I've been to a couple of games now. It is a pretty compelling experience. Tickets are like $5.50 for general admission. I can't even fathom that. I've been told that it's the same price they charged last year. It feels like a massive oversight to not have raised the price. They are selling out every game, easily. Perhaps its such a small revenue item (given the small capacity of Virtue Field) that they don't even care. I hope that there are plans to build out seating on the opposite side of the field as the current seating. It appears that support buildings (team rooms?) are already well under way.
The beer sales at select games, and the vendor fees for the food trucks might make up for that. I don't know, but I actually think keeping the ticket affordable is the best course of action, especially since they're drawing a lot of young families. They need younger (read under 50 years old) fans wherever they can take them. Those people if they're drawn in enough, it's up to the department, foundation, Victory Club, etc. to then lure those who have more money they'd like to spend in to upgrade your donor base. I'm skeptical that expansion of the capacity is high on the priority list...having outsized demand for tickets is a good thing. If anything, I could see them deciding their next project is to build out a nicer press area and production center instead of the trailer by the touchlines and team benches. Right now, media (print/TV) go to the bleacher box area, which doubles as a high roller space...I could see them wanting to use all that real estate for a club room to watch the game, and move the media people across the way where the broadcast is done.
That's not even the biggest "missed opportunity" from a team that plays on the pitch. Vermont Green didn't charge their season ticket holders for any of the 5 playoff games, and only got money from a limited general sale. A lot of that was based on them not thinking they'd have 5 opportunities to host, but hopefully a lesson learned there is you build that into the package and refund or allow people to roll over that fee to their ticket cost/deposit next season, or just have it be a "donation" to the club's environmental efforts.