So even an experienced CEO I.e. Storrie didn’t see the issues in our pricing and nodded it through.
So either he is not actually that savvy, had no authority after all or both.
Or isn’t really that bothered.
To be fair to Storrie, he's very much an interim, so it's not his position to made radical changes to ticketing strategy when the new owners might want something different anyway. However much it might be flawed.
I don’t think the fans or staff should have to use a table to work out prices. The match pricing is unnecessarily and pointlessly complicated. Minor tweaks would address that.
The current structure feels like it has been designed by someone who has never held a commercial role before they were handed the crayons to draw this up.
Start with your match day prices, work out a fair price that will attract people to come to the game, this is your base price that gives the rest of the pricing some credibility.
Work out a set number of games per season that you get free for buying upfront for the season and apply that discount to all areas in the same way, rewarding all fans equally in all areas of the ground.
Concessions should be a flat % across all zones, or just more free games, either works well enough.
If the club insists on wanting to incentivise early purchases, either offer a discount for buying ahead instead of a surcharge for buying late, the optics are much better, or better still, give more loyalty points for buying early and loyalty points can add up to free tickets later in the season. That way if you buy regularly enough, you get some of the loyalty benefit enjoyed by the season ticket holders.
The club has designed a commercial strategy that comes from the world of the stick, when they really need to be using Carrots.
I never understood the premium added for two day or less purchase. However, with a dwindling ST base, you are relying on walk ups and impulse attenders. This will just put them off!
Put me off a few times already. Never know till the day if I can make it over to the valley due to caring for family members.
I never understood the premium added for two day or less purchase. However, with a dwindling ST base, you are relying on walk ups and impulse attenders. This will just put them off!
Put me off a few times already. Never know till the day if I can make it over to the valley due to caring for family members.
Comments
If you live local you could watch us for free all season
Start with your match day prices, work out a fair price that will attract people to come to the game, this is your base price that gives the rest of the pricing some credibility.
Work out a set number of games per season that you get free for buying upfront for the season and apply that discount to all areas in the same way, rewarding all fans equally in all areas of the ground.
Concessions should be a flat % across all zones, or just more free games, either works well enough.
If the club insists on wanting to incentivise early purchases, either offer a discount for buying ahead instead of a surcharge for buying late, the optics are much better, or better still, give more loyalty points for buying early and loyalty points can add up to free tickets later in the season. That way if you buy regularly enough, you get some of the loyalty benefit enjoyed by the season ticket holders.
The club has designed a commercial strategy that comes from the world of the stick, when they really need to be using Carrots.