Yesterday morning (Thursday), CAST wrote to CAFC, with the letter published in full here. The club has acknowledged receipt, taking the letter in the constructive spirit intended, and has committed to working with fans to address the points raised.
Dear Charlton
Heads-up on some issues causing friction and irritation among Addicks
We wanted to write this open letter ahead of the men’s international break and in a spell when the club has four weeks between men’s home matches. We know that the team behind the scenes at the Valley is dedicated and hardworking and thank you for all the efforts you put into running matchdays and so much more. This letter is sent in the spirit that if we don’t say it, there is the chance that the club may not be aware and is motivated by a desire for fans and club to co-operate and ensure continuous improvement.
So far this season several issues are causing friction and annoyance for quite a number of fans which risks slowing momentum for the club. We outline these below, with suggestions for next steps to help address where appropriate.
Bag Policy
Fans remain unclear about the reasoning behind the introduction of this policy. It is causing considerable inconvenience for some fans and leading to a number stopping attending. The implementation to date seems to vary depending which turnstile is used/ which steward is encountered. The bag drop is not a smooth experience. Does the policy apply to away fans? Does it apply for women’s matches?
Suggested next steps: Club announces that it will pause implementation and consult fully on the bag policy via the Supporters’ Forum.
Matchday Food & Drink
The club will be aware that this has varied from unsatisfactory to hit and miss so far this season. After the opening match last season, the club apologised to fans and took immediate action to improve the catering. This season the club has not publicly acknowledged the issue. Many fans are now choosing to meet up offsite instead of at the club.
Suggested next steps: Club acknowledges the short-term challenges and shares its action plan with fans. Club changes the current generic post-match surveys to gather more granular data on F&B around The Valley. Club engages strategically with the Advisory Board on an audit and what the catering offering should look like in the medium to longer term.
Matchday Ticket Pricing
Fans are observing that match-by-match home tickets have jumped up considerably this season (eg QPR and Portsmouth matches) and that home pricing/ match categorisation is sometimes driven by how likely the away end is to sell out. Average attendance among home fans is down year-on-year, which will not help to build medium term growth. The Addicks Charter, based on what is important for our supporters, states that “It is affordable for fans to watch and attend matches”. There was not a full consultation process with fans regarding matchday ticket pricing going into this season and we are worried that prices are significantly ahead of inflation at a time of economic pressures and a cost of living crisis. We understand the club’s need to increase overall revenue and we believe this can be done in a more balanced way, preserving entry-level affordability for fans, while growing overall attendances and income.
Suggested next steps: Club to share proposed ticket pricing / categorisation/ promotional offers for the rest of this season with CAST and the Supporters’ Forum for short-term feedback. With the help and input of the Advisory Board, club to set up a Task & Complete Group on growing both attendances and matchday revenues through to the end of next season, while protecting affordability for fans.
Club Shop Online/ Offline
We understand that the online shop has been outsourced. Some fans have had poor experiences when ordering online in terms of quality of product and delivery. The club shop has not been able to resolve issues as it seems the entities are separate.
Suggested next steps: Club to review operational policies between online and offline so that fans can have a seamless experience regardless of the ordering channel.
Ticketing
We welcome the trialling of digital away tickets and the club’s acknowledgment that it is ready to help those unable to print tickets at home or use a digital device. CAST is happy to monitor and provide feedback ahead of any full rollout.
We note that the £1.50 transaction fee remains in place for online ticket purchasing, although it does not apply for in-person visitors to the ticket office. We draw the club’s attention to recent consumer legislation on “drip pricing” and the need to ensure compliance when advertising ticket prices: https://www.gov.uk/government/publications/price-transparency-cma209/providing-clear-and-accurate-information-about-prices-summary
Supporter Liaison
We welcome steps the club has taken to build resource and capacity in this area. CAST’s survey earlier this year showed an improvement in fans receiving responses from the club but many fans remain unsure of who to contact at the club while some others feel that issues are not fully addressed. We are aware of unresolved queries concerning Valley Express routes and drop-off, for example.
Suggested next steps: Club to continue to highlight fans@cafc.co.uk as the email address to use to direct queries to the club and to provide timely and complete responses. CAST will alert the club re any individual cases occurring of fans not receiving responses or inadequate responses.
Last season was a very big step up for all of us from League One up to the Championship. This season we all share the desire to establish Charlton in the division and to look upwards. By showing willingness to listen, learn and address the issues outlined above, the club will demonstrate how much it values the fans and we can move forward together.
CAST is available to share further information and discuss details as needed and to input as appropriate via the Advisory Board and Supporters’ Forum. We look forward to constructive ongoing engagement with the club.
Up the Addicks!
The CAST Board