Yeovil Town Commercial Manager Dave Linney spoke to BBC Somerset presenter Matt Faulkner on the Breakfast programme on Thursday 9th May 2013, just before tickets for the 2012-13 League One Play-Off Final went on general sale.
MF: There's 30,000 tickets available. How much would the club make if you sell them all?
DL: Quite a lot of money of course, but it's not all coming to Yeovil Town. It's spread far and wide with the Football League and the other clubs that are involved in the play-offs. It's only a percentage of that revenue from the gate that we get. But it's all the other add-ons and spin-offs that we get from this particular game that makes a difference.
MF: Is it a big percentage or a little percentage?
DL: No, it's not a lot. It's about 12.5% or 15% or something around that figure.
MF: Do you think you will sell 30,000 tickets?
DL: Well six years ago when we went to Wembley, we sold just over 29,000 and who knows? Our average crowds have dropped since then, so if we can sell up to 25,000 or more than that, then that would be a good marker.
MF: From a commercial point of view, what would be like being in the Championship? What would it mean to the club?
DL: It would be great. The crowds, for instance, would increase. The away attendances would increase and probably double from what we've been having recently. Then of course the home fans again would be looking to see new teams coming here that have never been to Huish Park, or probably not even to Somerset. So it would be nice to get some of those big boys down here to Huish Park for Somerset people to come and see them.
MF: I can't help noticing that you've very cleverly decided to play your new kit for the game. That's on sale ahead of time now. That's clever as it's commercial opportunism, isn't it?
DL: Well it is commercial opportunism, if you like, but as it happened all of our kit for this year - which was the same amount that we'd ordered for the year before - had sold out pretty quickly, with the success that we'd had over the last three or four months. So we were running short of that anyway and we needed a new kit. So we preempted what might happen about two months ago, because that's how long a lead time you have to work with to get the kit, and now it's all coming to fruition. On Monday morning, they should go on sale in the club shop.
MF: Now I can't imagine that you're going to have 30,000 tops in the club shop. Where do you draw the line in numbers? How do you make that decision?
DL: Well, it's very difficult. Initially we would put an order in and that might last the full season, or it might last us only two or three months, but I'm sure that the initial stock that we have coming in will suffice at this particular time. We've also got scarves, hats, t-shirts, polo shirts and we've got flags coming in as well. So all that merchandise will be available, ready to go to Wembley. We've only got a six day turnaround until the game itself. So it's all going to happen very quickly and very fast.
MF: It's not like when you were playing Dave, when you were sponsored by Wincanton Garages!
DL: That's right, we were. It's gone along a little from there. The money in the game has gone up of course, and everything else has followed suit. So it has changed - the game has changed both on the pitch and off the pitch - I can say that for sure!
MF: Do you think the shop will be as busy? Presumably everybody that buys a ticket will want to represent the club in the correct way - by that I mean that they're going to want something that's got your club's colours on them.
DL: Well if I look back to 2007 when we went to Wembley, anything green and white we had in the shop just completely sold out. It was unbelievable. Things never cease to amaze me and I hope it's going to be very similar on this occasion. We're geared up and ready, we've got things available for supporters. I would though ask people to buy from official sources, and not the unofficial sources that you might find floating about - that's one thing I must add and point out.
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