Suggest or propose‘Fan first’pricing strategy. You can offer a few tickets for less expensive to those special fans/members of your community for example. To this add what you offer for payment convenience, promotional payment discounts, etc. On average, practitioners suggested to offer attractive VIP packages or customizable experience to the high-end customers to ensure the financial sustainability. It definitely promotes goodwill, increases coverage and can comfortably achieve the financial objectives.

When fans were unhappy with ticket prices at a local T20 tournament I helped organize, we addressed it by introducing tiered pricing and special discounts. We created more affordable options like early bird offers, group discounts, and student pricing to make it accessible while still maintaining premium sections for those who wanted extra perks. Communicating the value of the experience like behind-the-scenes access or exclusive merchandise helped justify higher priced tickets. By giving fans more options, we met their expectations without compromising the overall event budget.

To address fan dissatisfaction with ticket prices while maintaining profitability, balance affordability with strategic pricing adjustments. Engage directly with fans through surveys and feedback to understand their concerns. Implement tiered pricing to offer a range of ticket options based on seating and game significance, making events accessible to fans with different budgets. Utilize dynamic pricing to adjust ticket costs based on demand, filling more seats and optimizing revenue. Enhance value through bundled packages and special promotions. Actionable step: Conduct market research to gather fan feedback and revise pricing models accordingly, ensuring transparency and building trust with your audience.

Always try to be in touch with your customers - the people who buy tickets or other club products, services and other things. In the case of regular offers like at a football club, for example, you can predict many of these by analysing, for example, historical ticket prices and demand. If prices have been too high, you can offer sectors (in the case of football, usually behind the goals) with special prices (low) or available to groups of supporters (e.g. socios, ultras) engaging with the club, also for schools, groups etc. At the same time, carefully analyse also leave the more expensive tickets, hospitality offer to generate income for the club in a consistent form.

Fans typically want to pay for something that adds value to their experience, when they don't see (or receive) the value in return of the $$ they've spent, it will become a problem and it doesn't matter if it's $1 or $100, so the focus here should not be to bring down the price (however you should consider tiered pricing) but clearly tell the story on how much value they are getting and then actually delivering that value/experience. For example: showcasing how X% of the ticket revenue is going to a charity which helps uplift the local community can have a huge impact, so the key isn't to make it cheap (businesses have to be profitable) but to make it memorable and showcasing how the club is helping the community they are a part of.