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Season-ticket sales surging for UO, OSU, PSU football
Oregon's three largest universities are benefiting from the sport's popularity and new marketing ideas
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Wednesday, August 15, 2007RACHEL BACHMAN The Oregonian Staff
Total sales of college football season tickets at Oregon's three largest universities have hit an all-time high.
Oregon, Oregon State and Portland State have sold a combined 70,000 season tickets for the upcoming season, with OSU and PSU still selling. That's enough to fill the Rose Garden 31/2 times.
Portland State's hiring of coach Jerry Glanville helped triple the Vikings' season ticket sales from last season, creating more competition in the marketplace. But despite a relatively small state population and the fact that all three teams draw from the Portland area, season tickets are selling better than ever.
What's going on?
College football's popularity is spiking nationwide, schools are embracing new marketing techniques, and a year of good sports news in Oregon has opened fans' hearts and wallets.
"As the old saying goes, all boats rise in the harbor," said Rob Cornilles, president of Game Face, a ticket-sales consultancy based in Tualatin. "I think this is a good study of why a sports executive locally never wants to wish ill will on one of their competitors."
Cornilles noted Oregon State football's 10-4 record last season, PSU's hiring of Glanville, the Trail Blazers landing No. 1 draft pick Greg Oden and the OSU baseball team winning its second consecutive national title among the events that stirred sports fans.
Yet the state's season-ticket leader, Oregon, has been building steadily for years. The Ducks are at an all-time high of 43,262 season tickets, the current limit for 54,000-seat Autzen Stadium.
The arrival of new offensive coordinator Chip Kelly and the men's basketball team's final-eight finish in the NCAA Tournament last season helped build excitement for Oregon's football season, said Garrett Klassy, UO director of ticket sales.
The Ducks also have a strong home schedule -- with California, USC and Oregon State -- and the allure of scarcity. Donors who decide not to renew risk losing their seats forever, or at least until the next big slump.
Season-ticket sales surging for UO, OSU, PSU football
Oregon State has sold 23,500 season tickets, nearing its record of 24,347 set in 2001, the season after the Beavers' 11-1 finish and victory over Notre Dame in the Fiesta Bowl.
OSU ticket manager Matt Arend said about 65 percent of Oregon State's season-ticket holders come from the Portland area, which makes up more than half of the state's population of 3.7 million. But PSU's resurgence doesn't seem to be hurting the Beavers.
"We have such a small population statewide (that) as Portland State gets better, sure, that becomes a concern," Arend said. "But we're going through the roof right now."
Some Oregon and Oregon State backers are keeping their season tickets and adding ones from Portland State, which they plan to use when the games don't overlap, said Scott Herrin, PSU's associate athletic director for marketing and sales. One Oregon and one Oregon State fan even bought suites at the Vikings' PGE Park.
"And that's kind of what we always wanted," Herrin said. "Right now, we're not at the point where we can feasibly compete with them for their money and their donors and things of that level.
"But we want to be the city's team, and it's OK if you're a Duck or a Beaver."
The Vikings' latest season-ticket total is 3,349 including suites, the highest since PSU moved to Division I-AA in 1996.
Portland State's bargain price is enticing: A general-admission season ticket is $60 -- the cost of a single ticket to the Civil War -- and a reserved season ticket is $85. Part of Portland State's lower price comes from its five-game home schedule, compared with six home games for Oregon State and seven for Oregon.
Oregon's reserved season tickets run $284-$1,134, and Oregon State's $205-$1,605. Prices include a mandatory donation for the better seats but exclude suites and club seating.
The NCAA doesn't track season tickets, but attendance figures show that college football's popularity is surging. The Football Bowl Subdivision, formerly Division I-A, peaked with an average crowd of 46,249 last season.
Two years ago the Pacific-10 Conference set a record with 57,470 fans per game, and the Big Sky Conference had its best average (10,809) since 1995, the last year Boise State and Idaho played in the conference.
Whereas former Portland State coach Pokey Allen rode elephants and launched himself from a cannon to promote season-ticket sales, modern marketing efforts are more sophisticated -- if less flamboyant.
Schools invest more in advertising and season-ticket renewal campaigns, and some offer discounts or prizes for renewing early, said Shaw Taylor, marketing director at Paciolan, a company that helps about 100 colleges with ticketing and marketing.
Many of those schools also are pairing with companies that resell unused tickets, calming buyers' fears they'll be stuck with a fistful of tickets if they can't make it to one or two games.
Cornilles of Game Face said Oregon's relatively uncrowded sports landscape means the state is far from its season-ticket saturation point.
Paul Swangard, managing director of the Warsaw Sports Marketing Center at Oregon, said each team is exploiting its niche.
Said Swangard: "It would seem at this point that Oregonians' appetite for college football is insatiable."