Wahine softball could use revenue, but how to raise it?

Around 700 fans filled the stands for Thursday’s 1-0 University of Hawaii softball loss to Cal in the rematch of the dramatic UH win a year ago today, when Jessica Iwata homered to beat the then-No. 1 Bears.

How much revenue could last year’s and last night’s crowds have translated into if they paid for more than parking and concessions? Then again, how many would have been there if the games were not free of charge?

There are good points on both sides of the issue of whether admission should be charged for UH softball.

The team’s booster club president Pomai Patton says no, because many UH softball fans are senior citizens on fixed incomes.

“They simply can’t afford anything,” he said.

I respect Patton’s opinion, especially since he has put in countless hours and spent lots of his own money to support one of the most worthy sports programs in the state.

But this is a product extremely deserving of more monetary support from the fans who come to the games. It does get some; the booster club raised around $12,000 last year, much of it via a donation box at the stadium entrance.

The Wahine had an eight-game winning streak snapped Thursday, but at 19-6 they’re still on their way to another winning season; they’ve finished under .500 just twice in Bob Coolen’s 22 years as head coach.

Coolen has been wary of talk about charging admission. It was tried before, and the crowd dwindled.

But when we discussed this again recently, Coolen said the school “missed the boat” three years ago after UH appeared in the 2010 College World Series, led by a core of freshman and sophomore stars.

Thoughts about developing revenue were tossed around, but not followed up on.

One of the best ideas could still be easily implemented at the start of any season: Sell season passes and provide the purchasers with a special seating area. No need for a turnstile and ticket takers and no alienation of fans who don’t want to pay.

Rebuilding the softball stadium is in a long line of 10 facility upgrades athletic director Ben Jay has identified. When that does happen you might need a ticket to get in. Jay said he will sit down with Coolen and come up with a plan.

“We want to figure out exactly what the program needs,” Jay said.

Meanwhile, Rainbowtique has had three years to offer replica jerseys with 00 and 1 on them, for fans of Kelly Majam and Iwata, who have been stars of this team since the College World Series year.

They wouldn’t have sold as well as No. 15 football jerseys a few years ago, but UH would have made money and promoted one of its best sports.

Jay said in future situations he wants to “collaborate” with Rainbowtique, which does not fall under the athletic department. (The athletic department not getting credit for apparel and souvenir sales is another ridiculous situation.)

Regardless of which side you line up on regarding paid admission for softball, it’s obvious UH missed out on an apparel marketing and revenue opportunity.

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Reach Dave Reardon at dreardon@staradvertiser.com or 529-4783.