Unai Emery has frequently urged for a large home atmosphere in his interviews and matchday programme notes. Supporters have fulfilled his wishes, but the rising costs of ticket prices seem like a kick in the teeth.
The walk up Witton Lane is a walk that has been passed through generations of Aston Villa fans. There are not many traditional stadiums left in England, and the need to preserve the historic ones, like Villa Park, is vital.
Unai Emery has brought elite football back to B6, but that has come with a premium price tag for many loyal supporters. Over the last few seasons, Villa have implemented some of the most aggressive ticket price hikes in the Premier League and European competitions. The excuse is the need to comply with the financial rules.
Whilst some rises are expected and understandable, the volume by which Villa have increased ticket prices has been startling.
What was once an affordable afternoon or evening has become a luxury experience, which has priced out some fans of watching their team play.
Quarter-final prices published
When the final whistle blew after the Lille game, the celebrations began as Villa had reached another quarter-final in a European competition for the third consecutive season. A few hours later, although they were revealed at the start of the season, Villa quietly published the official ticket prices for the second leg against Bologna, which quickly dampened the mood. The prices are quite staggering.
Villa are charging over £30 more than Nottingham Forest’s prices for their own quarter-final. A club that, like Villa, are trying to break into the mould of the “big 6” and face battles with financial rules. If Forest can reasonably price their tickets and comply with the rules, then why can’t Villa?
Rallying cries for a big atmosphere
While the club’s hierarchy has repeatedly issued rallying cries to make Villa Park a “fortress”, for many supporters it appears to be contradictory to the costs of a ticket. How do they expect a consistent home atmosphere if some fans cannot afford to go?
This was a recent tweet by Damain Vidagany, Villa’s Director of Football Operations, asking for the support of the fans for a “crucial week.”
In the game against Lille, the total attendance was 37,583. Over 5,000 less than the maximum capacity of just under 43,000. The risks of this becoming a regular occurrence are high unless things begin to change.
The Hotle End is one of the most historic stands in English football. It is the “12th man” for Villa. Making the people standing in it and around the whole of Villa Park customers, rather than stakeholders in the club, threatens the loss of its passion.
While the owners have undoubtedly invested heavily in the club and saved it from the brink of administration, the strategy of balancing the books on the backs of local fans feels short-sighted.
If Villa Park lose its unique atmosphere, it loses its competitive advantage. It no longer becomes a fortress, and the energy inside it begins to fade.
