FAN ENGAGEMENT PLAN 2024
SINCE WE BECAME CUSTODIANS IN 2008, WE’VE BECOME ONE OF THE FEW CLUBS IN ENGLISH FOOTBALL TO BE RUN BY SUPPORTERS AND LED BY SUPPORTER SATISFACTION.
HAVING ENJOYED REGULAR DIALOGUE WITH NUMEROUS SUPPORTER GROUPS, WE BELIEVE OUR RELATIONSHIP WITH OUR FANS HAS BEEN ONE OF THE KEY FACTORS BEHIND THE CLUB’S RISE FROM NON-LEAGUE TO THE PREMIER LEAGUE IN LESS THAN A DECADE.
HAVING SPENT THIS SEASON AS A TOPFLIGHT CLUB, SURROUNDED BY SOME OF THE WORLD’S LARGEST CLUBS, IT IS PARAMOUNT THAT WE MAINTAIN OUR UNIQUE AND CLOSE CONNECTION WITH OUR LOYAL SUPPORTERS AND REMAIN RECOGNISED AS SUPPORTERS OURSELVES.
AT WHATEVER LEVEL WE OPERATE AT WITHIN THE PYRAMID OF ENGLISH FOOTBALL, EVERY MEMBER OF THE BOARD WILL ALWAYS LISTEN TO OUR FELLOW FANS STRENGTHENING THE BOND FURTHER AS WE APPROACH A NEW ERA FOR THE CLUB WITH POWER COURT ON THE HORIZON.
“WE’RE ALL LUTON!”
GARY SWEET, CHIEF EXECUTIVE, LUTON TOWN FOOTBALL CLUB
FAN ENGAGEMENT PLAN 2024
WELCOME TO OUR FAN ENGAGEMENT PLAN FOR 2024.
The plan forms part of the Premier League’s Fan Engagement Standard which they announced in March 2023. It is updated and published at the start of every season.
We have always listened to our supporters and take pride in the close relationship we have. Now we are a Premier League Club, it is more important to us than ever that we continue to be the club we have always been and stay connected. This is why we are absolutely committed to supporting the Premier League’s Fan Engagement Standard and being able to voice our commitment to our supporters, continuing to provide transparency between the club and our supporters.
We have always provided a personable fan experience but as you all know, we are limited by our stadium and are always looking for any changes, however small, that we can make. We are looking forward to the move to Power Court so that we can make great strides in the quality of fan engagement that we can provide to supporters, whether it’s your first match or you’ve been a committed season ticket holder for life. We will continue to build not only a new stadium but a new, safe, and inclusive atmosphere for everyone.
COMMITMENT
Luton Town is a Football Club at the heart of our community. Our mission across our club and Community Trust is to deliver excellence for our supporters, partners and sponsors, whether on the pitch, in the stadium, in our Community Trust, or at our Retail Outlets.
We are committed to providing an exciting, welcoming, safe match day experience for all supporters, regardless of age, gender, ethnicity, disability or sexual orientation.
We are also committed to the long-term sustainability of the club and ensuring that Luton Town continues to provide support and inclusion for our local town for generations to come.
STRATEGY
We pride ourselves on the environment we foster. We’re warm, welcoming, multicultural. We’re a family
Our aim here at Luton Town is simple. We’re a club for the supporters, run by supporters. Whichever league we’re in, we will continue to consult with our supporters. Their opinion matters. It’s their club, their town, their team. We’re all Luton.
Lisa McEvoy - Fan Engagement Officer. “At Luton Town, the fans have always been at the centre of what we do. We are famous for our atmosphere at Kenilworth Road and the high number of our supporters that travel to Away matches. Your voices are just as important to us when the matches are finished. It is a pleasure to be here for you all, to listen to feedback and take on board your suggestions.”
FAN ADVISORY BOARD
The Fan Advisory Board (FAB) will consist of a diverse group of club staff and supporters to focus on the long-term strategic issues at the club. The FAB will provide two-way dialogue on matters such as, short, medium, and long-term strategies, club heritage assets, operational stadium issues and plans, Club community strategy, EDI (Equality, Diversity & Inclusion) strategic visions and objectives.
Matchday issues would be discussed with the fan forums as before and any concerns escalated to the FAB.
The Fab will meet a minimum of two times per year. They are to follow a Code of Conduct and Members can chair relevant meetings with Fan forums or working groups in order to cascade down the information and ask for feedback on specific subjects.
It may at times be necessary for other members of staff to be present at FAB meetings if this would benefit a particular topic on the agenda.
We will publish all meeting summaries on the website.
FAN FOCUS GROUPS
Fan focus groups are set up to deal with matchday & day to day matters, which we will continue to do. FAB members will chair these meeting to cascade the information effectively and keep two way dialogue open.
We implemented smaller fan focus groups last season, to allow our supporters to have a say in specific areas of their club. We benefitted greatly from the meetings and will continue to meet regularly with a varied panel of our supporters to create realistic expectation, accept ideas and share information.
Through our meetings last season, we were able to adapt our matchday food selection and create a better choice of merchandise in our retail stores.
We have also included our Disabled Supporters Association (LTDSA) regarding the recent stadium adjustments, allowing for higher quality and better positioned seating for our disabled supporters.
As well as working with our FAB and fan focus groups, we also communicate effectively with our other fan groups.
Our supporters Trust are an incredible group of supporters whose board work hard on a wide variety of topics and issues throughout the season. They are an independent organisation that represents the fans and the local community.
Tony Murray - Chair of the Supporters Trust: “ The Luton Town Supporters Trust are proud to work with 2020 as the premier supporters organisation. We have been there from the very start to save the club and form 2020, and will continue to work closely, to promote supporters interest and continue the success story of Luton Town Football Club”
Recently re-formed, our Disabled Supporter’s Association (LTDSA) have provided positive feedback on the stadium renovations and are a great source of knowledge and support.
Allan Drummond - Chair of the LTDSA: “Disabled supporters are equal with all other supporters at Luton Town Football Club. We at the LTDSA are proud to be working and liaising very closely with the club, to champion the needs of the disabled supporters and continue to ensure we are all treated equally and with respect.”
Rainbow Hatters was formed in November 2021 to provide a contact point for our LGBTQ+ supporters.
David Stronell - Chair of our Rainbow Hatters says “Forming an LGBTQ+ supporter group isn’t about standing out in the supporters, it’s about acceptance that your sexuality has nothing to do with your everyday hobbies and interests. We are loyal supporters of our club just the same as everyone else at the stadium. It’s great to work with everyone at Luton Town and meet regularly to discuss the development of our club.”
CLUB HERITAGE ASSETS
Our Club Heritage assets are:
• Club Name
• Club badge
• Club home shirt colours
Without prior consultation with the supporters, these assets cannot be changed.
FAN ENGAGEMENT PLAN 2024
PLAN
Delivery plan for the single season 2023/2024
• Distribute post-match digital questionnaires to randomly selected supporters for feedback and to gather data.
• Have fan focus groups throughout the season for thoughts on specific areas and to maintain transparency.
• Work with our supporter groups to help move the club forward in all areas and support them.
• Hold a Q&A session during the season with our CEO.
• Form the club’s FAB (Fan Advisory Board)
• Work throughout the season on what our Fan Engagement Plan will look like for the 24/25 season.
• Provide a direct matchday reporting line for racial or homophobic chanting, foul language, and unacceptable behaviour.
• Appoint a new DAO – Disability Access Officer to work within the Fan engagement team and strengthen the ability of the club to work closely with all supporters.
• Publish a Fan Engagement report at the end of the season to show what we have been doing throughout the season for supporters and the local community.
SUMMARY
We hope you can see that we will continue to provide transparency between the club and the supporters. It’s your club and we will always strive to remain humble and approachable.
For any support, questions, or feedback, you can contact the following members of staff, lisamcevoy@lutontown.co.uk
Fan Engagement Officer
michelle.mcgillicuddy@lutontown.co.uk
Fan Engagement Assistant (DAO) info@lutontown.co.uk
General Enquiries
myvoice@lutontown.co.uk is our dedicated inbox for any complaints you may have. It is checked weekly, and emails are sent on to the relevant department here at the club to be followed up.
