WORCESTER CITY FOOTBALL CLUB. Supporter Survey Report. WCFC Supporters Trust

Transcription

1 WORCESTER CITY FOOTBALL CLUB Supporter Survey Report WCFC Supporters Trust

2 There are probably quite a few of you just like me, we avoid surveys like the plague, taking huge detours to keep well away from anyone with a clipboard. Despite this attitude, the two surveys we carried out at our last home games had a very good response and have proved extremely useful. Thanks to everyone who gave their views and a big thank you to Luke who compiled them and has analysed them for us. From the results we have been able to see and understand fans views on the move to Bromsgrove. Much has already been achieved to make the move easier for our supporters. As Luke highlights, the biggest problem we still have is getting people from the train station to the ground but we re working on it. See you all at Bromsgrove - Mike Davis, Director Appeal To The Supporters If there are any supporters who read this and believe they could assist or contribute to any of the entailed, please get in touch as any and all help is greatly appreciated.

3 Contents 1. Introduction 2. Survey 1 (9th April 2016) - Results - Analysis & Action Taken - Leaflet Information 3. Survey 2 (30th April 2016) - Results - Analysis & Action Taken 4. Additional Considerations 5. Appeal For Assistance

4 1. Introduction Context During March earlier this year it was confirmed that Worcester City Football Club will play their home games at the Victoria Ground in Bromsgrove starting at the beginning of the 2016/17 season. Following this announcement there was concern of the unknown from a number of supporters regarding this move. In an effort to reassure supporters and encourage attending matches in Bromsgrove, two surveys were designed. They were available for completion during two home games on 9th April & 30th April Aims There was number of aims for the surveys. One was to find out the reasons for concern about playing in Bromsgrove and what could the club do try and reassure supporters. Also, to find out what the club could do to make the transition to Bromsgrove as comfortable as possible for the supporters. Questions regarding transport were included to understand what popular modes of transport were likely to be used, and how the club could cater for certain demands. Ticketing options and the Gold Bond Lottery were also focal points so the club could examine current options and if they could be improved so they both are more accessible and appealing to supporters. Respondents The surveys were carried out in person at the matches and were available online to ensure that as many Worcester City supporters as possible had the opportunity to have their thoughts heard. Not only this, but also for the best results the more supporters who filled out the surveys, the more representative the results would be of all supporters. This would mean the club can make decisions to try include and accommodate for as many supporters as possible. Purpose This report aims to show the findings of the surveys and what action the club has taken to complete the objectives of the survey. It exhibits the analysis and action taken in a linear fashion to attempt show the progress that has been made behind the scenes over recent months. In addition, all stakeholders of the football club should know what efforts the club is making to bring the club and supporters closer together. This report is not only about trying to further tailor to the needs of supporters, but also to bring more transparency and understanding. 4

5 1. Survey 1 (16th April 2016) Results Total Respondents: 188 (88 at match, 100 online) 1. Approximately how many games have you attended this season? 2. Will you be attending Worcester City s matches at the Victoria Ground in Bromsgrove next season? How Many Games This Season? Less than Yes To Attending Victoria Ground No To Attending Victoria Ground If answered Yes to Question 2, How do you intend to mainly travel to these matches? Mode Of Transport Car Train Bus Other (Specify) undecided 2 walk 2 4. If answered No to Question 2, Why will you not be attending games next season? Distance 5 Unsure 0 1 0

6 5. What, if anything (Excluding the distance), do you find off putting about attending matches at Bromsgrove? Off Putting Factors No Pies Bad Pitch Difficulty Getting From Bromsgrove Train Station To The Stadium Parking Disabled Access Train Fare Escalating Cost Of Match Day Poor Facilities Can t Watch Match Inside Midweek Games Will Be Inconvenient To what extent do you feel familiar with the various options for traveling to games at Bromsgrove? Familiarity With Travel To Bromsgrove Very Familiar Familiar Unfamiliar Totally Unfamiliar

7 More Information Preference Yes 137 No Would you find more information from the club regarding options for travel to Bromsgrove helpful and would this encourage you further to attend games next season? 8. Within reason, what could the club do to further encourage you to attend matches in Bromsgrove? Further Encourage Bromsgrove Coaches to/from Bromsgrove train station Cheaper Admission Coaches From Worcester Subsidised/Cheaper Train Tickets Family Tickets Mates Tickets Promote Games More More Information From Club

8 Parking Facilities Cheaper Refreshments Are you aware of the importance of the revenue from season ticket to the future of Worcester City as the club needs income before the start of the season? Season Tickets Yes No Are you aware that the Gold Bond lottery is the club second largest income and is vital to the Future of Worcester City and that you can take part for as little as 1 a week? Gold Bond Awareness Yes 80 No If answered No, What could encourage you take part? Gold Bond Encouragement More Publicity 8 13

9 Winners Announced Online 1 Analysis Attending Bromsgrove Quite encouragingly, only 8.5% of respondents stated they did not intend to attend Worcester City Matches in Bromsgrove next season. There was no obvious pattern between those who said they did not intend to attend and the number of games they attended this season. The main loss of motivation for not wanting to attend as anticipated was the distance. Parking The main reluctance towards Bromsgrove, excluding the distance, comes from a worry for a lack of parking. 66% of the 188 respondents said they intended to drive to Bromsgrove. Coaches Another concern regarding Bromsgrove has been the difficulty getting from Bromsgrove Train Station to the stadium and back, for those who intend to get the train, as highlighted by 19 respondents. The potential idea of shuttle busses from Bromsgrove Train Station was highlighted by 29 respondents as the most popular way the club could further encourage fans to attend matches in Bromsgrove. Coaches from Worcester were also a popular choice to encourage Bromsgrove as highlighted by 20 respondents. Escalating Match Day Cost Another concern highlighted has been the escalating cost of a match day, further train journeys, more on petrol and the how much traveling to Bromsgrove takes up more time than Kidderminster. 28 respondents highlighted that they could be further encouraged to attend Bromsgrove if there was some give in the cost to attend the matches, if that is the form of reduced admission or cheaper refreshments. More Information Regarding Travel & The Victoria Ground Although 119 respondents stated they were at least familiar with travel to the Victoria Ground, almost 3/4 of all respondents stated they would feel further encouraged to attend games if they were provided with more information regarding to travel to Bromsgrove. 9

10 Action Taken As 74% of respondents stated they could feel more comfortable with playing at the Victoria Ground if they were provided with more information, leaflet was designed with the target of achieving this. The leaflet, which was distributed during the last home game of the season, entailed information on four main subjects; travel options to Bromsgrove, new ticketing options, closest car parks and pubs and the facilities at the Victoria Ground. To address the issue of travelling to Bromsgrove, it highlighted that the possibilities of coaches from Worcester and a shuttle bus from Bromsgrove Train Station would be arranged depending on demand and logistics. It also highlights the London Midland train price reduction season ticket holders and the available public bus services from Worcester to Bromsgrove. The leaflet addressed the issue of concerns around parking by including a map with the 7 closest council car parks and the closest pubs to the Victoria Ground. Lastly, it entailed a map of the Victoria Ground highlighting the facilities there with the aim of addressing concerns surrounding the facilities. Further options for car parking are still being investigated to aim to maximise options on a match day. Following concerns about escalating match day costs, new ticketing options will be in place next season. Adult season tickets will now also admit one under 16. In addition, there was the option of getting a season ticket for an early bird price. Lastly, 10 game tickets can now be shared amongst groups to ease admission. The shuttle bus concept is still being investigated to with the aim of finding a financially viable and logistically possible method depending on demand for such a service. So far nothing that could be described as concrete has come to fruition, never the less all possibilities are being looked into. Coaches from Worcester to Bromsgrove is also another option being considered depending on demand. Coniston Coaches have agreed a fare of 5 return with three pick-up points. Following the indication that many supporters do not take part in the Gold Bond Lottery due to insufficient information, the option of communicating it to an untapped audience on social media is being explored. This along with finding the most effective way to communicate how to take part in the lottery and what rewards it can reap for participants. Also, how to encourage further participation amongst supporters. Following this initial survey, to gather further information on what the club could do to aid supporters, a second, more precise survey would be conducted. This survey would look into a number of topics. The popularity of the various transport options to Bromsgrove to understand demand and the most popular coach pickup destinations for the those who favoured coach travel. Also, due to the number of those who intend to drive, whether car sharing is an option favourable amongst Worcester City supporters. Another question was aimed to reveal the most favourable ticketing options if they were made available. Prices agreed for travel options 10

11 Coach: 5 return Train: 3.70 return Bus: 10 unlimited day ticket for 2 people. 15 unlimited day ticket for 4 people. Leaflet Information Detailed below is the front and reverse of the leaflet that was distributed at the last home game of the season. As previously mentioned it highlights the potential transport options and potential ticketing options. In addition, it includes a map identifying the closest car parks and pubs, with another map showing the layout of the Victoria Ground. 11

12 The aim of this was to inform and further encourage attendance at the Victoria Ground next season. 1. Survey 2 (30th April 2016) Results Total Respondents: 136 (77 online, 59 at match) 1. Which of the following options, if they were to be arranged, would you most likely use to travel to Bromsgrove? Coaches from Worcester Train ( 3.70) and shuttle bus (TBC) from station Would still travel by car Would still travel by bus Other (Specify) Walk If answered coaches to Question 1, what would your preferred pickup point be? Croft Road The Tything Droitwich Road Droitwich Town St Johns (Other indicated in orange) Malvern (Other indicated in orange)

13 3. If Answered by car to Question 1, would you be open to car sharing with other Worcester City supporters? Yes No Which of the following ticketing options would appeal to you most? Season Ticket Family Ticket (Season) Family Ticket (Game) 10 Game Individual Tickets

14 Analysis Traveling By Car The predominant choice of transport to Bromsgrove is by car as 63% of respondents stated. 64% of the 86 who intend to drive stated they would be open to car sharing. Coach & Shuttle Bus 13% of respondents stated they would favour coach travel from Worcester to Bromsgrove. Croft Road was the outright favourite choice for a pick up point with 44% of respondents to Question 2 stating so. Ticketing Preferences 34% of respondents stated that season tickets appealed to them the most, whilst equally 34% said they preferred to pay on the turnstile. 26% stated that the 10 game tickets appealed to them most. Whilst 6% said they would be interested in a family ticket for a season or for just one game. 14

15 Action Taken Following the analysis of the second survey, there was a number of subjects to address. With 64% of respondents who favoured driving stating they would be open to car sharing, this is likely to have been specified in the context of with people they know. It is difficult to consider that most supporters would be open to car sharing with strangers for a series of reasons. Following the realisation of the number of supporters who do intend to drive, the club has been looking into the various parking options and aim to have a sufficient number of options arranged for the start of the season. As only 13% of respondents stated they would prefer coach travel to and from Bromsgrove it does seem like there isn t not enough demand to make this worthwhile. However, if the sample of respondents is representative of the whole Worcester City match attending fan base this could be as many as supporters which would make it worthwhile. A coach company has been contacted and the details of the proposed coach arrangements where included on the flyer that was created following the first survey. With Croft Road being highlighted as the most favoured pick up point it is likely it would be used with other being added if there was demand. As 26% of respondents stated they would prefer to purchase a 10 game ticket, and that 36% stated they prefer to pay at the turnstile, the club is looking into how the 10 game ticket could be made most accessible at the stadium on match days. This is so it can appeal to the 26%, but also it would attempt to appeal more to those supporters who pay at the turnstile. The 10 game ticket essentially can be used for any 10 home games throughout the season, or can be shared amongst groups. These tickets equate to a reduced admission fee. This ticket is also being promoted because the probable main reason for not purchasing a season ticket comes from the expense. This ticket makes the club more accessible to lower income individuals who would still like to save on admission prices but would not be able to consider a season ticket. 15

16 Additional Considerations Whilst conducting both surveys, other considerations were highlighted that were outside of the subjects of the survey. There was a number of supporters who suggested that they did not feel the club was open enough with the supporters about many of the operations, with particular concern being focused on developments with efforts to get the football club back to where it belongs in the city of Worcester. With this being highlighted, new efforts are being made with the aim of creating more of a sense of unity between the club and the supporters. Ultimately, the supporters are the most important people at the club and without them there is no football club. This report is testament to this new effort. It is vital that the supporters are aware of the efforts being made to make them once again the centre and priority of Worcester City Football Club. 16

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