AFC Bournemouth
AFC Bournemouth held a maiden meeting with its Women's Working Group earlier this month, the details of which can be found below.
Attendees:
Club Staff
- Nick Zombolas – Chief Ticketing Officer (NZ)
- Steve Cuss – Head of Community (SC)
- Hannah Powis – Head of EDI and Engagement (HP)
- Justin Bailey – Head of Retail (JB)
- Chloe Collins – Facilities Manager – Ringwood Hub (CC)
Supporters
- Sara Uzzell (SU)
- Olivia Williams (OW)
- Heather Hoggatt (HH)
- Di Stevenson (DS)
- Carol Toller (CT)
- James McCaffery (JM)
- Louise Clarke (LC)
- Judith Groom (JG)
- Anna Doran (AD)
Minutes:
HP welcomed the group to the meeting and thanked them for their interest in the group.
HP provided rationale behind creating this group, referencing the club’s fan engagement plan and EDI strategy. She discussed the club’s EDI Priority areas and how this group would focus on the overall experience for women at AFC Bournemouth.
LC asked the group if they had heard or experienced any forms of discrimination or offensive language whilst supporting AFC Bournemouth. The consensus from the group was that it has been heard but didn’t seem prevalent and feedback was that generally reports weren’t common.
AD noted that it can often be difficult to report to a steward on the day as this could draw attention to the situation, she would use the confidential reporting line but often she doesn’t have signal in the stadium. The group suggested looking into other options that avoid the supporter needing to have signal. HP will take this away and asked the group to let her know should they see anything that works well at other stadiums.
JB made a suggestion about having a steward located within the concourse who supporters could speak to away from the rest of the supporters in the stand, HP will take back to the Operations team. CT mentioned her positive experience whilst attending an athletics competition where there was Wi-Fi throughout the stadium.
JG spoke to the group about difficulties with knowing where to purchase seats when attending alone and asked if there is an area that would be best suited. HH bought up that Fulham Lillies and Women of Watford both work with the club to establish area in home and away stadiums where women can book together, if they are attending alone. The group all agreed this would be well received. CT discussed the process around accessible seating which works well and suggested this could be replicated for women.
The conversation moved onto a discussion around retail and the club superstore:
- The group discussed that they were like to see a bigger choice for women within the club shop, particularly in different colours and styles.
- The group mentioned that they would be interested to see more women's range in club colours with the club badge on.
- The group discussed product placement for days such as Mothers Day
JB explained that there was a 90:10 gender split in purchasing within the fashion range and often the quantities we are able to order, dictate the products we are able to access. He will take on board the feedback from the group on range of options and will look to involve the group in sampling products in the future.
SU asked if the club consider responsible sourcing, JB explained the level of checks that each supplier goes through which has a focus on sustainability.
Conversation then took place about the women's team, the group spoke highly of the noticeable recognition of the women's team and went on to speak positively about the equal representation of mens and women's team players across player appearance. The group noted that this is really important to young girls who look up to the women's players as role models.
SC spoke about the pathway that has been developed for girls to play for AFC Bournemouth, he described a player that has recently progressed through the pathway to play for the womens team.
HP informed the group about coaching opportunities for women coaches within the Community Sports Trust and how this links with the boys academy, to provide a programme where women coaches are mentored by coaching staff in the academy environment.
The focus of the conversation then moved to ticketing, NZ introduced himself to the group speaking to areas of success over recent months:
- Supporter base has increased
- Sharp increase in women's game supporters
- Lower points holders being able to get tickets
- Ticket exchange has grown over 60%
A couple of members of the group said that they weren’t aware of the ticket exchange, following discussion it was thought that focus for information on the ticket exchange had focused on STH rather than those that would buy tickets. NZ will take this away.
CC spoke about how we engage new supporters that might not currently take an interest in football. SC and NZ spoke of the JC and BU ballot and ticketing allocation for the local community. SU suggested reaching out to other sports and leagues in the area when encouraging new supporters, there was a group conversation about how the club can utilise the stadium away from matchdays to encourage new supporters. There were suggestions of reaching out to local language schools and Bournemouth and Poole college.
The group went on to discuss the women's team and how as a club, we can generate more support. JM referenced women's away games and asked the group to consider how we encourage more people to attend. SC discussed the progress of Ringwood community hub and explaining when this is finished it will give us more scope to encourage support of the women's team. The group discussed opportunities to encourage support when this is in place which included:
- Gaining points for attending a number of women's team matches
- Winning tickets through a ballot
- Retail initiatives solely focused on the women's team
The group finished by discussing how we move forwards, HP suggested it would be beneficial to hold the group each quarter which was well received by all.
