Report from first Supporters’ Meeting

These are the notes written from the first Supporters’ Meeting that we held last Thursday. All notes are written as they were recorded. If you were there and felt like it hasn’t been reported as you would have liked, please email us at info@daletrust.co.uk and we will make the necessary changes.

Future Role of the Trust

Immediately, I see this as adding an additional layer to due diligence done on any prospective owner- not because I expect this,; just because it was done so expertly with Morton House.
“Continue with all the good things that you do.
See my feedback on the fans forums under my answers for “”communication”” for how the trust could help exile members.”
Keep up the good work and have as much impact on the club’s affairs in the future as possible
I only have positive feedback to say about the Dale Trust. The regular newsletters, player of the month votes, exiles day and other events are all very good. More recently, the hard work put in by the trust to buy shares and help save the club from the hostile takeover was remarkable and well appreciated by all fans.
Good under difficult circumstances
Squadbuilder – fans raise funds for an indivudal player or just to add to squad budget. This is used at a number of other clubs. The Trust to research where this has been utilised at other clubs to see pros / cons
Trust Director – talk of worth, is it worth having 2. We have the shareholding to justify it. This would bring greater strength in the boardroom and less isolated
More challenge to the Club as to where we stand at any one time?
At which point do the Trust make major decisions eg egm
Specific roles of Trust Board members eg 1 person for bars, 1 for Commercial. Bit like the Club did at the AGM where they showed which director is responsible for each area of the club. This is line with the shadow boards that has been discussed in the recent white paper following the fan led review. This would allow Trust Board members to specialise and develop relationships with the relevant member of staff / director at the Club, rather than having to prioritise and would ease workload
Retaining independence
Given we will be a new or newish ground to the majority of visiting supporters next season, there is a need to be liaising with opposition supporters on forums + social media to provide details of trip to Spotland, to collect questions and gain post match feedback from opposition supporters. All details to be held in Cloud to allow easy updat
Questions to be pushed with the fanbase, with all answers to be contained within Murray’s section in the newsletter
Trust Board to raise questions at each meeting for MK to answer at next meeting, with feedback provided in the newsletter where appropriate

Communication from the Club – Football matters

More updates on players out injured – not necessarily game by game but rather those out with info on what the injury is, approximate timeline and updates on recovery along the way rather than players disappearing into an abyss
More updates on the youth players – not so much match reports but a general update each month discussing their progress
How much influence does the Board of Directors have on Football Communication in terms of “okay to say this”, “don’t say this”
Post match interviews need to be conducted once the manager has collected his thoughts
Club needs to give manager some media training
Communications in general away from the matchday needs to be more focussed on attracting new support
Create interest around the academy so players coming through already have a profile eg Ethan Brierley
Can content from the Community Trust and other Rochdale related content be put onto main club media channels?
Audit and update the website to remove irrelevant past data
The Current website is an EFL template.What happens when we lose our league status?
Interface with the new kit supplier to get kit to junior teams and build a communication channel with those teams
Injury updates
Qualty of media output – not cut and paste
Player involvement on non football matters eg fun!
Advertising games around the town – posters, electronically
Leaflet distribution
Tik-Tok advertising
Club need to step up and improve commas and take more responsibility. Our director should be more on the ball
“I think this is an area which needs improving. Communication in general (including on the footballing side). If I am honest, I feel more distant from the club than I have for many years.
As an exiled member, I feel that we are valued less than others. This feeling has mainly come about from the last few fans forums. They are so important to the fans, including myself. Yet they are so inaccessible to exiled members. Conducted on a midweek. Not streamed live. We had the opportunity to email in questions, but not hear the answer. I found this incredibly frustrating and had to scroll message boards to find out what was said. I shouldn’t have to rely on the fans who could attend to hear what was said. There is plenty of room for improvement on this in my opinion.
Specifically on football related issues, I think our website is very good for communicating important information to fans (such as ticketing news). A good range of interviews with managers/players are provided online too.
I understand that sometimes there are times where communication cannot be fully open or transparent, but at the minute, there are lots of unanswered questions on footballing matters such as, what is the plan for our new manager, what ambitions are there for us after relegation and how can the released/retained list be made without having a permanent manager. I guess these questions will be answered in the coming weeks”
playing out from the back
Demonstrate more that you actually engage with the club as now you seem not to, you seem tame
“I think that the club has got to try and reconnect with fans who feel quite disillusioned, and from my point of view, particularly exiles. I think it is of the upmost importance that fans forums are made accessible to exile supporters in future. Whether that is running them on a matchday (rather than a midweek evening), streaming live on youtube, or running a conference call (e.g. zoom/teams) for exiled trust members where we can listen and message in our questions. I think this will go a long way to making me (and exiles) feel more valued by the club.
I remember when Colin Garlick was the CEO, he did more regular interviews on ifollow (in its previous form). I believe fans would appreciate a more regular form of communication. Maybe a quarterly update by the chairman or someone from the board would allow fans to feel the club is more open/transparent. We talk about being a fan owned club, so I think opportunities to improve the openness with the supporters is very important.”
stop it NOW
“All fans want to hear as much information as possible, I think. I think we seem to get some basics wrong in interviews, especially post-match. Very often the interviewee (player, manager, chairman etc.) is out of focus, while the background is in focus; sound quality is poor, especially post-match if it’s windy – a clip-on radio microphone would easily reduce this problem. I remember before we played Stockport in the FA Cup a couple of seasons ago looking on their website and media outlets and being really impressed by the professional, polished quality of their content with long(ish), detailed and probing interviews – it was, and still is, streets ahead of us.
In addition to pre and post-match interviews, new signings etc. it would be good to know about all manner of football related info. such as grounds staff or a tour of the new training facilities etc.
It would be good to hear from more players, not the same few and in different contexts. It is also good to get to know players and staff to feel better connected to the squad/club. “

Ownership Structure of the Football Club

“This really worries me! I’m so used to the way things are and know we have been at our most successful with this current model in place (Hill and Dunphy). I have slowly come to the realisation that football has changed and we cannot compete with other clubs who have financial injections from owners. However, we have had an awful experience already and the Wrexham story is rare and may still end up turning sour at some point! I’m not against exploring the idea of joint ownership, if the leagues allow it, where an owner of a giant also owns a smaller team. Whatever route is taken by the club, I am glad the fans’ voices will be heard through Murray. I hope that whoever may come in to own the club has the very best interests of the club and town at heart and that there is a true connection to the fanbase.”
Do we need an owner with majority of the shares?
What would be the ownership structure if in the National League?
What was the Ownership structure during the most successful period and why not remain the same?
Various options, community interest club, trust, major investor
Is the intention to sell shares in any manner for an investor to gain full control of the Club including Directors Shareholding?
Pre-emptive rights of existing shareholders if investor is proposed. Would this be offered?
Why the change from Fan Owned / Fan Led Club to requiring an investor in such a short time?
What process would an investor following in acquiring a majority shareholding?
Is there a commitment to reduce the uncertainty regarding the future structure?
Without investment, is the Club capable of proving viable?
Progressing well
More could be done , may be by old directors.
kept up to date regularly
Continuing involvement of supporters
We do need a backer to help club and trust.
consider attracting teenager/young adult to be more active with the Trust – they are very vocal on Fans Forum/social media so give them a chance to put views across
Plans for life in non-league
Concern over stadium being used to finance deal
Trust to meet with investors, Investors to hold open meeting with Supporters, Trust to follow up with further questions and period of due diligence, before vote of members whether to back the deal or not
What changed from 17th November to 30th December where the Club categorically were not launching a share issue for an investor to making itself available for an investor?
What safety measures are in place in case things don’t work out?
How will the Club carry out due diligence on any potential investor?
What is to prevent any potential investor converting debt to shares and eventually gaining 75% control and therefore access to the stadium?
While it is extremely sad to have been relegated I have a greater concern about whether t he club can survive in National League or as an ongoing concern. It would be good to have some reassurance that even if investors cannot be secured that the club can continue to trade/operate.
Can we have a monthly Chairman’s update via email or on the website. For those exiles who are unable to come regularly to home games and buy a program we would like to understand the Boards perspective during the season
I will back Chris Dunphy taking over again

Club Shop

Affordable Coach prices – especially in light of NL teams, many Southern. Discount for ST / Trust members. Possible coach season ticket?
Selling tickets in Shop has been useful to improving sales
Stock levels need to increase
Larger sizes, more items for children to spend pocket money eg pin badges
Incentive to get footfall – book coaches, goldbond, ticket sales
Could the location of the shop be moved eg where Hornets office was as more central a location
Could research be carried out regarding how other successful / unsuccessful club shops are ran – merchandise / pricing
Increase of advertising the shop (and the programme) in the stadium and locally ie adverts of new sales / merchandise
Club shop still displaying 20% off Errea on front door where four weeks after 50% off sale was announced
Improvement needed of online shop – not updated enough and needs to be checked more often
Can retro kits be stocked? Fans need to be involved in this process
items / Collectables for away fans
“Back to school” / Christmas / Seasonal things need to be better advertised
Photo / autograph opportunity with players – designated player on a rota basis. Sale of pen and autograph book
We need fans to be involved in ideas – focus groups on kit designs, merchandisem pricing, consistent approach moving forward
Can pricing be affordable? O’Neills kit at Wycombe currently £75 – this wouldn’t work for Dale
Ensure there is communication with Club Shop and the Programme
Use money from O’Neills to update the shop?
Can there be merchandise that is more subtle eg smaller badges and less footbally
Mini stall in Fanzone to sell items or elsewhere in the ground
Can we link with local brewery or sweet manufacturer to have Dale beer / sweets
Commercial need to link in with local businesses / advertising in ground and in the programme
IT in the Club Shop needs to coincide with the rest of the Club
Which Director / Staff member is overseeing the Club Shop / retail and what support do they need, and what will they accept. What processes can be implemented to help eg retail committee
“I have been pretty happy with the service the club shop provides overall.
I think a good range of items are sold. The special memorabilia items, such as the Hendo record goalscorer mug and the Dale 2-2 Spurs mug, are very good buys which I am happy with.
Never had a problem with in-store buying.
With online shopping, I have had a couple of occasions where my parcels have got lost in the post. I appreciate this isn’t the clubs fault. On one occasion (a few seasons back), the size of training top I bought had sold out so I couldn’t be re-sent what had been lost. In the second case, a programme was resent to me.”
“As an exile, I rarely get to visit the shop and rely mostly on the online shop.
The actual shop is small, certainly when compared to clubs like Colchester, but significantly better than the hole in the wall we used to have! With space at a premium, I always feel that having baskets on the floor of sale items clutters the place.
I noticed at the recent Exiles day, there were items on sale that were in the shop at the previous Exiles Day! I feel that there is a lot of stock that goes to waste, ultimately costing the club money.
This season, I have noticed the players wearing tops/jackets that I would have spent money on, that have not been available to supporters.
I have also noticed that not all items in the shop are available to supporters online – this could be to do with capacity within the staff, but it results in lost sales.
I think having high quality leisurewear that is independently produced would be appealing as it is not associated to the kit manufacturer and has greater longevity. therefore people are more likely to want to buy it as it’s always ‘current’ (i.e. not associated with a particular season/manufacturer). I have been dealing with a company called Fourex for my son’s rugby club (they own a few kit manufacturers- Ellgren, EV2 and Matchwinner). They told me they have introduced a “print on demand” range of clothing direct via club online shops. That way there is no wasted stock. They currently do this at Chesterfield – https://matchwinner.co.uk/product-category/licensed-products/chesterfield-fc/chesterfield-fc-blackout-collection/ I know Matchwinner make the kit at Chesterfield, but this stuff looks unbranded, so if they change manufacturer, it makes no difference.”
“I am not sure if this fully fits this category, but I want to comment on the importance of the matchday programme. For me, buying and reading the matchday programme is a vitally important part of the matchday experience. When the Football League said it was no longer compulsory, I emailed a question for the fans forum as to whether the club would continue to produce one (after the pandemic) and the answer was a resounding yes.
With our impending relegation, I am once again fearing for the future of TVOS as a cost-cutting measure. I do not know what the conference regulations are on matchday programmes but I once again feel I need to re-iterate the importance of maintaining one.
For the broader, club shop issue, I would say to continue making the special memorabilia items (like the examples, in my last question), which supporters can be to remember special moments.”
Previously there was specific discounts for season ticket holders. Is this something that be re-introduced as will help more people want to buy a shirt but also could encourage season ticket sales.
Club shop still displaying a 20% off sale of Errea products nearly three weeks after a 50% off sale was introduced

Growing the Fanbase / Attracting Families

“Wonderful to see the work of the Community Trust and the Muslim population of the town during Ramadan – this should be applauded. I don’t know the demographic breakdown of the town. Does the ethnic breakdown of club staff mirror that of the town? Do ethnic minority groups feel represented by the club?
I think schools have been spoken about many times. I have always thought that the club could set up its own coaching company. There could be several youth/academy and female players who could go into schools, delivering after school coaching, and cover for teachers following a set, progressive, quality programme. It’d provide a small income for the coaches and the club but would also forge links with schools and the wider community. I don’t know if ticket giveaways make much of a difference alone- I assume there has been some research/analysis of this.
Perhaps certain families could be identified to become ambassadors for the club. They could for a small incentive, attend various attractions (soft play centres etc) with Desmond to set up a stall, give out tote bags (these are a better ‘walking advert’ for the club than balloons!) of goodies and share their experiences in the family stand and promote Desmond’s Den and other family events.
There could be a calendar of events prepared in advance of the season kicking off so things can be planned by families in advance.”
Could Junior Sports Teams be encouraged to get their kit through us through our O’Neill connectons, with the incentive of free season tickets for each kit purchased? We’d be appealing to people who have already confirmed as having an interest in sport, and there could be some money that could be made through the O’Neills deal in the process
Breaking down barriers – too many times that we run any incentive, the Club always seems to put some barrier in the way that is counter productive.
Developing a long term partnership with local schools. For example, Oulder Hill has 1500 students and is within walking distance of the Club. Therefore you would assume that anyone in the Oulder Hill catchment area is in the same catchment area as the Club. These are 100% the people that we should be looking to develop into long term supporters of the Club. The school could be given 500 free tickets for every home game. If the take up is just 10%, then that’s 50 extra fans coming each time. But with the long term links with the school eg Craig Dawson, Ethan Brierley, this could be something really developed. eg Ethan presenting at their awards – there are still students at Oulder Hill who were there when he was. We could present a signed shirt for them to display and it could be accompanied by a pic of his school football team, his mascot pic with Hendo and a pic of him playing for the first team. This would show the local youth that there is a pathway to both Professional football and the Premier League (Daws not EB).
Contacting non renewals of season tickets. The Trust routinely contacts those members who do not renew -do the Club do this with lapsed season ticket holders? This could be done throiughout the season with offers for 3/4 season tickets, 1/2 season tickets and 1/4 season ticket. Non league football may put some off but a few wins in August (hopefully) might prick their interest and they may reconsider. Getting Chairman, Manager, Hendo involved for the occasional call could entice a few to renew
More club communication with fans in regard to checking up on fans who don’t show up
Liaising with new fans to help streamline their experience
Outreach work with coaching of junior football teams by RAFC coaches / players to maintain that link and produce good social media content
The goodybags with junior season tickets were very popular
Business deals – eg 2 x season tickets and 5 x 2 hospitality for £500. Would this be something that was tax deductable?
Better strategy at developing community with marketing of fans who buy tickets via email
More focus from Rochdale Community Trust at bringing kids to Spotland. They do wonderful work but as an RAFC organisation, we need them to be building relationships within the community and attracting fans to the Football Club
Promote the U11 season tickets more. Its a great deal but not known enough. Push with primary schools
Use of pics on the scoreboard. Its very popular in a lot of sports and shouldn’t be overly difficult to operate. Pics of fans taken between 2-15 and 2-40 to be displayed on the screen between 2-40 and 3pm. The lack of messages on there suggests the £25 per message is rarely used and therefore not a moneyspinner. This could even be done in conjuction with Desmond the Dragon where he goes around with a selfie frame and is photographed with young supporters
Who at the Club – staff/director is responsible for growing the fanbase?
We are having a GrassRoots day next week. Is the Club using this to take on board details for the Club database so that these potential first visitors can be targeted?
1st time visitors. Given we have a record of everyone who attends matches, it should not be difficult to recognise first time visitors (if its not, speak to the ticketing company and ask if that is possible as an upgrade). These people should be contacted both before and after the game with info and seeking feedback. If the system can fire out the emails, it would just be a copy and paste exercise the day before a home game and the Monday after one. This would not be time intensive.
Club has failed to grow the fanbase material during succesful periods in L1. What is the plan now?
“Free tickets for U18s, student discounts. At least one game per season with a pay a nominal amount entry. £5/£2/£1 etc. Build good with with free or discounted travel for at least one away game.
Contact local bus companies to run a shuttle to and from Town Centre / Littleborough / Heywood / Middleton etc to Spotland.”
Area near Player entrance to be designated as Autograph zone. Artwork to go on the wall to promote it as a Selfie Zone
Volunteers to man turnstile areas as Happy to Help volunteers to deal with any concerns. One needed at Sandy / Main Stand turnstiles and another at the Pearl Street turnstile
Rewriting of Stadium guide and included in response email to all supporters buying tickets online ahead of any game
Better/more baby changing facilities in and around the stadium to make it easier for families with young children.

Matchday Experience

Offer local brewed ale and craft beer in either small batch cask or keg or in bottles and cans. See Stockport County for a local example who partnered with a local microbrewery to launch a club beer
Spotland has a fantastic asset in the Ratcliffe and Dale bars but more could be done to improve them.
Why are there some matches without ball boys / ball girls?
Autograph area for kids
Improve the appearance of the Players’ Entrance
Players should be available to sign autographs / have photos taken if not selected or injured
Would the same rules re: large share purchases of an EFL Club apply in the National League?
Will the current EFL sanctions against the Club regarding rules on share dealings apply in the NL?
Will the reintroduction of pay on the day on turnstiles be available to encourage walk up support in the NL?
Stewarding is shocking
Can stewarding be brought back in house?
Missed goals due to stewards
Blocking view of match by standing
Cocaine being used in the Sandy Lane – is it worth getting sniffer dogs for drugs and pyro
Ratcliffe/ Dale Bar / Fanzone. Greatly improved this season, major success
Boardroom Experience was amazing
Promote the MOTM in the Ratcliffe after games
Lack of promotion of MOTM and before match in Ratcliffe
Potential mail shots to previous users of Hospitality
Use the scoreboard to promote the bar open after the game and next match hospitality
People not following up on Enquiries in the Commercial Department. People are cancelling bookings because no one followed up on a query
Winning some games
Trust Work and presence on a matchday is well known
Can the Trust Director come along to the Trust Desk for sometime on a matchday?
Could any injured or uninvolved players be available to sign autographs / have photos taken on matchday, either on the pitch or walking around?
Sandy lane female toilets are awful, need to be better maintained. Holes in the wall where toilet roll holders were
Could the volunteer army be involved in cleaning up / maintaining the ground / facilities?
Was searched for a youth team game but ignored on a first team match
Map of ground is inaccurate (view orientation)
Car Park – enforce the no driving for 10 mins after final whistle
Open the gate at the corner of the Sandy
Promote National League game on BT / Open Bar
If there is no programme next year, can they send us a link to download an electronic version?
Food prices are shocking
Look at American sports for inspiration
Community Trust need to do better marketing in schools
Half termly magazine for schools. Promoting the Club and introducing the players
Community Trust to provide summary of visual presence in all aspects of their work
Tannoy / Speaker system is very poor
Fans “Shadow Cabinet” to follow trustees and act as a think tank
Selective working parties to work with Board members
People with food trays to sell in stands
Give the fans a smoking area
Stewards have been very heavy handed with old people
Lack of personal relationships with stewards. More personable, less detached and bad tempered. Rude.
Stewards dont seem to be very capable or engaged
Lasers and lightshows before every game
Half time scores on screen and announced
Advertising screen on Willbutts Lane. Sell advertising on it and club updates
100 ways of making ten grand
Positive – 1907 Executive Lounge good experience
This is 2023 and not 1980. If we want to attract fans and families we need to ensure that the stadium is clean, welcoming and safe. We appear to have gone backwards in recent years. The stewarding is shocking. Hate seeing the way people are being treated. Watching the away fans from my mainstand seat has me dismayed at times. We need to embrace fans as paying customers and treat them respectfully. Love the approach adopted by Exeter to away fans. We are desperate now for somebody to be employed by the club that can sit in the Board room and who is 100% focussed on fans. Attracting them, managing them, encouraging them to come back, communicating with them, engaging with them on new ideas. The Trust Board representative has failed as an attempt to represent the fans and we need somebody whose full time job is to improve relations and engagement, with strong KPI targets. We will continue to fall backwards if we don’t. I don’t want to see police in riot gear at my club like we saw against Bradford, I don’t want to see the club chaplain being chased away from fighting youths on Wilbutts Lane as I saw against Tranmere.
We need to improve the experience at the stadium. First we have to attract families – the family stand block is getting emptier and emptier. Family tickets need to be more affordable. Appoint a full time Customer champion and allow them to attend the Board. They need to be targeted on the Customer Experience, growing the fan base and making it safer day out. Our stewards need to be ambassadors – not gnomes. I am fed up of watching elderly fans struggle with the steps in the mainstand and the stewards standing idly by even when somebody falls. Why don’t the stewards help new fans to find seats for example? The stands aren’t that clean either. The pigeon pooh debate has gone on for years, but it is everywhere. There are birds nesting in the stands. We look run down and some deep cleaning wouldn’t go amiss ahead of the next season.
The catering is still a bit of a challenge. Dreadful coffee (no longer buy it) and limited food choice of pies and indian based foods. Anybody reading social media can see some great examples of quality food offerings at an affordable price at other grounds. What intelligence is being gathered to create a plan for next season. Lets find reasons for people to pay £5 or £7 for their lunch or (for night games) their tea.”

Process for Feedback

COO should be approachable directly by phone
Adhering to the Club Charter – do the Club / Board know and understand the charter?
Club feels dismissive of any feedback
George Delves doing too much – delegate and definte George’s role
Fans need to be aware of the process – are the Club adhering to it?
Fans need to know the Club structure – who they can contact for any area
Contact us page needs updating
Reply to the individual and reply to all Dale Trust members – they want to know what questions are being asked – Yes / No to publicise the question and the answer
Face to face “forums” monthly. Questions can be vetted, but only sensible questions accepted
Each director needs to be accountable for their own areas – monthly meetings
Do Directors have a dedicated email for themselves?
Responsive newsletter – ease of finding the part of the newsletter that you want, might not want to read it all
Put the content from the newsletter on the website after 48 hrs / 7 days so it it still exclusive to Trust members but it still put out in the public domain
Are the Club committed to following a process for feedback, otherwise all the above is pointless
Promoting Events – @RochdaleEvents isn’t being promoted
Trust to also say who does what
Club need to make sure the mailing list is up to date and everybody is on it
Weekly emails – not everybody is receiving them, hit and miss when they are sent out
Promote more content aimed towards away fans – communication, signage on Willbutts, “visiting fans are welcome”
Email sent to all first time ticket purchases on the Monday following any Saturday home game (Wednesday following Tuesdays)
Survey set up to take on Board feedback from away supporters to ensure that away fans guide to the Crown Oil Arena run by Trust follows a Trip Advisor approach with comments from fellow away supporters
What can be set up to allow supporters to raise concerns over issues at matches at the Crown Oil Arena?

Anything Else

At what stage did the Trust find out the club was looking to move away from its much publicised fan-owned ethos? If this was before the club announcement at the end of December, why wasn’t this relayed to members?
Does the Trust agree that this move created uncertainty and confusion among the many supporters who contributed money and/or time to ensure the club was fan owned and do they feel this needs to be addressed by the club?
Does the Trust believe that the communication coming out of the club could be improved? What do they feel could be done by the Trust/membership to achieve this?
Are the Trust aware of a long-term on and off-the-field plan from the club given we are likely to be playing outside of the EFL going forward – including the impact of not being able to find outside investment? If not, what are the Trust doing about this? If so, are the Trust happy with what is being put in place and why?
On the subject of a dark kitchen could we get investment for this if the potential return is that good?
Personally, I would like to see the club embrace offers of help from the fanbase rather than pull the shutters down to one and all. I understand that, logistically, it isn’t as straightforward as opening the doors to everyone, but, right now, it feels that fan opinion isn’t valued. I want to also have faith that the long-term financial and footballing future of the club are in safe hands.
Try to retain as much of the current setup as we can. Continuity will be the key in Div 5 and it is not Jim Bentley’s fault.
Why are businesses such as icon and Rochdale hornets treated disrespectfully, in addition to a lack of communication to those businesses who are due payment by the club for services?
Hire a full time, experienced Chairperson with a wage.