Dundee FC Season Ticket & PATG Price Study and the Broader Picture
Prepared by Arthur McGuinness and Norrie Price in April 2018:
Firstly, the club deserve credit for maintaining season ticket prices at last season’s levels. A year or so on, those are now mostly good value for money, especially if supporters take advantage of the various Early Bird discount incentives.
Adult ST prices compare reasonably well (c £20/game) with most of Dundee’s Premier League peers as well as Premier prices projected by neighbours Dundee United. Both the U18 and U12 categories – at £130 and £10, respectively – represent superb value and this is heartening to see. My only reservation lies with the O65s and student category, which at £265 is perhaps £40 more than several other clubs* and would arguably be more attractive pitched closer to the £200 mark after discounts. (* ‘17/18 prices)
Clearly, the club are endeavouring to encourage the uptake of season tickets but, equally, gate prices need to be reasonably priced to lure those who, either cannot commit to the price of a season book or would fail to benefit from a ST due to being unable to attend a number of games. Turning to Pay-at-the-Gate pricing, the issue is unfortunately dominated by the new headline-grabbing ‘Premium’ match category - £30 for an adult - introduced alongside the existing A & B Categories. There’s been no indication what this covers, but it’s assumed it could be for matches against the Old Firm and possibly, Dundee United.
Whatever way you look at it, this new category is unjustified. It seems sure to attract widespread negative publicity, and rather than earn additional revenue may well do the opposite. It is liable to cause unrest amongst Dundee supporters and they as well as prospective visiting fans may also just stay away. At the very least, it would be helpful for a club spokesman to explain what they are attempting to do.
I would prefer Dundee FC to be seen as a club with a fair pricing policy, ideally with standard pricing for all games, with a higher charge perhaps for visits by the Old Firm and Dundee United. Dundee’s Category A & B prices remain at £26 and £24 yet Partick Thistle and Kilmarnock, who like Dundee have enjoyed scant success in recent years, each offer modestly priced* adult gate prices of £22 and £20. (* ‘17/18 prices). As with their season ticket approach, the board should be looking to encourage more people along on a casual basis so an adjustment there allied to a reduced gate price of £15 for O65s and Students - rather than £22/19/16 currently mooted - might help develop the fan base.
Ideally, I feel that Dundee supporters ought to be able to watch their team for no more than £20 and a season ticket commitment would certainly enable that. Personally, I would rarely be prepared to pay more than £20 for PATG entry, perhaps £22-24 for the occasional away game, but not on a regular basis. This latter viewpoint may be significant when discussing why attendances for home games against Hibs, Hearts and Aberdeen have