Money’s (Still) Too Tight To Mention

Our average gate last season was a modest 1572, up from an average of 1497 the previous season. Taking into account some enormous away support this season as opposed to the proverbial one man and his dog the season before last, there has probably been in drop in home support during 2009. Despite a couple of seasons of almost unqualified success we still can’t seem to boost our average attendance. Championships and cup runs may see a spike in attendances, but don’t really add to a concerted increase.

Why is this? Why can’t the club swell the hardcore support even through we pissed the Blue Square North, had a good season this season, and got to the 4th round of the FA Cup?

Part of the problem is obviously the cost of entry into Rockingham Road. Without going into the ins and outs of finances to support what is being purported to be a professional club, £13.00 IS a lot of money to fork out for this level of football. Particularly for the once a season visitor who paid £11.00 or £9.00 the last time they came up to the ground, and is disinclined to come more often because it always costs more to get in. And for what? To watch a bit of kick and rush played in a ground that has had just one new development in 35 years. Not only that, but that one development is the cover over the Britannia Road side which is (a) far too low, and (b) was erected during Mark English’s tenure and consequently, never paid for.

Today there are many more things to do on a Saturday than ever before. Umpteen shopping opportunities. More restaurants. A 10-screen cinema. The attraction of League Football at Nene Park just down the road. Oops, scratch that last one. The Poppies need to fight hard for their slice of Kettering’s disposable income.

Instead the passing customer is faced with differing prices on the turnstile one week to the next depending on who we happen to be playing, which no one else in this league has the cheek to do. The use of a single tea bar, where they can queue for the entire first half. Toilet facilities which can be charitably described as “basic”. Overkill policing. Chavs swaggering about as if they own the place. Ditto the stewards who enjoy taking bottles of water away from people on a hot day, but fail to spot or stop our would-be hooligan element throwing items on to the pitch, or away fans setting off flares.

Us dedicated fans put up with all this, and cast a blind eye to Rockingham Road’s shortcomings, and argue that our style of play is at least successful. The casual fan, however, has no compunction about voting with his feet and usually does.

There are potential fans out there though. This was never better shown than during last season’s cup run where we had sellouts against Fulham and Eastwood. Now, I can understand the sell out for Fulham, even though they are possibly the least glamorous team in the Premiership, but Eastwood? OK, it was the third round of the FA Cup, but it was still only Eastwood! As ever with the Poppies there is no accumulative gain from the big games or big seasons.

So, what to do to improve matters?

Providing the admission fees and ticket prices haven’t come out yet (unlikely as it seems we are waiting for the season to start before announcing the prices), what about announcing a freeze on prices, as so many others are doing? Good PR. Big piece in the ET about being in tune with people’s troubles during more austere times?

Next, the club must jettison the “Premium Games” bollocks. Why penalise us because of who we happen to be playing? All it does is knock a few off the gate, create ill will and cause trouble at the turnstiles.

If it isn’t yet set in stone, abandon the daft idea of making every game all ticket. Hello, real world calling KTFC! Not quite a Football League club yet chaps.

Encourage supporters to take out Season Tickets by actually making them better value. Leave us with the desperate NEED not to miss out on the bargain, rather than worrying that if we miss a couple of games it won’t be worth shelling out big money upfront.

What about 6-game season tickets where it works out that the 6th game is free? Don’t panic about the loss of revenue. You’ve got the supporter into the ground – offer him something else to spend his money on! Come on Commercial Manager, earn your corn.

This may be controversial, but we should stagger the cheap U16 season tickets slightly, making it more expensive the older the kids get. This would help ensure that youths aren’t simply in the ground because it’s a cheap place to hang out. We may lose a few of them, but the ones who return will be there because they want to support the Poppies, not just to hang out with their friends.

At the end of the day if we’ve made no money from last season’s TV coverage, huge membership drive, sponsorship, merchandise sales and a few big gates, the question needs to be asked, are we really a big enough club to support a full-time playing staff? If not, how long should Imraan continue to make up the shortfall, if at all?