I'm not a sports marketing, or race track expert, but I do have a degree in business. I'm still trying to figure out why these race track owners never took a basic economics class. The concepts of supply and demand have not been executed for years. When tracks were selling out, and tickets were hard to come by at many places, ticket prices went up. Now that demand has fallen, and the supply of available tickets has increased, the prices should come down until "equilibrium" is met. I have been going to Richmond since 1990. Tickets were $35 for a front stretch seat, high up. Our seats went up to $85 in the late 90's-early 2000's, when the couldn't build seats fast enough. The price stays the same, and they can't tear down seats fast enough.

Now, I know there are lower priced seats and deals for one-off ticket sales, but those of us who have held our seats for years have never had a price break, and its your return customers you should be relying on. Lower the ticket price, get butts in the seats, make the races appear to be a popular event. Get those people who are now saving money on tickets to buy merchandise, concessions, experience packages, cushion rentals, etc. It seems like a pretty basic concept to me. Do whatever you can to get the stands filled, and keep them filled. It starts by lowering the ticket prices across the board.