I think SW is giving it fairly straight to be honest. Our budget is dependent on sales of tickets
we don't have much income from
- F&B we get a small percentage
- I think we get a small amount of the car parking
- we no longer get the shop sales (or associated costs) we get a commission
- sponsorship in L1 is not going to involve millions its going to 2 or 3 hundred thousand at a guess
- there is the FL prize money and solidarity payments but our achievements hardly maximise that
- advertising is restricted both around the ground and in programs (especially in close season)
- there are no player sales to be done
So ticket income is vital. The front loading of ticket income during May, June and July by way of ST sales is vital. I would think that the 4900 ST sales SW says we have made would equate to less than 900k after accounting for concessions and VAT. But that £900k is the major income in the close season. Perhaps why there appears to be no great impetus to creating a time to pay scheme (that said there are the 6 & 12 match packages). Actually nothing wrong in front loading income - the club haven't had a consumer credit licence for years - perhaps trust the fans to understand if that's what they have done
During the season we are told they are budgeting for 11k average crowds. Currently that equates to 6000 tickets sold each match to walk up fans or away fans. With the best will in the world I do not see that happening each match and unless it does then the budget is restricted further and we have to compromise the choice and type of player we can attract. After VAT and concessions I would guess the 6000 per game would equate to under £2m pa
During May June July there will still be expenses of course and making those expenses match the income is not an easy task especially when you factor in the fans expectations. Is it really surprising, aside from TM being a cautious/prudent guy, that transfer activity hasn't set the world alight as yet.
That transfer activity, whilst I would say they are good solid signings there has been nothing that grabs the fans imagination. Add to that the poor pre season and it all adds to some fans reluctance to invest hard earnt money in CCFC. It all just makes balancing the books a lot harder
SW is trying to be upbeat and confident in order to attract more fan take up. He knows that it is hard to rely on walk up fans during the season because a couple of losses and that support backs off. He is also telling it as it is isn't he - we as a club (like many other lower division clubs) need the guaranteed income from ST holders
Not SW's greatest fan but I don't see that he has said much wrong in this statement. I also think there are a sizeable number of fans that fail to see the perilous finances we have and still go on thinking we have money available. Reality check.
Pure guess but I would be surprised if budgeted income (net of VAT) is more than £4m to £4.5m in the current set up - that puts the SCMP budget at around £2.5m. That's the budget not necessarily what CCFC has available to spend. If the club has to stand on its own two feet now then all of the other wages & overheads have to come out of that £4.5m pot also.
So ST sales are vital, seem to have stalled, SW is doing what he can to maximise that income and point out the effect on not hitting targets. I would imagine he is somewhat concerned right now