People will just either not stay before and after matches as much or they go someplace else.

The latter is a long-term issue. Once people create their pre- and post-match routines they tend to stuck with them. So it doesn't help even if they later drop prices, people are already used to going someplace else. If we had more walk-in fans, especially us foreigners this wouldn't be such an issue as price of a few beers hardly is an issue & we don't have routines.

It would make much more sense to start off with low prices and hike them up gradually later.