The strategy will give OSU a shot at selling more than 40,000 season tickets.
"The majority of our season-ticket holders come to all the games,” Holder said. "That's what we want, more people in the stands for every game, not just the marquee games.”
Is the common fan being priced out of games?
For the first time in three years, OSU did not raise season ticket or donor prices. The $419 season ticket is higher than last year ($359), but that's because OSU has seven home games this season. Last year there were only six.
"We felt it was time to hold the line,” Holder said. "We challenged our fans and donors to step up and they've done that. You can't continue to challenge them every year. They're doing their part. Now the ball is in our court to show improvement on the court and the playing field.”
The past two years Holder has received calls and e-mails from concerned OSU fans who feel the common fan is being priced out of attending football and men's basketball games.
"I've heard a lot of that and I'm sensitive to it,” Holder said. "Pricing for football and basketball is not just about those two sports. Those two sports fund our entire athletic department. It's about tennis, baseball, softball, every sport.”
With the return of the renovated west end zone, OSU gains 16,000 additional seats, in which lower priced tickets will be available. Boone Pickens Stadium capacity will increase to 60,000.
OSU's record for season tickets is 38,674 set in 2004, which included a record 11,500 student tickets sold.
"Hopefully someday we'll have a situation like the University of Texas, the University of Oklahoma or Nebraska where you can't buy a single game ticket and every game is a sellout,” Holder said.
The Cowboys have played in bowl games five of the last six seasons. But the past years they've needed bowl wins just to finish above .500, posting a 7-6 record in both 2006 and 2007.
"Let's win more ball games,” Holder said. "If we win more games we'll have more demand for tickets. That's how you get to sellout situations like Nebraska, Oklahoma and Texas.”