It's no secret the ROC student section is the heart of BYU sports, but over the past few years, changes made by the ROC Board have sparked growing frustration among students.
Questions like “Is buying a ROC Pass even worth it anymore?” and “Does BYU have a long-term plan to keep passes affordable for all students?” have become students' main concerns.
Formerly known as the All-Sport Pass, the ROC Pass was first introduced in 2013 for $115, according to BYUCougars.com. By the 2015–16 season, the price had climbed to $125, and today, it retails for $225.
While price increases are expected over time, the 2023 update hit differently. That year, BYU announced that ROC Pass holders would no longer be guaranteed admission to football or men’s basketball games. Instead, students must request digital tickets, which are “distributed via a request process and random selection,” according to the official site.
This shift left many students feeling frustrated, paying more than ever before, yet receiving less. As the BYU student ROC Pass grows in demand, new problems arise. Some including ROC Pass shortage, resellers market and dramatic price increase.
BYU student and ROC Pass holder Carson Mildon said, "It felt so much simpler before, knowing I could get into every game with my friends who also had ROC Passes, that made the ROC Pass feel so much more worth it."
With ROC Passes in short supply, a resale market has started to emerge. Some students purchase passes not for personal use, but to resell them at a premium price to others desperate to attend high-demand games. What was once a system meant to unite the student body in school spirit has, for some, turned into an opportunity for profit.
On the flip side, some students have raised a fair question: if a ROC Pass holder is out of town or simply doesn’t plan to attend a game, shouldn’t there be a way to ethically transfer their pass so another student without one can go instead? Many argue that a system like this could reduce waste, give students who don't have a ROC Pass a chance to attend a game or two.
In an interview, BYU Assistant Athletic Director for Marketing & Fan Experience, Anna Metcalf, addressed student concerns surrounding cost, access, and equity.
When asked about the ROC Pass price jump, from roughly $125 for years to $225 Metcalf, answered, “To be candid, it’s a supply-and-demand issue.”
She added that the goal is to “balance value of six football games, multiple basketball games, all Olympic sports with affordability,” while avoiding “creating a marketplace for profit.”
As for ticket resales market, Metcalf pointed to new enforcement measures.
“This year we added increased security Apple Wallet binding to the device, no printable tickets, and we don’t scan generic QR codes,” she said. “We’ve also revoked ROC Passes for people actively selling. The pass is for students to be used by students.”
When asked about student representation on pricing and seating decisions, Metcalf said. “We have a ROC Board of about 20 students who weigh in through surveys and focus groups but final decisions rest with administration, we have to think about longevity and other elements where experience matters but we value and and take feedback."
Metcalf acknowledged the concern with commercialization of the fan experience since BYU joined the Big 12.
“We’re not a school without our fans; we want a real home-field and home-court advantage,” she said. “On the flip side, it’s a business. NIL and revenue sharing are real. The priority is finding the right balance because BYU is unique; we don’t want to lose that, even as we operate responsibly.”
The ROC has always been more than just a section in the stadium; it's the pulse of BYU’s student energy. BYU is trying to help the ROC evolve through challenges like pricing and availability. The goal is to help passionate students keep showing up for their BYU teams.