Among the main activities dedicated to the development and the review of the ticketing and the commercial layout of the Stadium, we highlight the Booking 16/17 project.
The initiative - started in January 2016 for the strategic planning of 2016/2017 football Season - aimed at making San Siro Stadium more accessible to different customer clusters and making the cost of the ticket even more rationale compared to the specific match and to the position inside the Stadium.
The work program envisaged an initial phase of analysis of the status-quo, through an in-depth study on: places and methods of purchasing tickets; sectors of the stadium of greater attendance; behaviours of the main competitors, in particular FC Inter; mood of the supporters in the current football Season and forecasts for the next one; specific tests in relation to comparable matches of the previous football Season.
At the end of these survey activities, some improvements were implemented relevant to ticket pricing policies, in order to increase the number of spectators at the Stadium, to offer greater transparency and communication on prices, and to improve company performances.
Among the main changes, we report:
- Setting up of 4 price lists (A|B|C|D) replacing the 2 ones previously used;
- Same price for all sales channels;
- Free tickets for Under 7s;
- Review of the layout of the first red and orange stand (4 different sub-sectors) theatre style.
The analysis of the results of the Booking 16/17 project showed a significant increase both in fans’ attendance at the Stadium, and in the number of single tickets sold, thus making the match more accessible, without losing the value of the event and generating a sharp increase in revenues from the Club.
AC Milan is committed to guarantee its supporters more and more transparency, clarity and information related to the communication of ticket prices, discouraging the purchase of tickets through unofficial channels. As part of this commitment, during 2016/2017 football Season the Club pursued several SEM campaigns, aimed at tackling the sale of tickets through unauthorized websites.
As part of this effort, the Group undertakes concretely:
- To report on the website in a direct and clear way that supporters must not rely on other websites for the purchase of tickets at the same time with each Ticketing communication;
- To offer specific support to fans, through the Customer Service, both before the purchase - in case we are asked for info on the reliability of some unofficial sites - and afterwards, offering all possible support to those who have been cheated may retaliate against the dealer who committed the crime;
- To carry out specific checks on the validity of the tickets at the stadium, either visually by checking the stewards at the entrances, or electronically at the second access control, verifying, for example, that the tickets issued at a reduced price show the correct wording on the ticket and they are used by U14s/O65s.
- To offer the stadium the possibility of filing a complaint in case of fraud; where possible supporters are then hosted at the stadium to watch the match.