Been drinking - bear with me...
I suggested this on BDJ the other night, but I don't think anybody really grasped the idea. At any rate, we need a LEGIT ticket exchange. An online ticket exchange where season ticket holders can put their tickets up for grabs and potential single ticket purchasers can query for tickets would do wonders for empty seats. Certainly it wouldn't be out of the question technologically. And if MSU can't do it, I'm sure there is a 3rd party that can take care of it for a per transaction fee.
Basically, a ticket exchange would allow season ticket holders to continue purchasing their season tickets and attending only the games they please. I have no problem with these ticket holders showing up as they please only if they make a valiant effort at getting their spare ticket into the hands of an MSU fan. All things considered equal, a season ticket holder that shows up > season ticket holder that doesn't.
A ticket exchange would be conceptually simple too. Once you purchased tickets and decided you couldn't use them, all you would need to do is log in and release them for general public purchase (or bulldog club members if you wanted to restrict it). The ticket would either a) be purchased by a needy fan or b) go unused. At the very least, the vacant seat had a fair chance to be claimed by someone who wanted it.
After a year or two of the system being in place, I would go so far as to start tracking seat utilization for season ticket holders. For the season ticket holders that do not utilize the tickets by either a) using them or b) making them available on the ticket exchange, I would raise their rates for the next season. Some sort of threshold could be established stating something to the effect of: "if season ticket holder does not utilize or make available via ticket exchange their tickets 90% of the time during a season, then ticket rates will be raised 10% for the next year..." - something like that.
It would be easy to do that given the right systems were implemented. Plus, the season ticket holders couldn't ***** as it's not hard to log in to a computer to release a ticket or call into the ticket office and notify them they won't be attending. Consider it a responsibility of being the holder of a limited resource. The increased ticket prices for lazy ticket holders will either a) raise revenues or b) get tickets into the hands of potential season ticket holders that will be more responsible with the tickets held.
Paid attendance is our first priority - no doubt. But, actual attendance has a VERY high value as well. A legit and user friendly ticket exchange system is a win for all and can only make the basketball experience better.