Rochdale Supporters Trust

RAFC CLUB ADVISORY BOARD
MEETING 1: 17th MARCH 2025
6pm-8.45pm Crown Oil Arena
1907 Lounge
1. Attendees and Apologies and Introductions
Present
Jamie Willoughby (Chair), Ryan Bradley (Rochdale AFC Community Trust),
Andy Duff (RAFC MD), George Delves (RAFC Heald of Football Operations and
Administration), Ian Birchenough, George Brigham, Ken Fletcher, Emma
Thetford, Alison Mills-Daggatt, Stephen Jones, Howard Munson, Emma Loynd
(Dale Trust), Ruby Loynd, Liz Cotterill, Kieron Babington, Charlotte Cromarty
& Leanne Connolly (Her Game Too), David Earnshaw (Dale Trust), Matthew
Devine (1907)
Apologies
Callum Worsley, Nicola Toolan, Aqub Nasir
2. Welcome and Introductory Message from Chair, Jamie Willoughby
JW welcomed the group and thanked all for their participation.
JW mentioned the Code of Conduct which had been circulated. He emphasised that
differences of opinion were expected and welcomed as part of CAB discussions, but that it
just needs to be kept in the right spirit as everyone is ultimately pulling in the same direction
which is to make the Club the best it can be.
JW provided some context to CAB members regarding the financial position of the Club which
he considered important for members to know at the start of the process – as it sets the
backdrop for decisions that will be made at CAB and Club Board level.
JW noted that at a high level the 25/26 season budget was forecasting a loss materially in
excess of £1.5m. This does not include any exceptional capital expenditure such as a pitch
rebuild or stadium development.
Total revenue expected to be circa £2m. Parachute payments have ended resulting in a £1m
reduction in revenue from season 23/24. Season ticket and matchday ticket sales revenue
totals circa £700k.
First team budget is competitive but not at levels of the very top spenders in the league which
we don’t consider prudent given the level of competition for one automatic promotion place.
Some overhead has increased to build out the management team at the Club which is
necessary if we wish to grow and improve given we were at skeleton staffing levels a year ago.
IB asked whether there was any money available to test ideas for growing the
fanbase/improving matchday experience. JW responded that there would be some budget
available, but that given the Club’s finances, any expenditure needs to be carefully considered
and we need to prioritise easy wins and low-cost high-impact measures. The ethos for the
Board is about building a club for generations to come and the Club will apply this ethos to
decision making. No set budget, case by case basis. There are plenty of things we can do that
do not cost anything material. AD added that the Club’s general approach is to prioritise
projects/expenditure which will assist long term growth / sustainability.
SJ queried whether player sales was a good way of generating income. JW – The requirement
to shut down the academy now we are non-league has damaged that opportunity (and is one
of the most nonsensical consequences of leaving the EFL he has seen since becoming involved).
Ultimately there are three ways to materially improve the finances: (1) non-football revenues – can make a difference. Stadium development plans have been looked at – NHS, Gym,
hospitality etc. It is expensive to do and the resulting income is helpful but not enough to close
the gap. Will share more detail further down the line. (2) ticket sales – five thousand people
in regularly adds at least as much to P&L than a main stand redevelopment. (3) promotion,
which brings material pyramid funding as well as other benefits.
Introductions – All present in the room and around the table introduced themselves, giving a
little detail on their background generally and specifically relating to Rochdale AFC.
3. Communication & Club Updates
AD noted that it was an exciting time at the Club. There was a prospect of a playoff place and
also planning underway for the Spennymoor semi-final. 2,000 tickets had been sold already
for the semi-final. It was asked whether home fans could go in Willbutts Lane. GD mentioned
that Spennymoor need to receive a 15% ticket allocation but it was still the intention to have
some home fans in the Willbutts. Greater Manchester Police were currently not permitting it,
but it was under discussion.
AD noted his new role is to look at day to day decisions and manage the P&L. The ownership
sees themselves as custodians – fans have been and will be around longer than the owners.
JW noted that one of the main purposes of the CAB was to improve communication between
the Club and supporters. Questions/queries/concerns can be raised at any time. Use the CAB
email address as the forum for this. JW has access to this email box and will respond. The Exec
team is still limited resource wise, but there will be a response and explanation even if the
issue cannot be resolved.
A discussion followed about the best way to accommodate different types of fans in different
sections of the ground. KB raised a question around fans from the Sandy moving into Pearl St
for semi-final and potentially for next season. AD/RB/GD – explained history of why the blocks
and segregations zones are currently set up as they are. It was generally agreed that the
current set up is not optimal for various reasons (the family stand isn’t truly a family stand
and Willbutts lane is the best stand but is hardly used. Many questions and suggestions were
raised JW noted that this was clearly a key issue and would be revisited. AD noted that any
material changes would likely require wider consultation (including with Greater Manchester
Police) and would take some time to implement. IB noted the model used in many US sports
venues where different areas of the ground are branded (i..e singing zone / alcohol free zone
etc.) JW – That could be a good idea, directing people to areas that that are suitable for them.
MD – Lancashire County Cricket provides a good example where it is clearly stated what sort
of behaviour is acceptable in each area of the stand (i.e. dress code, alcohol etc.). JW – We
will come back to this as it is a big topic.
JacobW noted that there was currently no QR code on the semi-final poster. This would make
a difference and needs looking into.
In response to a query, AD confirmed that kick off for the semi-final is at 3pm.
4. Engagement in Club Strategy/Projects
2025 Season Ticket Pricing (AD)
a. The Club is partnering with a new ticketing supplier for the 2025/6 season, Fanbase.
b. Early bird prices will be available up to July. Klarna payment by instalment will be an
option, with club absorbing costs.
c. Digital ticket kiosks will be installed to aid purchase. Turnstile scanners will link to
access control.
d. HM – Is it on an App? AD – Yes, can download Fanbase now and interrogate it under
Shrewsbury to see how it looks/works.
e. Idea is to simplify some of the offers- i.e. removing the £1 physical ticket charge as it
is rarely implemented in any event, providing a Family Offer and a FAN Card. IB – Can
we offer discounted tickets to Utd/City fans to encourage them to come to Dale on a
Tuesday? AD – Yes – they can buy a card and use it whenever! IB – Worried about the
increase Man Utd capacity would have on Rochdale.
f.
AD – Policies for Exile tickets might need to change, particularly regarding seats being
blocked even when the individual is not intending to attend a game – it means the
Club is unable to make revenue from that unused seat.
5. Growing the Fanbase/Project 5000
There was a wide-ranging discussion about why more people weren’t attending games:
a. ET – Is there any data regarding numbers dropping on Tuesday evenings? JW – Yes, SJ
has worked it out to be on average a difference of three hundred (i.e. three hundred
more attend on Saturday than a Tuesday). We should be looking at targeting the right
games to the right demographic – i.e. potentially more likely that adults will be able
to attend a Tuesday night game than families.
b. AMD – There are aspects of the matchday experience which are off-putting to many
people – having to walk through the Ratcliffe smoking area to get into the ground,
outdated Matchday Music, food queues etc that prevents attendances growing. JW – Dulwich Hamlet as an example of packaging food and tickets and providing an
experience away from the football to entice people in – we cannot just be about the
football. KB – Experience is not great in the Sandy Lane end. Food kiosks are small
with long queues and food/drink is regularly cold. Ratcliff decoration is poor. AD – CO
has outlined infrastructure issues previously – it is easy to rack up a big bill if you
wanted to try to fix everything – £250k worth of repairs would go quite easily. KB –
Tradesman are available to help where needed. JW – There are smaller jobs which are
better to prioritise whilst capital plans are developed. RL – We need to improve ladies’
toilets. JW – What would be helpful is if we come up with a list of projects in each area
of the ground that we can prioritise. AD – We have a Stadium Operations manager
(Chris Garland) who will prioritise and cost jobs and maintain a list. RL/KB – There are
items in stock at local companies that could be used and many supporters are involved
in trades who may be willing to help. ET – Could we host a trade day? IB – Have we
reached out to Goodison Park about seats and the like? AD – Yes, but quite a bit is
being sold. MD – Tradesmen has been looked at before. Could we have a suggestion
box from fans that could then be matched to tradesmen? People come for the social
aspect – can we make more of this – get people in the bars longer? Could we do a
Tuesday club offer for Utd or City holders in the Sandy, as bundle? AD – Looked at a
666 Man Utd ticket offer this year, but system could not do it – next year we will
introduce a flexi ticket. MD – Can we do a 3-game end of season bundle? AD – No,
existing platform does not allow. JW – We are only allowed three times in the season
to deviate from set ticket prices – we have not used any of these this season. HM –
Could we follow up Spennymoor attendees with a ticket offer? AD – No, current
system does not allow. DE – Could we do buy two, get third free. AD – current system
does not allow. IB – Could we do a voucher for next season? AD – this is something
we could consider. KF – Can we subsidise Wembley tickets/coaches? AD – Coaches
have been costed at around £48 per head – club looking to decide if they can
subsidise. JW – The ownership would look to support, depending on other spend
required at the time.
c. A concern was raised about difficulties disabled fans had in accessing kiosks. AD noted
that the Club was aware of this and NT was assisting on this front. AD also noted that
the Club had recently received very positive feedback from a disabled fan regarding
their experience at the ground and how they were looked after.
d. HM – Pearl St bar is hard work – can we do pre orders as per Ratcliffe? RL – perhaps
there could be 2 sperate cues for food and bar. JW – We should set up a separate
meeting with CAB, Scratch and Stadium Ops to discuss these issues.
6. Any Other Business
JW suggested it might be helpful to set up sub-groups to more effectively deal with specific
initiatives that come out of CAB Meetings. Really encouraged by the meeting. Lots of good stuff
had been discussed and suggested – please filter some of the most important pinch points that
concern you and forward to the CAB email address for RB/JW to address.
A discussion around 2025/26 kits was then had, with AD presenting preferred options for home
and away kits as samples whilst also showing three alternative options for each as CAD’s/swatches.
Goalkeeper kits were also presented as CADS.