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Chair: Richard Gough, Head of Public Sales.
BWFC Officials in attendance:
Andrew Dean, Promotions Manager
Jacky Ackland, Promotions Executive.
Jonathon Swift, Media Team.
Supporter attendees:
Vince Hankinson, James Kilfoyle, Kevin Pilling, Claire Wright, Simon Nightingale, Steve Rammond, Mike O’Neill, Jonathan Ramsey, Ian Smith, Mike Beatty, Kevin Rainford, Rob Muirhead, Judith Berry, Frank Berry, Gareth Robinson, Philip Heys, Steve Greenhalgh, David Roberts
Apologies, Andrew Rushton, Emma Culshaw, Steven Culshaw
RG welcomed everyone to the first meeting. The group has been established as a consultation process with the supporters to discuss how the match-day and overall customer experience can be improved, and attendance increased. Previous interaction with supporters has included surveys, Fans Forums, and communication by telephone, email and visitors in person. The new working group is intended to be a positive step towards improving communication, discussing new ideas and working towards enhancing the whole supporter matchday journey including ticket purchase, travel, catering, entertainment, and match experience.
The independent Premier League mystery shopper exercise in 2010 (VisitFootball, Quality Assured Stadium Scheme) had placed the Club mid-way in the Premier League with the matchday experience being noted as efficient but not particularly memorable. Changes were made in 2011/12 including the introduction of external matchday customer services staff and the Club conducting its own monthly mystery shopping exercises throughout the season. These changes resulted in an improved overall score of 8th and finishing as high as 4th in some elements of the survey.
Although progress has been made RG said that the Club must continue to improve in all areas and that the new focus group and further supporter consultation will be a big help in making this happen.
As an example of how consultation can benefit the Club and supporters, slides were shown illustrating mock-up designs of the North Stand Upper concourse areas that included a number of ‘fan memories’ that the Club had appealed for in March. These memories of BWFC will form a key part of the new-look stand that will be unveiled at the Family Fun-Day in July. Also within the concourse will be games areas and interactive activities for young supporters.
It was suggested that the changes should be promoted more widely as they could influence seat changes. It was agreed that some details would be released through Facebook and Twitter but some information would be withheld for the unveiling. John Ashley, the Junior Programmes Manager, would be invited to a future meeting to discuss plans and ideas for attracting more children and enhancing the experience of the existing junior supporters.
The group spoke positively about the change of sponsor and were looking forward to a brand new start, most agreed that although a return to the Premier League was the focus, the season in the Championship had been enjoyable and a positive experience.
The official BWFC website was discussed in detail with the general consensus that the site was poor in design and content. Opinions included lack of content, bland content, difficult to
navigate, late with news. The group agreed that supporters look for news elsewhere even though the accuracy of the information is sometimes lacking. BWFC website, though factual, is slow to make announcements and respond to events. Unofficial Tweets often spread throughout the internet prior to any club announcements. Suggestions for improvements to the official website included more player interviews and updates on player injuries and behind-the-scenes content.
RG asked if the information published on the official site is regarded as more or less credible than other sources with comments in response that credibility wasn’t the issue rather it was poor content, slow updates and ‘clunky’ to use that turned users off. Other ideas included fans forums and more supporter interaction on the site. The group was advised that the Communications department, responsible for the website, had recently been re-vamped and Jonathan, present at the meeting, was keen to improve the content available.
It was suggested that in-line with other entertainment industries, emails could be sent prior to matches containing match-day information, details of the next game etc. A PDF "Match-days at the Reebok" is available online but maybe some of this information could be emailed, especially to first time visitors.
Regarding a request for a Wi-Fi service it was explained that there is already a service available throughout the Stadium but to improve the service within the Stadium bowl would be prohibitively expensive and a massive task due to the concrete build and steelwork. Options are being looked into by the IT Director, Dave Atkinson, who would be more than happy to attend a future meeting to discuss this in more detail.
The concourse televisions were a topic of conversation, with some group members feeling that these should be turned off during the game which would encourage everyone to their seats. RG agreed that this option will be considered by the Club but asked whether or not it is personal choice for supporters who want to stay in the concourses during the match, and that removing this may even deter some supporters from coming.
It was agreed by everyone that it was important to create a better atmosphere with the following points to be considered:
Buses to arrive earlier so that supporters will enter the stadium earlier.
An area designated to regular BWFC away supporters to try and recreate the away match atmosphere.
Choose the music to announce the players onto the pitch and stick with it creating a song that will become instantly recognised and associated with Bolton Wanderers and become a tradition. We need our own identity and shouldn’t copy others.
A safe standing area – RG agreed that this could be discussed in more detail at a future meeting.
Publish BWFC football songs on the website and maybe on the scoreboard for all to sing along with.
A supporter in the stand with a megaphone to encourage fans to sing and chant as per some European clubs.
A second screen, although this was rejected as being too expensive. The current screen is now reaching the end of its working life and is due for replacement within the next two or three seasons.
Andrew Dean told the group that the current screen had been purchased using lottery funds raised by the Lifeline and Goldline draw schemes and sales of Golden Gamble draw tickets and Instant Win scratch tickets, and in effect had been purchased by the fans themselves. The combined lotteries raise approx £1.25million per year which nets approximately £½ million each year for capex projects which otherwise the Club would not be able to afford. The majority of the group were not aware of the lotteries, how much cash they raised and how the money was spent and felt that this information should be more vigorously promoted. Anyone interested in joining Lifeline or Goldline, or for further information regarding any of the lotteries, please visit [You must be registered and logged in to see this link.] !!
The change of match-day announcer was questioned. The Club feel that after 14 years it is time for a new direction and this will be announced at a later date due to some of the finer details still under discussion. There is however a commitment to improve the PA system. All details will be brought to the next meeting.
The change of sponsor was seen as a popular move but a question was raised whether this would affect the Club resources and spending power. The Club advised that regardless of sponsor that expenditure and resources are thoroughly controlled and a system is in place to ensure that before any money becomes available the benefits to the Club/supporter are understood.
Questions were raised about the new focus group and whether it was going to be one or two meetings or whether the Club intended it to be longer term. RG responded that the future of the group should be decided by the group, not the Club but that the Club was keen to commit to a long-term consultative process with its supporters.
A copy of the Customer Charter was distributed to the group who were asked to read the document and feedback their views at the next meeting. It was suggested that they could compare it with those published by other Football Clubs. All new ideas will be discussed and adopted wherever feasible and the Customer Charter will become the Supporter Charter, written by Supporters, for Supporters.
It was agreed that the next meeting should be held in July and that the date would be sent out in due course and the meeting was brought to a close with RG thanking everyone for their time.
[You must be registered and logged in to see this link.]
BWFC Officials in attendance:
Andrew Dean, Promotions Manager
Jacky Ackland, Promotions Executive.
Jonathon Swift, Media Team.
Supporter attendees:
Vince Hankinson, James Kilfoyle, Kevin Pilling, Claire Wright, Simon Nightingale, Steve Rammond, Mike O’Neill, Jonathan Ramsey, Ian Smith, Mike Beatty, Kevin Rainford, Rob Muirhead, Judith Berry, Frank Berry, Gareth Robinson, Philip Heys, Steve Greenhalgh, David Roberts
Apologies, Andrew Rushton, Emma Culshaw, Steven Culshaw
RG welcomed everyone to the first meeting. The group has been established as a consultation process with the supporters to discuss how the match-day and overall customer experience can be improved, and attendance increased. Previous interaction with supporters has included surveys, Fans Forums, and communication by telephone, email and visitors in person. The new working group is intended to be a positive step towards improving communication, discussing new ideas and working towards enhancing the whole supporter matchday journey including ticket purchase, travel, catering, entertainment, and match experience.
The independent Premier League mystery shopper exercise in 2010 (VisitFootball, Quality Assured Stadium Scheme) had placed the Club mid-way in the Premier League with the matchday experience being noted as efficient but not particularly memorable. Changes were made in 2011/12 including the introduction of external matchday customer services staff and the Club conducting its own monthly mystery shopping exercises throughout the season. These changes resulted in an improved overall score of 8th and finishing as high as 4th in some elements of the survey.
Although progress has been made RG said that the Club must continue to improve in all areas and that the new focus group and further supporter consultation will be a big help in making this happen.
As an example of how consultation can benefit the Club and supporters, slides were shown illustrating mock-up designs of the North Stand Upper concourse areas that included a number of ‘fan memories’ that the Club had appealed for in March. These memories of BWFC will form a key part of the new-look stand that will be unveiled at the Family Fun-Day in July. Also within the concourse will be games areas and interactive activities for young supporters.
It was suggested that the changes should be promoted more widely as they could influence seat changes. It was agreed that some details would be released through Facebook and Twitter but some information would be withheld for the unveiling. John Ashley, the Junior Programmes Manager, would be invited to a future meeting to discuss plans and ideas for attracting more children and enhancing the experience of the existing junior supporters.
The group spoke positively about the change of sponsor and were looking forward to a brand new start, most agreed that although a return to the Premier League was the focus, the season in the Championship had been enjoyable and a positive experience.
The official BWFC website was discussed in detail with the general consensus that the site was poor in design and content. Opinions included lack of content, bland content, difficult to
navigate, late with news. The group agreed that supporters look for news elsewhere even though the accuracy of the information is sometimes lacking. BWFC website, though factual, is slow to make announcements and respond to events. Unofficial Tweets often spread throughout the internet prior to any club announcements. Suggestions for improvements to the official website included more player interviews and updates on player injuries and behind-the-scenes content.
RG asked if the information published on the official site is regarded as more or less credible than other sources with comments in response that credibility wasn’t the issue rather it was poor content, slow updates and ‘clunky’ to use that turned users off. Other ideas included fans forums and more supporter interaction on the site. The group was advised that the Communications department, responsible for the website, had recently been re-vamped and Jonathan, present at the meeting, was keen to improve the content available.
It was suggested that in-line with other entertainment industries, emails could be sent prior to matches containing match-day information, details of the next game etc. A PDF "Match-days at the Reebok" is available online but maybe some of this information could be emailed, especially to first time visitors.
Regarding a request for a Wi-Fi service it was explained that there is already a service available throughout the Stadium but to improve the service within the Stadium bowl would be prohibitively expensive and a massive task due to the concrete build and steelwork. Options are being looked into by the IT Director, Dave Atkinson, who would be more than happy to attend a future meeting to discuss this in more detail.
The concourse televisions were a topic of conversation, with some group members feeling that these should be turned off during the game which would encourage everyone to their seats. RG agreed that this option will be considered by the Club but asked whether or not it is personal choice for supporters who want to stay in the concourses during the match, and that removing this may even deter some supporters from coming.
It was agreed by everyone that it was important to create a better atmosphere with the following points to be considered:
Buses to arrive earlier so that supporters will enter the stadium earlier.
An area designated to regular BWFC away supporters to try and recreate the away match atmosphere.
Choose the music to announce the players onto the pitch and stick with it creating a song that will become instantly recognised and associated with Bolton Wanderers and become a tradition. We need our own identity and shouldn’t copy others.
A safe standing area – RG agreed that this could be discussed in more detail at a future meeting.
Publish BWFC football songs on the website and maybe on the scoreboard for all to sing along with.
A supporter in the stand with a megaphone to encourage fans to sing and chant as per some European clubs.
A second screen, although this was rejected as being too expensive. The current screen is now reaching the end of its working life and is due for replacement within the next two or three seasons.
Andrew Dean told the group that the current screen had been purchased using lottery funds raised by the Lifeline and Goldline draw schemes and sales of Golden Gamble draw tickets and Instant Win scratch tickets, and in effect had been purchased by the fans themselves. The combined lotteries raise approx £1.25million per year which nets approximately £½ million each year for capex projects which otherwise the Club would not be able to afford. The majority of the group were not aware of the lotteries, how much cash they raised and how the money was spent and felt that this information should be more vigorously promoted. Anyone interested in joining Lifeline or Goldline, or for further information regarding any of the lotteries, please visit [You must be registered and logged in to see this link.] !!
The change of match-day announcer was questioned. The Club feel that after 14 years it is time for a new direction and this will be announced at a later date due to some of the finer details still under discussion. There is however a commitment to improve the PA system. All details will be brought to the next meeting.
The change of sponsor was seen as a popular move but a question was raised whether this would affect the Club resources and spending power. The Club advised that regardless of sponsor that expenditure and resources are thoroughly controlled and a system is in place to ensure that before any money becomes available the benefits to the Club/supporter are understood.
Questions were raised about the new focus group and whether it was going to be one or two meetings or whether the Club intended it to be longer term. RG responded that the future of the group should be decided by the group, not the Club but that the Club was keen to commit to a long-term consultative process with its supporters.
A copy of the Customer Charter was distributed to the group who were asked to read the document and feedback their views at the next meeting. It was suggested that they could compare it with those published by other Football Clubs. All new ideas will be discussed and adopted wherever feasible and the Customer Charter will become the Supporter Charter, written by Supporters, for Supporters.
It was agreed that the next meeting should be held in July and that the date would be sent out in due course and the meeting was brought to a close with RG thanking everyone for their time.
[You must be registered and logged in to see this link.]
It's the common fans who spend their earnings following Wanderers, year in and year out. 
