Supporter Experience Group – Meeting Minutes

19^th September 2023 – 6pm Vitality Stadium 
 

Attendees:

Club Staff

• Neill Blake – Chief Executive (NB)
• Jim Frevola – President of Business (JF)
• Elizabeth Finney – Operations Director (EF)
• Nick Zombolas – Chief Ticketing Officer (NZ)
• Paul Fudge – Vice President, Business and Hospitality (PF)
• Ash Lord – Vice President, Media and Communications (AL)
• Hannah Powis – Head of EDI and Engagement (HP)

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

Minutes:

HP welcomed everyone to the meeting and asked the group for feedback on the season so far;

• MW noted that fans were pleased with summer transfer activity and enables them to see a return on increases to ticket prices.
• DK spoke about difficult decisions that have received mixed response from fans, but noted that it shows that the club is being optimistic and supporters understand this.
• A conversation took place around women’s team matches being added on to season ticket’s. JC felt that increasing prices but offering the games for free would have been better received. JF responded saying this would be disrepectful to the women’s team as there is a value to their games and also that free tickets have the highest no-show rates. PF seconded this, adding that the intention from the club was good and aimed at increasing engagement with the womens team.
• DK asked about tiered ticket pricing and long-term plans for this structure
  • NZ responded discussing the dynamic pricing, which allows some individuals to pick and choose matches and at times, save money. The policy allows the club to guage demand accordingly.
• JC continued the conversation and asked about away fans in hospitality areas
  • Club responded that this happens across the majority of clubs and we are aware of AFC Bournemouth fans taking up the offer at away games. PF mentioned that we have always had a small number of away fans in hospitality areas and haven’t had any problems with this. JF confirmed that we do not approach away clubs/fans as a sales strategy but if we are aware of their attendance, we do warn them of their behaviour (no club colours etc).
• BH spoke about the number of no-shows, NZ responded that stats from matches this season show that take-up is higher than last.
• DK asked about hospitality response so far this season:
  • JF responded that take-up is a work in progress. Overall, hospitality is under 5% of stadium seating whereas at other grounds its closer to 18%, meaning we are one of the lowest in the league. PF and JF both spoke of the business decision behind the Cherry Orchard noting that it was the easiest decision financially, but the hardest emotionally as it meant a lot to people.
  • DK responded acknowledging that although supporters are disappointed to not have access to 1910, they can understand the reasoning and business sense behind this.
  • PF added details of other facilities within Vitality Stadium; Bar One, Great Escape and, moving forwards, the plaza.
• A discussion took place around new facilities in the South Plaza;
  • PF said that it will provide an opportunity for supporters in the South Stand to access more facilities pre-game, half time and post match. PW said there is skepticism amoungst fans on the value of the offering to which PF responded that there are practicalities on what can be done including variety of drinks against speed of service.
• Supporters asked about the route of the away fans after the game and PF confirmed that away fans would be directed around the outside of the fencing to minimise foot traffic.
• DK asked if there was scope to have guest brewers and food options. PF responded that Heineken currently have exclusivity as part of their arrangement and all food is controlled by the club and this is preferred to the way other stadiums operated as we have control of quality. Moving forwards any commercial partnership agreement would have to work for both parties.
• JF said that the plaza was offered to STH first, following feedback from fans, but the take up was not there.
• Tickets for the plaza were chosen from the South Stand due to availability, DK fed back that some people who would like to be near the drummer in the South stand can’t access these seats which has a negative effect on matchday atmoshpere. He suggested that a hub of atmosphere-drivers could be created.
• Feedback from those in the South Stand was the drumming was too quiet and couldn’t be heard, JF said that feedback from the main stand was the drumming being too loud. JF asked whether the stage drummer idea worked and fans responded positively.
• JF confirmed that North Stand and South Stand drummers declined the idea of moving to the stage, but were supportive of the idea and have worked well with the club. DK discussed having singing sections and JF said that this was being discussed internally with regard to new stadium ideas and discussions such as these will play a part in plans.
• The group agreed that the atmosphere pre-match is much better; the videos, music, Great Escape and red flag are all helping towards building this.
• NZ gave an update on ticketing, during which he thanked supporters for using the ticket exchange system. Pre-season saw us welcome 17,000 fans and attract 8,000 new points holders. Ticket sales for Stoke had gone well and the women’s teams match has just been announced to which we look forward to seeing sales.
• We have more than doubled the number of maximum points holders which is accounting for tickets selling quicker, rather than a lower number of available tickets. This is due to a significantly higher number of supporters purchasing most, or all, matches during the 22/23 Premier League Season as compared to the previous 21/22 Championship Season. More than half of the games in the 21/22 Championship Season went to general sale, whereas zero matches went to general sale in the 22/23 Premier League Season.
• JC asked if the ticketing system could lock STH’s usual seats for cup games, NZ response was that whilst some people like to sit in their ST seats, for some it is an opportunity to try other areas.
• NZ confirmed that the club are workng with their ticketing provider to trial digital ticketing and this would likely happen within 2024. There are various benefits to this for fans, environmentally and for the club. It will also help to reduce the number of no-shows.
• BH mentioned that efforts to bring in non-points holders has been positive and asked whether there was a way to change process for points holders to return tickets but keep their points to reduce risk of no-shows. NZ responded that club wants to guard against people using the system to maintain their maximum points but not attending matches.
• HP introduced the group to the upcoming Fans Fund, asking the group for their thoughts on how this could be developed and highlighting the importance of this being developed in partnership with fans. She will share details with the group for their feedback following the meeting.
• The club panel answered questions that had been sent in before the meeting:
• What are the club doing to encourage younger supporters
  • HP detailed there has been an increase of 414 Junior Cherry (JC) memberships in comparison to end of August last year, marketing are working on targeted ad campaigns, new supporters being able to gain points for non-first team game will enable new Junior Cherries attend first team matches.
  • NZ added that JC ballot continues to offer tickets in family stand and the club are monitoring how many of these supporters are attending their first match.
  • JF confirmed that tickets are still allocated through the Community Sports Trust (CST) each game and noted Bill’s recent comments in an interview around his committment to engaging younger supporters as the club continues to grow.
  • EF reminded of the women’s team and academy matches which present a great opportunity for young supporters attending their first game to acquire a home point.
  • The group asked if the club would likely host more JC open training sessions. NB explained this can be difficult as training sessions are often more intense than what can be done in an open training session. International breaks are often a good time for this but does mean that some players will be away.
• JC asked if there would be an opportunity for fans to thank Jeff Mostyn:
  • NB highlighted the club’s gratitude shown on the official website and social media accounts when the announcement was made, an approach which aligns with the departure of other senior club figures, such as former owner Maxim Demin. He also noted that Jeff is often here on matchdays and continues to engage directly with supporters.
• DK asked about further opportunities to extend matchdays for supporters:
  • PF responded that with bars opening 3 hours before kick-off, from a length of time perspective this is already in place.
  • Supporters noted the new permanent screen at the Great Esacpe and this had been well received.
  • PF noted that the new plaza will be open for an hour after the match, if the club felt that there was desire from the fans for longer it would consider. He went on to say that after enquiries from supporters hospitality areas were kept open for an hour longer after the Tottenham early kick-off but very few people stayed.
• The group asked how the boxing went:
  • PF responded that generally the event was well received although it did present some challenges. There were a lot of learning curves and if we do anything in the future it will more likely be targetted as a family friendly environment.
• The group asked about progress of the training ground and potential of new stadium:
  • NB confirmed target for first-team arrival at the training ground is August 2024 with Academy and Women’s Team to follow
  • Design concepts will be presented to Bill in the coming weeks for a new stadium, club have been working with Two Circles around data.
• MA noted the town centre marketing images and was pleased that these included men’s and women’s team images.
• DK asked about international outreach work. HP and JF spoke of the CST’s recent work in USA and South Africa. NB highlighted the signing of USMNT’s captain Tyler Adams and the following that he has being positive.