If the product is good people will pay. I renewed my Tennessee football tickets last week….including the 10% fee. But the product is good in every way…on the field…pregame…the whole weekend is awesome. Not sure we will ever get to the point where people will be willing to pay extra…we don’t fill the stadium as it is. When I went to look at my RU renewal yesterday, I saw that there are a number of open seats in 104 and 106. These are prime seats that it appears anyone from off the street can come in and purchase for season tix. We’ve gone backwards and have a lot of ground to make up.