UNM lowers price of several concessions at football games

UNM would really, really like to see you at a football game this fall.

And while returning for games still largely depends on how the team does on the field, the athletic department on Thursday unveiled the latest in a string of new initiatives aimed at tackling the first steps towards just convincing fans it's worth it to show up.

Thursday's news took aim at both your stomach, and wallet. Behind another creative social media video and skit, UNM announced a new value menu for football games with four commonly sold items now going for $4 inside University Stadium.

“Our goal is to make Lobo football as family-friendly and as affordable as ever, and we know that (fans) have choices when it comes to their discretionary income,” said Vice President/Director of Athletics Fernando Lovo in the school's news release about the change.

“... The goal is affordable access for a great product for all New Mexicans to enjoy.”

The pricing change applies to football only — as does the kids 12-and-under get in free promotion announced earlier this week.

$4 UNM football concessions items:

(Last year's price in parenthesis)

• $4 hot dogs ($6 last season)

• $4 16oz soda

• $4 popcorn ($7.50 last season)

• $4 water ($5.50 last season)

No, beer prices are not following suit. And fans are still allowed to bring one sealed bottle of water into the stadium.

Thursday's news on social media was received with a mix of praise and expected criticism.

The always-productive dialogue on X (formerly Twitter), included the following:

• "Now do $5 parking"

• "Kids free, cheap food, can buy beer at the stadiums, not a better place to be on the weekend in Albuquerque! Let’s go lobonation!!! No excuses!"

• "$4 for water is highway robbery."

• "Popcorn was $7.50 holy hell"

• "(Lovo) please know that we as fans see you and your commitment to answering the needs of fans and excuses for not being able to attend games. You are doing a great job! PACK UNIVERSITY STADIUM!"

• "$4 16oz soda, and $4 water is still a crime"

Several fans of other programs also chimed in, and as expected, were on both sides of the matter:

• "So smart! Everyone should follow them. More families = more revenue. You don’t have out price the everyday fan to make money."

• "This is very cool.

New Mexico is doing some great things to get fans in the seats.

I'd recommend this for Boise, but we need the cash."

• "This really worked for Mizzou's football program. I hope it is successful here, too!"

In Tucson, the University of Arizona just last month announced a similar promotion at a $3 price point.

Meanwhile, fans of at least four of the outgoing Mountain West program heading to the new Pac-12 next year — Boise State, Colorado State, Utah State and San Diego State — had posts on Thursday suggesting their schools do the same as UNM.

The Lobos open the football season Aug. 30 at Michigan, where last year a hot dog cost $7.50 according to Sportscasting.com. A video report by MLive showed popcorn at the Big House will run Lobo fans $6.50 and a bottle of water $5.50.

UNM's home schedule kicks off Sept. 6 against Idaho State, where the new $4 pricing menu can be found at the "main west concession stands as well as the northwest and northeast concession areas," per UNM.

Also in the past month, UNM announced most Olympic sport events are now free to the public, including baseball, softball, women's soccer and outdoor track & field events.

LIGHTS, CAMERA, ACTION: As head coach Jason Eck still basks in all the praise being heaped upon him for his acting in "The Office" inspired parody UNM used to unveil its kids get in free promotion, Thursday's news came with a video staring sophomore tight end Dorian Thomas and junior running back Scottre Humphrey showing off their acting.