Background Since their inaugural season in 1912, the University of Memphis has won over 450 games and appeared in thirteen bowl games. The program has also claimed eight conference championships with the most recent coming in 2019. Despite having some strong seasons, the team has never played in a strong conference nor gained national attention. Last year, they averaged 38,816 per game, their highest in the last three years. They rarely come close to selling out unless they are playing a premium opponent. With just over I million residents in the metropolitan area and three Fortune 500 companies, the team has a good base to draw from. On the other hand the city suffers from a high unemployment rate, and the team competes with the local NBA franchise to sell tickets. The 58,325-seat facility, built in 1965 at a cost of $3.7 million is a memorial to the veterans of World War I, World War II and the Korean War. The stadium features an AstroTurf@ playing surface, Musco sports lights, multiple locker and dressing rooms, a football recruiting lounge, sky-suites and a four-level press box that includes a VIP stadium club. The most recent renovations came in 2019 with video-scoreboard system improvements in the north and south end zones. The $2.6 million upgrade is centered around replacements of both videoboards to Daktronics products. While the videoboards remain the same size, the video components are a higher quality and better resolution than the previous system. In 2018, renovations included the expansion of the home locker room in the south end zone. The transformation turned the previous space into a 6,000-square-foot, first-class area with state-of-the-art technology, spacious lockers and expanded rooms for athletic training and coaches' locker rooms. The 100-plus lockers have leather seats and 32-inch digital displays with players' pictures, numbers and hometowns. The locker room was part of a $2.5 million renovation project approved by the City Council. In the stadium's 2016 makeover, a total of 5,596 chairback seats were added reducing the stadium's capacity to 58,325. The new 22-inch wide chairback seats replaced the 19-inch wide chairbacks and 15 -inch wide bleacher seating on the lower portion of the east and west sidelines. Ticket Plans Sales Trends - The chairback seats are very popular. Sections 102 - 106 and 119-121 have an almost 100% renewal rate. The sections closer to the end zone are much less popular. - Lower sideline seats sell out for the season. - Upper sideline seats are about 60% sold for the season. Very few upper sideline seats are sold on a per game basis. - The family plan is very popular due to the low price with almost 60% of those seats sold on a season basis. - 30% of sections 132, 101, 107, 106 are sold to season ticket holders, and seats in this section are popular for individual games. - The rest of the endzone seats only sell for the rivalry game. Task I. What are some of the problems with the current pricing structure? 2. How could you reconfigure the pricing structure to appeal to more consumers