Cats chief outlines key areas for improvement & Concourse plans
Sunderland's Chief Operating Officer Steve Davison has told supporters that he is working to make 'substantial improvements' to the daily interface between club and supporters.
Davison met supporter groups, including the Red & White Army and the Branch Liaison Council, alongside Sporting Director Kristjaan Speakman as part of the ongoing structured dialogue programme earlier this month.
The COO presented a business update which included three areas of priority: developing a playing staff capable of winning promotion to League One, increasing revenue and overseeing the safe return of fans to the Stadium of Light with a positive experience.
Davison conceded that the latter had been challenging, with the club facing 'unprecedented' challenges.
Staffing levels were badly affected by the ongoing pandemic,whilemerchandisesupplies were hit by supply-chain issues across the industry.
Thoughtheticketofficeand club shop are now open again the day before and on matchdays, some supporters had been left frustrated.
Davisonvowedtherewould be improvement and said the club would recruit new staff to support that process.
Thenotesfromthemeeting read:"Reflectingonthefirstsix home games, SD recognised thatthereareseveralareasthat needfurtherattentionandimprovement,engagingsupporters (ticket office, hospitality),
complaint handling (streamlining of the process), communication (a more structured approachisneeded),improved marketing of the Ladies team.
"SD believes incremental improvements can be made to all processes, but it is importanttofullyunderstandwhatis goingwrongwhenthestadium is fully operational if the longterm goal of being supportercentric is to be met.
"SD recognised that new and additional skills were required across the staff teams to develop a supporter-centric approach and that some recruitment will be necessary to support the change.
"SD acknowledged that all these areas [daily interface between club and supporters] require substantial improvement, believing that the club were a little overwhelmed but
after the initial pressure of the start of the season a more structured approach can now be taken."
Davison also confirmed that the long-term plan remains to re-open the Premier Concourse, which has been shutsincerelegationtoLeague One. The stand has opened to club staff and guests this year, with Davison saying all previous season-card holders from that area of the ground will be invited to return if attendances regularly meet the required level.
"SD confirmed that the long-termplanistoreopenthe PremierConcourse.Decisions willbemadewhenattendances are regularly 35,000. Staff and guestsarecurrentlypositioned in the Premier Concourse to make ticketing logistically easier, to limit the number of stewardsrequiredandtoeasily facilitate staff benefits.
"When the Premier concourse does officially reopen, fans who previously had season tickets in that area will be invitedtoreturntotheirseats."
Speakman also gave an overview of the continued implementationofanewfootballing philosophy at the club, and discussed the challenge of retaining young academy talent.