I'm team "keep demand high." Maine just went through a decade or more of not being able to give away tickets. You want it to be a tough ticket because then people actually use them. If you know you can walk up and get a ticket any time, why buy in advance or get season tickets? And if you don't have a ticket in hand, it's easier to decide not to go.
If you have sold out your season day one, and you have a season ticket waiting list that is basically double capacity, that's probably a sign that prices are too low. Raise them, and there's some more revenue.