Bought your Open tickets yet? No? Well, expect a $5 charge for not buying before today following the Australian Open’s redefinition of “pre-purchase”.
After already swallowing a $5 price increase, fans have been told ground passes no longer carry a $5 discount for buying online the previous day.
The reason for the change follows the Australian Open’s discrete change to its interpretation of ‘pre-purchase’. Previously, it meant a purchase made before the day the ticket was valid (i.e. Buying a Thursday pass on Wednesday). In 2013, the term applied to purchase made before the first day of the tournament.
The decision will certainly bring thousands of extra dollars into Tennis Australia from hardcore fans – money needed to pay for the substantial increase in prize money.
However it could be at the cost of repelling the social fans, patrons who attend the Open for the complete festival, now very expensive day out.
A statement on the Australian Open website regarding the ticket price increase says, “The increased revenue will be put straight into the development of our sport. We are lifting our spending on player development and community tennis in our bid to find and nurture our next generation of champions.
“Along the way we want more people playing more tennis more often. Ground passes remain great value at the pre purchase price of $34.00.”