Why I hope City have not dropped the ball with the 9,000

In February 2008, we were told of the new offer for 2008/2009 season tickets – if 9000 adults or more were to buy a season ticket before 15th June, they’d each receive another, free, season ticket. It’s now less than a week to the deadline and only slightly more than 6000 have been sold – despite selling twice that number last season. Why is this the case?

Are City fans jaded? Perhaps so – last season, for all the signs of recovery and general optimism, was a mid-table finish in the fourth division when all is said and done.

Are City fans lazy? Certainly some are – witness the mad dash for season tickets as the deadline approached last season.

Are City fans fickle? Maybe. It’s fair to say that a good deal of the fans who bought tickets last season were definitely conspicuous by their absence in the years post-Premiership.

Are City fans cheap? Yes.

The fact that we sold more season tickets at a lower level of football just because of the ticket price speaks volumes. I applaud City for lowering the cost, I really do – football has always been too expensive to watch, and to put it in the financial reach of real people is how football should be.

The offer itself is where I think Bradford City have dropped an absolute clanger when it comes to this season’s season ticket sales. It is my belief that the reason that there is a shortfall of 3000 season ticket holders is solely down to the buy one get one free offer – people are waiting to see how many tickets are being sold, before swooping in at the last minute and grabbing two tickets – one for themselves, one for their mate, and paying half each. These will be the same people that then complain that “City have no money again” as they sit there having contributed less than 4p for each minute of league football played that season at home.

I think City’s BOGOF offer is an inspired way of getting more people through the turnstiles, but it has been handled all wrong. The message should have been “Buy One Get One Free – for the first 9000 adult season tickets purchased, if we sell 9000 adult season tickets”. There would then have been a mad scramble at the start of the promotion (although it’s been made unnecessary by allowing renewals to be done online this season) as will inevitably happen at the end of this one, and those that bought after the 9000 mark would still only be paying £150. Even play it a little cloak and dagger, and don’t publicise how many tickets have been sold. Those that were going to split the cost with their mate would still be able to if they get in early enough – and if I’m honest, at least these people might actually attend the games instead of having an extra season ticket to give to someone who more than likely won’t turn up. At this rate, instead of getting 9000+ new supporters (which is the aim), City could be in a position where anywhere between 3000 and 6000 people just don’t bother getting a ticket at all, as they’ll miss the deadline and instead of paying £150 for two tickets, will have to pay £300 for one.

“City Til I Die” is the mantra from the stand – but in reality, it’s more like “City while I can bleed them dry” for most. And that saddens me.

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