Chris Heck - President of Business Operations

[Pat Mustard]

^^ As I and others have pointed out, just falling short of selling out is the sweet spot for Heck that tells him he’s got the prices just about perfect. Demand outstripping supply is just lost revenue that tells him he should have charged more.

I do think they’ve missed a trick with the Palace cup game though. A little bit cheaper and many would have been tempted, especially with it being at half-term.

You are right, but I am not sure that it works long term. The problem is when people are being gouged is that they really start to think about the next time.
It defeats the basic customer revenue principals - attract more, sell them more and  hold on to them for longer.

It’s a dangerous game that has got the potential to backfire badly. There are lots of people who have been on a knife edge financially over the last years, yet Villa have managed to maintain near constant sell outs. The prices this year have been a massive fuck you to everyone and those who have decided it is too much may well never come back as regulars.

The above might be fine if these supporters were being replaced. The fact that there are still 1k+ tickets left for a Champions League game in 4 days time suggests they won’t be.

And then the prices will drop. They’ve got 42,000 units to sell and will price them at a level where they’ll think they’ll sell all or nearly all of them.

I mean, that CL draw for us this year, I don’t think Heck could have hoped for better. I posted as soon as it was made he’d be rubbing his hands together. Does anyone seriously think that if you flipped our home and away games we’d be paying 90 quid?

The problem he’s got is that people already thought £50/60/70 for a game was too much. Up to now they’ve sucked it up by and large and kept going. By effectively pricing those people out of matches they have waited 40 years for how many will say forget it, I’m going on my own terms from now on, if at all. Also, with GA+ consistently failing to sell out, how much room for manoeuvre will he have to drop prices in the future and still hit his targets.

I maintain that he’s got this horribly wrong, and that it will take a long time to repair the damage Heck is doing.

[Chip Butty 111]

As posters have been saying Heck is dealing with a captive audience, but out interest how many are in the audience?
For arguments sake if we say someone who has been to Villa Park at least once,  and would call themselves a Villa fan, is included in the numbers what does it look like?
If anyone has genuine insight on this then great.
I'm going to say his audience is around the 850,000 mark?

[Skerra]

I for one will not forget how us season ticket holders, for many years, having been there through thick and thin, have been treated with disdain. It wouldn’t have taken the club long to determine those who had had season tickets for say, over 10 years consecutively and offered a discounted price to watch us in the top European competition since 1982. Instead I watched it on tv as no way am I prepared to be shit on by Heck and co. Of course this means I will not attend any cup matches, of any description, as my very small protest.

[Olneythelonely]

Loads of tickets available on resale sites for less than half price.

Heck is a genius.

[Chip Butty 111]

Loads of tickets available on resale sites for less than half price.

Heck is a genius.

and he told us so in his fluff piece last week ...

[Brend'Watkins]

I maintain that he’s got this horribly wrong, and that it will take a long time to repair the damage Heck is doing.

I fully agree.  I sucked it up for the Bayern Game, first home game back at this level in over 40 years, I'd have reluctantly paid more in fact. I will also admit that I'm sort of glad this isn't going to even nearly sell out. They've massively overestimated their pricing and underestimated the potential damage this is doing.  Should we go forward in the competition realistic pricing has to be adopted. I think the owners also need to look at the capability of this Opp's Director or whatever he's called as his understanding of his fan/customer base is sadly lacking.

[The Edge]

I maintain that he’s got this horribly wrong, and that it will take a long time to repair the damage Heck is doing.

I fully agree.  I sucked it up for the Bayern Game, first home game back at this level in over 40 years, I'd have reluctantly paid more in fact. I will also admit that I'm sort of glad this isn't going to even nearly sell out. They've massively overestimated their pricing and underestimated the potential damage this is doing.  Should we go forward in the competition realistic pricing has to be adopted. I think the owners also need to look at the capability of this Opp's Director or whatever he's called as his understanding of his fan/customer base is sadly non existent.

Fixed.

[Duncan Shaw]

I know it's been said before, but the only metric he cares about, and the owners care about him delivering, it hitting £400m turnover.  If he delivers that they will see him as having done his job, however unpalatable that is to us.

[john e]

I know it's been said before, but the only metric he cares about, and the owners care about him delivering, it hitting £400m turnover.  If he delivers that they will see him as having done his job, however unpalatable that is to us.

Most of the increased revenue this season will be nothing to do with Heck it will be down to Unai Emery and the on field
Champions League and winning bonuses etc 

[Chip Butty 111]

I know it's been said before, but the only metric he cares about, and the owners care about him delivering, it hitting £400m turnover.  If he delivers that they will see him as having done his job, however unpalatable that is to us.

Most of the increased revenue this season will be nothing to do with Heck it will be down to Unai Emery and the on field
Champions League and winning bonuses etc

Exactly, ticket sales don't count for much regarding turnover. I bet Emery is fuming in the background with the ongoing Heck Pantomime and negativity it brings...

[Flamingo Lane]

I shouldn't think Emery is remotely aware of the issues, nor need he be.

[maidstonevillain]

Loads of tickets available on resale sites for less than half price.

Heck is a genius.

But on the Villa books they will count as a full price sale, and count towards the attendance figure.

[aldridgeboy]

Loads of tickets available on resale sites for less than half price.

Heck is a genius.

and he told us so in his fluff piece last week ...

I don't think its via the club though. It's via private individuals. My mates just bought one for tonight for £39 and already has it in his apple wallet. He bought two for Bayern via the same site and paid around face value. He had to meet the man at the ground to get them, as he'd just had a couple spare

I suspect on the day, private individuals just "want rid" and will take whatever they can get, rather than just waste the ticket?

[Pat Mustard]

Loads of tickets available on resale sites for less than half price.

Heck is a genius.

and he told us so in his fluff piece last week ...

I don't think its via the club though. It's via private individuals. My mates just bought one for tonight for £39 and already has it in his apple wallet. He bought two for Bayern via the same site and paid around face value. He had to meet the man at the ground to get them, as he'd just had a couple spare

I suspect on the day, private individuals just "want rid" and will take whatever they can get, rather than just waste the ticket?

These are available in blocks of 2-4, so I don't think it is just individuals wanting rid.  It looks like the club have sold chunks of tickets to re-sellers who were expecting to be able to sell them on at a profit.

[Chip Butty 111]

I shouldn't think Emery is remotely aware of the issues, nor need he be.

Really?... He'd need to be living on Mars if he isn’t. As much talk about the off field stuff as there is about the football, well covered by local and national media outlets recently. Emery and Monchi will be well aware, they are meticulous operators