I have a bit of a fixed take on the kind of strategy required by the board in these extraordinary circumstances, which is a carry over from my direct working experience.
The club cannot get successful or reach its season goals of bouncing straight back to SL on "jam tomorrow" promises. It needs to maximise every revenue stream, generate increased new revenues and front load as much season pass revenue as it can. It also needs to take a bit of a risk.
It should offer a concrete incentive OPTION to those fans who want to commit to buy and pay for a multi year season pass in full now. That revenue should be capitalised in the P + L account as deferred income. However it is treated on the balance sheet as cash in the bank and can be used to make good on any central funding shortfall this season or to pay off any short-term loan or borrowing this year to meet extra funding needs.
Assuming promotion goals are achieved 12 months from now, the extra central funding generated next year in SL will deliver the cash necessary to cover the cash used this year from deferred income multi year pass sales. The risk is we fall short on our promotion goals and the related revenue is added to the debt pile.
1500 fans spending an extra £225 average this year on a 2018 season pass equates to an extra third of a million quid. If, like me, you love and support this club through the good times and the bad, then this is a gesture and an option that may help get us back this next 2017 season to where we want to be.
