Tag: camp nou

Pricing season tickets

One observation about the crowd when I attended my first game at the Camp Nou (in October 2014, against Ajax in the 2014-15 Champions League) was how people around me all seemed to know each other. There were friendly nods and handshakes, and it was evident that these men and women were familiar with each other. They all arrived and departed independently, though, and there wasn’t much conversation during the game, suggesting they were acquaintances rather than friends.

On my second visit to the Camp Nou (ten days ago, for the 2015-16 Champions League game against Arsenal), I noticed hordes of empty seats. I was in a stand two tiers higher than where I had sat for the Ajax game, and despite that stand being priced at a princely €150, there were plenty of empty seats (my wife sat next to me for the duration of the game despite her assigned seat being one rank and a few files away). It was a cold and rainy day, but not so rainy that €150 be treated as “sunk cost”!

The common feature that explains both these phenomena is the “season ticket”. As the official club website explains,

The complete season ticket gives members the right to attend, always from the same seat, games played at the Camp Nou in official competitions: Spanish League, Champions League, Copa de Rey and UEFA Cup (emphasis added)

The reason people seated around me at the Ajax game were acquainted with each other was because they were season ticket holders, and would watch every game seated in close proximity to one another. And the empty seats for the Arsenal game were a result of season ticket holders, for whom the marginal cost of not attending the game was far less than €150, not attending the game (there is a “free seat” program that lets season ticket holders sell their ticket through official channels, but considering that the decision to not go would have been made in the last minute (given the rain) many season ticket holders may not have exercised this option.

Football clubs (and other performance venues) sell season tickets in order to create a “base load” of demand for their tickets. While these season tickets are sold at a deep discount (relative to what it costs to buy a ticket for each game), the fact that they are sold at once and at the beginning of the season means that the club can be sure of a certain amount of revenue from ticket sales, and can be assured to fill a certain proportion of seats at the stadium in every round.

Season tickets are also important because they help create a sense of loyalty among the fans, and the same fans sitting in the same spaces week after week can bond and help create a better viewing atmosphere at the club. In other words, season tickets seems like a no-brainer. Except that Hull City, which plays in the English Championship, has decided to do away with season tickets starting next season.

The official statements related to this move seem like sanitised PR (refer link above), but the linked article gives away an important piece of information that suggests why this new ticket scheme might have been brought into play:

The club said the Upper Stand would be closed, meaning 1,800 fans must be relocated, but would be opened for high-profile matches

While the club doesn’t want to admit it, the reason it is doing away with season tickets is that attendance at the KC Stadium has been falling, and it appears that there have been lots of empty seats in the stadium.

As I had noted in my earlier piece on pricing Liverpool FC tickets, there are network effects to watching a football game in the stadium. You gain value not only from what happens on the pitch, but also from the atmosphere that fans at the stadium (including you) build up. And while there are many ways in which fans can affect the watching experience of co-fans, it shouldn’t be hard to understand that empty seats do not add to the stadium atmosphere in any way.

The problem with season tickets is that even with programs such as “free seat” (where the season ticket holder can get paid for giving up their seat), the cost for a season ticket holder to not attend a game is extremely low. And when several season ticket holders decide to not attend certain games, it can lead to rather low attendances, and diminished stadium experience for the fans who do end up attending.

This network effect – of fans helping shape experience of fellow fans – makes the sale of football season tickets different from that of long term cargo contracts, for example. You not only seek to assure yourself of revenues by selling season tickets, but also seek to fill a certain portion of the seats for every game through such a program, and help create the experience.

And when your fans are being delinquent (by purchasing season tickets but not attending), your first action would be to increase the price of such season tickets so that only “serious fans” will buy it and the (sunk) cost of not attending a game is higher. It seems Hull City has already gone through one such exercise, and raised its season ticket prices, which hasn’t helped drive overall attendances.

Hence, the club has decided to do away with season tickets altogether. With the new rolling monthly ticket program, fans will purchase if and only if they are confident of attending a certain number of games. On the one hand, this pushes up the cost of not going for a game, and on the other, allows the club to manage its revenues on a larger portion of the tickets.

From a revenue point of view, this is a risky strategy, as the club foregoes assured revenues from season tickets in favour of more volatile monthly ticket revenues, and greater tickets to sell in the open market before every game. However, considering the network effects of watching football in a stadium, what the club is banking on is that this measure will help them fill up their stadium more than before, and that the improved atmosphere that comes out of that can be monetised in the long run.

It’s a bold move by Hull City to improve football attendances. If it works out, it offers a way out for other clubs that are currently unable to fill their stadiums. But you must remember that optimisation here takes place on two axes – revenues and crowds!

Football in the rain

The weather in Barcelona had been excellent for the last couple of weeks. While it wasn’t warm (most days had required me to wear a rather heavy jacket), it was pleasant and sunny, with hardly any rain. For whatever reason, the rain gods had to choose today, when we had tickets to watch Barcelona play Arsenal in the Champions League, to pour down.

I had made a dash to a nearby supermarket to pick up light raincoats earlier this evening. In hindsight, I can attest that Quechua Rain Cut is a brilliant product and does its job. Among the best raincoats I’ve used. Very effective and light, and can be worn over other warm clothes!

Rain meant we had to take the bus to the stadium rather than walk (it’s 2km from home), and rain also meant that bus made painful and slow progress, dropping us near the Camp Nou some 15 minutes before kickoff. And then there was the lack of queueing at security check outside the stadium (made worse by the pouring rain).

Before the game I’d checked if backpacks would be allowed at the stadium and various forums had mentioned in the affirmative. As it turned out, they weren’t allowing them in today, which meant we had to drop my wife’s (fairly expensive) backpack at the gate before we got in. It was just before kickoff that we took our seats.

Rather, I took my assigned seat while my wife randomly occupied the empty seat next to mine, hoping to exchange it with her seat (which was one row in front) when the rightful occupant arrived. As it transpired, the rightful occupant never arrived (perhaps he was a season ticket holder deterred by the rain, else I can’t imagine someone letting go of a €150 ticket. I plan to do a post on season ticket pricing when back from vacation. Context is Hull City revamping their season ticket system. Interestingly the other seat adjacent to mine was also vacant! In fact, there were quite a few empty seats at the stadium).

There was this nice anecdote which can be used in economics classes on externalities – given that it was raining, it meant that people had an incentive to hold up an umbrella while sitting, but that would mean those in the rows behind would be inconvenienced – a negative externality. Usually, nudges and shouts did the trick to lower the umbrellas, but some umbrella men were steadfast.

Anyway, despite being in the third tier of stands, the view of the pitch was top class (apart from the occasional intrusive umbrella) and we soon got adjusted to the drizzle. The players weren’t that well adjusted, though, for they constantly kept slipping on the turf.

Photo taken at half time
Photo taken at half time. The messy hair can be explained by the hood of the raincoat

Interestingly, the noise levels weren’t too high – when Barcelona scored, celebration was rather muted. There were no shouts of Vis?a Catalunya at 17 minutes 14 seconds (this had been rather vociferous the last time I was at the Camp Nou, but that was in the run up to the (later cancelled) secession referendum) – but that could be because that was exactly around the time Neymar scored.

Though there is another possible reason people didn’t celebrate too loudly – I belive people had gotten into certain positions that helped them beat the rain (like I’d pulled my raincoat forward and over my knees to protect my thighs from getting wet), and heavy celebration would disturb these positions. There was the usual drum band behind the south goal, but the crowd was otherwise rather quiet (the away stand directly behind us was an exception, though!).

Anticipating an exodus, we had decided to leave as soon as the clock opposite us struck 42 in the second half. As it happened, Barcelona scored their third goal just as we were about to disappear into the stands. The early exit helped – there was a bus right outside the stadium that would drop us next to home, and we managed to find seats on that.

Oh, and the backpack that we had abruptly discarded near the gate when we went in was still in the exact position where we’d left it, and we gleefully picked it up on our way out. Quite impressive for a city that is known for its high rate of petty crime (which I’ve been victim to. I lost my spare phone on the day I landed last month, between getting off the cab from the airport and getting into my apartment building!)!