What do you do when your team has their worst season since 1978? Raise ticket prices according to Chicago Bears management. Is it just me, or is something not making sense here?

According to the Chicago Tribune, Chicago Bears President and CEO, Ted Phillips, recently sent out a letter to season ticket holders that said:

All sections of the stadium will have a price adjustment. Increases will range from 1 percent to 4 percent for most seats, with the average increase 2.6 percent. Ticket prices for certain sections will be reduced, but the team did not specify which seats will cost less in 2017. Club seats will increase by an average of 2 percent while nonclub seats will go up 2.9 percent.

 

It's no surprise that many tickets for games at Soldier Field went unused last year, especially during the second half of the season, but can someone please explain to me how raising ticket prices will help?