Yes you have to pay him his salary for this week.
Depends if you have a balanced ticket price between the cheaper ones and the more expensive ones. For example if your bleachers are almost as expensive as coutside seats... people would rather buy courtside tickets. And if you don't have enough courtside.. you'll lose alot of customers. And you should always have a winning team. No one likes to go to a game when they know you'll gonna lose...
Season ticket holders only boost on start of a new season as far as i know. So it's important to perform well this season... Especially on TV games. No one will buy a season ticket when it's mid-season... or almost at the end of a season.