You can't talk to a player in the Warriors' locker room without one of them mentioning how, despite being plagued by injuries, the team is playing hard and holding its own.
Team president Robert Rowell said the same is happening on the business side.
"We're down, but we're holding our own," he said. "It's been a tough economy, and it's been a tough season."
It's that reasoning, Rowell said, that led to the Warriors to offer an across-the-board decrease in prices for season ticket-holders.
The team will reduce prices between 8 percent and 28 percent for season ticket-holders in 2010-11. Called the Loyalty Pricing program, all season ticket-holders who place a deposit for next season by April 12 will get the discount.
"They've been loyal to us," Rowell said. "We've been talking to them all year. We know the economy's been tough. We know the season's been tough. When putting pricing together, we realized we needed to do something to address the fact that our fans have hung with us as long as they have."
The Warriors, who at 18-48 are 30 games below .500 entering tonight's game against New Orleans at Oracle Arena, have taken a hit this season in terms of fan support.
They have experienced a noted drop in home attendance and season-ticket purchases. Also, vocal fan dissatisfaction has increased. And confidence in the franchise's ability to turn things around took a hit after the team failed to make a significant trade last offseason and again before last month's trade deadline.
Through 34 home games, the Warriors are averaging 17,929 fans, which entering Tuesday was good for 12th in the NBA. Last season, they finished ninth in the league at 18,942 per game.
In 2007-08, the season after their playoff run, Golden State averaged 19,631 per game, which was sixth best. The Warriors, who won 48 games that season, sold out 32 of 41 home games. This season they've had four sellouts: the opener against Houston, the two Los Angeles Lakers games and the lone appearance by LeBron James and the Cleveland Cavaliers.
"Obviously, there are not as many as there were last year," guard Anthony Morrow said. "But, at the same time, everybody is still playing hard and the fans support us, so we still get the same feeling (from the fans). Our fans are still with us no matter what."
As teams in Memphis, Milwaukee, Charlotte, Miami and even Atlanta can attest, it could be worse. All those franchises are in the race for the postseason, yet they still average below 90 percent of capacity. Golden State is at 91.5 percent.
"We've drawn pretty well this year," Rowell said. "Our fans have come to the games. We're down (compared) to where we were the last two years. But we're having a solid season."
Rowell said the drop in season-ticket prices is not a panic move and the Warriors aren't desperate. He also said the team still is willing to spend the money necessary to improve the team.
Price decrease or no, fans are sure to be eager for those improvements.