So what exciting initiative has the club come up with? Free parking? Including cup games in season tickets? Erm, no. They've kept season ticket prices the same (which is actually an increase when you take into account the VAT reduction) and increased gate prices by two quid.
Sure, this increases the saving if you buy a season ticket, but it's absolutely ludicrous business thinking. Most other clubs are reducing prices in the current economic climate, yet we are pushing up gate prices and claiming it's some sort of benefit for season ticket holders.
For what it's worth, £285 for a home season ticket isn't too bad - although some sort of reduction considering the dross we've been served up in 2009 would have been bad. The offers for kids are also superb - £75 for under 12s and £125 for under 18s. But increasing gate prices to £20 is just stupid.
The club is making more money in the new ground - increased corporate revenue, car parking money and no debt. Surely this could have seen some sort of reduction? And don't hold your breath if you expect this strategy to produce more money to strengthen the team, because we'll soon be hearing the usual excuses about a lack of funds compared to other clubs.