The biggest upset of the 2008 University of Hawai'i sports calendar might soon be upon us:

The UH athletic department said it will be recommending that some ticket prices be dropped.

It is seeking permission to lower the price of at least some tickets in all six of the sports for which it currently charges admission — baseball, football, men's basketball, women's basketball, women's volleyball and men's volleyball.

Not only could this be an historical milestone as the first across-the-board slash in school history, it flies in the face of what had been standard operating procedure at the school for several years. For too many seasons when attendance declined the reaction was: Raise prices! When crowds dwindled further the thought was: Raise 'em some more!

The operative theory apparently being that over-charging a small group would be more productive than charging a lower rate to a lot of people.

The $4.4 million accumulated net deficit over the past five years suggests it might not have worked as well as anticipated.

The concept began its demise in March, just days after Jim Donovan was named the new athletic director. The timing was not coincidental. Donovan took his family to a men's volleyball match at the Stan Sheriff Center and said he was disturbed by the price of upstairs seats at $11. With parking and concessions — and, yes, he maintains he paid the parking charge — he was out over $70.

"Sitting in the upper levels for men's volleyball was more than going to see a $200 million blockbuster movie," Donovan noted. "That's something we have to think about because, beside being in the business of education, we're also selling entertainment."

By the looks of some of the empty seats at events other than football this past season, it has often been a buyer's market. And not enough people have been buying.

Which is why associate athletic director John McNamara said, "we're trying to find prices that will encourage more families and keiki to attend." Donovan said the proposal "may not (drop prices) for every single area of our facilities, but at least it will make some areas more affordable, especially for families."

If approved, the new pricing structure could be in place for women's volleyball and football, the first sports of the school year.

Barring a victory Aug. 30 in Gainesville, Fla., a new, affordable level of seats would be about the most welcome — and biggest — surprise a lot of UH fans could hope for.

Reach Ferd Lewis at flewis@honoluluadvertiser.com or 525-8044.