AFL clubs put in charge of ticket prices for home gamesGrant Baker
Herald-Sun
March 13, 2015CLUBS have been given control of ticket prices at their home matches this season.
The move is part of a raft of reforms the AFL has made to a heavily criticised and over-complicated ticketing structure in place last year.
Price settings will vary from game to game based on the clubs’ projected demand, but the AFL has mandated all games must include a $25 general admission option.
The prices for home and away matches will be set when tickets go on sale next week.
The league has resisted a push from some clubs to bring in a US-style dynamic ticketing model that would allow demand-led changes to prices in the lead-up to games.
The Herald Sun understands clubs will have access to a computer program that monitors demand and can recommend changes to ticket prices, which could be used in future.
It’s believed the program will be used only for research this season.
The league, which has historically set prices, has reviewed and approved the clubs’ ticketing plans for this year.
One club has set prices low at a game later this year in a bid to find out to what degree price affects its ticket sales.
It’s believed most clubs have set their top price at $65.
Another is hoping for the flexibility to upgrade ticket holders to better seats at no cost low demand games.
Other initiatives already announced by the league include the scrapping of fully ticketed matches except for Anzac Day, free admission for kids under 15 at MCG and Etihad Stadium on Sundays and the reduction in fees paid to ticket agencies.
Last year, the AFL endured critical feedback for its variable ticket system that included up to seven price categories for high demand games at the MCG.
AFL club and league operations boss Travis Auld told the Herald Sun much work had been done to simplify and improve the ticketing system.
Auld, the former Gold Coast Suns chief executive, said clubs were best placed to set ticket prices.
“We’ve probably just put more weight on clubs because they have a better understanding of their own supporter bases,” Auld said.
“Ultimately it is their revenue — so this year they will have a much larger say.”
Auld said fans and clubs had already delivered positive feedback about the changes already implemented to the ticketing system.
“The system was a little complex last year, and we’ve simplified it a lot this year,” he said.
“What we’ve focused on is removing those rub points — the things that didn’t work so well.
“We’ve had some really good feedback from fans.”
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