Everton has announced plans to slash season ticket prices
Apparently news travels fast from Liverpool to Everton. The Toffees learned from the Liverpool ticket protests and slashed prices of their own. Evidently the higher-ups at Everton didn’t want any part of the unrest that faced their rivals earlier this season.
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The Daily Post reports that Everton will drop its season ticket prices significantly heading in to next season. It’s a safe bet that decision makers at the club took notice of growing unrest around the Premier League regarding ticket costs. The most notable protest, of course, happened right down the road at Liverpool earlier this year.
Even if it’s just a reaction to what they’ve observed around the rest of the league, Everton deserves a ton of credit for making the bold, yet sensible decision to drop prices. By doing so they’ve extended a massive olive branch to their fans and quickly become the most progressive club in the Premier League.
The Toffees understand that lowering their season ticket cost will have far reaching positive effects on their fan base. Not only will the cost decrease lead to a surge in their season ticket sales, it should also let the club’s most rabid fans rejoin their season ticket base. In short, it seems that Everton is attempting to apply the Bundesliga ticket model to the Premier League.
There’s no better time for Everton to take the price reduction plunge. They’ve recently received massive investment in the club and their balance sheet will only improve when the new Premier League television contract comes into effect next season. The club correctly realizes that any potential loss in season ticket revenue will be greatly overshadowed by those new revenue streams.
Even without those new revenue streams, it would still be a worthwhile risk for Everton. There’s a sound economic theory that believes any revenue they might lose on the front end of their season ticket sales will be recouped in other ways by the club.
The price drop should allow them to sell more tickets, but will also allow their season ticket holders more freedom to spend money in other ways. It’s only logical to assume that their patrons will be more apt to spend money on concessions, merchandise and the like when they don’t feel as if they’ve been gouged on the ticket cost.
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It will be very interesting to see if any other Premier League club shows the save bravery as Everton with its ticket pricing scheme. Premier League fans can only hope that the Toffees have started a trend that will spread through England’s top flight like wildfire.