by Martin Bell on Wed Apr 25, 2012 3:04 pm
If the uptake has been low hitherto, then I can see why the club are looking to stop. But I, too, wonder whether there's a danger that we might be missing a trick here, in the wake of the spectacular quarter final attendance.
There probably are a fair proportion of The 38,000 who will not become ST holders, but would like to be irregulars. An Anygame/6 pack-type offer might get some of them on board and convert them into regulars.
Equally - and the club may already have this in mind - there will probably be quite a lot of folk who will want to come back for the big games next season i.e. Heineken pool matches and probably the home 1872 match, but may not be so enthused about the visit of e.g. Connacht in January. Difficult to believe, I know, and no offence meant. Some sort of semi-season ticket covering those big matches - and maybe the likes of Leinster, Munter, Ulster, Ospreys - might be worth looking at. Also, a half season ticket might be worth considering - launching late Nov/early December in time for Christmas might smoke out a few people for the 1872 and the Heino and Rabo run-ins. This is not unusual in the soccer world. Need to be careful with the pricing structure and launch dates etc, but worth a thought.
One other thought that I've had on and off for a few years is whether some sort of ST ('membership') package could be introduced whereby folk sign up for a monthly direct debit, say in March/April 2013 for the 2013/14 season, to spread the cost of a ST over 12 months. I would personally find this more convenient than the current system. You could then look at reintroducing premium/higher margin things like the old PST package, which would be more appealing to some folk if they were paying just a bit more every month rather than quite a lot more in a oner. If they didn't cancel, their 'membership' would be automatically renewed for the next again season and so on. That would also reduce ST 'churn' from the club's perspective, although I accept that it would have a cashflow impact. People like Historic Scotland, the National Trust etc have arrangements like that which seem to work. Given the new barcode technology that's been introduced for ticketing/membership cards, if someone sneakily cancelled their direct debit mid-season, this could presumably be detected and their card invalidated.
I must say that I have been impressed by Edinburgh Rugby's pricing policy for the quarter final and next season's ST packages, so I'm happy to go with what they think will work.
Edited to add: that Ulster seem to operate a direct debit scheme already, so it is not unprecedented.
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