Following the AGM, members of the Trust had the opportunity to ask questions of Christian Purslow, CEO of Aston Villa.
Redevelopment of Villa Park
CP was asked about the redevelopment of Villa Park and particularly the Doug Ellis Stand and the Holte End.
He initially outlined the rationale behind the expansion of Villa Park and the plans for phase 1, including the North Stand, Villa Village, and the Trinity Road Stand. All well publicised by the Club. He also stressed the need to comply with rigorous UEFA requirements; if Villa park is to be a host venue for Euro 2028. Plans have been submitted and the Club was waiting on planning consent. He was hopeful of a positive decision in early 2023. The project was also dependent on the full commitment from local and national government to improve the infrastructure around Villa Park, so that it could cope with the increased capacity. Phase 2 & 3 would concentrate on the Doug Ellis Stand and Holte End, to take capacity beyond 50,000. The Club was committed to installing rail seating in the Holte End to allow for safe standing as this was a very handy way to increase the capacity. However, this would only happen once safe standing had been fully road tested by clubs taking part in the initial roll out. The overall redevelopment plans were a 10 year project. The deadline for phase 1 was to be ready for the Euros in 2028.
He assured fans currently occupying the North Stand that they would be treated sympathetically when relocated during the rebuild. Also, existing North Stand season ticket holders would have priority with the seat allocation in the new stand.
Club Crest
CP was asked about the progress with the new club crest.
He stated that 93% of fans surveyed want to change the crest and that most of those still wanted the lion to be incorporated, but wanted the words Aston Villa to appear rather than just AV. He stressed that the fans views were fundamental when addressing issues around the Club’s heritage. There already had been consultation meetings with fans’ groups and there would be a further round within the next week or so. This would be followed by the presentation of shortlist of design options including an explanation of each design concept. All season ticket holders and members would be invited to vote on their preferred design. The winning design would then be consistently applied in every media and around the ground, training ground and any other club facility.
Standing
The issue of fans standing during games to the detriment of other supporters, particularly disabled fans, was raised.
CP acknowledged that this was a major problem (not just at Villa Park). Attempts to tackle it had always resulted in initial improvement, but within a few weeks old habits quickly returned. There was no easy solution in the short term. The long-term plans for safe standing in the Holte End and more disabled areas was the only real solution. He also confirmed that there were no plans for safe standing in the new North Stand.
Sponsorship
CP was asked how the club evaluates potential sponsorships, particularly in relation to deals with gambling companies and crypto currency operators.
He stated that the Club has to take a pragmatic view to sponsorship in order to generate significant revenue as the it strives to meet FFP requirements. The Club had taken the ethical decision not to have such companies as the main shirt sponsor. Any such sponsorship deals are as global partners where the main advertising appears on the LED boards around the ground. Interestingly, he pointed out that the Club does not have full control over what appears on the LED boards during matches. Some of the time is allocated to the Premier League and other collective deals. The Club could not prevent advertising from gambling, crypto currency and forex institutions, even if it wanted to.
He gave no long term guarantee that the current policy won’t change if financial circumstances forced a different approach.
5-Year Plan
CP was asked about his view on the Club’s progress with the 5-year plan outlined at previous meetings before lockdown.
He stated it was long term trends that count and by which the plan should be evaluated. It was built around various central pillars, including the ground redevelopment and youth/academy development. He had already discussed the redevelopment, but with regard to the academy, he felt that this had gone from strength to strength. Currently 10 players on loan at Championship, League 1 and League 2 clubs this season. Generally, he felt the Club was on course with its plan.
Footballing Identity
The issue of the Club’s football identity/philosophy was raised and whether it goes across all levels.
CP responded that the Club was committed to a consistent style of play from top to bottom. It was something Johan Lange could really expound on if he were there. Built on attacking principles, defending principles both with the ball and without the ball. It was by position and throughout the Club. In the case of a leftback whether it be Lucas Digne or an 8-year old in the academy, they were taught the same principles. He stated that changes in coaching personnel should not significantly impact on that. He emphasized that establishing a football identity could not be achieved overnight; it is a long term goal which can take up to 15 years.
Transfers & Recruitment
CP was questioned on the summer recruitment and whether the Club could have done more.
He responded that it was important to look at transfer activity across more than one window and at least over a calendar year. Also, it was important to have the right balance within a squad with two players competing for each position and also not to just collect footballers. The Club was particularly pleased with the business conducted early in the window. Securing Philippe Coutinho was a key in attracting other top players to join Aston Villa. Generally, he was satisfied with the transfer business which also covers moving players on.
Moving forward the Club’s policy would be more focused on outs for ins with transfers being more self-financing as the Club could not rely on the owners to continually fund transfers from their own pockets.
He was also asked to comment on the situation that led to Carney Chukwuemeka leaving the Club, to which he assured the audience that he had tried his damnedest to get Carney to sign a new long term deal. However, when it was clear that Carney wouldn’t sign and wanted to move on, his job was to secure the best deal for the Club. He felt he had achieved this as £20m would effectively fund the academy for 5 years. He also assured fans that those academy players that had signed long term deals were fully committed to the Club.
Following on from this CP was asked his view on the role and influence of agents.
He said he had a balanced view. Although, the football authorities had tried to cap agency rates. These had always faltered in the face of legal opposition. Nevertheless, the Club tried to apply sensible rates as far as possible. Also, he acknowledged that for every tricky agent acting against the Club there were also those that do a good job, particularly when trying to sell players.
CP confirmed that the business model was to protect the assets of the football club by ensuring players were signed-up on long term contracts.
In relation to the sale of Jack Grealish, CP was asked if he had ever envisaged a Club meeting the buyout clause, and when it was met what was his reaction.
He said he was devastated when he left and still was. He got no pleasure from the £100m. He felt that Jack’s contribution to the Club had been immense; the promotion from the Championship was almost singlehandedly down to Jack and his performances on his return from injury. He was then a major factor in the Club staying in the Premier League in the first season back and then kicking on in the second. He said that Jack still loved the Club and spent time in the Villa dressing room after the recent game against Manchester City. He was sure that he would return to the Club one day, but there was no buy back clause in the deal.
Aston Villa Overseas
CP was asked about the possibility of a Las Vegas Villa setting-up in the MLS.
He admitted that the Club’s owners were one of the parties trying to acquire that franchise but it was a confidential matter for the owners and he was not involved. He went on to explain there was a need to look worldwide these days in identifying talent. The Club had recently established an international academy division with a twin point strategy of establishing two academies in Africa, one in Senegal and the other in Egypt. In fact a major academy in Cairo has been rebranded as Aston Villa in the last few weeks and this has already had an impact on the numbers wanting to sign up.
Season Ticket Prices
The issue of increases in ticket prices was raised, whether it was justified, especially in the current economic climate.
CP felt the increases were justified. The club had undertaken a full review of its pricing strategy. It had been an open book exercise which had involved supporters’ groups. He stated that these groups had generally been in favour of the Club’s proposals. He felt increases were justified given there had been no rises since the Championship days.
Close
Finally, he was delighted to address the fans face to face again. He reiterated that updates on the crest would be out shortly. He would keep fans up to date on the stadium redevelopment plans, but it was vital the pressure was kept on the politicians to ensure that the infrastructure was fit for purpose. The start of the season had been disappointing and unexpected as the belief and optimism following pre-season had been immense. Recent matches had seen an improvement, even if it was an ugly win against Southampton and he was sure that it would continue.
