We have now received a large number of replies to the “Season 24/25 Ticket Pricing” email and their feelings can be summarised as follows:
- An understanding that prices may need to increase, with a reluctant acceptance of a maximum of 5% or the current rate of inflation (whichever is less).
- Considerable disquiet and comment about both Home and Away membership schemes – the home scheme is an expensive alternative to a season card, and the Away membership scheme is a dysfunctional closed shop only open to existing Away members.
- Considerable concern about any changes to concession tickets for all ages; young, student and senior.
- Several comments about the role the club plays as community, a source of friendship, a support in times of challenging mental health.
- Many comments reflecting little appetite for price rises if relegated (related to perceived club overspending, PSR and the points deduction).
- Several comments challenging and inviting the club to reward long-term loyalty.
- Many comments about the club wasting money on recruitment and not appearing to take advantage of commercial sponsorship opportunities (22/23 shirt sponsorship, etc… )
- Several comments about Ground conditions; inadequate catering, substandard toilets, no hot water, crowded concourse, etc…
- Several suggest that Cup games should be included in the season cards.
- Several questions asking what percentage of club revenue comes from ticket sales and therefore what total revenue effect would be gained by raising prices?
- Considerable concern from “seniors” about price rises and/or potential loss of concessions when the club and going to games is a major part of their lives.
There were several comments which are worthy of sharing:
- “…the biggest disgrace is that gold members last year weren’t offered any of the non-renewed season tickets…”
- “…I’m a pro member and I pay £90 for the privilege and £45 a ticket. That totals over £1,000 for the season. I haven’t missed any games and I would like to know when that loyalty will be rewarded by the club.“
- “I don’t have an issue with a rise of 2% or 5%, I think that is reasonable.“
- “I’m an OAP and If NFFC withdraws concessions I think they may lose some support.”
- Season cards “should rise in line with inflation… However, there needs to be a contingency in place, should we suffer relegation.”
- “There should be greater discounts for unemployed, students and young people. I would be heartbroken to not attend with my daughter … but the cost of two tickets is eye watering … so perhaps a discount for +1 type tickets that have been held for longer than five years, say.“
- “Need to keep costs for fans at reasonable level for working (class) people.“
- “Prices are currently fair … and fine to go up in line with inflation. Memberships, particularly Away memberships need to be rethought which disqualify new fans from ever attending. … there should be a ballot amongst all season ticket holders of 20% of the Away tickets.“
- “…thank [you] Forest for their vast improvement in support of disabled supporters.“
- “a 2% increase would be deemed fair however difficult to swallow if (we) were to be relegated.“
- “the club should show loyalty to older fans and encouragement to the younger generation.“
- “it is hard to justify any price rises at all.“
- “I am very concerned at the prospect of losing the age concession on my season card.“
- “I have been a Forest fan since I was at secondary school and for many years have held a season card. It’s great to meet up with fellow fans, those we share a common interest with. There have been difficult times in my life where looking forward to going to the City Ground has got me through the week, and I’m sure that this will apply to a lot of other supporters.“
- “…there is a massive mental health crisis around students at this time and pricing them out of the football would be the worst thing that could be possibly done at this time. “
- “…can the club be different from the ‘norm’ and consider fans and loyalty above all else by holding or even reducing prices as a gesture to fans to thank them for their loyalty. (a summary of 270 words)”
- “I feel the club should reward loyalty and season card prices should be lower for those that have been attending for 25, 15, 10 and 5 years plus. “
- “Removal of concession pricing would be a grave mistake for the club … the OAP bracket is some of our most vulnerable people in society who Forest is their lifeline… “
- “If the club is promoted and revenues increase significantly, due to the Premier League’s much higher media rights, then everyone expects that players, coaching staff, and management receive a pay rise. Few would question this. But why should supporters not receive a (much smaller) share of this same increase in revenue? Did they not play their part in promotion? Did they not make a contribution above and beyond their constant supply of cash?“
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This report and the summary of comments were prepared for presentation at the Fans Advisory Board (FAB) meeting held by the club on Wednesday 27th March and through that group, NFST has asked the club to consider these comments before announcing ticket prices for 2024/25.
It is the Trust’s view that following the trend of other Premier League club announcements of the “double whammy” of raising prices and removing / reducing concessions would not be in the best interests of our members who have demonstrated exceptional loyalty to Nottingham Forest over many years.
As other supporters’ groups have highlighted, Nottingham is a “Rebel City”, and Nottingham Forest has a long and proud history of invention and “bucking the trend”. The Trust challenges the club to do the same with 2024/25 ticket prices and repay the loyalty that has been given over many years.
Otherwise, there may be several loyal fans who, as one member describes, may be forced to walk away: “As an OAP, I doubt I will be able to afford an increase. I have been a Forest supporter since 1952, so sadly this looks like my last season.”
Want to share your views with the club? Join the Trust today.