Over a period of two days, from 4th to 5th December, the FAB invited Evertonians to fan engagement sessions covering three times zones: UK/Europe, America/Canada and Asia/Pacific. Here we provide a summary of some of the questions and issues that came up during the discussions, which included an overview and presentation about our recent survey. The slides from that presentation are also included here.

Opening

Fab Secretary, Julie Clarke, opened the meeting and explained the format and agenda. She welcomed fans and reminded them that the last fan engagement session was held in October 2024, when the Club sat in a very different landscape. The TFG ownership had still not been ratified, and the Club was still suffering the effects and financial constraints that had come about as the result of the PSR breaches and the points sanctions. She said she hoped the fact that, in light of our move to a new stadium and the new ownership, this would be a more positive meeting that the last one.

The Chair’s Introduction

In each session, the FAB Chair, Paul Rigby, introduced FAB members who were present, and over the three sessions, they included himself (PR), Vice-chair, Tony Sampson (TS), Secretary, Julie Clarke (JC), Rob Galkoff (RG), Jo Davies (JD), Fawad Munir (FM), Ken Sweeney (KS), Mark McKeown (MM) and Paul McParlan (PM). PR gave an overview of the FAB’s current activities, explaining what our priorities and focus are. He explained that concerns and issues brought to us by fans, particularly around the move to our new stadium and the experiences some fans are having with travel, parking and access are very much at the forefront of our minds and dictate what we are doing to work with the Club giving important feedback, in order to make the necessary changes and improvements. He explained how we go about gathering information and questions from fans, which includes meeting some of you face-to-face during our drop-in sessions (which are held in the Everton Heritage space, above the Blue House Bar, before weekend home games), through fans contacting us directly by email and from comments on our website and social media. Being fans ourselves first and foremost, we also have our own networks of family and friends who we go to games with and these are a source of feedback too. He also took time to explain the boundaries which are in place for reserved groups within the FAB, such as the Supporters’ Clubs Committee, the Disabled Supporters Club, the Fans’ Forum etc. The FAB has an agreed remit with the Club, which is laid out as follows:

• EFC’s strategic vision and objectives
• Any proposals relating to EFC heritage
• EFC’s plan for broader supporter engagement
• Escalation, as agreed, of issues from organisations that have separate structured dialogue with EFC
• Stadium relocation and the Goodison legacy project
• Finance and revenue generation
• Governance, regulation and compliance

During his address, he explained that the reserved groups meet each other monthly, along with directly fan-elected members, at our FAB meetings. The formation of the FAB was the vehicle that allowed this to happen, since groups met separately prior to the 2022-23 season. Here they report details of their own meetings and activities, so that all groups are aware of what the other groups are doing. The FAB Terms of Reference and Constitution ensures that boundaries for these groups is respected and that issues relevant to their remits will be taken up between them and the fanbase, to be discussed with the Club. The quarterly meeting between the FAB and the Club then allows a wider discussion of all issues, outstanding and ongoing, as well as suggestions for solutions and improvements involving all groups and independently elected members. He reflected on the fact that our move from Goodison Park to Hill Dickinson Stadium has involved changes to our traditions and routines He told the meeting that the main issues affecting fans at the moment are pricing, affordability, memberships, subscriptions and concessions; making clear that a by-product of all this is the need for consultation. He explained that groups within the FAB have similar concerns to others, while some have different concerns, depending on their purpose. The Heritage Society, for instance, might prioritise a badge change over, perhaps matchday catering costs, which the Fans’ Forum might wish to prioritise. All groups have the same ambition for the Club, but they represent separate aspects of fandom. The purpose of the FAB is so that all groups’ interests can be addressed in a joined up and logical way. PR confirmed that the FAB has recently submitted a document to the Club about an agreed framework for consultation and this considers the part all groups play, alongside independent members, in an effort to make sure that every fan is represented. PR announced that, not only were we supporting the request by the FSA, in line with their ‘Stop Exploiting Loyalty’  campaign, for a two-year price freeze on season and match ticket pricing, but that the FAB has, in fact, gone a step further and proposed a three-year freeze, aligned with the remainder of the current very lucrative Premier League broadcasting agreement. The Everton Disabled Supporters’ Association (EDSA) is not included in this proposal, as they will make separate representation on behalf of their members.

The FAB Survey

Two of the newest members of the FAB, Fawad Munir and Rob Galkoff presented the results and analysis of the survey carried out by the FAB between September and October this year. The slides used can be seen here. RG and FM took fans through the results of the survey carried out by the FAB during September and October this year. There were over 700 responses and the main areas of the survey were explained:

• General personal/demographic information
• Types of supporters
• Everton Strategy
• Communication/heritage
• Awareness of the FAB; what our work and priorities as your voice, should be
• Club communications, strategic direction and whether that reflected the views of supporters
• Upcoming FAB Fan Conference

They looked at the number of mentions, in fan’s responses of particular areas, which in turn gave an indication of fans’ priorities. Ticketing and pricing was by far the most mentioned concern, at almost double the number of the second item, which was food and drink costs. These were followed by stadium access and infrastructure, communications and fan engagement and finally identity and community. There were lots of remarks about access to tickets and, although there were some positives, some less welcoming remarks were made about the fact that matchdays now appear to be priced more like concerts, rather than family  matchday events. Overall, results told us that, although the vast majority of fans love the new stadium, they are attuned to its initial shortcomings and fans will not be surprised to hear that traffic and transport links featured heavily in those remarks. Access into and within the stadium was brought up by disabled fans, as well as signage, as was the low number of men’s toilets. In terms of the Club’s identity, this remains very close to fans’ hearts and there was unanimous agreement that they mustn’t be lost, despite our new surroundings. Fan’s still want Everton to be known as ‘The People’s Club’. This subject also came up during the US session, when fans, although supportive of the US-based owners, appreciated the uniqueness of the Club; being acutely aware, as American Evertonians, of its place in the community and its history. They would not like to see this change. By far the most important issues were ticket pricing and a general unhappiness with the ballot system. Although some fans were happy with that, the overriding concern is how the introduction of it was managed, without meaningful consultation. The FAB will continue to keep fans informed through our social media and website news articles. With regard to the fans’ request for better communications between fan groups and the Club, the FAB is addressing this through its existing contact methods, pre-match drop-ins and through a Spring Fan Conference, the date of which will be announced shortly. Please take a look at the slides, for more information. Following the presentations, the meeting was opened up for questions (Q) or statements (S) from fans and, unsurprisingly, the first was from a fan sitting in Club View.

Q: I sit in Club View and, to me, it doesn’t represent value for money. Another downside is that it doesn’t have an escalator and it should have, especially as there are escalators in other parts of the ground. As well as that, we get a £10 voucher, but can barely buy anything with it, certainly not two drinks.  Overall, it’s not what was sold to us. You expect when you pay a premium for a Club View ticket, you will get the facilities you expect.

PR said that the issues with Club View had been mentioned quite a lot and many of the concerns had been taken to the Club by the FAB’s reserved fan groups, but the problems do appear to be fairly systemic. JC said she sits in Club View and firstly directed fans to the FAB website, which contains a detailed report of all the concourses and catering, which was written after a meeting of FAB members and the Club’s catering partner, Aramark. She said that she had personally been quite disappointed that, whilst acknowledging the quality of the food is very good, Club view had an extremely limited menu choice, so it didn’t really matter that there was a credit applied to the season ticket, if there was very little choice to use it on. She mentioned the much wider choices available in other stands, but made clear that the reason for this had been explained by Aramark. Due to Club View’s elevated location, there were no extraction facilities in the kitchen and so the chefs are limited as to what they can cook. While she is still unhappy with the food menu choices, she gave credit to the Club for having listened to the advice on the need to have more food surfaces and said that more had now been provided in all stands, as well as Club View. She agreed with the questioner, about access to Club View and commented that she has a mobility issue and needs to use the lift to reach the third floor. Although there are three lifts in her entrance, only one of them goes to the third floor. She doesn’t know the reason for this, but it is exacerbated by the fact that it also stops on the other two floors, so those waiting on this single lift have a long and frustrating wait to get down to exit the stadium after the game.

Q: Is there a timeline for naming the stands, which are just geographically named at the moment and secondly, has the Club considered something similar to the Sunderland Heaven Supporters’ Branch, which is a memorial group to remember fans who have passed away?

PR said the FAB has not been given any details of the renaming of stands. He agreed that the remembrance group is a good idea and said that the Club had earlier held a meeting about what might be an appropriate way to remember fans who had passed. He said he would take the comment back to the Club.

S: This fan agreed that the question of ticket pricing is a very emotive one, which comes up regularly. He said that in terms of the away ticket allocation, the Club’s stance, that they reward loyalty, is a credible one. He said digital technology is new to some and the problems are likely to settle and be resolved organically. The problem with the balloting for home game tickets was made worse by the failure to communicate well. He believes the ballot actually helps the Club, as it prevents tickets ending up in the wrong hands and acts as a useful filter. He said that, whilst some fans have complained about not being able to get tickets in the ballot, there are tickets on the re-sale site which have remained for two weeks, not taken up, so it might be a question of the methods fans are using to get tickets.

PR said the FAB had been discussing digital technology with the Club for some time and, although it has been slow progress, things are improving at the Club in technological terms. He mentioned that he sits on the National Council of the FSA and said that the digital ticket problem is not unique to Everton. He said many of the problems are made worse by a lack of communication and fan groups owe it to the Club and other fans to advocate for communication to be better and more fan-centric. Better Club consultation will be key to this.

Q: About communication; what I don’t understand is that there was a massive opportunity to be strongly communicative. It seems to me that the owners under-communicate. Do you believe that they think they communicate well, or do they see this as something they can improve on?

PR said the Club has stated that under the new ownership, it is a CEO-run business, and so it is unclear how anybody above the CEO, in terms of Roundhouse Capital, TFG and Pursuit Sports, view the running of the Club and there is definitely room for improvement. If all we are seeing is ‘CEO downwards’ then potentially we are not getting the full picture. There are certain things that are a ‘given’ each season, such as season ticket allocation etc., so those things can be put into a framework for communication with us. There are some things they can and have done quite quickly, such as considering the recommendations following the Aramark meeting. TS said that we monitor and observe what comes out of AS Roma as well and the pattern of communications appears very much the same there, due to it being a CEO-led model, so it is unlikely we will expect a significant change at the ownership level. He also referred to the earlier statement, about the lack of communication on ticketing and said the new proposals provide a real opportunity to improve the level of consultation. This will also ensure issues impacting fans are brought up with enough notice, which will in turn improve communication and understanding. There needs to be time to discuss, consider and come back with a rationale with why decisions are made, which the fanbase can be made aware of. The FAB has consistently raised this point and would continue to do so. PR Said that it remains the FAB’s intention to ensure the Club listens and he mentioned the work we have done to achieve this in the recent past, such as, for example, submitting papers outlining the ability of the FAB, through it’s experience and skill sets, to ensure a fan-centric views on commercial opportunities and other proposals making is adhered. These kinds of activities take time and effort for volunteers and the recognition of the strategic possibilities the FAB offers need to improve. MM Said he joined the FAB at the start of the 2025-25 season, at the tail end of the ‘less good’ times, but the beginning of the improvements. He said the new CEO is also new to this ownership group and is, himself, in the settling in period. It may take a little more time for him to recognise the value of the FAB.

Q: I would firstly agree with the previous speaker, about the away ticket system. I think it is the fairest way. There will always be some abuses of the process, but it is fair. I also think that the ballot system is fair. I wanted to ask about friends of mine in Club View, who say that they weren’t aware that they couldn’t put their tickets on the re-sale platform and didn’t get an e-mail about it until September. They now have no way of recovering the costs of their seats if they cannot attend. They can transfer them via the family and friends networks, but cannot re-sell. That seems unfair, when other season ticket seats can be re-sold.

JC said she hadn’t been aware of it either, but had been assured that the information had been made available before tickets were purchased. She also said she was aware of somebody else in the same position, who cannot get to many night games, or late afternoon kick-offs due to travel and that they are going to be giving up their season ticket after this season. She has heard others will too. She said the reason she had been given was due to the fact that there is a digital food and drink credit appended to them, although she is unclear of why this should prevent them being transferred with the ticket. FM said he empathised, as he was in a similar position and knows people who will not renew their tickets.

Q: Firstly, thank you for all the work you do to make being an Evertonian a better experience than it was to be a fan. My concern is that I have also been caught up in the awful ballot system. I have only missed about five matches in five years. When it came to renew the Foreverblue+ membership, we were told that, although the Club appreciates our support and our loyalty, none of our home tickets we’d previously bought for years in the old scheme carried any weight. They bought us no progression up the season ticket waiting list, which I have been on for years, so I think we were sold down the river, when the new membership was first sold to us. Then, I think I have had two tickets in the ballot, but I have chronic asthma and each time I’ve had a ticket, I’ve been put upstairs at the back, which is a nightmare to get to. Why ask us to choose an area, if they take no notice when you do choose? Also, could you confirm this: If somebody bought corporate hospitality, they had to sign up for three years, but if they had a season ticket, they were allowed to keep that ticket. If they then wanted to return to their season ticket seat after the three years, they are allowed to. That isn’t right. Its unfair on those waiting on the list, like me, who started at the bottom, like everybody else. That to me isn’t appreciating loyalty and support.

JC said she appreciated how the hospitality arrangement can look, but said we have to remember that some people who have corporate hospitality seats don’t use those for themselves, but actually buy them as corporate tickets, for their businesses and use them to reward their customers and staff. It is a fact that all clubs, in all leagues rely on corporate sales and this is written into their business model. On the question of fans feeling their loyalty counts for nothing, then we hope they will support us and the FSA, with the ‘Stop Exploiting Loyalty’ campaign. It needs fans to support it. PR reiterated that we are backing the FSA’s campaign and informed attendees that individual members can join the FSA online. As a member of the FSA, the current situation gives them great cause for concern. They are not against Club business and recognise the need to raise funds to buy players etc., but the power of fans in unison can be successful He gave the examples of the caps on the price of away tickets and the cessation of the European Super League. He believes football faces an existential threat from within, because new generations of young fans are being priced out of it.

Q: When the unfair Foreverblue+ membership scheme was sold, alongside the ballot, the Club said that they had consulted with many fan groups. Is that true? I have emailed the Club several times and they haven’t responded and every other fan I’ve spoken to about it says they don’t believe it and don’t agree with how it has been done.

PR said the FAB issued a statement in July, saying that the Club didn’t consult with the FAB, or any of its reserved groups. Since then, we have been working hard to have the consultation framework agreed. FM referred to the point made about corporate tickets, with people buying corporate tickets and then being given the opportunity to go back to their normal season tickets. He said he had a season ticket and a corporate ticket and when that was sold to him it was never mentioned that he would have the opportunity to go back to his season ticket.

Q: Thank you for everything you are doing, firstly. My concern is this; the Club has spoken about how it is helping the Fan Services and support teams, in their training when things go wrong. I have had several issues this season with the digital applications. For instance, my son couldn’t get into the ground with his digital ticket and it took two weeks to fix. They said they had cleared a load of tickets out, due to bots, but hadn’t told anybody who’s ticket they had done this to. When you get through, the people on the other side of the phone are amazing and helpful, but in terms of the technology, there is a missing link and they cannot resolve it. My son’s ticket was blocked, but one person I spoke to couldn’t resolve it, while the other could. Have the Club explained how they are upskilling the support teams? I spent five days trying to transfer one of my season tickets to my own daughter, who is a member.

JC asked if he had spoken to the box office during the five days he was trying to transfer his ticket to a member and, if so, what had they said? He said he had and they just said they couldn’t figure it out. He has sorted out most of the problems he had now, apart from one, but it turned out that there had been a block on the account, which the Club had not communicated to him, but nor had they communicated between each other, in that time. The Club knew about 200 tickets, which had been blocked, but had not told that to the ticket office. JC asked how recent the problems were, as she was aware of problems with Brighton and Mansfield, but thought they had been resolved. He said the most recent problem was with the Palace game, recently and he is afraid it will get worse. He said he had run a tech company himself and is extremely concerned about the information exchange between teams to get answers for fans and how the front office staff are being trained. PR said he had been informed that new ticket transfer technology is currently being rolled out and he hoped these issues would be resolved. He did agree that, although the ticket office staff work extremely hard to help, there are knowledge gaps which the Club could help with.

Q: I’d like to ask about transport. We used to drive to Goodison, but since the move to HSD we now get the soccer bus from the city centre. It is great to get to the match, but coming back, particularly at the night time games, the wait is getting longer. I wonder if the FAB has any updated information around the strategic transport issues a lot of us are facing.

PR said the FAB has attended a number of transport meetings at the Club about the issues raised and that we have a meeting coming up with Liam Robinson, the CEO of Liverpool City Council. We understand the problems caused by match re-scheduling and traffic management etc., but we are at the stage where we need to ask the council what needs to be done now and what can we, as fans do. The new stadium is the jewel in the crown of Liverpool’s regeneration. JC said she had attended the travel meetings at the Club and buses appeared to pose less of a problem than the overcrowding at Sandhills station. There appear to be different rules in place with each match and so it appears that the travel companies are having to trial initiatives in real time. Buses are currently being directed around a one-way system in Boundary Street, which has been created by taking away Blue Badge parking spaces, which, in turn has meant those cars need to find other spaces to enter and exit. This should, however, give buses a clearer exit and there are coned-off roads which only buses can use. She said that in her experience, it is getting easier and quicker to leave the area and is now much quicker than it was for the first handful of games and she believes this is because people are getting use to their new routes. A problem she has experienced, which she says is a very worrying one, is with people walking out in front of moving traffic and ignoring red pedestrian lights. She fears this is going to result in a bad accident. She is unsure whether the best routes and coning have been established yet, but once that is done it will be better. However, the problem of people walking in front of moving cars and buses, must be contained by the police, before somebody is seriously hurt. She said she would be taking this issue up with the Council, as well as the issue of street lighting for pedestrians. PR wound up the meeting and thanked attendees, as well as those from the represented fan groups. He mentioned again the level of collaboration taking place to make meetings happen, to get fans’ concerns before the relevant bodies.