Liverpool Scrap £77 Tickets After Walkout

This is an interesting story relating to people power. Actually, consumer power would be more appropriate.

Last Saturday Liverpool F.C we're hosting Sunderland Athletic F.C in a Barclay's Premiership league game. On the 77th minute of the game, with Liverpool leading by 2 goals to nil, an estimated 10,000 fans walked out of the stadium in protest of the football club's new price announcement for next season.

A few days earlier the Anfield club announced a new pricing system to be introduced next season, with the most expensive seat costing £77.00 per game. Many fans up and down the country feel that the clubs are trying to price out life long fans, and feel the price increases are unnecessary. So it was decided that on the 77th minute of the next home game, a large section of the ground would walk out.

Today the club announce a U-turn on implementing the price increases and have apologised for any distress caused by the announcement last week.

I salute the LFC fans who decided to vacate in protest, your team let a 2 goal advantage slip, with the game finishing 2-2. Were your players showing solidarity last Saturday afternoon? Probably not, but you never know?

news.sky.com...

a reply to: Cobaltic1978

the price of tickets has gone rather stupid so anything to help the 'average' joe to watch a game must be applauded. I had advantage as a kid of free season tickets or if someone had borrowed it the back door into the old ground...theres no way you can go as a family every week if you're spending 2-300 quid a week on just admission to a game

Excellent news and just shows what can be accomplished when people stand up for themselves and let those who hold power know that they're not going to be dictated to and just accept whatever without a fight.

Fair play to the owners too, they listened and held their hands up and said "we got it wrong"

Principal Owner John W Henry, Chairman Tom Werner and President Mike Gordon have tonight issued the following message to Liverpool supporters...

Dear Liverpool supporters,

It has been a tumultuous week. On behalf of everyone at Fenway Sports Group and Liverpool Football Club, we would like to apologise for the distress caused by our ticket pricing plan for the 2016-17 season.

The three of us have been particularly troubled by the perception that we don’t care about our supporters, that we are greedy, and that we are attempting to extract personal profits at the club’s expense. Quite the opposite is true.

From our first days as owners we have understood that serving as custodians of this incredible institution is a distinct privilege and as such, we have been driven solely by the desire to return LFC to the pinnacle of football. In the world of modern football, growing the club in a sustainable way is essential to realising this objective.

To that end, we have never taken a single penny out of the football club. Instead we have injected vast sums of our own money to improve the playing squad and modernise LFC’s infrastructure - exemplified by the £120million advance from FSG to build the new Main Stand. This massive undertaking was made in order to provide more supporters access to Anfield and also to produce additional revenue to help us compete financially with clubs that have greater resources. When it opens in August this year, the stand will accomplish those goals, thereby fulfilling a promise we made upon acquiring LFC in 2010.

We were strongly engaged in the process to develop the ticketing plan for 2016-17. We met directly with representatives of LFC’s Supporters’ Committee and along with LFC management, wholeheartedly agreed with major concerns raised, notably: access for local and young supporters; engagement and access to Anfield for local children; access to Premier League matches for those in Liverpool most challenged by affordability.

We believe the plan successfully addressed these concerns and are disappointed that these elements have been either lost or, worse, characterised as cynical attempts to mask profiteering in the plan as a whole. Rather, we prefer to look at them as the parts of the ticketing plan we got right.

On the other hand, part of the ticketing plan we got wrong.

In addition to the other elements of the plan we proposed price increases on a number of tickets. These pricing actions generated growth in general admission ticketing revenue on a like-for-like basis exclusive of revenue from newly-added GA seats.

We believed by delivering a vastly improved seat offering in what will be the newest stand in English football, concentrating the price increases on those tickets typically purchased by fans least sensitive to affordability, and for LFC to begin repaying the £120million advance from FSG for the new Main Stand that these increases were supportable even in the context of growth in revenues from the new Premier League TV deal.

However, the widespread opposition to this element of the plan has made it clear that we were mistaken.

A great many of you have objected strongly to the £77 price level of our most expensive GA seats and expressed a clear expectation that the club should forego any increased revenue from raising prices on GA tickets in the current environment.

Message received.

After an intense period of consultation with LFC management we have decided to make major revisions to our ticketing structure for 2016-17:

Removal of game categorisation – regardless of the opposition fans will pay the same price for matchday tickets.
The pricing of tickets will be readjusted to result in zero revenue growth from GA ticketing on a like-for-like basis.
Though individual ticket prices may move marginally from this season, we are freezing our 2016-17 GA ticket revenue at the 2015-16 level exclusive of newly-added seats in the new Main Stand.
The price of our highest general admission ticket will be frozen at the 2015-16 level - £59.
The price of our highest season ticket will be frozen at the 2015-16 level - £869. The lowest price reducing a further £25 from the 2015-16 level to £685, as well as all other tiers being frozen or reduced.
£9 GA seats will be offered for each and every Premier League match, an allocation of more than 10,000 tickets across the season.

We would hasten to add that the other initiatives announced last week in the 2016-17 plan will remain:

17-21 young adult concession – 20,000 tickets across the Premier League season available at a 50 per cent reduction for young people.
1,000 tickets to Premier League matches across the season will be given away free of charge to Liverpool schoolchildren based on merit, as recommended by their teachers.

As a sign of our commitment to this improved ticketing structure, we are further announcing that this plan shall be in effect for both the 2016-17 and 2017-18 seasons. For the next two seasons, LFC will not earn a single additional pound from increasing general admission ticket prices.

We believe we have demonstrated a willingness to listen carefully, reconsider our position, and act decisively. The unique and sacred relationship between Liverpool Football Club and its supporters has always been foremost in our minds. It represents the heartbeat of this extraordinary football club.

More than any other factor by far, that bond is what drives us to work tirelessly on behalf of the club and its future. We have great conviction in our world-class manager and our young, talented squad and know that in time the on-pitch success we all crave will be realised.

We look forward to sharing in that success with you.

John W Henry, Tom Werner, Mike Gordon

www.liverpoolfc.com...


YNWA

a reply to: Cobaltic1978

The arranged disasters sent ticket prices on the upward spiral. You should all know that by now. You've been had.

a reply to: blupblup

I agree my friend and thanks for posting the letter from the Board.

a reply to: Kester

The BIG clubs could fill their grounds 6 times over with the number of international fans have.

They're no longer interested in Life long fans, they're an inconvenience.

There are plenty of clubs in the lower part of the Premiership, Chelsea not included, who have embraced making their club family friendly. But even then it could all cost between £60-£80 for a day out, every other Saturday, that's around £160-200 of the family budget being spent on supporting a club per month.

It's a shame, but many fans I know who support Chelsea can only afford to attend a handful of times each season. While the newly gained supporters, particularly international fans.

You mention all the disasters, I think you may well be right. Well, at least for the top Prem clubs.

So much for football being the working mans sport.

You cant afford to take a family to football these days.