CEDAR FALLS -- A plea didn't look like a bargain to Mark Farley.

After Northern Iowa beat New Hampshire in the playoff quarterfinals Saturday, a reporter asked the Panther coach if he wanted to make a sales pitch to the fans, given the relatively small crowd of 9,055 that appeared in the UNI-Dome.

So Farley had a chance to plead his case for more folks in the seats. He's done it before. He didn't do it again Saturday.

"My deal with that is this: This area has been through a lot with the floods, the economy," Farley said. "There are a lot of things going on.

"We welcome anyone that wants to show up, OK? But I'll tell you what. The ones that show up here work their tails off. Those are the ones we appreciate the most."

As UNI has advanced to the Football Championship Subdivision playoff semifinals, the crowds have been loud, but not big. When the Panthers ripped Maine in the opener, just 8,477 fans walked into a Dome that seats 16,324.

So, when giving his thoughts on offense, defense and the opposition, Farley has dealt with attendance issues. At Monday's press luncheon, the coach was asked about the prospects for bigger ticket sales.

"I don't really know that," he said. "I just want to make sure the players are ready to play."

And that's exactly right. At this moment in his program's history, Farley should be worried about the offensive and defensive lines, not the bottom line. What can he do to lure more fans into the stands? A plea peharps? A guest appearance on Leno?

The real answer comes from Farley's boss.

"There's not much Mark can do," UNI athletic director Troy Dannen said. "Not only does he have a quality product, Mark's done a good job of being visible and active. He's done everything a coach can do in terms of building relationships with the community."

UNI has played outstanding football since losing to Southern Illinois late in September. It's been spectacular at times, thanks to the efforts of Panthers like Pat Grace, Corey Lewis, Jarred Herring, Josh Mahoney and James Ruffin. The Panthers have a legitimate chance to win the school's first national championship.

Yet the Dome has not been full, not even close. Everyone's got a theory, and certainly the economy and an uncertain future weigh heavily into any spending decisions. The ticket prices have jumped. An adult fan pays $26 as opposed to $20 a year ago, for instance.

As much as college football has become part of the social fabric here, it's a luxury, not a neccessity. Nonetheless, the questions about attendance also carry a hint of surprise. How can a successful football team in the middle of a playoff run not attract more fans?

Actually, there shouldn't be much surprise at all.

"I guess there's not a lot of alarm bells ringing about attendance," Dannen said.

Here's why. Since UNI became a Division I-AA/FCS program, the Panthers have hosted 17 post-season games. Eight times, the attendance has fallen under 10,000, including a low of 3,887 21 years ago. The average crowd for a playoff date at the Dome stands at 10,377.

Just once has UNI drawn more than 16,000. That happened in 2007, when the top-seeded Panthers beat New Hampshire in the FCS opening round. The next week, 15,803 waded through an ice storm to watch Delaware eliminate UNI in the quarterfinals.

Those crowds also created expectations, expecations that may not be realistic in the America of 2008.

"Last year was an anomaly," Dannen said. "The apple we want when we compare attendance is not 2007. 2007 is the orange, if you will."

At mid-week, Dannen guessed that today's attendance for the last home game of 2008 would fall between 11,000 and 12,500 fans. When the subject turns to what might bring more fans in the years to come, Dannen would rather not guess.

"One of the things we'll go out and do this spring is a little more marketing research," said the athletic director. "Hopefully, we'll find out if No. 1, pricing structure is a factor and No. 2, what are the other factors. I guess the pricing structure is at the top of the list. It's the one thing we can absolutely control."

Today, Farley will welcome fans, not make a plea to them. He'll appreciate every decibel he can get from the crowd. Meanwhile, he'll try to coax UNI past a hot and talented Richmond team at 3 p.m.

ESPN will be there. But who will be in the seats?

"There are things outside our control that impact every person in the Cedar Valley," Dannen said. "We're just like any entertainment venue. People make choices. Given the circumstances, we can't fault anybody, if that's what it comes down to."

Contact Jim Sullivan at (319) 291-1434 or jim.sullivan@wcfcourier.colm