Possible 2014 full rollout: The AFL wants to trial variable pricing, where there are different prices for different games that are set, and dynamic pricing, where the price can change daily, weekly and even right up to match time.. Picture: Jay Town Source: Herald Sun
At low-demand games, premium seating could be offered for the price of a regular seat. Picture: Michael Dodge Source: Herald Sun
THE AFL will trial its radical blockbuster pricing strategy this season, with a view to it being implemented in 2014.
The league could not say what games would be affected this year, but AFL commercial operations chief Darren Birch has met clubs and will consult stadium and ticketing officials today.
While the league said clubs backed a new ticket structure, it is unclear if they all support the prospect that the extra revenue generated could go to poorer clubs as part of the AFL's club equalisation strategy.
Birch said the Collingwood-Essendon Anzac Day match - arguably the biggest game in the home-and-away season - would not necessarily be subject to variable pricing.
"We might say Anzac Day's a game where we don't do dynamic or variable pricing because there's only a small amount of tickets available to the general public because the members take up the majority of those tickets," he said.
Carlton, Richmond, Hawthorn and Geelong are other clubs that play blockbuster games likely to be affected by higher prices for some seat categories.
The league wants to trial variable pricing, where there are different prices for different games that are set, and dynamic pricing, where the price can change daily, weekly and even right up to match time.
Birch said the AFL wanted fans to buy memberships, which would remove the risk of gate price fluctuations.
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NOT all clubs would be involved in the ticket trial.
FOR blockbuster games, there could be up to 10 ticket price categories. At the MCG now, there are just two categories for non-finals.
SEVERAL seat category prices could increase at big games, but the worst seats could be cheaper.
AT low-demand games, premium seating could be offered for the price of a regular seat.
EARLY-BIRD buyers could be rewarded with cheaper prices.
THE new ticketing system could be in place next year.
Birch would not speculate on the size of possible ticket price hikes for blockbusters.
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"The very, very, back seat on level four (at the MCG), which at the moment is $36, may actually be $30 or may actually be $25," he said.
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"But, conversely, on the other side, a level-two seat on the 50m line under cover, which is a very good seat, at the moment sells for $47. That might be $60.
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"It's not just about on your blockbusters whether you're able to generate more revenue. It's all about how do you give the best experience to fans across a whole range of games.
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"Prices will go up, prices will go down, even within the one game.
"If we get our pricing model right we'll provide more choice. You might not pay the same for the same seat. You might pay a little bit less for nearly as good a seat or you might pay a little bit more for a better seat that you've never had access to before."
Birch said the AFL was not in the business of ripping people off.
"We want to maximise attendances, we want to maximise the value proposition to our fans and we also want to make sure that we protect the members and fans who become members and commit early," he said.
"We also want to make sure that those who buy in advance get some degree of advantage.
"If they don't want the variability of pricing at the gate, the one way to absolutely ensure that is to become a member."
The AFL raised the variable pricing model in a paper on equalisation sent to clubs.
Geelong supported the concept, but Collingwood president Eddie McGuire said the move would hit fans in the hip pocket.
Birch said a decision on where increased revenue from ticket reforms would go would be made later this year.
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