Pros: This is the first price increase in over 4 years The price remains competitive when compared to other Big 12 schools, and to the local NFL franchise. The AD needs the additional revenue if we want to remain competitive. Cons: We're in a recession, entertainment dollars are at a premium This hits a lot of the most loyal fans It could lead to fewer ticket sales, thus lower overall revenues. Timing: three losing seasons in a row isn't the best time to hit us with a price increase. Thoughts?