UH football ticket prices raised for 'premium' seats

By Stephen Tsai
and Ferd Lewis
Advertiser Staff Writers

The University of Hawai'i will increase the surcharge for season tickets for football, with some fans expected to pay up to $50 more for a seat in a "premium section" at Aloha Stadium.

"Like any other institution, we need to generate more money," UH athletic director Hugh Yoshida said. "I think people will understand where we're at. Because of 9/11, there will be a shortfall (in revenue). This is something that will help raise the bar for the athletic department financially."

The surcharge will affect 20,068 seats, and is expected to earn an additional $200,000 for the athletic department. Eighty percent of the surcharge is tax deductible as a "donation," according to UH officials.

Eventually, UH said it plans to extend surcharges to other sports, including men's basketball and Wahine volleyball.

The surcharge for Aloha Stadium seats between the 30-yard lines will double, from $25 to $50. For the other season tickets on the sideline and loge level in the South end zone, the surcharge will increase from $12 to $25.

Last season, season tickets cost $135 for sideline seats and $117 for those in the South end zone.

Because the surcharge is considered a "donation," the athletic department does not need to conduct hearings or seek legislative approval to implement the price hike.

UH coach June Jones said he supports the surcharge.

"We have probably one of the lowest ticket prices in the country," he said. Surcharges are assessed "everywhere in the country. ... I don't think there's any way you can survive as an athletic department if you don't follow the trend. Other schools have (reached this level) six and seven years ago. We're six and seven years behind. We have to get up to speed."

Two years ago, UH implemented a surcharge for season tickets in premium sections. Yoshida said although about 200 season tickets were not renewed, UH earned $200,000 from the surcharge.

Next year, Yoshida said, Koa Anuenue — the athletic department's primary fund-raising branch — will administer the sales of season tickets. Yoshida said Koa Anuenue, which is underdoing a reorganization, eventually plans to make membership into the booster club a requirement for purchasing season tickets for football. The surcharge will rise in increments. Yoshida said the rate of escalation has yet to be determined.

Koa Anuenue members pay a "donation" of $400 for the right to purchase two season tickets for football and another sport. Most members also may park in a reserved area at Aloha Stadium.