Fan Engagement Plan
2024/2025 Season
Welcome.
Welcome to our Fan Engagement Plan for the 2024/25 season.
Our strengths lie not only with the talent of our players on the pitch but also in the unwavering togetherness of our supporters. Your passion and loyalty to your team drives us to strive for excellence both on and off the pitch.
As we embark on another exciting season, we are committed to introducing new initiatives to enhance the matchday experience at Kenilworth Road and maintain our unique connection with the people that matter most. Football is a shared journey, a community, and a source of pride for the whole town – and one which brings together everyone no matter who they are.
We value your opinions, and every member of the board will always listen because your voices matter.
This is why we are pleased to present to you this pledge of fan engagement.
We’re all Luton!
COYH!
Our Fan Engagement Pledge
Luton Town Football Club agrees to comply in full with EFL Regulation 128 and its requirements regarding supporter engagement.
Our vision here at Luton Town is simple. We are a club run by supporters, for the supporters. We have always listened and take pride in the close relationship we have and will continue 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. This doesn’t stop us making improvements where we can. We will continue our regular, meaningful communication through our social media channels, newsletters, fan focus groups, matchday programmes and meetings with our official supporter groups.
Lisa McEvoy - Fan Engagement Officer. “It is so important that all supporters are listened to. Whether it’s first-time match feedback or a lifelong supporter concern, you will be heard. Home or Away, the fan engagement team are here as a first point of contact. Nothing we do here at Luton is a tick box exercise, it’s done with the supporters in mind and always will be.”
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.
Our Club Heritage assets are,
Club Heritage Assets
• Club Name
• Club badge
• Club home shirt colours
Without prior consultation with the supporters, these assets cannot be changed.
Our Engagement Structure
We are continually seeking ways to improve dialogue with our supporters and ensure their voices are heard in decision making processes.
The Fan Engagement Team meet regularly throughout the year with our supporter groups and individual departments hold fan focus groups to listen and learn from our supporters, as well as giving them the opportunity to contribute and engage with a number of club personnel.
We implemented smaller fan focus groups in 2023, 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 engage with supporters on the price structure for tickets for the new season and create a better choice of merchandise in our retail stores.
We have also worked with our Disabled Supporters Association (LTDSA) regarding the recent improvements for accessibility. We upgraded the accessible toilets and improved accessibility at our food and beverage counters, providing picture menus, improving signage and for a second successful season we provided an in-seat service, allowing for a smoother matchday experience.
We commit to continuing to operate this multi-level engagement policy throughout the season and provide regular updates for all our supporters on progress made against our objectives.
Your Fan Engagement Team are, Lisa McEvoy – Fan Engagement Officer & Michelle McGillicuddy – Fan Engagement Assistant & Disability Access Officer.
Plan
Below are the objectives we have set out for the season.
• Distribute post-match digital questionnaires to randomly selected supporters for feedback and to gather data.
• Have Fan Focus groups meet throughout the season for thoughts on specific areas and to maintain transparency.
• Hold our first FAB Group meeting in September.
• 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.
• Work throughout the season on what our Fan Engagement Plan will look like for the 25/26 season.
• 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.
We are currently working to produce a calendar of events and will discuss this with the FAB Group at the first meeting.
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 twoway dialogue on matters such as,
• The club’s vision and aspirations for the future
• Work regarding supporter engagement
• Work in relation to Equality, Diversity, Inclusion & Accessibility
• Matchday experience (Home & Away)
• The clubs ticketing policies and procedures
• How the club communicates
Any issues/ideas would be discussed with the fan focus groups as before and any concerns escalated to the FAB.
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.
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 focus groups in order to cascade the information down and ask for feedback on specific subjects. Public minutes will be published within 14 days of a FAB meeting. We will hold our first FAB meeting in September with members of staff and our supporter groups to establish the board group members and how we go about that. Further details will be on our website in due course regarding the application process for the open seats.
Listening & Learning
We will continue to provide our supporters with regular updates regarding Fan engagement. Transparency and accountability have always been in place here at Luton and we want our fans to feel included. We always commit to listening to feedback and views on any aspect of this plan. Any amendments to the clubs' plan will be communicated and an explanation given as to the reasons behind this.
We will provide regular updates of any successes or challenges and how these are being addressed.
Commitment to Fan Collaboration
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’ interests and continue the success story of Luton Town Football Club.”
Our Disabled Supporters’ Association (LTDSA) have provided positive feedback on the stadium renovations. They are always there to support with new ideas and offer advice both to fellow supporters and the club.
Allan Drummond - Chair of the LTDSA “Disabled supporters are equal with all other supporters at Luton Town FC. We at the LTDSA are proud to be working and liaising very closely with LTFC to champion the needs of Disabled supporters and 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.”
Contact us
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
• supporterservices@lutontown.co.uk Fan Engagement Team
• 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.
• To read more about Luton Town Supporters Trust click HERE
• To read more about Luton Town Disabled Supporters Association click HERE