Euro 2008 Review - Ticket Allocation, Distribution and Customer Services

Meeting of Association of Tartan Army Clubs (ATAC) and Scottish Football Association (SFA)

22/01/08 - Hampden Park, Glasgow

MINUTES

Attendees:

SFA: Gordon Smith, Colin Banks, Alison Jack, Rob Shorthouse, Derek Kirkwood, Siobhan Boyd

ATAC: Tam Ferry (EASTA), F Mathews (ASoW), S Rae (WEBATA), D McDougal (HTA), K Donnelly (LA), S Pilmer (HEBETA), M Hickey (BASTA), S Morris (TSTA), J Kaylor (PTA), H Husband (WESTA), J Rowbotham (KTA), S Johnston (ETA), T Coyle (WESTA)

1. Introductions

Mr Banks lead introductions around the table.

2. ATAC Euro 2008 Review Document

Mr Ferry explained that the document was put together by ATAC to highlight issues that arose during the Euro 2008 campaign. ATAC were not looking to apportion blame for problems that occurred but were looking to identify areas of improvement and move on in a constructive manner. It was agreed to work through the document section by section as follows:-

Scotland Supporters Club (SSC) membership (Section 2.1)

Mr Banks confirmed that the SSC would be capped at 30,000 for the coming campaign. The SSC were looking at creating a second tier membership but would consult members on how they would achieve this. Mr Shorthouse enquired as to what was the public awareness of the SSC. Mr Hickey confirmed that awareness had increased due to the success of the team during the Euro 2008 campaign.

Home season tickets (Section 2.2)

Mr Banks said that the SSC would like to do a home season ticket. Mr Banks added that there were 2 elements to take into account. Firstly, a supporter would be guarenteed a seat and also it could guarentee a supporter a seat in the North Stand if they wished. Ms Jack confirmed that the last time the SSC had introduced season tickets, there was only 900 sold. Mr Banks confirmed that the SSC were actively looking into the option of a home season ticket and welcomed ATAC's input.

Allocation of Home tickets (Section 2.3)

Mr Banks said that initially the SSC had hoped to offer the option of a second ticket for the Italy match. It transpired that due to unprecedented demand the SSC could not offer this option. Mr Banks explained that he had received letters from the public querying why SSC members should have an entitlement to a second ticket for a non-member. Mr Banks added that the problem with a ballot, was that a non-member, who may have been to every home game, could miss out. Mr Banks said that he was looking into a second tier of membership. Mr Banks explained that BT had informed him that the phoneline for the Italy match had just about brought down the national grid! On speaking to SSC partners, the option of using a phoneline in future, for high volume matches , has been ruled out as it is unworkable.

Mr Ferry suggested that the SSC should ask members if they wished to apply for a second ticket when they apply for their first ticket. Mr Husband said that loyalty should be rewarded for supporters who attended all home games. Mr Banks confirmed that the SSC are looking at online applications. Mr Banks acknowledged that the telephone lines never met the huge demand and offered his apologies for this. However it was accepted that Supply V Demand has a big say in any systems success.

Away tickets (Section 3.1)

Ms Jack confirmed that UEFA have increased the percentage of match tickets made available to Away Associations from 5% to 10%. In relation to ticket pick ups, Mr Banks said that supporters would rather have their tickets prior to travelling. He added that the venues they encountered in some countries, namely Georgia and Ukraine were far from ideal. Mr Banks confirmed that the SSC would use the company that does the video fans guide to identify venues in future.

Ms Jack said that the points system maybe used in Macedonia due to the relatively small stadium capacity. Ms Jack suggested that she would look at offering tickets to supporters on 10 points first, 9 points secondly and so on. This would ease pressure on SSC staff. Ms Jack confirmed that around 300 supporters never picked up their ticket in Tblisi. Ms Jack confirmed that payment had been received for all of these tickets and this was duly relayed to the Georgian FA.

It was felt that the system for away matches in general works well and should be maintained with some small improvements.

Customer Service (Section 4.1)

Mr Banks acknowleged parts of the service that the SSC provide could improve, however there were areas that were going well. Mr Banks confirmed that after speaking to Mr Smith, the SSC have employed two additional members of staff and a third was currently subject to the recruitment process. Mr Banks confirmed that the SSC were reviewing all partnerships with their suppliers. Mr Banks felt the bad press was over the top however he was listening to all parties and would look stringently for solutions.

Self Service (Section 4.2)

Mr Banks confirmed that online applications could be the way forward. Mr Banks would work with Mr Shorthouse to improve communications with SSC members. Mr Ferry asked if the SSC would consider a personal profile page on the SSC website. Mr Donnelly asked what the plans were for the website. Mr Smith confirmed that Mr Shorthouse had been employed to look at this and all aspects of communications from the SFA.

SSC Communications (Section 4.3)

Mr Shorthouse confirmed that Mr Smith had asked him to look at all aspects of Communications within the SFA. Mr Shorthouse added that he was pro-active in doing this.

Mr Morris expressed concern in relation to a possible change in the World Cup qualifying fixture schedule and how this had been communicated. Mr Smith confirmed that each Association in Scotlands group had no knowledge, at the original fixture meeting, of the change in available fixture dates. Mr Smith confirmed that FIFA had instigated the change. Mr Smith assured the meeting that the original fixture schedule would more than likely be adherred to.

Mr Shorthouse confirmed that the website was his first priority. He added that he would be forming a steering group to look at this and asked ATAC if they wished to provide a volunteer to sit on the group. Mr Ferry confirmed that ATAC would discuss this and get back to him.

SSC Guides and mail (Section 4.4)

Ms Jack said that she was looking at moving ticket applications to online. Mr Rowbotham asked how the SSC would deal with large group applications. Ms Jack confirmed that these would be dealt with seperately.

Italy ticket distribution (Section 5.1 and 5.2)

Mr Banks confirmed that the decision to change from a first come first served policy to a phoneline was taken after receiving a large volume of postal applications for a second ticket. Ms Jack apologised for the change in policy and lack of tranparency. Mr Banks acknowledged that the easiest option for the SSC would have been to accept postal applications but it would not have been fair on those who applied through the phoneline. Mr Banks explained that the decision was taken to use the phoneline because 99% of supporters have a telephone. Mr Kaylor said that supporters preferred a ballot. Mr Husband added that supporter loyalty was not rewarded and that his preference was a ballot. ATAC to work with the SSC to find a suitable solution for future games.

Telephone sales (Section 5.3)

Mr Banks said that with every telephone sale, there would always be a small percentage of calls that would encounter problems. Mr Banks added that demand was extremely high for the Italy match and that the number of people phoning was so high that the system could not cope. Mr Banks confirmed that the phone line system would not be used again for high volume matches. Mr Banks confirmed that the SECC made a minimal amount and that the majority of money would be made by the individuals service provider. Mr Banks said that OFFCOM were looking at the way in which companies communicated the costs involved in telephone sales to it's customers in general.

Mr Banks said that the SSC were under no obligation to communicate this information to supporters, however he admitted that morally they should have. Mr Banks confirmed that he has spoken to the SECC and BT about what happened and Ms Jack confirmed that the SSC have taken the matter up with OFFCOM at the highest level. Mr Banks said that a call for a football ticket can take up to 4 or 5 times longer than a concert ticket due to the amount of information that has to be given to complete the purchase. Mr Hickey queried the different phone numbers provided, especially numbers that were provided on message boards. Mr Banks confirmed that he had taken this up with the SECC. Mr Banks concluded by acknowledging that the phone lines did not work and that they would not be used again for high volume matches.

Delay in refunds for Italy tickets (Section 5.4)

Mr Banks acknowledged the delay in repayments. He added that this would not happen again, as the SSC would not be accepting cheques anymore. Ms Jack will consult with ATAC in relation to bigger group applications and how each club will pay for tickets.

SECC charity donation (Section 5.5)

Mr Shorthouse will speak to the SECC in relation to the charity donation. Mr Shorthouse will arrange a presentation before the Croatia match.

Summary of recommendations (Section 6)

Mr Ferry summarised the recommendations made from the ATAC review document. Mr Banks hoped that he'd given satisfactory answers during the meeting. Mr Smith said that the SFA will invest in the SSC. Mr Smith confirmed that when he started at the SFA he was determined to increase efficiency within the SFA and if this meant investment in additional staff, then he would do everything to ensure this would happen. Mr Smith added that he is keen to improve the SFA website and hopes that every aspect of the SFA would make use of it in future. Mr Smith assured the meeting that the SFA wants a better deal for fans.

A.O.B

Mr Coyle asked Ms Jack which away games in the up and coming campaign will go to the point criteria. Ms Jack is not sure at this stage.

Mr Ferry asked Mr Smith about a possible friendly against England at Wembley. Mr Smith said that he was waiting on a phonecall from the Football Association. He added that the game was not confirmed.

Mr Ferry said that opening the streets up behind the North stand after the Italy match had worked and thanked Mr Kirkwood for acting on ATAC's recommendations.

Mr Donnelly asked if the SSC would consider a SSC player of the year award, Mr Banks confirmed that they would do this.

REVIEW DOCUMENT