You can walk through New England and the NYC Metro with discounted tickets to a college or pro team. Any team, any sport. If the team is lousy, you won't have much success. The fan base is intelligent and discerning and has money to spend; but not for bad product. I've seen the Yankees and Mets draw 4.0 million and I've seen both stadiums become empty echo chambers. The Jets have lost a multi-year waiting list. The Giants, Knicks and Rangers live with no-shows.
Columbia, SC? What else is there to do? What else competes for the entertainment dollar? In this part of the country, bad product doesn't sell. It's a totally different sell.