Heck's hike damages Villa
A roar has been building on the Holte End since March 7, 1983, when Aston Villa last played at home in the European Cup, a quarter-final first-leg tie against mighty Juventus. Many famous names were involved: Paolo Rossi struck within 40 seconds, Gordon Cowans equalised for the holders before Zbigniew Boniek, sent through by Michel Platini, gave Giovanni Trappatoni’s side the advantage. The programme cost 40p.
The Holte End will doubtless still be full for the Champions League visit of Juventus on Nov 27, just as it will be for their first league phase game and the October 2 arrival of Bayern Munich, stirring memories of Villa’s 1982 European Cup final glory. The roar will be unleashed.
But the club’s ill-considered ticketing strategy has cast a cloud over Villa Park and forced some Villa fans to question whether they can afford to be there. At the very least, it has led many to question how their club views them, as loyal supporters to be looked after or simple cash machines.
Chris Heck, Aston Villa’s president of business operations, is trying to deliver US ticket prices in an English football market in a country emerging from austerity. The backlash has been immediate. The backlash has come from everyone from former players like Gabby Agbonlahor and the Aston Villa Supporters Trust. “Loyal Villa fans who've waited as long as 40 years to celebrate this momentous season are being punished and exploited,” AVST said. Agbonlahor called on the club to think again.
Heck’s Hike is impactful on families who are having to decide which ones of them can go (prices are substantially less for Under-18s). His decision is impactful on Villa staff who live in the community, probably fans themselves and who have to try to explain the decision. Heck’s made their working life more difficult. It’s like the club doesn’t care for fans; they do, but not in this folly of a pricing policy.
Villa’s poor social media admins face a barrage of complaints. Heck himself will struggle to post much on social media for a while given the comments spreading under his posts.
What Heck has done is impactful on the whole goodwill factor generated in recent seasons by seemingly good owners in Nassef Sawiris and Wes Edens, by Unai Emery’s masterful management, Ollie Watkins’ goals, Morgan Rogers’ drive and Emi Martinez’s charisma.
Villa are still in a good place but Heck risks much for a fistful of dollars. He will think he can ride the storm, but fans won’t forget. And those priced out won’t forgive, especially those who cannot afford subscription TV.
Adult tickets for Villa’s four Champions League games are priced at £85 (£70 season ticket), £94 (£79) and £97 (£82). Within minutes of Villa’s announcement, fans of the other Champions League clubs shared screen-shots of their more balanced price lists. Liverpool’s equivalent is £30-£61, Manchester City £37.50-£62.50. Arsenal’s is more but that’s London, and it’s included in the season ticket price.
Heck’s Hike comes 24 hours after fans welcomed Uefa capping away prices at a max €60 (£50). Uefa made the point of the “crucial role that fans play in creating the exciting atmosphere that defines the UEFA Champions League”. Home and away fans create this, and one of the reasons why Villa benefit from television’s largesse is because of the special atmosphere.
At the very least, why not do the tickets in bundles? Is it because they didn’t want to do discounts or because they prefer floating fans, even visitors to the city, who will spend more at the store than regulars.