The Aston Villa Supporters’ Trust has been in dialogue with the Club following the Fans Advisory Board meeting on April 20th at Villa Park and has reviewed the recent announcements.
Whilst the Trust welcomes some of the initiatives presented by the Club at the meeting, it has severe reservations about the price increases on season tickets, which we will outline in our feedback in this report.
Holte End Survey
It is a positive move that the Club reached out to fans with the recent Holte End survey. Though, it was already abundantly clear that the Club has a lot of work to do to improve the fan experience; it certainly did not require a survey to highlight the appalling service that fans have endured throughout this season and the past. The Everton game being the worst example this season, where there was a complete breakdown in service. Since then the Club has made positive moves to address some of the issues with the introduction of self-service technology in parts of the ground.
It is disappointing that only supporters in the Holte End Upper will have the opportunity to experience such an upgrade as the Terrace View, as those in the Lower Holte continue to experience congestion.
The Trust understands that an extension into the Holte Suite is not an option as the Club views this as a vital events space bringing in much-needed revenue. However, charging home fans to enter non-premium hospitality spaces must be looked at, especially given the excessive season ticket prices this and next season. It is directly in the Club’s interests to maximise as many fans to spend as much prior and after the game, without the need for an entrance fee. The Club must consider what the average fan is paying on a matchday for travel, the ticket, food and drink, and other discretionary spend (ie: shirt sales) when calculating these decisions.
The Club has already confirmed the Terrace View upgrade as £480 for season ticket holders or £25 as a bolt-on per match. We requested further clarification on pricing and our understanding is as follows.
- Seasonal: £1,560 as a new Season Ticket Holder
- Match by match: Depends on the category of the match but is likely to range from c.£115 – c.£160
We will continue to provide feedback and hold the Club accountable on the fan experience, including pressing the Club on how the improvements are progressing.
Accessible Seating
The Trust recognises the need to meet accessible stadia legislation. Whilst a number of fans will lose their seat, we must ensure Villa Park is inclusive and accessible to all fans. The Club must consult and proactively communicate with fans who are to be relocated with the offer of a move to a comparable seat. We have already been made aware of ad hoc instances of fans not being kept abreast of their seat status.
Safe Standing / Rail Seating
Many fans will welcome this initiative. The Club appears to have a sensible approach to implementation. We understand that persistent standing in certain parts of the ground may lead to a reduction in capacity by the authorities, unless the Club participates in the trial.
The Club has also recognised that every fan may not want this option. They will have the opportunity to relocate. Again, there must be a comparable seat in exchange with the due process of consultation.
The Club highlighted that current legislation compels clubs to introduce rail seats on a “1 for 1” basis with standard seats rather than as in other European countries, where the ratio of rail / standard seat can be as high as 2:1. This has commercial implications on the Club, not only with the costly process of implementing but the loss of revenue from increased attendances, which those teams in Europe who have implemented the scheme with a higher ratio.
The Trust will support the Club in lobbying of the authorities for change in this legislation to reduce current waiting lists on season tickets and the increase in revenue this will bring with improved capacity.
Season Tickets
Whilst most supporters would be hoping the Club would follow the example of clubs with equal ambitions like Spurs and Brighton in freezing prices, the silence from the Club in recent weeks despite a request for an update last month, indicated that an increase was on the way.
However, 15% is excessive, and the feedback we have received echoes this. Fans are acutely aware that our cheapest tickets rose by 38% and our expensive ones by 10% last year, alongside zonal changes. Some fans therefore will have had their season tickets nearly double in price in the last two seasons.
In its justification the Club mentioned extensive analysis and benchmarking against our Premier League competitors. Whilst the Club may recognise current cost pressures on fans, they state similarly not to be immune to economic pressures. The only details presented were that our current season ticket prices were mid-table. The increase would move Villa to the top 7 of the Premier League.
The Trust believes that the Club has got this wrong and there can be no justification for a rise of this level, especially when cost pressures in every household are at an all-time high. Inflation currently stands at 10%, with average wage increases at 6%.
The situation is not improving for fans. Giving them a second significant increase cannot be justified, even allowing for NSWE’s fantastic support and the need for us to be competitive against the best teams in the country. Also, the change of management mid-contract has come at a financial consequence.
What about other commercial considerations to counter the inflation-busting price rises? The increased commercial revenue through the reported new shirt sponsorship deal, TV money and increased prize money from a higher finish in the league.
Also, no mention that several of the clubs with the highest-priced season tickets are London based, where wages in Birmingham are on average, after tax 24.8% lower than the capital. Our season ticket waiting list base is now the 5th longest in the Premier League, and when combined with the every-growing size of the Claret Membership base, we hope the Club is not using this as an opportunity to force-through a second significant increase.
The Trust has already followed up with the Club to reiterate that this is an increase well above inflation and seek assurances that fans undergoing financial hardship are financially supported, we would welcome the Club to look at introducing a hardship fund for this very purpose. In addition, a cap for those impacted by compound increases with the combination of the standard price rise, reduction in concessions and zone changes would be most welcomed. To which the Club provided the following statement.
The Club are very aware of the impacts of the cost of living and inflation, yet we are not immune to such economic pressures either. We are not alone in increasing prices – as mentioned on Thursday, the majority of Premier League Clubs that have announced their pricing for 23/24 have also increased their pricing.
Yes there will be a compound price increase because of all of those different factors but we have implemented a cap, as we did last year, in order to limit those compound effects on fans. All individual prices have been considered and the cap has been implemented on the actual price each individual fan paid last year.
The Club still offers a generous family package for families in Price Zone 4 which effectively includes a free U18 Season Ticket. As in previous years, we have waived admin and booking fees related to Season Ticket purchases so that fans do not have to bear this additional cost themselves and the Club will cover these costs. We also offer an interest-free payment option over eight months for renewals (subject to acceptance) to give fans the opportunity to spread the cost rather than pay in a lump sum. This is also something that the Club covers the cost for.
Other Ticketing
The view in the North Stand may be comparable to parts of the Holte End. However, this is also our oldest stand with restricted legroom and outdated facilities. The overall experience is inferior to other stands at Villa Park. We also find the zone change, coming before redevelopment and pending inconvenience due to relocation for two seasons, not thought through.
The Club constantly refers to Premier League benchmarking and a fair approach to fans. However, our understanding is that we are the only Premier League club where its concession on the pensioner discount is at the age of 66.
Cup Tickets
Removal of the domestic home cup games within our season ticket equates, in real terms, to another increase for season ticket holders, and would urge the Club to look at this.
North Stand Redevelopment
We are pleased that the Club is working with external stakeholders to ensure alignment with our current and future needs. The development of Witton station is integral to the project and needs to be signed-off before the commencement of work on the new stand.
We will continue to liaise with the Club, share feedback and welcome their response to the matters raised.
