In an article about U of W's efforts at renovating Camp Randall Stadium, the article mentions Cal's efforts:
"California, the Pacific-10 Conference school often linked in attitude and academics to UW, is in the process of trying to renovate Memorial Stadium. The project that is being funded in part by an increase in season ticket prices ($39 to $45 for the 2006 season) and a $50 per-ticket renovation fee.
Complicating matters on the public relations front is the fact Cal officials are enforcing an existing policy that requires a donation to renew season tickets in priority locations. The policy was not enforced for several years because the Bears were struggling on the field. That has changed since Jeff Tedford came aboard five years ago and went 33-17 in his first four seasons.
Another PR issue with the stadium renovation is that it will reduce the capacity of Memorial Stadium by approximately 10,000 and create re-seating headaches with season ticket-holders."