leeds fansLeeds United today announced plans to introduce a ‘dynamic ticket pricing’ scheme at Elland Road.

On face value, the system is simple enough. It’s basic supply and demand. Tickets are set at a base value determined by the attractiveness of the match and if demand is high, they gradually increase. When demand is low, prices don’t change. But therein lies the problem.

Like Derby County and those who’ve gone before us, Leeds United will reward fans who buy early with the cheapest tickets available for each match.

Less attractive games like Yeovil Town will start at £20 per ticket, potentially even less. Fans recognise good value for money and 6,000 sell. The next day, ticket prices have increased to £22 per ticket and another 4,000 sell. A couple of days later, Leeds United have sold 15,000 tickets for the clash and prices have increased due to demand. They now cost £30 each but have stopped selling.

Leeds United v Yeovil Town is set to be played in front of a crowd of 30,000 (factoring in season ticket holders), which may be a good attendance for such an unattractive fixture, but it still leaves 10,000 empty seats Leeds United can’t sell. There’s weeks left until the fixture and no one is buying tickets any more, they don’t want to pay £30 to watch Leeds play Yeovil.

At this point, the dynamic ticket pricing model should mean prices are reduced, but they can’t go any lower than the £20 they started off at because the club has told fans that booking early guarantees them the best price. In fact, the club can’t reduce prices at all because it’ll upset those who booked while prices were rising. They didn’t book on the day of release, but they still booked early.

So this leaves Elland Road with 10,000 empty seats and the club’s hands tied.

Leeds United’s own ticketing system and guarantees they offered fans booking early prohibits them from offering incentives to casual fans who may have been enticed by a last minute offer and decided to come to the match. Had Leeds United been able to offer the remaining tickets for £15 on the Friday or in some kind of Groupon offer (which proved successful for Derby County) then there’s every chance they’d have sold a lot of the empty seats.

Dynamic ticket pricing is therefore flawed. It’ll work perfectly well for matches that are expected to sell-out, but that’s rarely the case at Elland Road. The trouble Leeds United have is that they can’t shift those 10-15,000 empty seats our club plays in front of every week. Making prices more expensive when there’s only 10-15,000 seats remaining doesn’t solve that.

If fans weren’t tempted to book at the base level, increasing the prices won’t make them change their minds.

I’ve worked in retail all my life. I’m a nationwide manager for one of the biggest retailers in the UK, and pricing based on demand is fundamental to the business. We don’t increase prices above RRP when stock is selling well, but if we can’t shift a certain product, you better believe it’s going to have an enormous 50% off sticker attached to it when the sales roll round.

As for all the stock that was selling well? There’ll be no sales stickers attached to that, I assure you. But nor will we increase the prices. We don’t have a ‘50% price hike day’ for items that are selling well because customers won’t come flooding through the doors for such an event. They’ll stop buying our product completely.

One strategy we use nowadays when struggling to shift stock is to sell it off wholesale at a dramatically discounted price. This serves numerous purposes to us, but the only one relevant to Leeds United is that the stock sells. 10,000 tickets remaining on the Wednesday before a match? Let a company like Groupon sell them for you. You might not make any huge gains, but you won’t lose money either. Selling at cost still puts the item into the hands of consumers making them more familiar with the brand you’re selling.

Allowing market conditions to determine price makes absolute sense. But it only works if prices can go in both directions.

Promising those who book early the cheapest tickets goes against the basic principles of market-driven pricing. When something isn’t selling, the price must come down. It does leave you vulnerable to people not buying a product because they’re waiting for a better price, but only in the same way retailers across the world have customers waiting for the sales. If the product is something customers want and they consider the pricing to be reasonable, they’ll buy it. If it’s something they’d only be interested in at a lesser price, then your product isn’t worth what you’re trying to charge for it.

What this really comes down to is increasing gate receipts. It gives Leeds United a flexibility to capitalise on the increased demand success creates that a fixed pricing system doesn’t allow for.

Dynamic ticket pricing may not have an effect on attendances (indeed, Derby County’s were down 3,000 last season after an initial rise), because attendances usually have more to do with success than anything else. But if Derby County and Leeds United are going to sell X amount of tickets irrespective of pricing, then dynamic ticket pricing may actually increase profits (which is no bad thing to any business). The base price for tickets doesn’t really change if you book early enough, but when a club is doing well and fans are desperate to see their favourite team, prices shoot upwards the quicker tickets sell, netting the club more cash.

For season ticket holders like myself, none of this makes any real difference. For those of you who book match-by-match, a successful season for Leeds United could see your ticket prices soar. Especially if you tend to book late.

And as for the 10-15,000 empty seats at Elland Road? Dynamic ticket pricing won’t do anything to change that. Groupon offers, last minute discounts and special offers work well, but gradually increasing prices based on demand won’t create any sudden surge in sales. The only thing that’ll really get 40,000 people back at Elland Road week in, week out is success. That seems to be what Leeds United are counting on.

55 Responses

  1. James T

    Always negative. I’ve actually enjoyed reading Leeds updates for the first time in years this week…but trust the scratchingshed to continue with it’s dour outlook on everything LUFC.

    • TSS

      LOL, everything I’ve written has been cheery this week.

      I’m not against dynamic ticket pricing, it’s actually quite a clever way to increase gate receipts and Leeds United is a business. But only success will have a dramatic effect on attendances, which, in fairness to GFH, seems to be what they’re counting on.

      • Writers Holiday

        I think the BEST way to get better receipts is to offer EVERY CHILD in Leeds a £5 ticket for every match for this year – dad or mum has to buy a ticket at this year’s reduced price (grandad or gran would do even better with oap tickets for the first time in a large part of the ground and they are more likely to remember the “good old days” and “wouldn’t mind giving it a go” after twenty years of non-attendance!”.
        …Worth a thought for THIS year… next year could be a lot more expensive if things go the way we all hope!

      • benson

        Why not just have one price for a ticket? Sell every ticket at £20 for every game. 40000 in elland road at £20 must be better than 20000 at £40. We want to get back in the prem and a packed e.r. frightens opposition teams. Just like noel hunt says

      • Stuart Wright

        The capacity of course is about 33,000 Leeds fans these days. 3,000 away spots and a renewed capacity of just over 36,000. Changes the equation slightly.

      • benson

        33000 at £20 orhow many at how much? Please just give fans especially the floating fan one simple pricing policy. The more complicated the prices become the more people will think bates.

      • Stuart Wright

        So Bates is at Derby and Sunderland who use the same scheme? Do you think Leeds fans are thicker than average?

      • James T

        Ha, perhaps I just picked the wrong article to read in that case!

        I agree to a point, obviously success is a key driving force behind attendance, but for me the main thing is intention. If the club are visibly trying to play good football and to make a go of this – then the fans will get on board and support them! For the past few seasons I think we’ve all just felt like we’re being taken for a ride…and that has shown in the attendances

      • TSS

        This article wasn’t intended as a dig, more constructive criticism.

        I think they should be addressing the empty seats and packing out Elland Road before worrying about demand outweighing supply (which is when such a system would be effective). I can’t see how gradually increasing ticket prices does that. When you have 10-15,000 seats remaining, explaining to fans that they can sit in one by paying more for it isn’t going to do the trick.

  2. Dfooster

    If the prices are to remain constant for a full days trading and the club showed on their website how many had sold or were left then I can see it working. If they are going to increase the prices once a certain allocation have sold the guy in front of you in the queue could effectively get his tickets much cheaper which isn’t right.

    My point is that the argument in your article would become redundant if the fans got down early and sold the ground out in the first days trading before the ticket prices increased.

    • TSS

      Indeed. If 25,000 buy on day of release and grab a bargain (effectively selling Elland Road out), then it’s good times. But Derby County showed that this doesn’t really have much of an effect on attendances – success does.

      Leeds United’s problem is that we haven’t been successful enough to sell 15-20,000 of the seats in Elland Road. They’re still unsold on the day of the match, never mind the day of release. When there’s still 15,000 unsold seats on the eve of a fixture, this system prevents Leeds United from offering some kind of incentive to sell them.

      Also, the base value will be determined by the opposition still (as it is now), so you won’t be getting £15 tickets for Sheffield Wednesday. They’ll start at a similar price to what they’ve always been, increasing in price the more Leeds United sell.

  3. Colin

    True, it might not work, but with an average attendance of just 21,500 last season, it’s worth a try! Let David Haigh give it a go. It can’t reduce the numbers of people who attend.
    It’s something different. It’s something new. It’s something exciting.
    Worse case scenario is that it doesn’t work and you go back to the method we’ve used in the past.

  4. Shaun

    The cash registers will be going crazy with the prospect of Matt Smith playing up front with Noel Hunt

  5. Peter

    Just give the remaining tickets to schools around leeds this encouraging them to support there local club.
    They would still make money by doing this because the kids will be nagging “dad I want this shirt! Oh and this n that… (Past experience)
    Dad buys a few pints match day programme

    Yes a few parents would be annoyed that they had to pay n others didn’t but its away to get that place full again

    • Gavin

      This system has been in place at Sunderland for a few years and works for them. I’m a 32 year old Leeds fan living in county durham with a 6 year old Sunderland fan for son because of this very type of offer. He came home from school with a free ticket to the west ham game aslong as I bought a ticket. Match day ticket was less than ours, free park and ride to the ground and the program was only £3! Football was still shite though!

      • TSS

        Cas Tigers used to do a similar thing, that’s why the entire town is rugby mad. They were indoctrinated at a young age.

      • Gavin

        Finances! It cost me a total of £30 to go,(£22,ticket,£3,program,£5,fuel) it would be nearly £100 to go to elland road! And yes I have priced it.

  6. Pcpaul

    In the example given why cant they reduce the price back to £22 and then they’re not upsetting anyone

    • TSS

      Theoretically, you could. But it goes against the suggestion that the earlier you book, the cheaper tickets will be. Moreover, if people know ticket prices will come back down when Leeds United can’t sell them, they won’t buy them – which makes the idea of increasing prices in the first place totally pointless. For the tickets to keep selling when the prices are increased, they can’t be reduced again later or people will just wait.

  7. Tim

    If you combine the dynamic pricing with category caps though (e.g. A Cat C will never be more than £25, cat B £30 and cat A £40) the model looks more attractive.

    If the aim is to generate more revenue initially that then allows more spend under FFP, it’s a model that suits at the moment.

    GFHC need to undo the damage Bates did to attendances and natch day spending. As an example, I’m renewing LUTV for the first time in 3 seasons because I’m confident that it will make its way back to the club rather than be diverted to Monaco.

  8. Joe

    Congratulations sir on finding something to complain about in this beautiful week! We almost made it to the weekend without a single problem.

    For geographical reasons, I’ve given up my season ticket this year and will pay by the match. Here is all you need to know about this system: IF YOU WANT TO GO THE GAME AND NOT PAY TOO MUCH BUY YOUR TICKET EARLY. If you do that, you get value and there’s nothing to complain about.

    It gives the club more control over manipulating their revenue, which is only good for the club.

    We will have a good 10000 seats empty until we are back in the premier league. They cannot lower prices enough to fill the stadium and still operate a profitable business.

    As you say, only success will fill the stadium. So there should be nothing wrong with charging more and capitalising on this; maybe we might even earn enough cash to get out of the hole bates left us in.

    I think this is yet another positive sign; they must be expecting a reasonable level of success to try this.

    See you all at Elland Road. Buy early and get it loud again.

    • TSS

      Oh, don’t get wrong, I agree there’s a certain business sense to this, but I’d hoped any new policies would be aimed at increasing attendances. This doesn’t do that, it’s just future-planning for if we are successful. Which is fair enough, because they’re clearly counting on success and high-demand for tickets. I admire their optimism.

      • Stuart Wright

        A business planning for success? Wow. Makes a change from Bates who priced things based on failure. Lo and behold, that’s what we got.

  9. StevenKaz

    Surely, if, after the first 5,000 have been sold at the lowest price and then the price goes up, most people will just wait until the week of the game for when the price comes back down or are available through group on or similar?

    • TSS

      So soon as prices go up, they stop selling? That’s exactly my point and why they can’t possibly come down again if this system is to work. People will stop buying and wait if they did that.

      What you’re effectively doing is gradually increasing prices. At some point, fans will refuse to pay the price tickets are listed at and Leeds United won’t be able to sell any more. They can’t reduce the prices because the system is totally pointless if they do.

      I can only see this working if Elland Road is selling out every week. There needs to be more demand for the product, than the amount of a product available for prices to increase. That’s how re-selling tickets for profit works – an event sells out, and desperate to get their hands on tickets, people pay over-the-odds.

      • Dr Zen

        This is absolutely right. It would work for ManUre or Glastonbury, and wouldn’t be a bad idea when we’re back in the Prem doing well or if somehow Noel Hunt becomes a 20-a-season striker and we challenge for honours.

  10. Dean

    Well your ticket price structure is completely flawed too, a price structure that reduces closer to games only ensures fans don’t buy until the last minute thus reducing revenue streams. Having worked in retail I thought you would have grasped that. The model is a good idea, buy early avoid disappointment. I don’t know of many people who go to buy something at £24 realise they have missed out and walk away for an extra £6. The larger hurdle of coming has been negotiated with 80% price tag been met, the person now wants to come and the difference isn’t going to stop them. Its the whole reason why a ticket touting is a massive industry.

    The club looks good, the sun is shining so stop being so damn half empty!

    • TSS

      No, that’s exactly my point. Ticket prices keep increasing until they stop selling, at which point the clubs’ hands are tied. They can’t reduce prices because, as you point out, fans will just wait ’til they do. So they have 10-15,000 tickets remaining set a price higher than people are willing to pay and they can’t do anything with them.

      This will only work if the demand is higher than tickets available. (That’s how ticket touting works too). Say we draw Scum in the cup or make play-off semis, this will be a great money-spinner.

      Demand isn’t greater than supply at Elland Road like it is for big music events. Until it is, all this does is limit the special offers Leeds United can set to lure fans in when ticket sales for a game aren’t doing very well.

      • Rob H

        If I want to watch Leeds I want to watch Leeds, £12.00 or £30.00, it doesn’t bother me but I appreciate that not everybody is the same. Having said this, if I know ticket prices will increase i’ll make damn sure I get them early or I know they will hike. What is important here is that they are announcing it BEFORE it happens, rather than you try to get a ticket and it has unexpectedly gone up a tenner which would be off putting. As long as it freezes at a sensible price (i.e no more than £35.00) then I don’t see the problem because we were having to pay this price for tickets come what may without ever having any opportunity to pay a reduced rate which they are now offering. It is the same principle for a lot of ticketed events that they put the price up nearer the time because the tickets are more in demand. You will be well aware that any idea formed in any business, unless absolutely ridiculous and obviously so, needs to be trialled and analysed before you can decide whether it is successful or not. What is encouraging with this idea is that they are trying to get larger attendances, more money in for the club AND look like they are pleasing the fans by offering some form of reduction on tickets so, in theory, it’s actually pretty sound. We will see whether it works in practice or not when they do/don’t change it. I don’t see how offering a reduction in ticket prices can ever be seen as a bad thing, unless, they have the gall to put the prices up to £50.00 at any point.

      • TSS

        Is there really a reduction though? The prices have been frozen, not reduced. A game starting at Cat C will still cost £20 in Kop, increasing if demand is high.

        There’s an opportunity here to start all games at Cat C though and actually alter tickets per demand, rather than do what Bates did and start them all at Cat A then refuse to budge when only 17,000 people turned up.

      • Rob H

        Apologies if i’m way behind on this as I am still at work but, have they actually announced what price range we are looking at? Regardles, it is the classic psychological trick of making people feel like they have a bargain which is the real driving force behind it, even if they actually aren’t. Yes, some of us could probably see through that but could the average Leeds fan?

      • TSS

        Yeah, the dynamic ticket pricing was announced along with same category system and prices as last season, which presumably means they start at those prices and increase.

        I’d expect the average Leeds fan to see that. They are Yorkshiremen after all, we’re a penny-pinching bunch.

        System is used elsewhere and seems to have no real effect on attendances, so it has to have a financial incentive for Leeds to have considered it. I’m sure they looked at Derby County’s attendances just like I did and know it made no real difference. Success remains the biggest factor in altering attendances, but Leeds4Less proved successful, as have Groupon offers and free kids tickets. I’d have preferred to see more of that personally.

      • Nashernal

        No – they announced they would be looking at a dynamic pricing policy in the future at the same time as they announced category prices but didn’t say the category prices would be starting point for dynamic prices. Wind your neck in and appreciate the fact I can now go and watch the first game of the season with my two kids for £40 all in – you wouldn’t have got that under Bates

      • Dean

        No it doesn’t it entices new attendees at the lower price as they need an incentive and the usual fans come regardless.

        The new fans return if they have had an enjoyable day. Maybe miss out on early bird specials so pay higher price as my last comment. So it actually increases demand!

        Gfh will attract more fans with this model rather than a flat pricing scheme as its removes mental barriers from some current non attenders.

        Obviously they would like to sell out but that isn’t going to happen overnight even at £20 a ticket, once were winning attendences will rise and this scheme will encourage that whilst increasing revenues for club.

      • Stuart Wright

        But what if the tickets stop selling at a lower price than a fixed Category price? You’re assuming that the price would be extortionate, but in fact may be lower than it would have been sold at as, say, a Cat B. In that case everyone has got their tickets cheaper, just some cheaper than others.

        It also preserves season ticket holder value – that’s a crucial difference between the normal retail trade and LUFC.

  11. mrbigwheels

    Just buy a Season Ticket. I’ve retuned to the fold after three years.
    Have a good weekend David…. Just like Leeds… You’ve done your best this week.

    Many thanks.

  12. Matthew

    Are you sure that success is the only thing that draws people back to Elland Road TSS? I mean, back in league 1, we were drawing higher numbers than last season, and success in league 1 doesn’t mean shit to be honest. Anyone that was going for the ‘success’ is clearly deluded. People should be supporting the team regardless of where we are, we could be 1st, we could be 24th, fact remains if someone only feels more inclined to watch us when we’re winning, perhaps they should put on a Red shirt and go watch Scum.
    To me it doesn’t matter if we’re 1st or 24th, my support remains the same. If we were a ship like the Titantic that hit an iceberg, you can sure as hell bet I’ll be there as long as possible, till I can’t physically be there no more.

    • TSS

      Back in League One we were winning games and top of the league for much of the season. Success is always the key factor, but promotions can help – like Leeds4Less, free kids etc…- that’s what we should be focusing on.

      To me, the club are addressing an issue that doesn’t exist. This is a perfectly good model when demand outweighs supply, but when it doesn’t, increasing ticket prices the more they sell simply won’t work.

      “We have 15,000 empty seats we can’t sell available for the next match, would you like to buy one for more than everyone else paid?” Not the kind of promotion that’s going to win many people over, is it?

      What seems to have escaped everyone’s attention (and I didn’t mention it above because I thought everyone would have noticed) is that prices aren’t lower. They’ve been frozen. Only they haven’t been frozen, the base level pricing will be based on frozen prices from last year, but they’ll increase with sales, so a lot of people will effectively be paying more.

      Had Bates tried something like this people would be furious, and it would have been hypocritical of me not to point it out after slagging Bates’ sneaky money-spinning schemes off for so many years.

      I’m not against the club making money and I’m not anti-GFH (I’ve been very supportive compared to the rest of sites out there). But quite how they’ve managed to pass this off as a reduction in ticket prices is baffling. They don’t go down, only up. And they start at the same level they did last season.

  13. S>dogg

    Sorry, but your background doesn’t really count as retail means you have stock and if it doesn’t sell then what you’ve spent money for nothing. This is football and it is time limited, ie the match will kick off at x time on y day, and the budget for the year will be set on receiving so z. So if tickets start at say cat c price each time the big games will sell earlier so reaching z earlier. This is also good as money is seen earlier, less reliance on bank overdraft and possible interest,as cash flow is better.

    • TSS

      You don’t think retail is time-sensitive? If we don’t sell the product, we can’t pay suppliers, wages, rent, electricity bills. Every business has to make a certain amount of money every week, football is no different.

      Seats are stock. If no one is paying for them, you fail.

      • Dean

        You simply do not know what your talking about. I work in marketing and we use simplified versions of this all the time with success.

        Give it 3 months and you’ll be forced to admit defeat, of course you won’t because you’ll claim outside factors.

      • TSS

        How are you measuring success? Because it doesn’t increase the amount of fans through the gates, there’s absolutely no evidence to support such a claim. Success remains the key factor in that one.

        I’m sure that if you’re measuring success from a business point of view, you’re right. But this is a fans site, it’s the consumer – the fans – who get the bad end of this deal and I think it should be pointed out.

        If you work in marketing, maybe you can explain how Leeds United have managed to convince fans (yourself included) that higher ticket prices is a good thing? That prohibiting the club’s own ability to offer incentives when tickets aren’t selling is a good thing? That paying more than the person sitting next to you, simply because you can’t make plans six weeks in advance is a good thing?

        Yes, airlines and hotels and holiday companies do things like this. But airlines, hotels and holiday companies also fill any remaining spaces with last minute deals when sales aren’t so good. Leeds United don’t have such a measure for when that happens.

        Leeds United haven’t reduced ticket prices here. They quite specifically state that prices are frozen (a good thing, as are concession prices). They then go on to add that ticket prices will soon be subject to increase based on demand. So they’re not going down, no one is getting a better deal here, they’re going up the second we have any semblance of success and demand increases. No success and they stay frozen at last seasons prices – prices fans complained about relentlessly.

        I’m impressed that Leeds United have somehow twisted this into a money-saving miracle scheme for fans, when the reality is, they’re saving nothing. They’re paying the same as last year except for games with high-demand, when they could end up paying much more.

      • Stuart Wright

        No you don’t. If you fill the ground but get 20% less revenue (especially bearing in mind we don’t get any of the food and drink revenue) THAT’s when you fail. You could only write your article with any conviction if you knew the precise ins and outs of gate revenue at Elland Road and the costs associated with each sale.

  14. MrLew

    I believe this is what the train companies do and it’s working for them. Passenger numbers up!
    Train ticket, time limited, the earlier you book the cheaper it is (with some bargain prices at times), if you leave it too late you pay full prices. If you don’t want to pay full price you don’t go on that date. Why couldn’t this work for football?
    Agree it would be good if the club have a counter on their ticket page to show remaining tickets at xx price for each area of the ground, that would be a neat way to do it.
    Don’t forget the club are putting a number of ticketing options in place, look at the new family ticket prices. Adult plus child for £30….wouldn’t see that type of deal under KB? Plus mid season season tickets and young persons concessions.
    I think the club should be applauded for trying rather than dissing a yet untried and untested policy. If it fails to achieve what it was set out to do then i’m sure they’ll change it and keep changing it until they find a system that works for everyone. You don’t know until you try it.

    • TSS

      Train prices have shot up since they introduced these kind of schemes. Your “saving” is imaginary, you’re paying more now than you ever would have before. The only difference is, other people are paying even more than you, so you feel like you’re saving money as a result. You’re not, I assure you.

      Few stats here for you to consider on “cheaper” train prices – http://www.guardian.co.uk/uk/2013/jan/02/rail-fares-rise-unaffordable

      Clubs already using this haven’t seen a sustained increase in attendances, so ask yourself why Leeds United would be interested in it? It took me all of 5 minutes to check the effect on attendances for other teams, so LUFC have definitely done it too, and there’s no increase.

      So what’s the point? The point is, it increases their income while making the fans believe they’re getting a “great deal” by booking early, when in reality, you’re paying the same as you did last season (they specifically state prizes are frozen, not reduced), the only difference is, other fans are paying even more.

      It’s a stealthy way to hike prices while making fans believe they have a good deal. Worked for train companies as you (and everyone else) pointed out, so it makes absolute sense that football clubs are following suit.

      • Luke

        Welcome to the world of business. What your saying is totally true. What your missing is that not all Leeds fans are actually concerned about the price of a ticket, some will not flinch at paying £36. If you are however concerned about price you will buy early, if your not you will continue to buy later. Then both the early buying fan are happy and the late buying fan is still happy because he/she doesn’t care about the price anyway they’re more concerned about the match itself.

        Fans who want cheaper prices get cheaper prices. Fans who don’t care pay more. Result is that the club gets slightly higher revenues and attendances rise slightly but fans feel happier paying what they feel is fairer.

        It’s a good system and it will boost average attendances. Try supporting the club and it’s new ways, the time of criticism should be left with Bates and his joke administration.

      • Stuart Wright

        You’re assuming that when the new system starts the same categories as now will be used. What might happen is that there’s a basic price – say £25 for the ends and £30 for the sides. What I do know is that currently there is every incentive for Leeds fans to wait to see whether they will go based on form, and if results are dodgy then regardless of price the ground is less than half full. Under the new system there will be a positive reason to buy and not rely on form. Football clubs need to make money. For us they’re a passion but to expect them not to maximise profit is naive. The major complaint about Bates’ high prices was that it never went on the team. If people believe that if this trend is reversed people are more likely to go regardless of the price.

        If you reduce prices late on then who would buy early for your bog standard games? And as you work in retail you will also know that Groupon and cheap deals work for the one game only. Crowds drop straight back to where they were afterwards. That’s a failed market strategy.

  15. Dr Zen

    It would work for ManUre, but you pinpointed the obvious reason it doesn’t work for Leeds: we don’t sell out every match.

    I’m not sure I like it anyway. It seems like a way to squeeze more money out of fans, and particular out of the impulse attender, who we really don’t want to disincentivise.

  16. Luke

    Well you can tell that you don’t work for a particularly good retail shop because your view simply makes no business sense at all. Basically your saying that the club should reduce prices closer to the match time to attract fans. Makes sense. The club has decided to do the same thing that your ranting on about but stated prices will be cheaper in advance.

    Remember that price is not an issue for all Leeds United fans.

    The bottom line is if price is what stops you coming to Elland Road you can now buy early and save a small fortune. Whereas if the ticket price is not what stops you visiting ER then you will continue to pay the inflated Bates ticket price but not care.

    The system already works well for many companies across the globe. Train, Airlines, Hotels etc… It should then result in higher attendances plain and simple.

    Not sure what retail company the writer works for but i’m glad it’s not one of the ones who already uses a similar system. Probably home bargains I would imagine.

  17. JONTY

    I think the biggest problem is moaning football fans continually wanting something for nothing. GFH are trying new ways to promote growth.We all have to try & stimulate that. Bates & his cronies have all but gone now so lets all ditch the belly aching & get behind the club assuming of course we want it to be
    Now what was it Bates said about yorkshiremen with those short arms& rather long pockets?

    Normally I would moan as well like my cronies on 606 although today, my alter ego is posting for me so hence the well balanced view.

    Don’t worry though tennis fans there will be more neurotic posturing & Jonty time very shortly with my soon to be announced blog: BEING JONTY

    Watch this space tennis fans & fellow know it alls.

  18. Tim S

    Personally, I have never liked the idea of Category matches. Why not set an average price as a top limit for all games and by all means offer an incentive to buy early without penalising those who for various personal reasons can’t make advance decisions on matches in the knowledge that there is a ceiling to the price paid.
    Notwithstanding all those who travel the length and breadth of the country to come and watch Leeds there must be 100,000 people in the local area who have regularly supported Leeds at some time over the last 30 years and still do without attending.
    If these supporters start coming back and their appetite is re-invigorated then none of this matters. A well run club with success and excitement on the field is surely the key.
    Also, I don’t like ticket agencies. I would have loved to be able to buy a ticket to see Bruce Springsteen at the new Leeds Arena, but agencies just price you out of the market. Direct ticket sales from the club is much better and supporters understand the system.
    At least the new owners have grasped the reality of the Bates tenure and others before him and how it has all but destroyed this great football club. They won’t get everything right first time but I am at last excited about the prospects going forward.

  19. Will

    They should just charge the divisional average and try shift a decent amount of season tickets, instead of charging £100 over the average and introducing gimmiks like the odd game where poor people are allowed to follow their local club. And charging children £200 helps nobody and is a bit sick. Anybody with an internet connection can find out that that’s twice what they charge at a club like Everton.They’re still committed to season ticket holders saving 10%, so, even with dynamic pricing, the minimum they can charge for the 23 games in the ‘cheap’ ends will be £530. So I wouldn’t worry about there being 30,000 there for the Yeovil game, or many games at all

  20. adan

    Give the empty seats to school children. Hopefully they will go on to be leeds utd fans in time, and buy a pie and a program on match day.


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