While it works better with a long season like in the NHL, I think there is merit to variable ticket pricing.
If KU is coming to Ames on a Saturday, charge $50. But a Wednesday night visit by CU or a Thursday two days before Christmas game against Tennessee Tech should really start at $1 for the top row and price up as tickets are sold.
This data could also be used to price season tickets for the next year. Average the sale of each type of seat, cut 15%, and there is your price for next season.
It will be hard on the marketing folks as the number will always be moving and dependent on the exact seat and section, but you will quickly learn what each seat is really worth. You will also know you are not leaving money on the table.