1. How can the Kingston Frontenacs increase ticket revenues.
2. What role should variable ticket prices play in Jeff’s strategy to increase ticket sales revenue?
3. What role should increasing fan support play in Jeff’s strategy to increase ticket sales revenue?
4. What should Jeff do?

Jeff Stilwell, Director of Marketing and Communications for the Kingston Frontenacs, must develop a plan to increase revenue from ticket sales. He has a number of options: sell more tickets, increase the average revenue per ticket, or some combination of these two alternatives. Jeff must consider both revenue for the coming season, and long-term revenue as well.