Ambler: Increasing season ticket prices would be "wrong"

© Edmund Boyden
© Edmund Boyden

MILLWALL chief executive Andy Ambler believes increasing season ticket prices to cut financial losses would have "sent out the wrong message" to supporters.

The Lions announced earlier this week that season tickets for the 2013-14 season have been frozen at this year's prices, with significant savings to be made when purchased before April 17.

A season ticket in the Cold Blow Lane end costs just £320 – less than £14 a game – while U12s can sit anywhere in The Den for £23 when their ticket is bought in conjunction with an adult's.



Ambler admits the club needs to make more money but says doing so at the expense of loyal fans would not have been right. He told NewsAtDen: "We value our season ticket holders very highly.

"The feedback we've had from people is that this is a very fair offer. With Financial Fair Play coming  in, we've got to look at ways of generating more revenue.

"But what we're not doing is bumping up our season ticket prices. That would send out the wrong message to the faithful that come to games week in, week out.



"We have 6,500 season ticket holders and we want all of them to follow us next season."

Click here to download a season ticket application form!

Staff

(@NewsAtDen)

3 thoughts on “Ambler: Increasing season ticket prices would be "wrong"

  • February 27, 2013 at 14:05
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    Andy increase the team first buy some good players, get rid of the driftwood in the summer give us something to get excited about, you won't need to raise the price the fans will come, people want to see players giving 100% not looking like they don't care if they win or loose, that's not Millwall, build it and they will come.

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    • February 27, 2013 at 17:17
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      Absolutely mewall,
      But as in previous posts on this subject
      There's plenty that will differ mate.
      So what if the unthinkable happens ? Does that mean we'll have the dearest tickets in league one ? Don't jump on my back I'm pretty sure it won't happen,
      Just looking at it from a different angle.
      AA wants the 6500 to renew but how many would in league one ? Just a thought.
      And if as expected we're in champship
      What offers will there be to get more general publics in like on dull champions league Tuesdays, players aren't daft (baring 1 or 2), I'm sure when they walk out that tunnel and see a nice crowd making a bit more noise than usual, they'll get a little lift and put an extra 10/15% in (baring 1 or 2). AA it is a nice gesture without doubt, but we need to get more general public in. We all know 5 or 6 who would come more often if things where done differently and if the safest way for the club to do that is by using season ticket holders and sometimes members then do it I'm sure they have their own ideas, maybe when you send their confirmation letters through the post you could ask them to jot a few down and see where that gets us. Again, just a thought.

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  • February 28, 2013 at 11:23
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    I think it's a great deal to offer Under 12's a season ticket for £23 when buying with another adult, but why stop there...... Why not raise the age group to U18's?

    It is these youngsters that we are trying to get hooked on Millwall so that they continue coming for many years to come. All kids come in and want a programme, a drink and a burger (well my 17 year old son does) and all this adds up.

    As stated before, players will always play better with a bigger crowd behind them and a better atmosphere and I am sure by encouraging all these youngsters through the door would help. It is a big ask to pay for two full price tickets for kids that are still at school and also a big ask for the kids to pay for themselves if they have just started a job?

    How about the idea of a family season ticket too ???

    Why not make every effort to encourage as many people through the door as possible now so that we can keep the faithful for many years?

    I think Millwall need to start thinking outside the box more to encourage and help people be able to afford to come to games???

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