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Athletics staff review ticket revenue trends and pass experiments; board opts to keep current pricing for now
Summary
Athletics staff reviewed ticket pricing (HS varsity football $10; student $8; most other sports $6), attendance trends and major expense drivers (officials, uniforms, SRO/EMS, travel). Staff reported mixed participation for season/family passes and recommended pursuing targeted, sport‑specific passes or sponsorships rather than a broad year‑round family pass; board agreed to leave pricing unchanged and requested further AD input.
Athletic department staff presented a review of ticket pricing, season pass pilots and revenue and expense trends.
The district’s current prices are $10 for varsity football, $8 for student tickets and $6 for most other events. Staff said middle schools typically do not offer season passes because seasons are short; one high school pilot sold 28 season passes for $20 in its first year. Staff compared neighboring districts (Citrus, Pasco) and noted that many districts still charge for parking and some operate cashless gates while Hernando continues to accept cash at gates.
Officials, equipment/uniforms and SRO/EMS costs are the largest recurring athletic expenses. Staff reported roughly 20,000 football tickets sold in 2024 with attendance up 7.5% this season, and overall ticket revenue covering a large portion of recurring athletic costs but not all big‑ticket items. District staff estimated a family year‑long pass for four at comparative districts could be priced at $200–$250, but uptake statewide tended to be low (often 10–50 passes per school) in initial pilots.
Given modest participation in prior season‑pass pilots, staff suggested exploring sport‑specific family passes or limited pilots rather than a broad, year‑round family pass, emphasizing digital ID verification for fidelity if passes are offered. The board generally favored leaving current pricing in place and asked athletics to refine proposals and bring further data from athletic directors and schools if a pass program is pursued.
Next steps: athletics staff will meet with athletic directors to develop more targeted pass options or sponsorship strategies and return with recommendations if warranted.
