You have to match the price to the product. The market sets the price at the value to which the public is willing to pay.
I'll be in Ruston on Thanksgiving weekend. If I hadn't already sworn not to attend any Holtz debacles again, I certainly would not pay 2x21=$42 dollars to see whatever shitshow he decides to scrape together. A reasonable person (which I'm not) might be persuaded for $5-10 tickets. Is it worth having to watch 4 hours of Holtzball? Maybe. There's a price point there for optimum attendance. $21 is not it. That's a lot of money per head to go watch us struggle against awful teams. If we are serious about attendance, which we're not, we have to lower the price of attendance. Otherwise, you're squeezing blood from a stone.