The new managing director at Silverstone has proposed lowering race day ticket prices for the British Grand Prix.
Patrick Allen, who was appointed new boss of the F1 circuit this year, wants to reduce race day ticket prices by up to £56 in a bid to boost spectator numbers.
He told the BBC: “What I would like to do is see ticket prices falling for the British Grand Prix,” Allen told BBC Look East.
“In my mind I have the benchmark of a £99 admission ticket. I think that’s what customers deserve.”
Mr Allen plans to balance out the reduction with an increase in concession sales, but not until the 2016 race at the earliest.
The former marketing expert said: “I would much rather see better ticket offers and once people are here, do more for them.
“If you want to get more people here every year, you don’t do that by putting the ticket prices up. We are desperately trying to bring the ticket price down.”
General admission raceday tickets for the 2015 Grand Prix for adults are priced at £155. The full list of prices are as follows:
Sunday (race day) £155-£340
Saturday (qualifying) £87.50
Friday (practice) £67
Mr Allen took over the role of running Silverstone Circuit Limited from Richard Phillips. The company manages the track on behalf of the British Racing Drivers Club (BRDC), who attempted to sell it until a deal fell through in May.
But Mr Allen expects the current owners to remain committed. He said: “Yes it’s true they tried to sell the circuit. That didn’t happen for whatever reason.
“They are very much concentrating now on making this a successful venue. You can ever say never, but for the foreseeable future we have to build this business.
“Right now my remit from the BRDC is very clear, which is to make this a profitable, blue riband venue.”