They had some trouble selling the new seats upstairs. I personally know a number of people who have football and MBB tickets who were called by their ticket rep about buying baseball, and they did.
Buy selling season tickets (with the required contribution), it's about 90% mission accomplished from the FINANCIAL side of things with regard to ticket sales. If a season ticket holder doesn't show, you still have their money, I don't know the per head number on concession sales, but it can be a cherry on top. Aramark handles concessions, so they're getting a cut.