The Aston Villa Supporters Trust is extremely pleased by the continued support our owners have given the Head Coach in the transfer market. The Club’s upward trajectory has also been reflected in our preseason tour. We have seen the existing squad complimented by our three main new signings and integrated with several Academy players. All are performing well and producing exciting team performances. The emerging talent would not have been possible without the steadfast investment in the youth policy.
However, as our progress on the pitch continues, the Trust is very concerned about our off-field activities, which are the polar opposite, as we appear to be going backwards at an alarming rate.
We previously highlighted the Club’s poor communication at the beginning of the summer when Holte End season ticket holders were not informed, until renewal time, about the increase in disabled seating. The impact was across approximately 100 season ticket holders, and there was a limited choice on relocation. Plus, we raised the misuse of the FCG (now FAB) that rather than being a consultation, our understanding was that the Club finalised decisions before the meeting.
Unfortunately, it gets worse as the Trust has received an avalanche of complaints which we believe undermine our loyal fans, impacting season ticket holders and members alike.
Terrace View
This new facility was already controversial; many fans wanted an improvement in the basic standard of facilities across existing concourses, such as been witnessed at other clubs such as Tottenham Hotspur, certainly not at the absorbent £1,500 our Club is trying to charge for the Terrace View. The Club misinterpreted the results of the Holte-End questionnaire. They equated upgraded facilities as an opportunity to earn more from supporters. Understandably, at the exorbitant price of £1,500, take-up is poor. Rather than rethink the pricing policy, the Club has compounded the issue by upsetting loyal fans.
The Trust has received statements from season ticket holders regarding family members blocked from buying tickets in the Upper Holte despite being Claret members. It came to light when purchasing match tickets for the Everton game. In some cases, they have attended all of the home games last season, if not all the vast majority, sitting with parents or other family members. Several season ticket holders have told us if the Club had communicated beforehand, they would have moved to the Lower Holte, so their family members could have been seated closely together.
We believe the sole reason the Club is blocking seats is to use them as a bargaining tool in an attempt to sell places in the Terrace View. Our investigations show that the Club has been going down the waiting list for season ticket holders, which numbers over 30,000, and offering the £1,500 Terrace View places, a way of jumping the queue for match tickets. We have a statement from a fan contacted by the Club, 7,000+ on the waiting list, who declined due to the cost. However, sadly we have seen examples of people as low as 22,000+ who have taken up the option as they were fortunate enough to afford the Terrace View option ticket. Therefore, displacing loyal fans higher up the queue and aforementioned who can no longer access these tickets.
To make matters worse, the Club is now using much sought-after away tickets as a ‘bargaining chip’ that we know will enrage many loyal fans, including season ticket holders with limited opportunity to travel to away games. The evidence is clearly shown below in a communication to a fan from the Club.
’This week, the new bar, self-pour bar, kitchen counters and glazing will be added to the space, and we’re looking forward to sharing the progress of this development with you.
As part of your season ticket within the Terrace View, I will be your dedicated contact and help with booking away tickets and extra tickets for any match day. More information on the away tickets for and on sale for all the games in 23.24 season will be shared soon.’
This evidence is a damning indictment of the Club and how it is being run away from the pitch, specifically in the ticket office and commercial areas. We feel many loyal fans will share our outrage that this can go on at our Club, especially given the loyalty shown in the not-too-distant past when we were languishing in the Championship.
We have also received complaints about the 1874 Lounge. Despite several requests, only until recently fans finally learned of the price changes. The facility increased to £190 when only two years ago it was only £65, an increase of nearly 200%. Members who use this facility tell us they only do so because the Doug Ellis Stand facilities are sub-standard. This treatment of fans is unacceptable. Once again, the Club has taken advantage of fans and their hard-earned money at every opportunity.
The Trust has also received feedback from Villa and non-football fans who attended the recent Pink and Bruce Springsteen concerts. The complaints ranged from criticism of the concourse area for poor facilities and lack of female toilets. The Club may have benefited financially, but this has been at the expense of the Club’s reputation. The Club needs to recognise these failings and take action to make improvements.
It gives the Trust no pleasure to release a statement of this nature, especially when the expectations of all Villa fans are so high for the season ahead. We cannot ignore that matters are deteriorating off the pitch, and something needs to change quickly. We need people at the Club who understand football. Though, more importantly, Villa fans. It has become abundantly clear that many working in key positions do not, and it will be their downfall.
The Trust will request a direct meeting with the new President of Business Operations, Chris Heck, to understand why there is a complete communication breakdown. In particular, answers to the Club’s actions that worry us. We believe the Club has abused its relationship with fans, alienated season ticket holders and members. More importantly, it undermines their loyalty to the Club.