As we launch our season ticket campaign for the 2024/25 campaign, we have confirmed that the Every Seat Counts policy will continue to be an important element of the drive to increase attendances.
We are going to make a few changes to the policy though, following a review which has been supported by input, feedback and guidance from a fan working group and the Fan Advisory Board, both of which have representation from Bees United and BIAS.
Reminder - why we have the policy
The primary goal of Every Seat Counts remains to ensure that every game at Gtech Community Stadium is played in front of a packed house, creating the very best support and atmosphere that we can.
The policy's impact has been positive to date. Occupancy is up from 89 per cent to 93 per cent. It has led to a significant decrease in empty seats, about 500 per game, but it has also helped to ensure our members have been able to buy about 10,000 tickets this season on the ticket exchange.
This has generated around £300,000 in cash back to our season ticket holders who haven’t been able to make certain games but have listed their ticket on the exchange.
Deadline to change – now 2pm the day before the game
We are moving the ticket exchange deadline. The key change that fans should be aware of is that the deadline to list your season ticket on the exchange will be 2pm the day before the matchday, instead of 10am on the day of the game.
This will help us to ensure that tickets are listed earlier, and the fans who want to buy a ticket have a better chance of making arrangements to attend. We believe that this will allow even more fans to attend, and help to continue to reduce the number of empty seats.
While we have about 500 fewer empty seats compared to last season, there is still room for further gains to be made.
Exemptions and thresholds remain
The policy's exemptions, particularly for under 18s and fans with disabilities who are accompanied by personal assistants, will continue.
But we would encourage everyone to use the ticket exchange when they aren’t coming to a game. You’ll be doing your bit for the club; allowing another Bees fan to attend in your place. You’ll also earn some cash or credit which can go towards your next ticket purchase.
The threshold of three yellow cards prior to the renewal campaign in March 2025 remains. Those with more than three yellow cards may lose the automatic right to renew again in 2025.
This week, ahead of the renewals opening, we did have to contact a small number of fans who received four or more yellow cards this season. 99.8 per cent of season ticket holders and premium seat holders have been invited to renew again but that small number of fans who have left their seats empty will be instead gifted memberships for next season, allowing them to continue to attend our games. We feel that moving to a membership will free up this season ticket for fans who are able to use their seat more regularly.
We know that these fans will be disappointed about not being able to renew their season tickets, but we also have to be fair to those fans who are waiting for the opportunity to secure a season ticket.
Enhanced communication
As we move into the policy's second year, we're also reviewing our communications around the policy to make tracking and managing attendance more straightforward.
A new dashboard system is under development, aimed at providing fans with a clear view of their attendance record and yellow card status. Notifications regarding yellow cards will be issued within five working days of each match, ensuring timely and accurate information.
Fans will also be able to log why they missed a game if a yellow card has been issued. This will help you and us keep note of any reasons as to why your ticket wasn’t used.
A call to action
As the current season progresses, we encourage all fans to make the most of the ticket exchange and actively continue to 'use' their tickets for every match.
Your cooperation is vital to help us make the matchday experience as good as it can be at the Gtech.
Together, let's fill the Gtech, support our team, and make every seat count.