Moving forwards, we surely want to be an exclusive brand, right? Therefore, the drive should be encouraging people to sign up for STs/match packages. The family zone is incredible value hence it sold out so quickly my brother (concession) and I’s ST was £350. Two concessions and 2 adults would be £700 which is £30 a game, so there was a very reasonable offering to those who wished to commit. You can’t have your cake and eat it.
It’s not easy to organise family days out for big clubs that consistently sell out their stadiums.
From a business sense, we need to drive as much revenue as possible. The extra revenue from the playoffs, record ST sales and of course, record transfer revenues is being reflected in the transfer market.
As for last season, the current regime had nothing to do with setting those prices.
Like the discussions around the points system for away ticketing, loyalty is rewarded and we don’t necessarily need to rely on encouraging day-trippers to come to games.