MK DONS TICKET WHITE PAPER 22 23
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22 23 MK DONS TICKET WHITE PAPER.
WHITE PAPER
Contents.
MK DONS TICKET WORKING GROUP
• Introduction
• Process
• Location in the Ground
Family & Community Areas
22 • General Admission Matchday Pricing
• Season Ticket Pricing
Existing Season Ticket Holders
Season Ticket Benefits
Premier Members
Academy Supporters Draw
23
Payment Options
• Memberships
• Parking at Stadium MK
• Lounge & Hospitality Packages
• Next StepsWHITE PAPER
Introduction.
MK DONS TICKET WORKING GROUP
The past twenty months have been very challenging as we have all sought to
cope with the effects of COVID on our personal and business lives.
We have been both heartened and humbled by the engagement and support from our
fanbase during this time, staying with us throughout the pandemic. In turn, we recognised
22 this support and set prices for the current season at a record low to both say ‘thank you’
and to encourage supporters to safely return as we looked to move back to some form of
normality.
One of the outcomes of this review is that there is an absence of consistency in how we
had previously arrived at our ticket prices across all sections of Stadium MK. This lack
of logic has been compounded by the myriad of special offers and discounts across the
years, which has made it impossible to explain our pricing in a transparent manner. This
23
White Paper seeks to correct this and present a ticket pricing logic so that supporters can
be clear about our pricing strategy going forward, which we believe will still be amongst
the most competitive in our League.
This Paper represents the final document of the process which sought input from any
season ticket holder who wanted to participate and sets out a ticketing framework which
takes account of the many views shared in the consultation and the results of our peer
review.WHITE PAPER
Process.
MK DONS TICKET WORKING GROUP
All MK Dons 2020/21 season ticket holders were invited to attend kick-off
Zoom meetings in the Autumn of 2021.
Those who attended were asked to complete an online questionnaire covering
general admission pricing, season ticket pricing, location in the ground, the
composition, location & pricing of hospitality packages and memberships.
22
The season ticket holders who completed the questionnaire were then invited to
attend in-person meetings at Stadium MK where the findings were reported and
further feedback was presented by supporters.
The results of the questionnaire and the in-person meetings were collated, together
with outcomes of the peer review and have been discussed exhaustively internally
to produce this White Paper, which outlines the club’s ticketing structure for the
23 2022/23 season and beyond irrespective of which league we are playing in.
We have listened during the consultation period and built a pricing policy via a
formula driven methodology that is also consistent with other clubs in League One.
We believe we have applied logical and equitable discounting for concession tickets
and we have applied consistent discount rates to season tickets.WHITE PAPER
MK DONS TICKET WORKING GROUP
Location
in Stadium MK.
22
We have reviewed the seating areas in Stadium MK and looked at the
potential savings from closing sections of the ground but have decided
that the difficulties in relocating supporters would outweigh the
financial benefits arising from this.
We believe that we should, instead, use any new pricing matrix to encourage the
23 use of particular areas of the ground with a focus on the Cowshed and increasing
the occupation of the east side of the stadium which is within the TV arc. In this
way, we hope to improve the overall matchday atmosphere.WHITE PAPER
The following Blocks will be on sale in 2022/23:
MK DONS TICKET WORKING GROUP
Cowshed:
Blocks 10, 11, 12 and 13 with access to Stadium MK via Gate 5
and 7, plus 6 when crowd numbers dictate. W E S T
B O X E S L E V E L 4
Family Area:
B O X E S L E V E L 3
Blocks 7, 8 and 9 with access to Stadium MK via Gate 5.
15 16 17 18 19 20 21 22 23
14 24
Community Area: HOME DUGOUT AWAY DUGOUT
22 Blocks 14, 15, 16 and part of 17 with access
13 25
12 26
to Stadium MK via Gate7.
11 27
East Wing:
10 28
Blocks 2 and 6 with access to Stadium MK via Gate 5.
9 29
East Centre:
8 7 6 5 4 3 2 1 30
Blocks 3, 4, and 5 with access to Stadium MK via Gate 4.
23
Note: all home supporters will still be able to access Stadium MK via 5 E A S T 3
any of the above available home gates.
Club Red:
Part of block 17, and blocks 18, 19 and 20 with access to Stadium MK via
DoubleTree by Hilton entrance.
Away supporters:
Will be seated in Blocks 28 and 29, unless numbers and/or security dictate a
move to the upper tier with access to Stadium MK via Gate 3.WHITE PAPER
MK DONS TICKET WORKING GROUP
Family &
Community Areas.
22
The purpose of a Family Area is to create a dedicated part of the ground where,
from a safeguarding perspective, we are better able to monitor and ensure
the safety of our younger supporters. We recognise that many supporters
have been season ticket holders in our Family Area for some time and have
outgrown the age bracket relevant to this area. The Club is therefore renaming
Blocks 14/15/16/part of 17 as the ‘Community Area’ and will create a new Family
23
Area on the East side in Block 7, with the ability to expand into Blocks 8 and 9.
This new Family Area has level entry and will be closer to the Young Dons Zone
at Gate 5 and the Papa John’s kiosk.
Existing season ticket holders who wish to retain their seats in the newly
designated Community and Family Areas will be free to do so, but both these
areas will be subject to behaviour rules appropriate to their new status.WHITE PAPER
MK DONS TICKET WORKING GROUP
General Admission
Matchday Pricing.
22 From our peer review, we have identified a trend towards online booking and a
differential in price for buying on matchdays. To relieve the pressure on the box
office on matchdays, we are now proposing to introduce a £2 surcharge per
ticket for purchases on the day of the match with the exception of a digital ticket
which, if purchased online, will remain at the standard price.
We have listened to the consultation feedback and considered the results of our
peer review on concession pricing. One of the challenges is to ensure that every
23
seat allocated is valued and occupied as often as possible. Whilst we have been
proud of the current system of allowing Under 12s to enter for free, this has not
always been respected by everyone and we are therefore suggesting moving to a
discounted approach that is both logical and transparent.WHITE PAPER
Concession Discounts.
MK DONS TICKET WORKING GROUP
Concession discounts on tickets purchased on a match by match basis is set out
below:
• Supporters over 65 or Under 25 will receive a 25% discount on a standard ticket.
• Supporters Under 18 will receive a 50% discount on a standard ticket.
22
(75% in the Cowshed)
• Supporters Under 12 will receive a 75% discount on a standard ticket.
(87.5% in the Cowshed)
• Supporters Under 7 will receive 87.5% discount on a standard ticket.
• Bigger discounts in the new Family Area and the Cowshed.
23
There will be a separate Under 25 age band only in the Cowshed.
Under 7 prices will not be available in the Cowshed, East Centre and Club Red.General Admission Pricing.
WHITE PAPER
General Admission pricing matrix for the 2022/23 season:
MK DONS TICKET WORKING GROUP
Standard Price Matchday Price Standard Price Matchday Price
Adult £ 24.00 £ 26.00 Adult £ 24.00 £ 26.00
Over 65 £ 18.00 £ 20.00 Over 65/Under 25 £ 18.00 £ 20.00
Cowshed Under 25 £ 12.00 £ 14.00 Family Area*** Each child Under 18** £ 6.00 £ 8.00
Under 18 £ 6.00 £ 8.00 Each child Under 12* £ 3.00 £ 5.00
22
Under 12* £ 3.00 £ 5.00 Each child Under 7* £ 1.00 £ 3.00
Adult £ 24.00 £ 26.00 Adult £ 24.00 £ 26.00
Over 65/Under 25 £ 18.00 £ 20.00 Over 65/Under 25 £ 18.00 £ 20.00
Community
East Wing Under 18 £ 12.00 £ 14.00 Under 18 £ 12.00 £ 14.00
Area
23 Under 12* £ 6.00 £ 8.00 Under 12* £ 6.00 £ 8.00
Under 7* £ 3.00 £ 5.00 Under 7* £ 3.00 £ 5.00
Adult £ 28.00 £ 30.00 Adult £ 36.00 £ 38.00
Over 65/Under 25 £ 21.00 £ 23.00 Over 65/Under 25 £ 27.00 £ 29.00
East Centre Club Red
Under 18 £ 14.00 £ 16.00 Under 18 £ 18.00 £ 20.00
Under 12* £ 7.00 £ 9.00 Under 12* £ 9.00 £ 11.00
*Under 12s and Under 7s must always be accompanied by a paying adult. ** Under 18s must be accompanied by a paying adult in the Family Area.
***Maximum of eight children under the age of 12 per paying adultWHITE PAPER
MK DONS TICKET WORKING GROUP
General Admission.
22
Ticket prices will remain the same for all scheduled home fixtures of an EFL
League One season.
If the Club is promoted to the EFL Championship or relegated to EFL League Two,
then the above pricing matrix would be retained for at least the first season in
the new league.
23 Match tickets for supporters with a disability including wheelchair users are priced
at the applicable age bracket and those who are in receipt of the medium/higher
Disability Living Allowance or Higher Personal Independent Payments are entitled to be
accompanied by a FREE personal assistant.WHITE PAPER
MK DONS TICKET WORKING GROUP
Season Ticket
Pricing.
22 We have been really encouraged by the growth in season ticket holders this
year that have now reached pre-pandemic levels but, of course, this season’s
discounted pricing is not sustainable going forward.
In line with explaining our logic behind the pricing structure, the proposed
season ticket prices have been calculated by taking the appropriate general
admission standard ticket price, multiplying it by the current 23 EFL league
games in a season, and then applying a 30% discount to arrive at the total
23
price.
Historically the Club has created a separate Under 25 age banding which has
now been merged with the Over 65 price for tickets purchased on a match by
match basis. For season tickets, we are looking to maintain this separate band
which will be priced in the middle of the Over 65 price and Under 18 price, with
the exception of the Cowshed and Club Red.Season Ticket Pricing.
WHITE PAPER
Season ticket pricing matrix for the 2022/23 season:
MK DONS TICKET WORKING GROUP
Price Per Game 12 Payments Price Per Game 12 Payments
Adult £ 386.40 £ 16.80 £ 32.20 Adult £ 386.40 £ 16.80 £ 32.20
Over 65 £ 289.80 £ 12.60 £ 24.15 Over 65 £ 289.80 £ 12.60 £ 24.15
Cowshed Under 25 £ 193.20 £ 8.40 £ 16.10 Under 25 £ 241.50 £ 10.50 £ 20.13
Family Area***
Under 18 £ 96.60 £ 4.20 £ 8.05 Each child Under 18** £ 96.60 £ 4.20 £ 8.05
22 Under 12* £ 48.30 £ 2.10 £ 4.03 Each child Under 12* £ 48.30 £ 2.10 £ 4.03
Each child Under 7* £ 16.10 £ 0.70 £ 1.34
Adult £ 386.40 £ 16.80 £ 32.20
Over 65 £ 289.80 £ 12.60 £ 24.15 Adult £ 386.40 £ 16.80 £ 32.20
Under 25 £ 241.50 £ 10.50 £ 20.13 Over 65 £ 289.80 £ 12.60 £ 24.15
East Wing
Under 18 £ 193.20 £ 8.40 £ 16.10 Community Under 25 £ 241.50 £ 10.50 £ 20.13
23 Under 12* £ 96.60 £ 4.20 £ 8.05 Area Under 18 £ 193.20 £ 8.40 £ 16.10
Under 7* £ 48.30 £ 2.10 £ 4.03 Under 12* £ 96.60 £ 4.20 £ 8.05
Adult £ 450.80 £ 19.60 £ 37.57 Under 7* £ 48.30 £ 2.10 £ 4.03
Over 65 £ 338.10 £ 14.70 £ 28.18 Adult £ 579.60 £ 25.20 £ 48.30
East Centre Under 25 £ 281.75 £ 12.25 £ 23.48 Over 65/Under 25 £ 434.70 £ 18.90 £ 36.23
Club Red
Under 18 £ 225.40 £ 9.80 £ 18.78 Under 18 £ 289.80 £ 12.60 £ 24.15
Under 12* £ 112.70 £ 4.90 £ 9.39 Under 12* £ 144.90 £ 6.30 £ 12.08
*Under 12s and Under 7s must always be accompanied by a paying adult. ** Under 18s must be accompanied by a paying adult in the Family Area.
***Maximum of eight children under the age of 12 per paying adult NB. The twelve payments have been calculated to the nearest full pence.WHITE PAPER
MK DONS TICKET WORKING GROUP
Season Tickets for
22 supporters with a disability.
Season tickets for supporters with a disability including wheelchair users are priced at
the applicable age bracket.
Season ticket holders with a disability who are in receipt of the medium/higher
Disability Living Allowance or Higher Personal Independent Payments are entitled to be
23 accompanied by a FREE personal assistant throughout the season. Both the Season
ticket and the personal assistant’s ticket will be issued in the same name, which provides
flexibility for the personal assistant to be altered on a game-by-game basis.WHITE PAPER
MK DONS TICKET WORKING GROUP
22 Existing Season
Ticket Holders.
2021/22 season ticket holders who renew for 2022/23 will receive a 33% discount
on the GA x 23 calculation, and this offer will replace the previous Early Bird price.
23
Full details on the renewal process will be sent in the post by the beginning of
March 2022.Existing Season Ticket Holder prices.
WHITE PAPER
Existing Season Ticket 2021/22 season ticket holders:
MK DONS TICKET WORKING GROUP
Price Per Game 12 Payments Price Per Game 12 Payments
Adult £ 369.84 £ 16.08 £ 30.82 Adult £ 369.84 £ 16.08 £ 30.82
Over 65 £ 277.38 £ 12.06 £ 23.12 Over 65 £ 277.38 £ 12.06 £ 23.12
Cowshed Under 25 £ 184.92 £ 8.04 £ 15.41 Under 25 £ 231.15 £ 10.05 £ 19.26
Family Area***
Under 18 £ 92.46 £ 4.02 £ 7.71 Each child Under 18** £ 92.46 £ 4.02 £ 7.71
22 Under 12* £ 46.23 £ 2.01 £ 3.85 Each child Under 12* £ 46.23 £ 2.01 £ 3.85
Each child Under 7* £ 15.41 £ 0.67 £ 1.28
Adult £ 369.84 £ 16.08 £ 30.82
Over 65 £ 277.38 £ 12.06 £ 23.12 Adult £ 369.84 £ 16.08 £ 30.82
Under 25 £ 231.15 £ 10.05 £ 19.26 Over 65 £ 277.38 £ 12.06 £ 23.12
East Wing
Under 18 £ 184.92 £ 8.04 £ 15.41 Community Under 25 £ 231.15 £ 10.05 £ 19.26
23 Under 12* £ 92.46 £ 4.02 £ 7.71 Area Under 18 £ 184.92 £ 8.04 £ 15.41
Under 7* £ 46.23 £ 2.01 £ 3.85 Under 12* £ 92.46 £ 4.02 £ 7.71
Adult £ 431.48 £ 18.76 £ 35.96 Under 7* £ 46.23 £ 2.01 £ 3.85
Over 65 £ 323.61 £ 14.07 £ 26.97 Adult £ 554.76 £ 24.12 £ 46.23
East Centre Under 25 £ 269.68 £ 11.73 £ 22.47 Over 65/Under 25 £ 416.07 £ 18.09 £ 34.67
Club Red
Under 18 £ 215.74 £ 9.38 £ 17.98 Under 18 £ 277.38 £ 12.06 £ 23.12
Under 12* £ 107.87 £ 4.69 £ 8.99 Under 12* £ 138.69 £ 6.03 £ 11.56
*Under 12s and Under 7s must always be accompanied by a paying adult. ** Under 18s must be accompanied by a paying adult in the Family Area.
***Maximum of eight children under the age of 12 per paying adult NB. The twelve payments have been calculated to the nearest full pence.WHITE PAPER
Season Ticket Benefits.
MK DONS TICKET WORKING GROUP
Season ticket holders will be able to purchase an additional ticket per game for friends,
family and colleagues at MK Dons membership rate at a 10% discount.
All Under 12 season ticket holders will automatically become Young Dons Members.
All season ticket holders will be eligible for two exclusive retail offers per season from
22
the Club Shop.
Premier Members.
23
We are looking to enhance the Premier Membership scheme, where we recognise
those season ticket holders who have been with the Club for four campaigns or more.
Season ticket holders are eligible for Premier Membership status on completing three
consecutive full seasons with the Club and are automatically entered into regular draws
to win unique MK Dons prizes, such as a visit to the home dressing room, meeting
players (Covid protocols allowing) or an interview with Darren and Lia in the Pre Match
Show. These draws take place prior to each home league match.WHITE PAPER
MK DONS TICKET WORKING GROUP
Academy Supporters Draw.
22
We will continue with the MK Dons Academy Supporters Draw as the monthly
contributions from supporters have had a real positive impact by generating
additional revenue to help the identification, development and coaching of the
best home-grown talent.
The scheme is open to all season ticket holders aged 18 or over for just £12 a season
or £1 a month and gives season ticket holders the chance to win back the price of
23 their 2022/23 season ticket*. These draws take place every month during the season
providing ten opportunities to win the prize.
*only the season ticket element of any hospitality package will be refunded.WHITE PAPER
MK DONS TICKET WORKING GROUP
22
Payment Options.
As always, we want to make payment for season tickets as straightforward as
possible by offering supporters the opportunity to spread the cost of their ticket
over a 12-month period through regular monthly payments..
Following the consultation process we have made the decision to retain the current Direct
23 Debit system. For existing season ticket holders who make use of this service your direct
debit will automatically renew on the 1st May 2022, followed by a further 11 equal monthly
payments.WHITE PAPER
Memberships.
Club Dons Membership
MK DONS TICKET WORKING GROUP
Club Dons members will receive the following benefits:
• Exclusive Digital Membership card
• 10% discount on any ticket at all EFL league home games.
• Priority after season ticket holders on restricted allocation games.
22 Adults: £ 20 per season
Under 18s: £ 10 per season
Young Dons Membership (Under 12s)
Young Dons members will receive the following benefits:
23
• A welcome pack which includes the Young Dons Magazine.
• A Christmas message from the MK Dons 1st Team.
• Discounted ticket to a Young Dons event.
• Access to Young Dons Section of the MK Dons website which will
contain exclusive content.
• Priority after season ticket holders on restricted allocation games.
Under 12s: £ 10 per seasonWHITE PAPER
MK DONS TICKET WORKING GROUP
Parking at Stadium MK.
As part of our review, we have looked at the cost of delivering parking which is
becoming ever more expensive to operate. We have found that an excessive number
of spaces are offered free, either as part of a package or because of the status of the
22 driver. We need to ensure that this is better managed going forward and to minimise
any rise in costs to those that park, we will need to utilise as many spaces as possible
to produce income. However, we recognise the status of Blue Badge Holders and we
intend to continue the offer of free parking in our marked bays which will be available on
a first-come first-served basis.
A £2 surcharge per ticket is already applicable for purchases on the day of the match,
with the exception of a digital parking ticket which, if purchased online, remains at the
23
standard price and we intend to retain this structure.
2022/23 Matchday Parking Prices
Price (inc booking fee) Matchday Price
£ 8.00 £ 10.00WHITE PAPER
Seasonal Parking at Stadium MK.
MK DONS TICKET WORKING GROUP
We have reviewed the cost of seasonal parking permits and, due to the inclusion of the
cup games, the income from seasonal parking can be heavily diluted by the number of
home legs in any cup run and the associated costs of providing the service for every
match. The cost of car park stewards and management is also increasing year on year
22 and so we now propose to only include scheduled home league games in a seasonal
parking permit.
We propose to replicate the season ticket discount of 30% for seasonal parking
permits.
2022/23 Seasonal Parking Pricing
23
Price Per Game 12 Payments
£ 128.80 £ 5.60 £ 10.73
Seasonal parking permit holders will have an exclusive period to prebook their car park
space for cup games before the car park is released for general sale.WHITE PAPER
MK DONS TICKET WORKING GROUP
Lounge & Hospitality
Packages.
22
Having listened to those who have taken part in the consultation, we are again
outlining a more logical and transparent approach to the pricing of hospitality
packages, as these tickets have not always been priced correctly in the past.
Essentially, each category of hospitality will be based on the price of a ticket
relating to the area, plus the cost of any appropriate food and beverage offering,
23 with a profit margin on the food element of the package retained by the Club.
Only the ticket element of the package is discounted in the season ticket price,
although the Club is making a smaller margin on the food element of the seasonal
ticket package than on the matchday price.
Under 12 prices in Club hospitality packages will be for a children’s meal
appropriate to the area they are served in.WHITE PAPER
MK DONS TICKET WORKING GROUP
22 Club Red Lounge.
In addition to the facilities of the Pre Function area including pay bar and toilets,
we will be introducing the new 3-2-1 lounge with seating and TVs for use by Club
Red ticket holders entering the Stadium through the DoubleTree by Hilton Hotel.
The 3-2-1 lounge will be located to the north of the ballroom and supporters will be able
23 to bring concession food and drink into the lounge and enjoy the Man of the Match Q&A.
Access to the lounge is included in the cost of the Club Red ticket, details of which have
been included in the General Admission Pricing tables above.WHITE PAPER
Club Silver
MK DONS TICKET WORKING GROUP
Social Hospitality.
There is a definite aspiration to create a social hospitality area in
the Ballroom, including:
• A Club Red match ticket in West Centre
22
• One-course meal at a set time, with a compere host in the Ballroom
• Man of the Match presentation
To be able to deliver this efficiently, we would need a take up of around 200
guaranteed diners per game and we would expect the price to be:
Season Ticket
23 Matchday Price Per-game 12 Payments
Adult £ 65.00 £ 1,195.00 £ 51.96 £ 99.58
Under 12 £ 32.50 £ 597.50 £ 25.98 £ 49.79
Following on from the consultation process we will be trialling the Club Silver Social
Hospitality at the end of the 2021/22 season.
To register your interest in Club Silver Social Hospitality please follow the link below -
https://bit.ly/ClubSilverSocialHospitalityWHITE PAPER
MK DONS TICKET WORKING GROUP
Club Gold.
A hospitality package in a Level 2 Pitchside Lounge, consisting of a match
22 ticket on the Directors’ Balcony with a value of £40, a one-course meal,
pay bar, matchday supplement and team sheet, half time tea/coffee and
TVs showing early kick offs and results service as well as access to the Man of
the Match presentation after the game
Club Gold guests will access the Stadium via the DoubleTree by Hilton Hotel
entrance.
23
Season Ticket
Matchday Price Per-game 12 Payments
Adult £ 80.00 £ 1,495.00 £ 65.00 £ 124.58
Under 12 £ 40.00 £ 747.50 £ 32.50 £ 62.29WHITE PAPER
MK DONS TICKET WORKING GROUP
Club Platinum.
A formal hospitality package consisting of a match ticket on the Directors’
22 Balcony with a value of £40, a complimentary drink, a three-course meal served
in Pitchside Restaurant, pay bar, matchday supplement and team sheet, half
time tea/coffee and access to the Man of the Match presentation after the game.
One parking space will also be included for four tickets booked.
Club Platinum guests will access the Pitchside Restaurant via the DoubleTree by
Hilton Hotel entrance.
23
Season Ticket
Matchday Price Per-game 12 Payments
Adult £ 100.00 £ 1,995.00 £ 86.74 £ 166.25
Under 12 £ 50.00 £ 997.50 £ 43.37 £ 83.13WHITE PAPER
Club Black.
MK DONS TICKET WORKING GROUP
Access to an exclusive private box for 10 people, with seating on Directors’
Boardroom level directly outside the box, a private bathroom, matchday
supplements, team sheets, host drinks service, half time tea/coffee and biscuits
and large screen TV showing early kick offs and results service. Package also
includes 3 parking spaces.
Access to Level 2 Pitchside Bar and Man of the Match presentation.
22 Club Black guests will access the Stadium via the DoubleTree by Hilton Hotel
entrance.
Season Ticket
Matchday Price Per-game 12 Payments
Adult £ 650.00 £ 11,000.00 £ 478.26 £ 916.67
23
Lounge Dining with Club Black
Box Holders can add a grazing buffet to their box, or individual box guests can
pre-book lounge dining in Club Gold or Club Platinum on a match-by-match basis:
Box Grazing Buffet Club Gold Club Platinum
for 10 per person per person
Adult £ 250.00 £ 26.50 £ 42.00
Under 12 £ 13.25 £ 21.00WHITE PAPER
MK DONS TICKET WORKING GROUP
22 Thank you...
Thanks go to our season ticket holders and, specifically, those who participated in
the ticketing working group, and feedback meetings. Those supporters who have
participated thus far have played a vital role in developing the thinking behind this white
paper. This paper will now be distributed to the wider supporter base and form the
framework of our season ticket and general admission for the 2022/23 season
23 and beyond.22 23
Thank you for your continued support.
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