At the start of the 2013 County Championship Season, I thought it would be interesting to have a look at the pricing levels set by the counties to entice us into the grounds in the current arctic temperatures.
Many counties offer pre-booking discounts, and various other membership schemes. For the purpose of this exercise I have calculated the price of turning up at the ground on the day and paying 'on the gate' for an adult and a junior.
Bearing in mind that most county games are played in front of sparse crowds, made up mainly of county members. I wanted to see if any effort was being made to fill the empty seats to make it seem worthwhile for the players, in their four layers of jumpers, to be there. There is nothing worse than standing on a boundary rope, in shivering temperatures, for six hours a day in front of an empty stand. Players want to feel that their efforts are appreciated. They deserve an audience.
Bearing in mind that many schools are still on Easter Holidays this week it is an ideal opportunity to to get them in the ground and try to develop an interest early on in the season.
So lets have a look at what's on offer:
So we see from this that Division 2 Lancashire come out most expensive at £32 for an adult and junior to attend, charging more than double that of Division 1 Surrey at just £13.
To be fair the Lancashire junior price does include all LV CC & Yorkshire Bank 40 home games. But not much use if you are up for the day from Worcestershire.
Division 2 Essex prices also come out double the Surrey price.
Both divisions average £20.11 to gain entry. So no premium seems to be put on Division 1 cricket.
Five of the six most expensive counties are in Division 2.
Market forces and local conditions no doubt have some bearing of pricing policies.
Comparisons will be made to football and theatre ticket prices, but until the cricket grounds are achieving the same seat occupancy as these other attractions then I cannot see that these are logical comparisons.
So is it good value ? Will the pricing strategy get bums on seats ?
Good value, maybe, but I can't see it bringing in the occasional or new spectator.
I can't feel that a massive opportunity has been missed at the start of the season, during school holidays, that not all counties are offering free admission for juniors.
If the counties had any foresight then free admission for juniors would be standard for all County Championship games.
Congratulations must go to Glamorgan as the only county to do so.
I'm sure the well paid marketing men will explain it away, but it seems a no-brainer to me.
