SEG minutes: March 2024

Supporter Experience Group – Meeting Minutes

27th March 2024 – 5.30pm Vitality Stadium

Attendees:

Club Staff

• Jim Frevola – President of Business (JF)
• Chris Gerrish – Operations Director (CG)
• Nick Zombolas – Chief Ticketing Officer (NZ)
• Paul Fudge – Vice President, Business and Hospitality (PF)
• Matt Payne – Vice President, Marketing and Brand (MP)
• Ash Lord – Vice President, Media and Communications (AL)
• Hannah Powis – Head of EDI and Engagement (HP)
• John Jennings – Disability and Engagement Officer (JJ)

Supporters

• Baylie Hart (BH)
• Steve Tollerfield (ST)
• Dan King (DK)
• Mason Wallace (MW)
• Paul Westcott (PW)
• Mia Allum (MA)
• Jeff Craft (JC)
• Katie Warren (KW)

Apologies

• Frankie Lemen
• John Wood
• Ellie Mackin

Minutes:

HP welcomed the group to the meeting and ran briefly through the agenda and themes;

JF gave an update around stadium and matchday experience.

The SEG aired their concern around the percentage of hospitality tickets if there was an expansion to seating and how this affects general supporters accessing tickets. JF responded saying the club wants everyone who wants a season ticket to be able to access one, its unfortunately a stadium capacity issue. He also spoke about the current % of hospitality, which is significantly lower than the average across the Premier League.

PF added that moving forwards, levelled hospitality would be considered providing more opportunities for different styles of matchday experiences.

The SEG asked for an update on the training ground and if this will correlate with progression of a new stadium or stadium redevelopment. JF responded giving details of the opportunities that arise from increased space at Vitality Stadium, when Canford is finished. He discussed the progress of Vitality Stadium and a potential new stadium and discussed inevitable hurdles but mentioned the club continues to work positively with the council.

Conversation moved onto safe and persistent standing, CG gave an update on safe standing and how it has helped to generate atmosphere within the Vitality Steve Fletcher North Stand. MA asked what was the rationale behind the independent railing being painted red and black. After clarifying that the question was about the rails themselves rather than the steps, CG responded saying it was chosen as it’s the colours of our brand.

JC asked about the purpose of stewards located at the back of each block of safe standing, CG replied providing details on the role of these stewards, which is to stop migration of suppporters across blocks. This forms part of the club’s management of safe standing, in line with guidance from the football authorities.

CG moved on to speak about persistent standing. He discussed with the group the safety certificate and the powers that the football authorities have to reduce capacity, should we not be able to ensure all supporters are sitting in seated areas. He spoke about the education piece taking place with supporters who are persistently standing.

MW asked if there was ever a consideration for the whole of block 15 to be safe standing, both CG and NZ discussed the impact on the view of supporters in other blocks which would ultimately mean the whole of the Vitality Steve Fletcher North Stand would need to be safe standing, which wasn’t feasible.

PW also asked if there was a reason safe standing wasn’t implemented in the Ted MacDougall South Stand to which CG responded with details of the structural limitations of the Ted MacDougall South Stand.

MA asked about the removal of the red army chant and spoke of how this has impacted on matchday atmosphere. JF responded that the club couldn’t comment but confirmed that the term red army was still a part of the club’s identity. MP and JF both added they would welcome the supporters to continue the red army chant prior to kick-off.

MP also discussed matchday atmosphere and that the club is working on new methods to create atmosphere with a version of red army and the great escape included. He noted that the club are keen to work with supporters to develop atmosphere in the 10 minutes before kick-off and implored the group to speak with other supporters about this.

The group talked about a number of options in relation to red army and great escape and how this could be implemented. Staff and the SEG will continue to work together as this progresses.

There was a discussion about how large flags can be utilised to help generate atmosphere, suggestions from the group were to trial at an away game initially, with the view to then implementing at Vitality Stadium. CG noted this would be at the away club’s discretion.

The group posed a question about the drummers in Vitality Steve Fletcher North and Ted MacDougall South stand, asking if they could be more co-ordinated. MP responded with information on the matchday experience team and their work to align the drummers.

The group agreed that the band outside the Ted MacDougall South and Vitality Steve Fletcher North Stands was a positive addition and is starting to be well received by supporters.

JF introduced the group to a trial that will take place at the Manchester United game where the licence will be extended to the perimeter of the stadium and will therefore allow supporters to move around the footprint with drinks. PF spoke to this being a trial just for Manchester United but if all goes well could be implemented for next season and would allow for more food and drink stalls to be around the exterior of the stadium.

Information on the trial was well received by supporters and generally it was felt that more supporters would arrive earlier if there were more options on site. The group felt that communication around the trial was imperative to its success and noted that the club should pay careful attention to the communications plan.

The SEG also noted that the Plaza has been successful this year, although it had a tricky start it is now a popular pre-match lounge.

PW asked a question around the Wi-Fi in the stadium following a recent update from BCP Council. HP responded with details of the implemented Wi-Fi around Kings Park, it was noted that this is a council-led initiative and although it may extend around the stadium it would be unlikely that supporters will be able to access within the stadium. HP and JF said Wi-Fi within the stadium isn’t something that is currently being looked at.

The conversation moved on to ticketing which started with an enquiry about the online waiting room. NZ discussed the positive impact of the waiting room, limiting interruptions in service experienced by supporters. He also noted the ticketing team have now rectified a waiting room error that was impacting certain devices.

The SEG asked NZ about the points threshold for next season and whether this was likely to change. He discussed the significant growth of supporters with max or near max home points since the club’s return to the Premier League last season. He noted that the points system is unlikely to change significantly next season, and we’ll continue to ensure there are enough tickets in the first drop for the supporters on maximum points.

While discussing ideas of potential development in this area, NZ also noted that we are the only Premier League club without a membership scheme. He referenced discussions had by the club to introduce a membership platform in the coming seasons, and invited the group to share ideas of other benefits they’d like to see included with a membership.

NZ moved on to answer a question about digital ticketing. Previously there has been talk of this being implemented this year, but this is now likely to be pushed back to the 2025/26 season. This would be done to ensure supporters do not have to learn a new digital ticketing app in back-to-back seasons, if we are to change ticketing systems within this timeframe.

There was a discussion about away fans in the home end at Vitality Stadium and home fans in the away end when the club is away. NZ advised that outside a limited hospitality offering in the main stand, the club sells all seating to season ticket holders and home point holders (with the most recent on-sale reaching all tickets issued at 28+ home points). The club continues to monitor ticket touting and ticket transfer, which is often the cause of tickets going to away fans. NZ also discussed the sanctions process in that, the club’s incident panel investigate each report that comes through and where applicable, action is taken. He thanked supporters for being a resource with this process, and encouraged everyone to continue to provide details if there is evidence a seat has been resold or transferred.

The next theme discussed was retail; JF provided an update about the fashion range  which has seen notable success in the past few months. MP discussed price drops within the superstore and suggested that these would be linked to particularly positive moments across the season rather than a reduction in price throughout the season.

KW asked a question about the range of products and sizes within the womens range.

HP discussed a recent Women’s Working Group, the first of its kind at the club, where a number of discussions took place around the womens range. She detailed a feedback survey currently underway with women supporters and noted a change to more unisex wear rather than gender specific.

ST asked if there were plans to develop the brand alongside Michael B Jordan. MP described future plans for working with MBJ and noted how this can expand our brand. JF noted that there would be no change to the club badge without extensive fan consultation. HP discussed the FA ruling around heritage assets with the group.

DK asked the panel about opportunities to grow the fan base locally and nationally. HP gave examples of how the club is expanding and noted a new project, ‘Cherries, Together’, which will launch in May and is specifically focused on engaging with underrepresented groups. MP added to this speaking of growth within the womens game, Junior Cherries membership and global reach.

The SEG commended the club for the Women’s team growth particularly across social media.

There was a further discussion about away allocations with JF and NZ explaining the decision-making process behind selecting an allocation and the deadlines the club is required to follow.

They referenced communications included within the on-sale information web articles which provides details on the allocation decisions and timeframes. The group acknowledged the club’s efforts to provide more detailed communication as part of these announcements, and

NZ shared the club plans to survey supporters again this summer to help gauge interest in away fixtures for next season.

Meeting closed.