I think they should hold the prices, but include more value for them; give a "package" with every ticket, one dog and a coke, popcorn, etc. The ticket serves as a 10 dollar voucher at concession stands, the stands collect them and return them to the Athletic Department for reimbursement.
And as far as tarping, I think the old grass area should be turned into a "host" area, catered, etc. Take out the seats, cut the land down (remember, the upper seats are all structure) to the wall level to ensure the upper seats can see over the activity section. No tarping for me, it looks like a program has just given up on that opportunity of support. So if there is to be a reduction in seating, Take The Seating Out all together IMHO.