Iām a season ticket holder and would have no qualms about the Club selling a block of home games now - say parcels of 5 and 10 at slightly under walk up prices. Makes financial sense to me.
There should be a hierarchy of value in favour of those who have and do commit for the longest, earliest.
1. Season ticket for longest term season card holders at lowest price per match up front as Early Birds. These people should get better additional benefits too (drinks - but we really should move on from this, for operational simplicity)
2. Season ticket for new season card holders at a higher price per match pre-season.
3. Single match (walk up) prices at a premium to the season card price per match for new card holders.
4. Half season Card in December at premium price per match versus new season card price (2) but below the matchday price per match.
The real key is the staging of discounts/premiums and making it simple to communicate.
I find myself amazingly in partial agreement with Nobby in that I don't believe someone wanting to buy now a commitment for the last ten games or so should get the same or similar discount from matchday prices that someone who bought their first full season ticket in early August. I think they had their chance in December - and by the way will have it again in the summer. But there should be some encouragement to commit beyond a single match.
I say all this wanting a full stadium, not wanting to alienate anybody and as a Gold Card holder who thinks the discount between matchday and my price per match is far too high.
As a principle and purely an illlustration. Please don't beat me up on the specific numbers and I am aware there are different prices in different stands and blocks.
Gold Card/Long term SC holder Ā£20 per match, but plus best non price benefits and most loyalty points
New SC Holder to end August Ā£22 per match (10% premium to cheapest), fewer non price benefits and far fewer loyalty points.
Single Match Price Ā£26 per match.(30% premium to cheapest, 18% premium to new card holder)
Half Season Card Ā£24 per match. (20% premium to cheapest, but 8% discount v single match prices.
The percentages could be different, but it is the tiered principle I think needs to be better defined.