Are you aware of the story of Jo Moore? I’d forgive you if not, because I wasn’t until very recently. Moore was a Special Adviser under Tony Blair’s Labour government, and came under pressure to resign in 2001. This was after a leaked email from 11th September that year described it as “a very good day to get out anything we want to bury,” which Moore sent one hour after the attacks on the World Trade Center in New York.
Whilst the concept will no doubt have existed for generations, this is first recorded example I’ve been able to find of the idea of burying bad news. And it feels relevant to bring up now, in this forum, because Plymouth Argyle seem in the mood to bury some bad news of their own. Not only that, they appear keen to hit their own supporters’ heads with the shovel as they do so.
The feeling around Home Park recently has been undeniably superb. Tom Cleverley’s men have, from the depths of despair just a few months ago, put together an extraordinary run of form. From nowhere, the Pilgrims sit one point away from the play-offs, and this season could yet end in one of the most unlikely promotions of our time. And that feel-good factor set the scene for Tuesday’s sucker punch announcement on season tickets.
The headline is damning enough. Adult season tickets in the vast majority of the ground will increase to a record-high £528, around a 4.5% increase on the previous £505. That £505 price was set whilst Argyle were in the Championship, meaning supporters will be paying more than ever despite the likelihood, and it is still a likelihood despite the remarkable run, that the team will remain in League One.
Regardless, even if we were to consider this a “Championship price,” it’s still far higher than most of those playing in the second tier. Only three Championship clubs have a higher season ticket price than Argyle’s £505 at present: Norwich City, Sheffield Wednesday and Middlesbrough. For years, Argyle’s supporters have been fleeced more than most, and that’s going to continue.
For me though, I wouldn’t even say the headline price is the main problem. A price increase, whilst unwelcome, isn’t a huge shock in the economic environment. Worse, Argyle have released this news incredibly early, far sooner than last season, and given their fans just a month to part with a huge wad of cash. Just the one payday for most, indeed.
Renewing for a family of four? I hope you’ve got two grand (or the best part of, depending on concessions) down the back of the sofa. No bother if not; we’ll find someone on the waiting list to replace you. It’s another example of supporters, who we’re reliably informed are never taken for granted, being taken for granted.
The deadline to renew is likely to be before we know which division Argyle will be playing in. It’s a total contrast to last season, when the club waited as long as possible to reveal season ticket news, presumably in the hope Argyle would survive in the Championship and prices could safely be increased. It’s one of several gripes in this year’s announcement, such as rates for under 8s increasing 330% from £10 to £33. Why? Why do that? It’s just egregious price gouging.
I’ll concede that, from a purely business perspective, I get it. The club is in a “perilous” financial state, and people are more likely to spend money and renew if Championship football remains a possibility. They’re more likely to renew in a panic if the window within which to do so is small. They’re more likely to renew when the team is in such superb form. In those circumstances you can, a la Moore, “bury bad news.” Unfair? Cynical? Sure, but ruthless businessmen (not cuddly uncles) regularly make these decisions.
I would, however, have two major rebuttals. First of all, the board themselves need to take responsibility for the financial situation. We’ve been told repeatedly that losing Championship status played a huge role in the dire accounts, and it was this regime who gambled that status on a publicity stunt. That wasn’t the fault of the fans, many of whom foresaw the eventual mess coming, but those very fans are now being charged through the nose for their own board’s incompetence.
Secondly, and far more importantly in my opinion, we have the emotional aspect. The recent announcement is one of the most obvious examples of an exploitation of loyalty I can remember. Defenders of this regime will occasionally claim that the club is at least run by “Argyle fans who are trying their best.” I’m not sure I can believe that anymore; I struggle to believe that true fans would treat their fellow supporters in this manner.
I’ve already outlined the business case for Argyle acting the way they have. But football isn’t like any other business. Custodians have a duty not only to ensure there is enough money coming in, but also to look after those associated with their clubs. In making a ruthless business move such as this, Argyle’s current custodians are demonstrating that they just don’t get it.
In this industry in particular, just because you can do something to generate income, it doesn’t mean you should. FIFA will make a fortune from the World Cup this summer, but were rightfully scolded for the absurd ticket prices once they were announced. Closer to home, I’m sure Argyle saved some money whilst they were charging supporters with disabilities for personal assistants on club coaches. But that decision was wrong, and this latest decision is also wrong.
Argyle eventually u-turned on the PA move. Later than they ought to have done, but they showed an ability to correct an incorrect decision, and they have another opportunity to do so. At the very least, they must extend the deadline for renewal so it encompasses two paydays. Given the cynicism surrounding the entire announcement, I wouldn’t be surprised if plans were already in place for this if form dips in the forthcoming weeks.
Longer term though, wouldn’t it be nice to be treated as genuine supporters again, rather than just paying customers?