When St Mary's was built a condition was that all tickets would have a public transport bus ticket included. This fell by the wayside of course when the club fell on hard times, but there is no reason such a condition could not be reinstated. Free rail tickets to Totton, Swanick, Eastleigh, Romsey (?) would also all help with traffic.
Was it this thread or another where a poster was complaining about cycle lanes and speed limits? Mate, it's a city, and if you are in a jam you are part of what makes that jam. I've dropped people off for the cruise ships and it's a pain, and occasionally I drive to the match, but I'm under no illusions that traffic is worse just because of the odd cycle lane or 20 mph limit.
Southampton is a waterside city but you'd often be hard pressed to know. I'd love for there to be a jetty where you could be dropped off by a water taxi straight from the IOW ferry or Hythe, or a mate with a RIB!