Rob, not all pass holders can go as often as you do. For those nerds who practically live at the park, even a raised price will still represent decent value for the amount of time they go. We can’t all visit at the drop of a hat, and for those who go let’s say 5-10 times a year, a massive increase wouldn’t be worth getting a season pass for, when you can get 10 day advance tickets cheap. I would fully expect an increase due to Icon, but maybe £20. The prospect of the renewal price doubling, or more, is frankly ridiculous.
As Jamie has said, though we don’t give the park huge amounts of money in park entry, we are still buying food, drink, merchandise, renting lockers, etc whilst there. Surely alienating season pass holders is not a good idea, given that allegedly they didn’t get in as many GP punters as hoped this season either.