Pauley Fans to UCLA: No : Basketball: Season ticket-holders tell athletic administration they are unwilling to donate funds to renew.

Losing to Indiana in the NCAA basketball tournament was a blow for two longtime UCLA fans, Stewart and Louise Margolis. But it was nothing compared to the shock they got less than two months later in the mail.

The Bruin season ticket-holders were informed they needed to pay at least $750 to a UCLA support group to keep their seats.

UCLA graduates, they were Bruin basketball fans even before the John Wooden era. And they had been season ticket-holders since Pauley Pavilion opened 27 years ago. They have sat in the same area all those years, developing friendships.

They have been able to see the latest upturn in Bruin basketball fortunes.

But they have been seeing red since May, when the letter arrived from the Athletic Development Office in Westwood.

The Margolises supplied The Times with the letter, dated May 14:

” . . . In 1991, you received information reminding you of the Basketball Priority Seating Policy in Pauley Pavilion, which was established in 1981. A copy of the policy is included for your review. Due to the financial challenges associated with the operation of the UCLA athletic program, the enforcement of this policy must continue and will require non-donors located in most of Pauley Pavilion’s Priority Areas to join an appropriate support group.

“To receive your basketball ticket renewal application for the same seats you maintained during the 1991-92 season in the Blue Priority Area, you must now become a member of the Bruin Athletic Club with an annual gift of $750 or more. . . .”

Another option was to relocate in the upper level without having to contribute to the Athletic Fund.

This didn’t come as a complete surprise. Louise Margolis says a similar attempt was made about 11 years ago, but it was thwarted by an extensive protest. Still, the movement toward increased priority seating for season ticket-holders stayed alive, and they watched it start to move--section by section--around the 12,543-seat Pauley Pavilion and come within range of their own East End seats.

A seat-saving alternative to joining the Bruin Athletic Club is a gift of $1,500 to the Chancellor’s Associates for campus-wide support.

Either way, it has come down to this: Pay to stay.

The Margolises reply? No way.

“It seems to me that it is very cold, shabby treatment of alumni who have supported them for years,” said Louise, a 1955 graduate, who lives in Los Angeles.

“Next year, it will be: We need you to give $800-$850.”

On the other side is Matt Harrelson, assistant director of development at UCLA. Because Harrelson’s name was at the bottom of the letter, he has been the point man, fielding complaints and questions.

Harrelson has had several conversations with Louise Margolis. He has stated his case. She has stated hers. For now, it’s a standoff.

“This is not a decision that was based upon the performance of your team,” said Harrelson, pointing out that revenue sources are decreasing, which increases the need for additional private support.

“These conversations have been going on for a number of years. We’ve had discussions about every possible alternative. . . . We know it wasn’t the most popular decision. The more information they receive gives them more of an in-depth understanding of the challenge. Maybe we haven’t done a good enough job with the fans, educating them about the costs of running a program of this nature.”

Harrelson said that about 100 letters were sent to a group of season ticket-holders in the newly targeted area in May. There was a deadline of June 8 to select an option, but that was extended by a couple of weeks.

“I would say at least 50% have joined,” Harrelson said. “I understand the remaining portion have chosen to be relocated. Only a small number have dropped (the season tickets) completely. About 10 to 15%.”

The Margolises have relocated to the West End, which is farther from the court than their old seats. And their seats are at an angle to the court, compared to seats straight back from the court they had for all those years.

Another longtime season ticket-holder is so disgusted by the policy that he won’t be back this next season.

“I understand their argument,” said John Berg, a ’54 graduate who lives in Brentwood. “It’s probably true. I’m willing to pay higher ticket prices, but I’m not willing to go along with extortion and that’s what I think this is.”

Whatever it is called, it is a fast-spreading trend, particularly at schools with a history of success. USC has its widely known and well established Cardinal and Gold program in football. A non-student newcomer under 30 can’t get much closer than the 10-yard line, according to Susan Elliott, director of athletic marketing at USC. And that’s with a $750 yearly contribution.

The Margolises understand supply and demand. And, after discussions with Harrelson, they also realize that the UCLA athletic department operating budget has grown, and that the recession has hit other previous revenue sources.

But the Bruins’ economic hardships didn’t seem quite so urgent to them when news about football Coach Terry Donahue was announced earlier this week.

“They had enough money to give Terry Donahue a three-year contract extension,” Louise Margolis said.

“That’s really nice, isn’t it?”