Tuesday, 16th July, 2024 – 18:30
Hosted at the Kirklees Stadium
Note: These minutes were taken by the Huddersfield Town Supporters’ Association (HTSA), not Huddersfield Town Association Football Club.
Present
Club representatives: Andy Booth (Supporter Services – AB); Gina Buckley (Head of Ticketing – GB); Robyn Kennerdale (Head of Supporter Experience – RK); Domenic Notarfrancesco (Director of Global Brand – DN); Paul Reeves (CRO – PR);David Threlfall-Sykes (COO – DTS)
Supporters’ Groups: HTSA; Huddersfield Town Disabled Supporters’ Club; Cowshed Loyal
+ Multiple panel members
Agenda
1. Fan Engagement Plan and Supporter Consultation Survey (HTAFC)
2. Away Ticketing and Reciprocal Pricing (HTSA)
3. Update on Stadium Negotiations (HTSA)
4. Matchday Experience (Huddersfield Town Family – Facebook Group)
5. Catering for the 2024/25 Season (HTSA)
6. Car Parking for Disabled Supporters (HTSDC)
7. Huddersfield Town AFC Mobile and Tablet App
8. Streaming Options (Huddersfield Town Family – Facebook Group)
9. Vaping
10. AOB
Fan Engagement Plan and Supporter Consultation Survey (HTAFC)
Robyn Kennerdale began the meeting by updating the attendees on the English Football League’s (EFL) new structured dialogue strategy.
Ms. Kennerdale explained that the league body now requires all 72 member clubs to publish their respective fan engagement plans at the start of every season. The purpose of this requirement is to increase transparency and accountability, andultimately to promote meaningful, long-term engagement with supporters.
The plans, Ms. Kennerdale continued, must outline which supporters’ representatives clubs meet with and how often. To be compliant with the guidelines, clubs must commit to discussing key strategic matters in these meetings and to consulting fans on any proposed changes to a club’s heritage, such as its name, crest, or colours. In addition, any action points which arise from meetings must be noted and published.
Ms. Kennerdale added that clubs must also aim to attend EFL fan engagement meetings where possible and to liaise with national supporters’ organisations, including the Football Supporters’ Association (FSA) and Level Playing Field.
Ms. Kennerdale pointed out that each club must nominate a member of its senior leadership team to make sure it is following the rules. David Threlfall-Sykes will fulfil this duty for Huddersfield Town, with the club due to finalise and submit its fan engagement plan by the end of July.
Ms. Kennerdale then turned her attention to the club’s recent Supporter Consultation Survey. The club sent the survey, which encompassed eight questions, to every season card holder and match attendee from 2023/24. 1,280 completed it, which, according to club officials, represents a relatively good response rate.
Ms. Kennerdale proceeded to share and contextualise the results.
To begin with, she observed that fewer people than expected knew about the club’s various methods of supporter engagement. For instance, while 73 percent said they were aware of online surveys sent via email, only 48 percent were familiar with the All Together Town Panel. 83 percent of those who were cognisant of the panel reported they did not know how to get an item onto the agenda.
Perhaps unsurprisingly, 50 percent went on to say they would like to see a clearer process for how to do so. 61 percent wanted better communication around the content of meetings. 44 percent requested to know more about the panel members.
Even so, overall, 42 percent said they were satisfied with the ATT Panel in its current form. 12 percent were not satisfied, and 46 percent put ‘don’t know’.
Regarding other forms of supporter engagement and consultation, a majority (59 percent) preferred forums open to everyone. 41 percent, meanwhile, said they would like exclusive in-person question and answer sessions with club staff. 40 percent opted for the same option but in an online format.
Ms. Kennerdale said the survey results highlighted two important issues. First, more can be done to raise awareness of the purpose and processes of the ATT panel. Second, there is a demand for a more diverse supporter engagement policy.
On the first point, Ms. Kennerdale said the club was committed to improving its communications, from further information on adding agenda items and the content of discussions to more visibility of panel members. On the second, she confirmed the club plans to host at least one forum for the general fanbase and one Q and A for season card holders. Ms. Kennerdale stated that the club will also consider hosting more events for supporters who live outside Huddersfield and its environs and explore ways to engage with younger supporters.
A Huddersfield Town Supporters’ Association (HTSA) representative commended the club for its new fan engagement plan, reserving particular praise for the supporter services team. They noted, however, that there were still many recommendations from the Expert Working Group on Football Supporter Ownership and Engagement, the Sports Ground Safety Authority (SGSA), and the FSA which could be enacted to the benefit of both supporters and the club.
The representative explained that these recommendations include fan-led or fan-inclusive working groups on specific issues or projects, a memorandum of understanding between supporters’ groups and the club, communication around the club's annual accounts, coverage of club board meetings, and representation of supporters’ organisations on the safety advisory group (SAG).
They added that many clubs were already implementing supporter consultation proposals laid out in the final report of the Fan-Led Review of Football Governance. These measures encompass everything from fan advisory boards (e.g., Chelsea) and a golden share for democratically constituted supporters’groups (e.g., Brentford) to non-executive fan-elected directors (e.g., Scunthorpe United) and fixed structured dialogue meetings (e.g., Fulham).
Another HTSA delegate pointed out that it made sense to begin discussing these options because the Secretary of State for Culture, Media and Sport, Lisa Nandy, had recently declared that the new Labour government would introduce the Football Governance Bill in the King’s Speech. (This subsequently occurred on 17th July). The delegate observed that, if passed, the bill would lead to the creation of an independent regulator for English football, with supporter engagement and consultation likely to form part of new club licensing regulations.
Mr. Threlfall-Sykes replied that the club was aware of the wider political debate on supporter engagement and would examine the football bill once it was published.
A representative of the Cowshed Loyal asked whether the club considered Kevin Nagle’s video diaries to be a form of structured dialogue.
Mr. Threlfall-Sykes said the diaries showcase Mr. Nagle’s connection and relationship with supporters directly on his own platforms, but that they would not fall under scope of the Club’s mandated Fan Engagement Plan.
2. Away Ticketing and Reciprocal Pricing (HTSA)
A panel member observed that several subscription and hospitality services run by the club (e.g., Blue and White Members Club) include early access to away tickets. They followed up this observation by asking what percentage of away tickets are reserved for hospitality members.
Gina Buckley said the number was usually between 5 and 10 percent, though the full allocation was almost never taken up. To add context, Ms. Buckley revealed that approximately 1,700 people pay dues to the Blue & White Members Club.
A panel member enquired about the away ticket priority system for the 2024/25 season. Ms. Buckley reported that it will be the same system as the last three seasons, with tickets first going on sale to those who are both season card holders and patrons of the Blue & White Members Club, before being opened to season card holders, then Blue & White Members Club contributors, and finally, general sale. Ms. Buckley also confirmed loyalty points were still being allocated in line with the club’s obligations under the Data Protection Act 2018 (GDPR).
Next, a panel member noted that, during the 2023/24 season, some away crowds had been marked by a tension between those who wanted to sit and those who wanted to stand. The panellist asked whether it was possible to solve this problem by giving supporters more choice over where they buy tickets.
Ms. Buckley said the club was working on a solution with Ticketmaster, with around 10 away fixtures likely to involve greater flexibility.
A HTSA representative said the association had received a high number of enquiries about reciprocal pricing for away tickets in the forthcoming season. They reported that some supporters who regularly travel to away games were worried that many clubs would increase their prices for their fixture with Town. The representative gave the example of tickets for the game at Leyton Orient potentially being priced at £35 or £37.
Ms. Buckley said that, so far, no clubs had approached Town about a reciprocal pricing deal. HTSA queried whether the club was, in principle, in favour of reciprocal pricing to benefit its away supporters. Paul Reeves answered that they were open to the idea but must be mindful of the fact they already offer some of the most affordable tickets in the EFL.
Two HTSA delegates pointed out that, at a previous meeting of the panel (16th October, 2023), chief executive officer Jake Edwards had said the club was considering submitting a resolution on a flat price cap for away tickets to the EFL. They asked whether the club had indeed submitted such a motion. Mr. Threlfall-Sykes said he was unsure but would seek clarification.
3. Update on Stadium Negotiations (HTSA)
HTSA asked for an update on negotiations between the football club, Huddersfield Giants, and Kirklees Council to resolve the stadium ownership situation.
Mr. Threlfall-Sykes replied there was a determination on behalf of all parties to agree a deal in principle in the coming months.
Mr. Reeves added that the club was committed to improving the stadium regardless of wider deliberations. A member of the Cowshed Loyal questioned how these improvements, and any future ones, were being funded. Mr. Reeves said they were being funded by the owner and chairman, Kevin M. Nagle. A HTSA delegate enquired whether Mr. Nagle’s investment into the club took the form of director’s loans, and if so, whether these loans bear interest. Mr. Reeves suggested such a question could only be answered by Mr. Nagle himself.
A short discussion about the financial risks of taking on a loss-making asset followed.
4. Matchday Experience (Huddersfield Town Family – Facebook Group)
The administrator of the Huddersfield Town Family Facebook group asked whether it was possible to install a cover over the Terriers Together lower tier (i.e., the North Stand).
Mr. Threlfall Sykes stated that it was not easy because any cover would interfere with supporters’ line of sight. In recognition of this, the club has lowered prices in that area of the stadium.
A representative from the Huddersfield Town Disabled Supporters Club (HTDSC) raised the issue of low water pressure and a lack of warm water in the washbasins of the disabled toilets. Mr. Threlfall-Sykes acknowledged both were ongoing problems caused by the design of the stadium and would require significant capital expenditure to resolve.
Ms. Kennerdale added that all accessible toilets were undergoing improvements over the summer, and that all toilets were being repainted.
5. Catering for the 2024/25 Season (HTSA)
HTSA disclosed they had received a significant amount of negative feedback about the stadium catering, with specific complaints about regular shortages of food, drink, and condiments.
Ms. Kennerdale responded that the club has worked to influence the catering offering for the 2024/25 season and that there are various other improvements planned for the medium-term in relation to speed of service and equipment. She also mentioned that the platform for disabled supporters in the Kilner Bank will receive the same level of service as the rest of the stadium.
Mr. Threlfall-Sykes emphasised that the club should be able to enhance the catering services if they gain operational control of the stadium.
6. Car Parking for Disabled Supporters (HTDSC)
A HTDSC member observed accessibility standards could be improved if disabled season card holders were able to use the car parking spaces in front of the Legend’s Bar entrance.
The member clarified that HTDSC had spoken to the Disability Liaison Officer (DLO) about this but had been told that the club does not control access to these spaces. Mr. Threlfall-Sykes corroborated the DLO’s position, explaining that many of the spaces are contractually allocated to broadcasters.
He further divulged the club had completed an audit of the car parks. This audit had led to the numbering of spaces, the creation of more disabled parking spaces, and the consensual transfer of several disabled season card holder’s spaces to improve accessibility.
A HTDSC delegate said that despite pledging to consult the group on such matters, the club had instead informed them what was going to happen.
Mr. Threlfall-Sykes reiterated that there is a commitment from the club to consult the group, asserting that there had been no change to parking pricing for disabled supporters.
7. Huddersfield Town AFC Mobile and Tablet App
A panellist drew attention to two glitches on the newly updated Huddersfield Town AFC mobile and tablet application: first, notifications appeared to be non-existent, and second, the font is difficult to read.
Mr. Threlfall-Sykes replied that, to date, no push notifications had been sent. He promised to investigate the legibility of the font and follow up with the app provider.
8. Streaming Options (Huddersfield Town Family – Facebook Group)
The Huddersfield Town Family admin enquired whether iFollow would be available during the 2024/25 season.
Mr. Threlfall-Sykes stated Sky Sports had bought the rights to broadcast EFL fixtures, which means the iFollow brand nolonger exists and the club can no longer broadcast games in the UK.
Sky has developed a standalone channel called Sky Sports+ that will include an enhanced ‘red button’ service (games will also be available for purchase on Now TV). As part of this deal, Sky has vowed to provide more notice for featured games, with all selected matches up until January set to be confirmed by 10th August.
Outside of the UK, the iFollow brand will be replaced by HTTV. Supporters based abroad will still be able to buy and watch games, so long as a major broadcaster in their country has not selected a Town fixture as its main feature.
A panel member reported the YouTube stream for the Emley and Guiseley games had been of poor quality. Mr. Threlfall-Sykes said this was due to the difficulties of streaming from grounds that have no built-in broadcast infrastructure.
9. Vaping
A panel member complained that stewards in the South Stand were not enforcing the stadium regulations on vaping.
Ms. Kennerdale replied that the issue of vaping is on all steward safety briefings and that there had been ejections based on this toward the end of last season.
10. AOB
A panel member asked the club’s director of global brand, Domenic Notarfrancesco, how he had settled into his role.
Mr. Notarfrancesco reported the club had begun consultations with supporters and supporters’ groups based abroad and was examining ways to enhance streaming services and retail opportunities. He said the club had also been collaborating with various artists, including local ones, to create novel merchandise. In addition, the marketing department had been working to preserve and promote the club’s heritage.
The meeting adjourned at 20:39.
The next meeting is provisionally scheduled for October.
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