As an example I have just spoke to a family friend who has been a season ticket for way over 30 yrs in Trinity upper, Aston Born. He owns his own business quite successful and Villa has been an obsession for as many years as I can recall.
He says he will not renew, the discount is immaterial to him and quite a few who sit close to him. Most of the people he sits with are long standing season ticket holders mid 40's upwards he thinks most in his section and those he has known for years will not move. They just won't renew.
The problem with this is what we all know, once you stop going you realise you don't miss it. I imagine most on here know very long standing season ticket holders who never missed a game then did not renew one year and have not set foot in the stadium since. When you speak to them, they still care but would not buy a ticket to watch them or even go if given a ticket. Mainly apathy or just convenience as they will watch it on Sky or Match of the day etc
I just think another strategy could work, we have a marketing team and a guy we bought in who was meant to be a marketing success elsewhere, I hate the expression, but surely they can think outside the box and realise that there is another way.
