Brighton & Hove Albion chief executive Paul Barber has responded to the BBC's annual Price of Football survey. He says that basic statistics don't provide the whole picture and that prices towards the top end of the Championship scale are because Seagulls fans enjoy a unique and unrivalled matchday experience at the Amex.
He also explained the Albion's season and match ticket price increases over the past three seasons buck the national trend, and are lower than the rate of inflation - and that the club are working hard to keep pricing accessible for everyone with offers across the season - such as the Floodlit Four package and a Kids-For-A-Quid offer for Young Seagulls this weekend.Barber told seagulls.co.uk, "We pride ourselves on our aim to make the whole Amex matchday an unrivalled experience for both home and away fans, and the fact we have had the highest average crowd in the Championship over the last two seasons shows that Albion fans agree.
"The BBC Price of Football survey makes interesting reading but focuses on price increases, but our lowest priced matchday ticket prices have gone up by just £1 since 2011, while the season tickets in the same area have risen by only £10 since last season.
"We have also worked hard to make our matches accessible for everyone, with various offers throughout the season. This weekend, with our special £1 offer for Young Seagulls, for the visit of Middlesbrough a parent and child can come to the match for just £26 - with travel included alongside all the other benefits - and enjoy the unique experience the Amex offers.
"What also is not highlighted by the survey is that our season-ticket and matchday prices for under-18s offer superb value for money, with prices from as low as £70 for under-10s, £125 for under-16s and £230 for under-18s - all with travel included!"
Barber also points out, the survey also doesn't take into account the many extras which Seagulls fans enjoy when they come to the Amex, such as the travel subsidy which is included in the price of each ticket."The travel subsidy is included in the price of our season and match tickets, but the charge is actually less than half the cost to the club. So in real terms, the value provided is more than double that stated; the subsidy benefits all supporters regardless of the form of transport they use as the club's original and ongoing investment covers improving the A27 junction, cycle paths, footpaths, installing bike sheds, and improving car park facilities.
"Other matchday benefits include free access to our pre-match live music fan zone, which is proving very popular and we are one of the only clubs to offer fans free wi-fi, which is already being used by more than 9000 supporters on matchdays
"We also provide free access to pre-turnstile lounges and bars, such as Dick's Bar and the East Stand sports bar; while we invest a significant amount every season in Seagulls TV for the big screens and around the stadium concourses adds to the whole enjoyment of the game.
"Season-ticket holders also benefit from our much-loved interest-free direct debit service. Unlike other clubs, ours is free of any charges or interest, we also allow one missed payment without penalty or card blocking. Most clubs penalise severely for any missed payments.
"The season-ticket package also includes free access to the club museum and e-cash discounts on food and drink from 5 to 15%, making a pint of Harvey's entirely comparable and often cheaper than those prices charged in city centre pubs
"While, our junior season ticket holders and their parents also get priority on access to at least two free events per year: the Young Seagulls Christmas Party - recently nominated for an award at the upcoming Football Business Awards - and the spring open training session at the Amex. Both events, particularly the Christmas party, are very popular."
Barber says Albion will also continue to reinvest on improving the stadium and experience for fans, adding, "Whether it's upgrading the store, adding ticket office windows, building new lounges, adding more concessions, we continue to invest in the supporter matchday experience.
"Very few businesses, especially one losing nearly a £1 million a month, could or would continue to invest in this way, but thanks to Tony Bloom, the club's ongoing commitment to delivering the best possible experience for supporters can often be overlooked or ignored, especially by those outside of the club.
“However, and most importantly, we feel our fans appreciate those efforts and enjoy experience on matchdays, and our attendance figures show that fans feel they are getting great value for money."
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