Essendon will not increase prices for tickets to its matches this year despite an AFL trial clearing the way for clubs to use a dynamic pricing structure.
Dynamic pricing allows clubs to increase prices by up to $3 at a time, on as many as four occasions in the lead-up to a game.
But clubs can also decrease the prices and Essendon’s Chief Marketing Officer Justin Rodski said that’s the only price change Bomber fans will see.
"We won't be using dynamic pricing to increase prices for any of our home games this season,” Rodski said.
“If anything, we will use dynamic pricing to reduce tickets prices in the build up to our games to encourage and drive attendances.
“It is a positive for the industry that the AFL is allowing clubs to trial the model but until our games are selling out venues, and there is a genuine supply and demand flow on effect, we are unlikely to go down the path of using it to increase prices."
Rodski said the Club had already made the decision to lower the classification of some home games in 2016 resulting in a decrease in casual ticket prices in some categories.
"Overall, ticket prices will remain relatively flat for most Essendon home games this season but based on our attendance forecast, some ticket categories for some games will be slightly cheaper as we have downgraded the classification of that match.
“For example, our Sunday twilight game against St Kilda in round 16 has moved from a medium classification to a low classification and as a result a ticket on Level 1 Wing will decrease from $53 to $30.
“These are responsible measures to ensure affordability for fans but also drive attendances to games based on the fixture and the demand – we want as many Bomber fans as possible at our games this year watching our young stars on show.”
The Bombers host several big matches early in the season including the side’s first game at the MCG in round two, ‘Country Game’ in round four and ‘Dreamtime at the G’ in round ten.
