The trip from Tai Koo Shing to Causeway Bay on the MTR takes about 10 minutes. In this time it is amazing to see the transformation of some ugly ducklings into beautiful swans as they put on their make-up oblivious to the world around them. The early morning power-puff trains all over Hong Kong are usually full of women taking the few minutes of commute time to put on their game face for the day. Another fact of life in Hong Kong in recent years is that whatever the price of a ticket to the Hong Kong Sevens, the public will still buy it and the Hong Kong Stadium will be sold out in no time. Last week's announcement by the Hong Kong Rugby Football Union that the price of tickets for next year's tournament would go up 20 per cent to HK$1,500 hardly raised a murmur from the public. Despite the hard economic times, it seems the fans have no objections to the price hike. It all points to another sell-out when tickets go on sale to the public in mid-January. Although the HKRFU is a non-profit organisation, there is nothing wrong with making money, especially when most of it is ploughed back into the community in the form of much-needed grounds. Who among us is averse to making a fast buck? Every sporting organisation, be it a world governing body like the International Rugby Board or the International Olympic Committee, or a club like Manchester United, are in the game to make money. The thing is that they also offer a product which people crave. Soccer fans will pay anything to get the chance to watch Manchester United or Barcelona in action. Similarly the Hong Kong Sevens is a fine product. Apart from the rugby, it is a social whirlpool which is one of the must-do events of the year. With this in mind, the HKRFU could do better to make it accessible to a larger section of the community than just the fortunate 40,000 who will be able to land a ticket, by hook-or-by-crook, either legitimately through online sales, or by dint of a tout. Other tournaments on the HSBC Sevens World Series offer daily tickets. Why can't Hong Kong follow suit? The inaugural Gold Coast Sevens in Australia, which kickstarted the 2011-12 series yesterday and Friday, had daily tickets as well as two-day packages. Next weekend's Dubai Sevens also gives fans the option of choosing whether to go on one day, or both days. Why cannot Hong Kong, which is a three-day event, do the same? As longtime resident Michael Bentley pointed out, the HKRFU could make more money and potentially offer 80,000 more fans the chance to go to the Hong Kong Sevens if they had daily as well as three-day packages. And he says the best thing of such an idea is that prices could be made more affordable. The cost of an adult ticket for the 2012 tournament is HK$1,500, and it might be a tad too expensive, especially if a family of four adults are going. But if there were daily family packages - as there are at the Gold Coast and Dubai - then it offers people the option to choose whether to go on one day, or all three days. For many, the lure of the Hong Kong Sevens is just the chance to say 'we were there'. There are thousands of fans who watch the action closely, but equally there are many who just attend because it is the social event of the year. The action on the pitch is secondary. Bentley's solution is to sell three-day tickets for those visitors from overseas while Hong Kong residents can have the option of buying a daily or weekend package. It has merit, especially as the HKRFU has said 75 per cent of the tickets are for local residents, including the various rugby clubs. It makes sense as the HKRFU could not only make more money with daily tickets, but make prices more affordable too, thus taking the sting out of any criticism that they are out-pricing the Sevens. For instance, if a three-day ticket is HK$1,500, as it is for next year, and they sold 40,000 (just for argument's sake) it comes to HK$60 million. Let's say they split the 40,000 allotment into 20,000 for three-day packages at HK$1,500 (revenue will be HK$30 million). Daily prices will then be split as follows: Friday tickets costing HK$500 (revenue for 20,000 tickets HK$10 million); Saturday tickets costing HK$700 (20,000 tickets equals HK$14 million) and Sunday tickets costing HK$1,000 (HK$20 million). Add it all up and the revenue will be HK$74 million - or a few million less as Friday tickets might not sell out - which is HK$14 million more than what the HKRFU will get on their present strategy. HSBC, which returns as title sponsor this year alongside Cathay Pacific, has no say in ticket pricing. Perhaps the bankers, adept at money-making, should tell the HKRFU that a tad of make-up to the present outlook can do wonders. Just ask those power-puff girls on the MTR.