Where are the missing 12,500 season ticket holders?

The BBC freedom of information request on Premier League attendance figures confirms what many of us already knew.

Although West Ham sell out each game with an average official attendance of 55,309 over 12,500 are missing each game despite having bought a ticket to attend.

The BBC figures reveal:

• West Ham: Newham council says the average attendance at West Ham was 42,779 based on the 12 games it attended – which is 12,530 fans fewer than the club’s season average figure of 55,309.  22% difference.
• Manchester City: Greater Manchester Police’s average figures were 7,482 lower than club figures, again based on 12 games. 14% difference
• Southampton: Hampshire Police figures were an average of 4,246 fans lower than figures issued by the club. 13% difference 
• Tottenham: Brent Council says crowds at Wembley Stadium were on average 3,740 less than the club’s stated numbers. 4% difference
• Chelsea: Hammersmith and Fulham council says its average was 3,505 fans lower than club numbers, based on six games. 8% difference
• Watford: Hertfordshire Police says its average was 2,602 fans fewer than club figures, based on four games. 15% difference
• Manchester United: Trafford Council and Greater Manchester Police both said United’s published attendance figures matched its own, based on 12 games. 0% difference

So why do 22% of ticket holders not turn up to games they have already bought tickets for?

So looking at other clubs excluding Manchester United which I don’t believe the average non-attendance in the Premier League is 10.8% so West Ham is double that at 22%!

I am sure the club would try to argue this is a supporter issue as they have sold the ticket and it is up to fan whether they turn up. I think there are a multitude of problems which explain the mass non-attendance.

1. Affordable football with £99 season tickets for under 16’s and £289 cheap season ticket for adults has meant fans can pick and choose which games they attend. Although the club have frequently denied it there is evidence that non West Ham fans have bought season tickets to occasionally watch football in London on the cheap.
2. Many supporters can’t be bothered with Ticket Exchange either believing it is too much hassle or thinking the current deal of a 90% credit of the allocated season ticket value for that category of game is too low. Some in the upper tiers claim they have frequently used Ticket Exchange but their tickets but they have not sold.
3. The London Stadium itself has probably had an effect on some season ticket holders despite them renewing. Early trouble in the first season put some off attending every match,  some don’t like the journey, some don’t like the match day experience and some don’t like the stadium. Obviously the football on the pitch at home hasn’t really helped either.

So how do we solve the non attendance problem?

The club should make the Ticket Exchange scheme more attractive either giving season ticket holders 100% back or operating a profit share scheme with the season ticket holder getting a share when the ticket is re-sold at general admission price.

Supporters also need to change their  mindset that it is there seat and they can leave it empty if they want to. They should think about other West Ham fans on the waiting list or casual fans who might want to watch a game and think about helping the general match day atmosphere of a full stadium.

West Ham still need to work on the match day experience and look and feel of the stadium and the players need to play attractive football and win games at home to make our trip to Stratford an enjoyable day out.