The Los Angeles Rams are trying to sell fewer tickets for 2017. After their first season back in Southern California, it makes sense.

Last season, the L.A. Memorial Coliseum concession stands literally ran out of water and beer during the first home game. Attendance that day was over 91,000.

According to vice president of ticket sales Jake Bye, the team wants to sell fewer season tickets next season (via the Orange County Register):

What we learned after last year is, operationally the building is at its best and can deliver the best fan experience when you are around that 70,000 number. So if we’re evaluating what that sellout number will be in a building that massive, the driver of that decision is delivering the best possible fan experience that we can.

The organization planned on selling 70,000 season tickets in 2016 and then had the capacity between 80,000 and 90,000. However, capacity at the new venue in Inglewood will be around 70,000.

Los Angeles drew over 80,000 people for five games last season. Capacity at the Coliseum is over 93,000. ESPN’s Alden Gonzalez reported that renovations at USC will shrink capacity at the Coliseum to 77,500.

During their first season back in Los Angeles since 1994, the Rams nearly immediately sold out season tickets.