email from the club, their replies to my questions in red
Thank you for your email and for also taking the time out to provide some relevant feedback. I have endeavoured to answer some of your concerns below – please see responses in red.
Firstly, I'd like to say I fully appreciate the club are trying to move forward and become one of the 'big' teams, and would like to create a membership scheme that follows this and attracts new fans into the club. Also I appreciate change will always upset some people, it's impossible to please everybody. I am grateful that you understand this, and one of our reasons for changing the membership scheme was to move forward as a club and to enhance the growth and reputation of Leicester City FC.
But I'd like to know how this scheme was designed. The club claim 'member consultation' - but as a silver member for the past three years, I was never emailed to gain my views? The scheme was designed as the system of a 3 tiered membership came back with a lot of negative feedback. And with the club finally establishing itself as a side with a growing fan base, it was deemed the best time to restructure the membership scheme. Fans were consulted, emails were sent out giving members the opportunity to fill out a survey, and I am sure that you can appreciate we can only go with what we get back. However we had another method of research which was used, we had a ‘your 90 minutes’ focus group session which again, was a personal invitation sent to all members so they could state their interest in attending the session. Unfortunately we could only accommodate a small number of people to this event. However, the idea of one membership scheme was put forward and the feedback amongst the room was positive, and that if done properly the scheme would work. I cannot stress how much detail and research was carried out throughout the course of last season to ensure that this membership was constructed fairly and also with all supporters best interests in mind.
As two match going fans who have been attending for twenty years (and will have 15 points under the new scheme) I find it hard to swallow that I will be scrambling for tickets in a ballot alongside a man on the street who's never been to a game, but brought membership this year. I appreciate your frustration on this point, however a new member with no points will have to be lucky enough to be drawn out for every home fixture to be in with a chance of catching a supporter such as yourself up with regard to the amount of points that they have. Whilst I understand where your concerns are, this occurrence is extremely unlikely. Statistically, your chances of getting a ticket through the ballot are actually higher than what they would have been last year with you being a silver member.
Surely you could have restricted membership sales to a set number (as was done for gold and silver), or lowered the amount of tickets on ballot to a few hundred, and given those on <20 points the chance to purchase tickets outside of the ballot? We decided against restricting and capping membership sales, as this would have then hindered our objective of wanting to achieve growth as a football club. It is no secret that we, as a club are looking to expand the stadium, and by doing so in the long term future there will be a bigger pool of members and also more seats to sell. So this wasn’t just decided as a short term fix, it was a long term investment and plan which had the full backing of all the club’s hierarchy.
Why have only home PL games been counted in the points balance. I attended FA Cup, Champions League and away PL games last season. Why are these games not deemed worthy enough to improve my points balance? We decided against offering points for ANY cup fixtures, had we have done this then the gap between existing members and new would have been a lot bigger once again contradicting our aims with this new model.
Finally the cost of £60 is surely over the top. I had no problem with the club milking membership money last year, as PL champions why not charge £70/90 for membership? But a season of mid-table existence presumably awaits, why doesn't the membership price reflect this? £60 is essentially the average cost of all 3 memberships joined together from last season. As Champions last season, £70=£90 was justifiable. However in football you cannot predict a thing (who would of predicted that we would be champions), therefore the cost is seen as fair and value for the money. This is also considering the pack that is given to members, of which the items are exclusive and unavailable anywhere else.