Apologies: Julian Steventon, Matthew Mann
Present: Dave Simms, Andy Turner, Stewart Marks, Lisa Middleton, Graham Batteson, Jason Smith, Barbara Hayes, Emma Richards, Barbara Andrews, Bob Merriman, Sarah Ogden

A warm welcome but before items on the agenda were discussed, a few internal rules were to be agreed upon. Going forward, all members will be able to offer items for the main body of the agenda via email, no less than 5 days prior to the date of the meeting. It is agreed that the meeting needs to remain structured and an agenda is necessary to do that. Also, it was unanimously agreed that Andy Turner would act as the first Co-ordinator/Chairman of FAB.

There may be things discussed that need to remain within the four walls we are in, until the club/league deem it right to release it into the public domain. All attendees agreed to adhere to this by way of a signature on a designated sheet.

Dave Simms:

How do people perceive the FAB? As a group that takes ownership of things or a group that is there to advise? After a discussion, it was agreed that the FAB does a bit of each! Examples were given such as the new game that is ongoing in period breaks, it was advised in the first meeting that it was needed, and then a number of members took ownership and made it happen!

‘I think it reminds me of how I started in the sport, as a fan, trying to help, trying to make my club (Solihull at the time) a better club, trying to raise funds, trying just to do my bit. Now I am lucky, I enjoyed being that person who did that, I enjoyed the rolls, I enjoyed the work and the knock backs didn’t put me off in fact they made me work harder.

I have also seen many good people in Solihull, Sheffield and in Coventry enter similar roles and it kill them. They go in full of enthusiasm and good intentions. They go in with a million ideas and then all they get is knocked backed. Some thrive in that environment and some die

It’s a shame because those good people who come in, then fall out of love with the sport and it’s a shame that going on a working committee has had that effect.

And that last paragraph is the key. It’s a working committee, a working group. Turning up with an idea isn’t any good to this or any other hockey club, it’s turning up with an idea, a solution on how we pay for it, how we manage it and how we run it that you need.

It’s no good turning up with a list of things we don’t do. It’s turning up with a list of things we should do, we can do and hello, I’m going to help you do them and take ownership of it.

Well being on a Fans Advisory Board (or Management Committee as it was called in Solihull or Associate Board as it was called here under Norton’s time in charge) is exactly the same. Some folk think this is a commitment of a couple of hours every week or two in a meeting room. The reality is that it’s probably a couple of hours every day minimum. It will probably take over a large part of your life and cause you problems at home and at work.

Every sporting club needs helpers, volunteers and good people, we all know that we have people like that in Sheffield.
We held a discussion about this and it was clear that before you can attempt to get fans back in the building, you need to identify and put right what stopped them from coming in the first place. At least if it was you that caused them to stop coming.

We also held a small discussion on the forum and Dave Simms made the point that there will always be some people that look for the negative no matter what. But the group agreed that if you are to go on the forum, you have to allow for both positive and negative feedback. It was also discussed that the names of those on the board will be released onto the forum as soon as possible.

Following alleged comments made by other members of the fan base about those on FAB, it was agreed that different characters are needed to get a balanced and sensible point of view. It was also agreed that to a certain extent, privileged information will be discussed within FAB as it will form part of the discussions and outcomes, and whether any suggestion made by the board or any fan is to be discussed further or not. This doesn’t make it an ‘elitest group’, the information will be made available to all the fan base when the club releases it.

Dave also came with a few topics that were put to the board to advise on:

Should the date be expanded for early bird season tickets? And if so, until when?

FAB responded unanimously that the date should be extended. After suggestions including until the shirt launch and until August, our final recommendation was to extend the date until the end of July.

On the subject of ST’s, it was suggested that there could be a new pricing structure (after one member, Lisa, looked at those of other clubs, namely Coventry) to make things more simple for fans to decide and what package they would like. The subject of direct debits was again brought up and will be discussed further.

Should we introduce a 2-tiered pricing structure for game night tickets or a cheaper block?

Following a lengthy discussion, it was advised that this would be very difficult to control in our Arena. There would be nothing to stop someone buying a cheaper ticket but still sitting in a more expensive block. The additional money raised would be offset by the increased prices in security. In a brand new arena it would work (proved in Nottingham), and also to introduce this following this particular season, would appear almost like a slap in the face for the fan base.

During this time it was asked if we could open the horseshoe up and close the top blocks at the far end of the arena. The club asked this of the Arena but the issue of cleaning costs would prevent that from happening. It was also pointed out that there is a large amount of fans that won’t come to games at the Arena for this very reason, the club however have their hands tied on the issue.

What if the top tier was curtained off and just the lower seating was used?

Everyone agreed that this would probably add to the atmosphere of the game but would be impractical and will cause further fans to stay. DS agreed and pointed out that the club would lose many thousands in lost suite revenue.

Agenda Issues

Fans Advisory Board Terms of Reference/Code of Conduct

Andy and Barbara Hayes had put documents together. The question was asked if it was needed or not as the group is merely there to advise. There was a disagreement but it was agreed that we would put one in place and that would be finalised prior to the next meeting. It’s believed that this will help to put FAB in a more positive light following some negative comments.

There is a consensus within FAB that there is no split in the fan base.

People on the FAB need to adhere to the stated rules or they may be asked to leave the board as it would be seen as having a negative impact. That view would be taken by fellow members and the Sheffield Steelers. Further clarification will be available in the Terms of Reference, which will also be available to the entire fan base to see.

Can/Should FAB work with other Supporters Groups?

Following the suggested split within the fan base, we discussed this and to see if there was any way in which all groups could work together for the greater good!

All groups have their own objectives and reasons for meeting and none are similar. The only group officially recognised by the Steelers, SSSC, advertise for members every season who pay for that privilege. They then sponsor the club, in a variety of ways, organise events, coaches to games along with many other benefits. Both the Bassetlaw Bandits and Dronfield Supporters Groups are social events and Q&A’s with a number of different players/officials throughout the year. There are no regular meetings that happen outside of this, and everyone is invited to attend via a number of different methods.

The FAB are a cross section of the fan base that were selected to represent different views and opinions with the overall aim of offering advise to the club from a fans perspective, in areas such as what merchandise we’d like, what match night entertainment we’d like etc.

So as the groups are all different, there isn’t a lot that is in common. It was however, agreed that we would try and pursue that suggestions are sought at all meetings for FAB to take forward. The FAB desk in the glass bowl on red concourse will be the focal point for other fans to add suggestions. It is also hoped that there will be a website in place soon so ideas can be suggested electronically.

AOB

Suggestions received:

Can we bring Get Closer to the Steelers back?

Unfortunately, as we no longer have access to the marquee, that isn’t something we are able to offer at present.

Why has there been no training session offered to ST holders this season?

This has been totally remiss of the club and we can’t apologise enough for not doing it. It is however, something we will put right for next year.

If the seats are to remain closed, can we put large ‘football type’ banners on the seats? (the same as Newcastle had at the MRA)

That’s a good idea. The suggestion will be taken further forward by a member of FAB to investigate prices/sizes etc.

Until there are more benefits to Season Ticket holders, we won’t be renewing!

This is a hot topic right now! It was discussed at the previous meeting and as such, a sub-committee has been set up within FAB to list the top 10 benefits that could be offered to a season ticket holder. Bearing in mind that some people only want a season ticket to guarantee their seat, it isn’t as easy as it would appear! However, the completed list will be submitted to the club at the next meeting in March.

Can we bring birthday packages back?

Birthday packages are still available and are advertised in the match night programme.

Following on from this comment, it was discussed that it is difficult to get to the whitehouse to relay birthday messages since the blocks were closed. A suggestion of a mobile phone being situated with DS and the number being published in the match night programme and via call outs, so people can text their message instead. A great idea that has been taken forward and will hopefully be in place soon.

Why are all the banners not on display from past victories?

All the banners are up there, but we need to have someone to flip them over every game! Also, the Arena states that there is only so much space to hang them from and so every banner can’t always be displayed. We’ve been to successful!

Why are we playing so many games right now and nobody else seems to be doing?

Firstly, people are. For example, Cardiff have 4 games in 4 nights in March. However, due to the 2 trips into Europe and snow game against the Devils, we have to play catch-up!

It’s been great having new fans in the building but they need to be taught etiquette!

DS has agreed to increase the amount and frequency of announcements he makes on this issue and we will also look into different ways of educating new fans.

Other suggestions included: Bringing back a sponsors grid in the programme and having socks, sticks etc to sponsor.
Having a competition to design a piece of merchandise and having it produced for the winner.
Inviting fans to write articles for the programme.
Having a rules page (inc. ref signals).
Offering a discount to members of the armed forces.
Taking merchandise into the crowd (young children) like a popcorn vendor does in North America.

All the above will be discussed further, directly with the club.

Radio advertising

A breakdown of costs for a number of stations was submitted by Stewart Marks. The group looked through them and DS has taken them away with a promise to diligently look through them and see if it is a viable option for the club.

Celebrate some success!!

There are a number of things that have been discussed with the first FAB meetings that were actioned and hopefully result in positive news for the club!

There will be schools singing the National Anthem on 26th Feb, an idea which will be expanded on next season.

A new game has been introduced into period break entertainment with success.
A mini ‘Ice Sheffield Season Ticket’ will be introduced next season to help fans spread the cost for games that fall around Christmas when the Arena is un-available.

These are, i’m sure, the first of many examples in the future. Well done to all involved!

Apologies: Bob Phillips, Emma Richards, Jason Smith
Present: Mike O’Connor, Andy Turner, Stewart Marks, Lisa Middleton, Graham Batteson, Julian Steventon, Barbara Hayes, Matthew Mann, Barbara Andrews, Bob Merriman, Sarah Ogden

A welcome and thank you to all attendees and for the commitment shown to this new initiative, hopefully we can help the club move forward. This is not a forum to discuss what happens on the ice, rather an opportunity to present ideas to the club from a fans perspective, about ways the club can move forward off the ice. There may be things discussed that need to remain within the four walls we are in, until the club/league deem it right to release it into the public domain. All attendees agreed to adhere to this by way of a signature on a designated sheet.

Mike O’Connor:

‘I’ve always had an open door policy and have been happy to speak to any fans with regards to the club. It has been this way since I first joined the organisation.
When Dave Matsos came into the club, his brief was to bring success. His first season was unfair to judge as he really only had 6 weeks. It is fair to say that in the last two years, he has brought success. There are many reasons why this season has gone like it has and we admit that we got things wrong. We were wrong to adhere to the wage cap. We did that on the understanding that it would help other clubs. However, in this city we have realised that it is not enough to win, we need to entertain too. Within that in mind, Dave’s new brief is to win, but also entertain. Something that hasn’t been seen for the last 5 years in Sheffield!

Prior to reaching those points on the agenda, it was discussed about what would be the best way of informing the rest of the fan base. Not everyone buys a programme, not everyone reads the forum or the website and they still deserve to know. It was agreed that once approved by the club, it will appear on the homepage, in the match night programme. As the forum is not officially recognised by the club, it will not ‘officially’ be announced on there but will no doubt make its way onto there unofficially. There may also be a newsletter available on a specific desk on concourse. This will also include a suggestion box and announcements made by Dave Simms throughout games will direct fans to this.

Agenda Issues

Season Ticket/Ticket pricing structure

A contentious issue.

Mike O’Connor would love to drop match night tickets to £10. But to do that, the club would need an average of 500 extra fans through the door just to keep still. Unfortunately the two things don’t always go hand in hand. As a result, all ticket prices (inc. season ticket) will freeze for next year.

Mike has spent a lot of time this season with Sheffield United and the club are taking a leaf out of their book with packages for next year. As a result, a big emphasis will be placed on kids.

In terms of payment of season tickets, there are all the usual options but the club has agreed to look into a direct debit scheme for fans. That is to be discussed further outside of the meeting.

Mike has spoken to a London based company that specialises in season ticket ‘perks’. As part of discussions, suggestions included: A percentage off merchandise, Access to exclusive training sessions, Free tickets for friends/family.

An idea was also put forward for a mini season ticket to cover all Ice Sheffield games. As the games generally fall around the Christmas time when the Arena is busy with other events, it was thought that by putting this on sale when the fixture list is known, it will help some fans spread the cost and be able to attend those games at Ice Sheffield. This will be discussed further and will have the same payment options as main season tickets.

Mike recognises that with this potential new audience, there will be a need to educate them on the game in terms of rules, etiquette. Crowds are down on average by around 500 per game. Introducing new fans, and educating them, will hopefully boost the numbers. It is recognised though that it is vital to improve the excitement of the product on the ice. Indeed, when questioned, Mike confirmed that his biggest priority right now is to improve the on ice product.

Game Intro/Match night Entertainment

Although the current (new) intro wasn’t discussed, many ideas and suggestions were made to improve the match night experience as a whole. Hopefully a school choir will sing the national anthem at the game on 26th and this is an idea that can be exploited further going in to next season.

Sponsored giveaways were mentioned, Mike clarified that we need to find someone who has a budget to offer 3 or 4000 things as a giveaway to fans. A suggestion was made that we speak to companies that already have that as part of their marketing plan/budget and therefore wouldn’t need to pay extra for it. As such, SONY was identified as a possible company. Talks would take place outside of the meeting.

An additional idea was mentioned of a night where fans would bring their own of something to the game. For example, everyone brought a duster to wave around.
Other suggestions included: A theme for every game including ‘Fans Appreciation Night’ ‘Ron Shudra shirt retirement night’. This will be discussed further. Also mentioned was the use of a local restaurant to hold a weekly, informal, fans evening where fans would buy from the menu and the coach/players would be present to talk about the previous/next week. This apparently works well in the ECHL. Possibly using a restaurant from the Unleashed Vouchers, of which the Steelers are involved.

Next discussion was period entertainment. Suggestions included:
Bring back ‘Dark Dan’ Utilise Steeler Dan more and bring back the birthday giveaways. Have the announcer on the ice during both breaks Chase the beer Sumo wrestling Frozen t-shirt contest chuck a puck (although health and safety caused this to be an issue) Firing numbered tennis balls into the crowd to win prizes Pee wee hockey Ice skating Hamster balls Schools shoot the puck league Fans league based on the TV programme Top Gear but with an assault course.

This final idea was taken forward and will make its debut at the game next Wednesday. Basically, a fan will be selected and must run the length of the ice (wearing pads) but overcoming obstacles along the way. This will be timed and a league table will be formed along the line of the ‘Star in a reasonably priced car’ feature on Top Gear. For the next few weeks, this may take a winter Olympic theme.

Merchandise

Examples of the current selection of stitched merchandise were brought in and shown. Everyone agrees that the standard of these was high and it was revealed that new designs are being looked at for next season including one with all the logos the Steelers have had. Mike has confirmed this will proceed despite potential copyright issues.

Outside of clothing, it was discussed that many fans would like to see cheaper products that children buy such as: pens, pencils, key-rings, window stickers, foam hands, foam hats, pencil cases. These need to be priced reasonably so people can buy them on a weekly basis with pocket money for e.g. Kids t-shirts were suggested that were themed ‘I met Mike Sgroi last night’ as an example. Cheap t-shirts. A very good point was made that kids will take these things to school where others will see and the brand will be promoted that way.

The possibility of Loyalty Cards was discussed and is an idea that will certainly be discussed further.

Mike is looking at developing and growing the clubs current database. A number of ideas were mentioned including prize draws and will be taken on board. It is thought that the club would be assisted well by fans by doing a drive to establish what all fans do. There may be resources that are available that will help. This will be looked into.

AOB

A number of issues raised:
One fan to collate information on how to obtain tickets and get to Sheffield for a game. Target away teams forums and offer suggestions on parking and where to eat. We need someone to take that on board.

A fans advisory Facebook group to further open options for fans to keep up to date. Also a twitter page.
A suggestion box to go on an unmanned table on concourse where fans can pass suggestions on. Dave Simms to announce.

Communications between the club and fans need to improve. The website is out of date and there are a number of errors. Those errors have been passed on to Mike O’Connor and he revealed that a new website would be in place later this summer. Do fans need to know all rules and regulations set out for clubs? It was agreed that rules should be available but as far as ITC cards etc didn’t need to be in the public domain.

Sheffield Steelers are to play out of Sheffield Arena next season.

Steel Shack online shop. Talks are to take place with a view to clothing appearing on there.

It was asked why disabled people have to pay to park at Sheffield Arena. That has been taken to local councils.

A potential ‘Skate with the Players’ event to take place during a public session but with attendees wearing branded clothing. This would push the image to new people.

A potential ticket offer for forum users/old fans that no longer go for different reasons.

Use of Meadowhall to promote the club. Mike confirmed that using the centre as a whole was to expensive but using individual shops was viable. An excellent idea that we approach individual electronics shops and have Steelers hockey playing through all their TV’s and players there to promote it. Mike took this idea with him.