Ok, so maybe it's not that radical - it might even be pretty obvious - but it seems lost on many clubs, including our own. The same thought processes still permeate the club now as in the Booth era and unless the mind-set changes, the club runs the risk of alienating its very life-blood.
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That thinking may have it's own hard-nosed logic, but sits uneasily with the "soft", customer service business the club is in. It's borne out of a view of the club as a victim of circumstances, unable to change its destiny. It's all about "pushing" people to turn up to Millmoor (think of what might happen if you don't), rather than "pulling" them in: and pushing people into something which is a matter of choice and about enjoyment is very likely to put them off in the long run.
The prices were simply announced; no explanation as to how they were arrived at, no clue as to how the relate the operating budget for next year. Huddersfield, when they released their prices for next year, published a colour brochure (downloadable from their official web-site), with an explanation of how Andy Ritchie wants to build and entertaining side and how that means that season ticket prices can't be cut. At least last year, we were told about the £500,000 due to the remaining players from the Championship days that the club had to meet and that went some way towards explaining the prices. This year: nothing.
The budgets are not explained. What is the wage bill for next year that these ticket prices are to sustain? How does that compare with other clubs in League Two? Presented with an informed choice, would fans accept reduced prices in return for a smaller or less talented squad?
No consultation, either. RUST may have the ear of the board at the moment, but the dialogue seems not to have touched on season ticket pricing. Nothing from the fans forums (like the idea of prices reducing the more tickets sold) has made its way into the pricing.
The argument against wholesale price cuts or more innovate pricing structures is that they are a gamble (what if fans don't buy at the lower rates?). If they are, the odds can be shortened by involving and canvassing the fans. Look at Bradford, where a season ticket will cost just under £140 next year, after 7,000 pledged to buy one at that price, thus allowing the club to be confident in its budgetting.
Following the recent comments from the chairman, not buying a season ticket is a politicised act, not just a consumer choice, but a statement about whether you want a football club in Rotherham. It's unfair to present it in those terms: you may very much want a football club, but not be able to afford or justify the price being charged for fourth division football in poor surroundings.
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For this club to really move forward, fans and board need to work out where the club is going (what would a successful Rotherham United really look like?) and think about how to get there. Having a five year plan is great, but not sharing that plan or its objectives is not and discussing them in a meaningful way with supporters is not.
We, the fans, love the club. The board are fans too, they appear genuine in wanting success for the club, to get the club to stand on its own two feet, to be a business and a sporting entity to be proud of.
The chance to really drive the club forward is there, but the club needs to show that it loves us too, by entering into the sort of open, transparent, honest conversation that forms the bedrock of any long term love affair. To get there, though, the mind-set needs to change.