That's odd as the renewal period is happening now. If they haven't paid yet then there's a selection that can be made indicating that you want to change/improve your seats. If they've already paid then they may still be able to request that online. If not then they should call. This is definitely the time to indicate that desire.
If these are preferred seats then a call to the Orange Club would also be appropriate to indicate that request.
As Bees and I have indicated above, there's a process to be followed. This is the time for your friends to indicate that they want to follow that process.