AFC Bournemouth owner Bill Foley and AFC Bournemouth President of Business Jim Frevola have both enjoyed somewhat of a honeymoon period since taking over the Cherries at the end of 2022.
News of the AFC Bournemouth training ground complex getting underway and talks of either a redeveloped Dean Court or a brand new stadium within Kings Park have been met with universal approval.
The decision to give AFC Bournemouth head coach Gary O’Neil the role on a permanent basis was questioned by many early on, however, with AFC Bournemouth securing their Premier League status for the 2023/24 season, O’Neil achieved the brief and the sole target set of him and as such, Foley was vindicated in showing faith in O’Neil.
So all good so far, for the American businessman who also has ownership stakes in NHL Ice Hockey club the Las Vegas Golden Knights and French Ligue 1 side Lorient.
But rockier waters are ahead with what AFC Bournemouth have billed as an “increase by a blended average of 9.7%” for season ticket prices for the 2023/24 season.
AFC Bournemouth already ranked poorly in comparison to the cheapest available adult tickets in the Premier League, with cheaper tickets available at the likes of Manchester United, Liverpool and Manchester City as well as other south coast clubs Brighton & Hove Albion and Southampton.
But now that cheapest adult seat of £550 in the North and South Stands will cost £594, plus two AFC Bournemouth Women’s matches added to the season ticket package at a cost of another £10, taking the real cost to £604, or £607 as “Season ticket holders will continue to be subject to a flat £3 transaction fee on their ticket package, replacing per ticket fulfilment fees”, this despite the club reusing the season ticket cards which have been in use since August 2022.
The most expensive seats in the executive area have increased from £950 to £1,026 (£1,040 including the compulsory womens games).
To read the full season ticket price structure – click here.
Following the release of the tickets the AFC Bournemouth Cherries Trust group released the following statement, highlighting various issues including 20% increases for concessions as well as questioning the compulsory nature of including two AFC Bournemouth womens games in the season ticket package.
#afcb pic.twitter.com/FDfb8THxLj
— The Cherries Trust (@CherriesTrust) May 23, 2023
AFC Bournemouth clearly expected a number of critiques following the announcement and AFC Bournemouth President of Business Jim Frevola had already taken part in an interview to try and explain the rationale behind the decisions.
Frevola quoted a number of times that AFC Bournemouth season ticket prices had been “frozen” for a period of eight years under the previous ownership of Maxim Demin.
This however does include a season that was played behind closed doors due to the global pandemic and a season in the Championship that includes 23 fixtures instead of the 19 in the Premier League, bringing down the pro rata price on a game-by-game basis.
Hear from Jim Frevola, who discusses the season ticket prices for 2023/24 🗣
— AFC Bournemouth 🍒 (@afcbournemouth) May 23, 2023
Frevola has also taken to social media outlet Twitter, to respond directly to a number of supporters.
We stated the new price. We stated the women’s price was separate. Not sure how that’s misrepresenting it. My assumption is your fathers seat is a concession seat, which as you can see on the price chart, still includes a very substantial discount off the adult price.
— Jim Frevola (@jimfrevola) May 23, 2023
Women’s matches are now required for our season tickets. We’re growing the game for both men and women.
— Jim Frevola (@jimfrevola) May 23, 2023
You haven’t hypothecated any other part of the increase though.. so it feels more like trying to reduce the headline % price increase by having this women’s team surcharge.
— Stuart Bramley 🍏 🇪🇺 🇺🇦 🐀 (@stuafcb) May 24, 2023
Appreciate the note Nick. And respect your wishes not to attend. But, that would be disappointing if supporters turned against the women’s team. We’re trying to Up The Cherries In All Departments. #afcb
— Jim Frevola (@jimfrevola) May 23, 2023
As we further develop stadium increased seating options (new or renovated) we will have a plan around that to communicate for sure.
— Jim Frevola (@jimfrevola) May 23, 2023
Your say…
LewSwimmin wrote…
I have no gripe with the actual cost of my season ticket for next season given that it has not increased for 8 years and still represents good value for money to watch top flight football every fortnight. Prices were bound to increase sooner or later, although I agree with others that it is unnecessary in the context of the Club’s total income.
However, I don’t like the way that the management is presenting this by claiming figures of 8% and 9.7% as an average, which seems disingenuous at best and downright dishonest at worst.
My East Stand Outer senior ST has risen from £340 to £409 (assuming that the two women’s games are not optional extras which seems deliberately unclear at present). This is an increase of 20%, more than double the claimed average, which implies that an equivalent number of seats remain at the same price which seems a tad unlikely if not completely untrue. It is also noticable that nearly all the senior prices throughout the stadium have increased by a higher amount than the standard adult ones.
My guess is that this level of increase will apply to about one third of the STs sold. Is this a deliberate attempt to reduce the number of seniors buying STs so that more tickets can be sold at the full price on a match by match basis? If it is, it is not a good sign to be singling out the section of the fanbase who kept the Club alive in the bad times before and after the turn of the century.
Added to this is the fact that most fans will lose the use of the 1910 bar to the prawn sandwich brigade with as yet no equivalent alternative being offered. If I recall it correctly the fitting out of the bar was paid for by supporters donations at the time and not by the Club itself, so it seems to me a bit unfair to deprive ordinary fans of the use of this facility which is a lot more pleasant and comfortable environment to have a drink in than those provided by the unfurnished and basic concourse spaces.
SlowDownDerek said…
Wtf is going on here? All this time to get it sorted and they’ve come up with this. It’s like AFCB have asked Ryanair to come up with a pricing model.
Need to change the tread title because it isn’t 9.7% at all is it. I absolutely hate companies that try and treat their customers like morons.
james_AFCB added…
Bit of a PR own goal here. It’s not a 9.7% increase at all, it’s more than that because the vast majority of season ticket holders will be unlikely to attend the women’s games. I struggle to make the time for the men’s games, let alone the women’s games too.
Wouldn’t have minded as much if they had simply said it’s a 10-11% increase and women’s games are free. But the way it has been worded is strange.
SeafrontSupporter posted…
I’m trying hard to see this in a positive light.
Good news – I can renew my ST
Bad news – I am forced to pay £14 additional fee to have the choice to watch the ladies play two games
Good news – I am not being forced to attend, just forced to pay £14 for the pleasure of not having to go
There. As Meatloaf used to warble, Two outa Three ain’t bad.
wimborne cherries wrote…
Does sting a little that each place in the table is worth approximately £2m knowing the state of our last few performances.
This price increase will bring in approximately £300,000. I dread to think what drop in the ocean that is in terms of our yearly playing staff wage bill.
It stinks of “others have done it so we are”. This was the opportunity for some free PR to just keep it the same and it’s an own goal IMO. – To join the conversation, click here.