The Trust and other supporter groups met with Christian Purslow to discuss several topics. Notably, ticket pricing where there has been much speculation on social media.
The Club conducted a strategic review of ticket pricing for the first time in over a decade. Including concessions, match categorization and price zoning. Aston Villa was benchmarked against other Premier League clubs and across the various price categories.
Overall, the Club was at the bottom end of the Premier League. In the mix with clubs like Watford and Burnley. Value for money when compared to the rest of the league.
The Club shared that the 3-season stay in the EFL Championship has resulted in ticket prices not growing as expected compared to other clubs. Add to that COVID, a period where the Club had no revenue. Then there is frustrated demand with Villa Park attendances consistently above 41k with our return to the Premier League and a waiting list for season tickets of 22,000.
The Club consulted on several proposals. Their objective was to simplify pricing and re-aligning the Club’s position amongst the market of other Premier League Clubs.
The Club is proposing a 10% increase. Though, in consideration of the following proposed changes the actual increase will be higher.
- Consolidating certain price zones. For example, Holte wings Zone 6 to become Zone 4.
- Decreasing the discount on concessions.
- Introduction of Over-67 concessions, in the absence of Over-65.
Another proposed change is only having two categories of games – A & B. Consistent with other Premier League clubs.
We wait to hear more from the Club and are acutely conscious fans, particularly families, are not priced out of going to Villa Park given the cost of the living crisis.