You're a little ray of sunshine you are.
His comments were a bit OTT but read between the venom and there are some elements of truth in what he says.
Two questions need to be asked.
1) How many extra season tickets can we sell.
2) How many extra casual supporters can we attract.
The corporate hospitality figures are important to our match day income but will not have a great effect on attendance or capacity.
1) With season tickets you have to account for the fact that we have just achieved our highest ever sales on the back of a successful campaign aimed at the younger fans, plus we reduced our prices this year. Lots of people on here commenting on Man City and West Ham ST prices, but you need to remember that neither have a brand new very expensive stadium to pay for. General consensus is that it will cost between £400/450m for a club that is only likely to turn over around £150m pa, even with the new TV deal. There will be an element of long term debt taken out which needs to be serviced, realistically, from increased advertising and match day revenues. I can therefore only see us increasing ST prices for the new stadium, not reducing them. I'd be happy if we were able to increase out ST sales to 40,000 which is an increase of 25% on the current levels.
2) I don't have any figures on the casual supporter but, assuming that we give 3k to the away team, we normally sold between 6/8k each week. I don't have any details on membership/Forever Everton numbers (maybe somebody can enlighten us) but say there may be 30/40k individuals that share these seats over a season. One has to assume that some of these have been responsible for the big increase in ST sales this season, and likewise should we increase our ST sales in the new stadium. I'd be happy if we sold between 10/15k casual tickets per game depending upon the opponents but I believe even this is optimistic. You have to take into account we had less than 25k at the Yeovil game and 30k at Norwich the other night.
I'm a believer that too may empty seats will not look great, not to mention the stick we'll get from the RS which will be inevitable (you have to live and work in Liverpool to fully get this). I doubt we'd fill a 55k stadium more than a handful of games a season and anything bigger than this is not needed at the moment. Whilst it hurts, we have to accept the fact that we are based in a two team city and probably close to 2/3 of the population support the other team sadly.
My personal view is that we build something between 50/55k, but in a way that is relatively easy to build on should future demand dictate.