View: Everton's senior figures stance on 'record-breaking' issue is tone deaf

Everton‘s hierarchy risk upsetting supporters further with their stance on ticket prices.

The Friedkin Group have not made many mistakes since taking over the Toffees, but a recent announcement had fans furious.

Supporters were set to be hit with an average increase of £45, with adult season tickets now starting at £640.

Prices for concessions and under-11’s were frozen, but it is not enough.

Everton’s approach is tone deaf, and it is something that needs looking into.

How do Everton chiefs feel about price increases?

Everton have to catch up with the Premier League elite, in terms of their finances, but pricing out supporters is not the way to do so.

That said, a report from the Liverpool Echo on 3 May claims that senior figures in L3 believe that record-breaking renewals have undermined concerns over pricing.

However, that is not the case, and loyalty to the club should not be misinterpreted as agreeing with the proposals.

What do the supporters think?

Everton’s Fan Advisory Board (FAB) have conducted a survey, which recieved 1,700 responses over a four-day period.

A total of 74 per cent of supporters claimed that the price hikes were unfair, and the same percentage feel like it is not value for money.

The feeling is very strong at the moment, with 64 per cent of respondents saying that their trust in their beloved club has eroded.

The groundwork set by the new ownership is brilliant, matters have improved on the pitch and off it, but they risk turning fans in the wrong direction and pushing them away from the Hill Dickinson Stadium, if they continue with the measures.

Obviously, it is a fine balance, as the team needs as much money as possible to compete in the transfer market, especially if they want to reach the upper echelons of the top-flight in the near future.

However, there are alternative ways to do that, like operating a clever player trading model similar to the likes of Brentford, Bournemouth and Brighton or reaching European qualification.

To alienate the supporters’ base is not the right move, and the fact that Toffees chiefs seem to back the move is a very worrying sign.

Updated 24/7 with expert analysis from the heart of Goodison Park.

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