The AFL has delayed plans for variable ticket pricing at venues such as the MCG. Picture: Jay Town Source: Herald Sun
THE AFL has decided against a trial of variable ticket pricing at blockbuster games this year.
Instead the league will focus on a better deal for low-demand games in a bid to increase attendance.
Plans for a fans tax were revealed by the Herald Sun in February.
The league had flagged the "variable pricing" concept in an equalisation discussion paper sent to clubs in January under the heading "New revenue generation".
Under the strategy, premium seating at nominated big matches would cost more. The AFL told the Herald Sun there could be up to 10 seat price categories for blockbusters.
Instead, the league is expected to announce as early as today a trial of a new ticketing system at six low-demand games this year, starting in Round 8.
Under the trial, supporters will be given a free upgrade on a basic seat where available. The league was unable to say how many upgrade seats would be available for each match.
"The principle is to put you into the next best available seat when you buy for these six matches," a league spokesman said.
When considering the ticketing structure in February, AFL commercial operations chief Darren Birch told the Herald Sun: "The very, very, back seat on level four (at the MCG), which at the moment is $36, may actually be $30 or may actually be $25," he said.
"But, conversely, on the other side, a level-two seat on the 50m line under cover, which is a very good seat, at the moment sells for $47. That might be $60.
"It's not just about on your blockbusters whether you're able to generate more revenue. It's all about how do you give the best experience to fans across a whole range of games."
All the games chosen in the trial are matches with the potential to increase attendance.
It's expected home clubs will also have themes and events to build attendance.
The league had said ticket reforms could also include dynamic pricing, where prices change depending on demand and time of purchase.
Variable pricing is common in major overseas competitions such as the English Premier League and MLB, the NBA and NHL in the United States.
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