Free Tickets = Higher Revenues?

Would cutting ticket prices and making them free allow small market baseball teams to become more profitable? Though teams are allowed to take their gate revenues without any sort of profit-sharing scheme (one of the main reasons new stadiums with more expensive luxury boxes are always under various stages of consideration and construction around the US), an executive from of all places the drag racing world believes that the increase in parking, souveniers, concessions, and advertising revenue from a fuller stadium would more than balance out lost revenues from ticket sales, at least in those cities with low average attendance. Most interestingly, he knows this from experience. More details can be found on SportsBiz.