The new matchday ticket prices, are they a price worth paying?
It’s the news that no football fan wants to hear, an increase in ticket prices at their club.
When you look at the new prices, which are £19 in the Town End and £25 in the side stands for an adult, it initially brings a sour taste to your mouth. Swindon Town, League Two, should we as fans have to pay more after a season that never should have happened?
When the club announced a freeze in season ticket prices for this season back in March I was a little surprised. The club needs to bring fans back to the County Ground, and as those who go most weeks know, there is a significant number of fans swayed to attend to watch a winning side.. However, will the opportunity to greatly increase the matchday gate be gone now that Town have decided to increase prices in line with the budget it has for the coming season?
However, such a decision was necessary in order to help maintain the club’s revenue stream, an important consideration now that revenue is linked to wage capping. Jeremy Wray 11th July 2011
I’m no Apprentice to soon inherit money from Alan Sugar, but you can see the clubs purpose. It makes business sense as with the increased prices, the club are banking on knowing there will be less fans but are trying to squeeze out a similar match day income. They simply can’t afford to lose money on a match day as it is a big source of revenue. Although, will the cost be worth it if we see a championship parade through the streets of Swindon in May?
The other side of the coin however, is if Jeremy Wray wants fans in at the County Ground along with high prices in place, he can’t have both. Wray has said how it comes down mostly to an increase in the wage budget. We all know Di Canio won’t be on a mars bar a week for a wage but if the club can’t afford him, is it a price worth paying?
With Swindon reputed to be one of the more financially stable clubs, it makes it harder to understand. We are paying for the deficit suffered through relegation but then through that should come a smaller budget. The club seems to have maybe increased the budget, at least the staff, and announced plans for a price increase after the Di Canio arrival drama is over.
The inevitable consequence is you have to make up the difference somewhere else and we’ve looked at our walk-up prices and decided our base price needs to go up. That’s a base price and this club has always been recognised for coming up with various initiatives to reflect the attractions from a big game on a Saturday to a cold Tuesday night and those initiative will continue. Jeremy Wray – Swindon Advertiser 11th July 2011
It could be that many fans are happy paying more for the big name and hopefully better results on the pitch but it is all ifs and buts. If Di Canio fails then fans will disappear, if we succeed then will the majority of fans forget about the prices and just turn up to games?
I’m not a season ticket holder but have supported the club for around 15 years and about to enter the world of adult prices after
benefiting from the reduced student rates. With that comes a higher price which is what I expect but £12 in the Town End last season to £19 is a big jump in cost. If I only watched half of the games that’s an extra £77! Some people just won’t be able to afford that added cost.
To me though, if the ticket price increase means more success on the pitch then the added costs will be brushed under the carpet. However, if Di Canio and co fail this season, the board will have lots of questions to answer with a bigger budget spent and fans out of pocket.
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