UNC football ticket prices staggered

This football season, a new ticket policy applies: All games are not created equal.

The UNC Ticket Office has staggered the ticket prices of football games, raising some and lowering others, said Tim Sabo, director of ticket operations.

In past seasons, all football tickets cost $50, regardless of the opponent.

But this year, tickets to UNC’s more popular games, such as the game against N.C. State University, will now be increased to $60.

Sabo said less in-demand games, such as this season’s games against Elon and Idaho, will now be priced at $35 — partially in an attempt to draw larger crowds.

Sabo said the price staggering will only affect individual game tickets, since the overall season price will remain the same for those who have bought season tickets.

“Individually, we’ve made it more market-based than it has been in the past. We recognized that there’s a difference in demand for some of our games,” Sabo said.

This system of staggering game prices has been in use for two years in the basketball program, he said.

He said the system is nothing new as colleges around the country use variable pricing based on factors like the game’s opponent or day of the week.

“We recognize our fans are excited about all of our games, but they do value them a little differently sometimes,” Sabo said.

“We come up with what we feel is the best value for our customers while still holding the value to our product.”

He also said the decision to stagger prices had nothing to do with UNC’s recent postseason ban and NCAA penalties.

Clint Gwaltney, senior associate athletic director of operations, said the price staggering was based on past history of attendance.

“I think the main goal is always to get as many fans into the stadium as we can,” Gwaltney said.

“It was very successful (in the basketball program), so we bled it over to the football season and we hope it’s just as successful.”

But junior Michael Hardison said that as a Virginia native whose parents usually come down for the Virginia Tech game, he can see the price staggering causing problems.

“UNC (football) attendance already has issues. I hope it doesn’t aggravate it more,” he said.

“It may lead to rival teams with better programs than ours having their fans come in and buy up those tickets.”

Contact the desk editor at university@dailytarheel.com.