steff M,
I never saw your original question to me.

As far the square footage in my place, why are you asking? Are you looking to buy?
I've got a 3BR/3BA/2 car garage.

It's over 2200 sq. ft..
Report Comment
wk, (11/10/2009 2:17:43 PM)
What do they do with all of the "trailer" trash that shows up at OU games?
Report Comment
Ryanoceros, Tulsa (11/10/2009 2:46:18 PM)
That would be a cool desktop background photo.
Report Comment
pennpoke, (11/10/2009 2:59:38 PM)
This article seems to contain nonsequitors. I remember just enough of ECON 2013 to know that raising the ticket prices 28% is not the reason that ticket sale records are being set, and is in fact counterproductive to raising revenue. I realize they're talking overall revenue is up, but is it really so hard to imagine that if they had not raised prices so steeply, that we might be averaging closer to 60,000 seats sold, and possibly even more revenue, especially in a seson with the highest expectations ever?

In light of this, I really am not ready to crown Holder the business guru of the sporting world. I wonder how much revenue will be lost due to these ridiculous prices when we have a down year?

BTW, this is one more out-of-state OSU fan that will not be coming home for any games at those prices.
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