Yes, you are absolutely correct.
Kind of the point I am making is that if you own season tickets (which is great), you should have an easy way to make sure people are in your seats if you can't attend. I try to sell mine, then I give them away, but my friend base is not huge and the people I work with apparently have lives and love their kids and their activities more than I did (ha!). I'm pretty sure I could give my tickets away, and would gladly do so, if I knew 10,000 people. I don't, but ISU and their fan base sure do.
The Cyclone Ticket Exchange and CF's board is the beginning of a nice model, but there are improvements to the process that might drive incrementally more money into the pot and fill the coliseum from the bottom up. Killing Ticketmaster at the same time would be a nice added benefit.
1) I propose that we have a system that makes it easy for people to take the next step to get tickets into people's hands that would appreciate them. At Ticketmaster, logically they set the bottom price for a ticket for a consumer at $15. Not because that is what it is worth, or because they care about filling seats and making our home court advantage better. It's because of some base rule and/or it is not worth it to them from a profit perspective. I also know that you can already give tickets away in other methods, but directly connected to that system should be a way to fill the higher-level empty seats with low-cost or free attendance, "sponsored" by those that want people to have a nice experience. Once we get down to $5 per ticket or something, I'd rather sponsor someone and hope that they have a nice experience. Let ISU do that after I press a button that says "give away" if they are going unused. Is it complicated? Yes. But optimizing certain factors of a system often is. Couple this with #2 and #3 below and you may have a system that could work.
2) Figure out an upgrade path for existing season ticket holders who want the option to upgrade to empty individual game seats during the season. Make a kind of ticket that allows you to look around and bid on upgrades and use the "relative value" of your ticket as part of that upgrade cost. Then ISU collects that additional fee and shares some of it with the absent ticket holder. Better than eating the ticket all the way around. This could get quite complex, but I am fairly certain we are smart enough to improve the market on these tickets and provide the exact experience that every fan is looking for. Our marketing department does a very good job, in my opinion, but if you really want to stand out in a crowd, you need to be innovative in your business model value proposition, not just promotion.
3) I get it that students need to have a certain threshold of a game to attend or be interested. They are completely overstimulated and have way too many options for their time nowadays. They can be an asset to Hilton and prove it on occasion. I don't want them to lose their position, but we have to figure out a way to allow eager ISU fans into Hilton that would have an option at those seats a reasonable amount of time before tipoff. We can't have hundreds of seats going completely unused because the Baylor game on a Saturday at 1:00, in unusually nice February weather, is not interesting enough for them. I'm not sure what motivates a present-day college student. In my day, student tickets were hard to get and you coveted the spot. But I am absolutely sure there are ways to get them to cooperate with a system that allows others to use those tickets if they don't intend to.
One possible solution is to create some kind of priority seating system for students based on attendance. In other words, you prove your “fanaticity” (a play on tenacity) by actually showing up. The more games you attend, the more benefits you earn, whether that means earlier entry, better seat selection, or access to prime student seating locations. Other smart schools do this well by putting students in the lowest bowl, along the sideline, and especially in sections that show up well on TV. If those premium student spots were reserved for the students who consistently attend, it would incentivize them to show up (even for games that do not meet their high "requirements" for attendance). It may not guarantee every student is loud, but it would absolutely put more butts in seats and help eliminate the situation where large chunks of the student section sit empty for big games.
Just a note. Some variation on this theme could be used for non-students as well. If your goal is a better environment and real Hilton Magic resurrection, then people might be interested in joining the effort to do it and being a part of the system. Join in to get your seats filled consistently, earn "rewards". If not, you can "pay their way out" of it.
I am sure there are gaps in my thinking here. I would be interested in the systems that others who have issues with empty seats have produced. I'm sure there are better ones than I have not articulated, and I would be interested in discussing them.