This is what's frustrating. This is the easiest thing to do as a season ticket holder benefit. Do a 1-hour season ticket holders only beforehand. You can have people pre-register.
Agreed that the revenue is needed and the driver but hard to increase prices with the demand not there (see 4 for $40 promotion).
The way to combat that is to build value into a season ticket. There are things that they can do for not a lot of money that would build value for a season ticket...