15 Jun 2012
Derby County FC to introduce 'demand-based' ticket pricing
BY Pete Hayman
Image: Ticket prices will change to reflect demand
Derby County Football Club (DCFC) is to introduce a new "demand-based" system that will see factors such as performance and weather conditions influence the cost of a ticket.
From the start of the 2012-13 npower Championship season, the pricing system will apply to all home league matches and offer a more flexible approach to new and existing fans.
The cost of a single matchday ticket will fluctuate depending on a range of different factors reflecting demand, which will see prices change according to real-time market conditions.
DCFC has been supported by the Football League in its move towards a "demand-based" system, which will be implemented through a partnership with technology firm Digonex.
Digonex's Sports and Entertainment Analytical Ticketing System (SEATS) is to be used - a "robust" system that changes prices based upon econometric and behavioural principles.
DCFC chief executive Tom Glick said: "We are confident that SEATS will help us identify the best price for our tickets; allowing us to provide Derby County fans with more price options, flexibility and the best value for their money at Pride Park.
"As a club, we are determined to find new and improved ways to make Pride Park an affordable and friendly place to visit and see demand pricing as a positive step."
Digonex CEO Jan Eglen added: "Staying in sync with an ever-changing marketplace is the best way to provide great value to fans while from the club's perspective helping to drive bums on seats and enhance the matchday atmosphere."
Details: www.dcfc.co.uk
Image: eamoncurry123/flickr
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