Whites lead way in price cuts
8:00am Thursday 12th February 2009 in Sport By Marc Iles
WANDERERS say their successful attempts to increase attendances at the Reebok have prompted Premier League rivals to follow suit.
Despite the widespread economic downturn, the club have reported an 8.24 per cent increase in gates – the largest in the top-flight – since slashing prices this summer.
The likes of Sunderland and Manchester City have recently announced their own plans to boost attendances by reducing the cost of tickets next season.
The Black Cats in particular earned widespread praise when they unveiled a £19 junior ticket for the 2009/10 campaign, when bought with a full price adult equivalent.
And Wanderers commercial director Gareth Moores suggests that Sunderland’s recession-busting move was down in no small part to the success of Wanderers’ own pricing strategy, announced seven months ago.
“We’d like to think clubs like Sunderland followed our lead,” he said, referring to the £299 North Stand and £49 junior season tickets unveiled in last June.
“It’s great to see them rewarding fans and encouraging youngsters to games. It is clearly the way to go. We’d effectively reduced prices by 15 per cent for three seasons but took the decision this time to target specific groups. We needed a new adult price point, the £299 ticket, and then a way of attracting the supporters of the future, hence the £49 season ticket.
“That meant an adult and a child could see every game this season for £18.32 – and you didn’t need to purchase the tickets together.
“It’s good to see other clubs climbing aboard because the numbers do not lie – our decisions have been tremendously successful.”
Only five of last season’s Premier League clubs have shown an increase in year-on-year attendances: Wanderers (8.24), Middlesbrough (4.35), Manchester City (2.4), Fulham (2.23) and Chelsea (0.8).
Sunderland (-8.78), Newcastle United (-7.55) and Wigan (-4.6) reflect the biggest drops.
Last season, seven league crowds dipped below the 20,000 mark at the Reebok, whereas this season, only the home game against Portsmouth just before Christmas has done the same.
Moores paid tribute to the Wanderers fans who have bucked the trend.
“It’s clear that the economy is taking its toll but the supporters have come out in great number and got behind the team,” he said.
“It is amazing when you consider times are so tough, and we’re working hard with the supporters to make sure we can provide as much value as we can.
“We have done things like give every fan a free programme at the first home game against Stoke or dish out 20,000 free flags for the Manchester United game.
“By the end of April we will have provided free away travel for over half of our away games. It is relatively inexpensive from our point of view but if it means that little bit of extra support then it is well worth it.”
Moores also announced the Fan Zone, based in the Reebok’s Premier Suite, has on average attracted 1,500 supporters for each home game. He said: “It has done very well. But it has lost a lot of money.
“People think that it is a commercial venture but the reality is that it costs a lot to provide the infrastructure, staffing and to relay the live games.
“But we took the decision to offer that facility and invest the money. It isn’t a commercial venture – it is simply about giving the fans something back.”
The Bolton News can reveal that Wanderers plan to offer female fans tickets for £10 for the forthcoming home game against Fulham, in what will be the club’s first-ever Ladies’ Day.
And they have recently undertaken a massive research programme with football finance experts Deloitte to investigate their next move. He said: “We are not standing still by any means. We have just conducted the largest research study ever conducted at this club. And we hope that the views and opinions we have taken from supporters will help us shape what we do next season, and for seasons to come.”
Meanwhile, Wanderers reserves take on Manchester United tonight at Altrincham’s Moss Lane ground. The second string’s fixture against Everton, scheduled for Wednesday, February 25, has been moved to Monday, February 23.
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