After four years of a popular and successful accessible cup pricing policy, designed to attract new fans as well as reward long term supporters, this is a disappointing move which compounds a summer of poor ticketing decisions by the Club's Executive Board.
Its pricing increase for the Champions League group stage opener against Borussia Dortmund saw a drop in attendance of 20,000 on last year's opening game. That's 20,000 fans on the Club's database who could have bought tickets despite the restriction on general sale, but chose not to.
And, of course, the Club's last minute decision to increase pricing at Wembley for the Premier League campaign, despite months of assurances it would be pursuing a progressive, 'bums on seats' policy, is taking its toll.
The Club, which took this latest decision without consulting the Trust - preferring instead to post on its website without fanfare at 9.15pm - clearly thinks it can sell tickets to a neutral market that will pay top prices to see Spurs play the reigning European champions. It may well be right. But it has shown contempt for its own fans, and added to the sense of disconnect it has created in many quarters this season.
Those members and Season Ticket holders who have not already purchased a package of tickets for all three games - a significant outlay itself - are getting no discounted price as a reward for paying the best part of £1,000 up front each summer or £50 for a membership. They will be expected to pay £75 for their usual seats in North or South stands of Level 1, and £95 for a Level 2 seat only.
The stadium may be full for this game, especially if Spurs get clearance for an unrestricted General Sale period. But will those who pay top price to see one game come back? Will that neutral market provide income for the Club on a regular basis? At the very least, there was an opportunity to offer lower pricing to Season Ticket holders and members ahead of a non-member sales window. A small gesture considering the patience, understanding and support shown to the Club during a difficult period away from Tottenham.
Prices for the game against APOEL Nicosia at Wembley are also steep. THFC is keen to push prices up to Cat A for one opponent, but not so keen to push them down, to Cat C for example, for another. Again, the Club is guilty of pure opportunism.
We ended last season with fans and Club together, and looking forward to a bright future. The Club's Executive Board has severely tested that unity over the last few months.
Where once we had the glory glory nights, now we have the greedy greedy nights.
19 September 2017
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