rcarter1
26-07-2012, 01:23 PM
Hi Hibbies,
What follows is a transcript of a document, I plan to hand over to the club for the attention of Rod Petrie on saturday before the Huddersfield match. Its intention is to summarise how I view the different opinions of the Hibs support, and how this is relevant to current season ticket sales (or lack thereof).
It is not intended to represent the fans as a whole, as it is one fans opinion - albeit I have tried to cover objectively a number of perspectives. I am not putting my name to it.
My reason for posting it here is simply to see if there was any feedback, or objections. I will not be giving it to the club, if I get a significantly negative response here.
If anyone does read the whole thing (its long), then any feedback, however harsh is welcome.
Cheers
"A Hibs fans’ view of Hibernian supporters,
and how to bring them back to Easter Road.."
What kind of folk are Hibs fans?
Many Hibs fans are anti-establishment in their general leanings. Many are suspicious of government and council organisations, including those running Scottish football itself. These views, no doubt, are held for many reasons. They are likely to stem in part from the general tone of those areas where most Hibs fans come from, individual experiences, and to some extent the self selection process of people who decide to choose Hibs (over Hearts for example).
Hibees – Glass half full or empty?
A less easily determined aspect of the support is its general optimism. This ranges vastly, and probably fits closely to any normal population. Hibs supporters have drifted towards a more pessimistic view of late. Recent seasons have been desperately poor in both standard, and spirit, culminating in a painful Scottish Cup final defeat. With little or no money coming into the club outside from the supporters, the pessimistic view remains strong, that Hibs will struggle to improve. As a result many of its supporters are giving up their season ticket memberships this season. Having spoken to a handful of relapsed season ticket holders, the reason is very consistent – they have ‘had enough’ – relating to what they endure watching the side. This phenomenon is not by any means unique to supporters of Hibs. Rangers (80’s), Celtic (90s), Hearts (70’s) and many others have endured periods where supporter interest has fallen well below their potential. In all cases it is events on the pitch that appear most to blame. Any clubs’ support is comprised of the die hard core, and supporters ranging from nearly die hard to very occaisional attendees.
Why (and why not) support a football team anyway?
Supporting a football team, is a very personal experience. It is something hard to explain, but comes from within people, and is then shared with thousands. It captures for many, self-expression and self-determination. This emotional attachment to a club explains footballs’ resilience over a century that has seen unprecedented social, technological and economic changes. It does however also explain the wavering nature of a clubs support. Poor performance and spirit on the pitch, results in pain and despondency in its supporters. Regular defeat proves too much for many. Indeed for many this builds into anger, resentment or apathy.
No Season ticket – Football or finance?
Those supporters that have not renewed season tickets this season have largely done so for football reasons – less so economic reasons. They are hurting and expressing this through anger or apathy. To have bought a season ticket at any time during ones life is an uncommon level of support and interest in the first place. Taking Edinburgh and its immediate surrounds as a population of around 500,000, about half would identify themselves as football supporters, and about half of these will follow Hibs and Hearts. Between these two clubs one might expect around 20000 season ticket holders. This is about 15% of the overall potential support for Edinburgh clubs. This indicates that in spite of strong interest, only a minority of people will take the step to buy a season ticket. For a one off match like a Cup Final, it is possible that Hibs could attract 30,000 or more. Under no circumstances – ever - could these all be translated into season tickets. For many, Saturday is just too busy with friends, family and work commitments. Buying a season ticket only makes sense if you are planning to attend every home match. Financially a season ticket is equal to a holiday, and when adding travel, refreshments, and perhaps a visit to the Pub as part of the match day experience, would add up to quite an expensive one. For those who bring families to matches, it is a bumper holiday. Many people have never had, nor ever will have, season tickets for this reason – but still follow and support Hibs on occasion as walk-ups to a handful of games.
The wavering season ticket holder – To go, or not to go?
From the financial perspective, a Scottish football supporter (not just those of Hibs) has to accept that they will pay close to English Premier League prices, for a level of football that is many leagues beneath it. Because most supporters of Scottish football are local, and accept the context of what they pay to watch, this is bearable to a large extent. They do however expect standards of their team to match the opposition. Given the relationship between supporter bases and turnover, and hence competitiveness in the player market, fans are also not unrealistic in expecting a success close to their ‘relative size’. For those supporters in a position to opt for a season ticket, many will require a success level close to ‘expected’ for their support to continue. The die hards need no such convincing, given that they are committed to providing their support. Hibs have come to a point where the lack of success has reached breaking point. Were Rangers to have been readmitted into the SPL, and perceived to have lived outside the sporting and national law, this breaking point could have been truly catastrophic in size. Moving past the unprecedented Rangers scenario, Hibs still have a support that is pessimistic and doubtful regarding the new season. This element of the Hibs support probably amounts to at least 3000, if season ticket sales are an indicator. These supporters have watched Pat Fenlon assemble a new team, with a new attitude, and set of standards… and continue to watch. These supporters are still raw from their pain. It will be a miracle if they rush in their droves to renew – although no doubt some will. They are waiting. Waiting for real hope – not just a glimmer, but a palpable sign. They will not be easily convinced, and will not ignore the evidence of the last few years. They plan to attend as walk ups initially to feel their way back. Some – hopefully a very few – will never return, but many just need a reason to come back – a reason that gives them confidence that they are not returning to watch more of the same. Their pride refuses them to come back unless they feel the anticipation, hope and trust that they require.
How to bring hope back to the Hibs support?
There are a number of things that would bring hope back to the clubs supporters in a short space of time. No assumptions are made regarding the feasibility of any of these ideas, other than how effective they would be in convincing supporters to attend matches – as either season tickets or walk-ups.
Signing of ‘marquee’ players – While most fans have been delighted to see the likes of McPake, Clancy, Griffiths and others join the club, and watched with encouragement the impact of youth players, none of these represents an astonishing coup in the eyes of the supporters. A signing in the mould of George Best, or Stevie Archibald would almost certainly sway the minds of many. This approach, in theory, could be implemented in time to affect season ticket sales.
A Great start to the opening games of the season – The first two matches of Hibs season will indicate to many where we stand in relation to the opposition this season. Dundee United and Hearts are expected to be challenging for the vacant ‘second spot’. A good result against Dundee United (draw or win), and a convincing display and WIN against Hearts would almost certainly turn enough heads to impact upon future attendances.
A Statement of intent from the Board and Sir Tom Farmer to invest – A robust statement from either or both parties, indicating a plan to invest in the team to ‘kick-start’ the club, would generate a huge level of interest from many Hibs supporters. The precarious financial situation that the club finds itself is a result of performances on the pitch, and the aftermath of the Rangers situation. At least half of this is shared with the competition. Understanding the size – and psychology of the ‘latent’ support, can inform how much investment could be realistically regained from increased gate receipts.
Kick Starting Hibernian F.C.
The word ‘kick start’ is used very deliberately. The club is experiencing a viscous cycle of negative feedback. Poor performances results in reduced attendances, results in restricted finances, results in less competiveness regarding player quality, which predicts poor performances.
In the writers opinion the first and most important step in the kick starting of the club has been done – the appointment of Pat Fenlon. The qualities, standards, aspirations, knowledge, experience, and guts of Mr Fenlon are shining through at present. Should this be backed up by improved performances, the root cause of Hibs recent demise may have been solved. Mr Fenlon will not be on the pitch however.
All that is needed is a kick start.
But a kick start doesn’t come cheap.
What follows is a transcript of a document, I plan to hand over to the club for the attention of Rod Petrie on saturday before the Huddersfield match. Its intention is to summarise how I view the different opinions of the Hibs support, and how this is relevant to current season ticket sales (or lack thereof).
It is not intended to represent the fans as a whole, as it is one fans opinion - albeit I have tried to cover objectively a number of perspectives. I am not putting my name to it.
My reason for posting it here is simply to see if there was any feedback, or objections. I will not be giving it to the club, if I get a significantly negative response here.
If anyone does read the whole thing (its long), then any feedback, however harsh is welcome.
Cheers
"A Hibs fans’ view of Hibernian supporters,
and how to bring them back to Easter Road.."
What kind of folk are Hibs fans?
Many Hibs fans are anti-establishment in their general leanings. Many are suspicious of government and council organisations, including those running Scottish football itself. These views, no doubt, are held for many reasons. They are likely to stem in part from the general tone of those areas where most Hibs fans come from, individual experiences, and to some extent the self selection process of people who decide to choose Hibs (over Hearts for example).
Hibees – Glass half full or empty?
A less easily determined aspect of the support is its general optimism. This ranges vastly, and probably fits closely to any normal population. Hibs supporters have drifted towards a more pessimistic view of late. Recent seasons have been desperately poor in both standard, and spirit, culminating in a painful Scottish Cup final defeat. With little or no money coming into the club outside from the supporters, the pessimistic view remains strong, that Hibs will struggle to improve. As a result many of its supporters are giving up their season ticket memberships this season. Having spoken to a handful of relapsed season ticket holders, the reason is very consistent – they have ‘had enough’ – relating to what they endure watching the side. This phenomenon is not by any means unique to supporters of Hibs. Rangers (80’s), Celtic (90s), Hearts (70’s) and many others have endured periods where supporter interest has fallen well below their potential. In all cases it is events on the pitch that appear most to blame. Any clubs’ support is comprised of the die hard core, and supporters ranging from nearly die hard to very occaisional attendees.
Why (and why not) support a football team anyway?
Supporting a football team, is a very personal experience. It is something hard to explain, but comes from within people, and is then shared with thousands. It captures for many, self-expression and self-determination. This emotional attachment to a club explains footballs’ resilience over a century that has seen unprecedented social, technological and economic changes. It does however also explain the wavering nature of a clubs support. Poor performance and spirit on the pitch, results in pain and despondency in its supporters. Regular defeat proves too much for many. Indeed for many this builds into anger, resentment or apathy.
No Season ticket – Football or finance?
Those supporters that have not renewed season tickets this season have largely done so for football reasons – less so economic reasons. They are hurting and expressing this through anger or apathy. To have bought a season ticket at any time during ones life is an uncommon level of support and interest in the first place. Taking Edinburgh and its immediate surrounds as a population of around 500,000, about half would identify themselves as football supporters, and about half of these will follow Hibs and Hearts. Between these two clubs one might expect around 20000 season ticket holders. This is about 15% of the overall potential support for Edinburgh clubs. This indicates that in spite of strong interest, only a minority of people will take the step to buy a season ticket. For a one off match like a Cup Final, it is possible that Hibs could attract 30,000 or more. Under no circumstances – ever - could these all be translated into season tickets. For many, Saturday is just too busy with friends, family and work commitments. Buying a season ticket only makes sense if you are planning to attend every home match. Financially a season ticket is equal to a holiday, and when adding travel, refreshments, and perhaps a visit to the Pub as part of the match day experience, would add up to quite an expensive one. For those who bring families to matches, it is a bumper holiday. Many people have never had, nor ever will have, season tickets for this reason – but still follow and support Hibs on occasion as walk-ups to a handful of games.
The wavering season ticket holder – To go, or not to go?
From the financial perspective, a Scottish football supporter (not just those of Hibs) has to accept that they will pay close to English Premier League prices, for a level of football that is many leagues beneath it. Because most supporters of Scottish football are local, and accept the context of what they pay to watch, this is bearable to a large extent. They do however expect standards of their team to match the opposition. Given the relationship between supporter bases and turnover, and hence competitiveness in the player market, fans are also not unrealistic in expecting a success close to their ‘relative size’. For those supporters in a position to opt for a season ticket, many will require a success level close to ‘expected’ for their support to continue. The die hards need no such convincing, given that they are committed to providing their support. Hibs have come to a point where the lack of success has reached breaking point. Were Rangers to have been readmitted into the SPL, and perceived to have lived outside the sporting and national law, this breaking point could have been truly catastrophic in size. Moving past the unprecedented Rangers scenario, Hibs still have a support that is pessimistic and doubtful regarding the new season. This element of the Hibs support probably amounts to at least 3000, if season ticket sales are an indicator. These supporters have watched Pat Fenlon assemble a new team, with a new attitude, and set of standards… and continue to watch. These supporters are still raw from their pain. It will be a miracle if they rush in their droves to renew – although no doubt some will. They are waiting. Waiting for real hope – not just a glimmer, but a palpable sign. They will not be easily convinced, and will not ignore the evidence of the last few years. They plan to attend as walk ups initially to feel their way back. Some – hopefully a very few – will never return, but many just need a reason to come back – a reason that gives them confidence that they are not returning to watch more of the same. Their pride refuses them to come back unless they feel the anticipation, hope and trust that they require.
How to bring hope back to the Hibs support?
There are a number of things that would bring hope back to the clubs supporters in a short space of time. No assumptions are made regarding the feasibility of any of these ideas, other than how effective they would be in convincing supporters to attend matches – as either season tickets or walk-ups.
Signing of ‘marquee’ players – While most fans have been delighted to see the likes of McPake, Clancy, Griffiths and others join the club, and watched with encouragement the impact of youth players, none of these represents an astonishing coup in the eyes of the supporters. A signing in the mould of George Best, or Stevie Archibald would almost certainly sway the minds of many. This approach, in theory, could be implemented in time to affect season ticket sales.
A Great start to the opening games of the season – The first two matches of Hibs season will indicate to many where we stand in relation to the opposition this season. Dundee United and Hearts are expected to be challenging for the vacant ‘second spot’. A good result against Dundee United (draw or win), and a convincing display and WIN against Hearts would almost certainly turn enough heads to impact upon future attendances.
A Statement of intent from the Board and Sir Tom Farmer to invest – A robust statement from either or both parties, indicating a plan to invest in the team to ‘kick-start’ the club, would generate a huge level of interest from many Hibs supporters. The precarious financial situation that the club finds itself is a result of performances on the pitch, and the aftermath of the Rangers situation. At least half of this is shared with the competition. Understanding the size – and psychology of the ‘latent’ support, can inform how much investment could be realistically regained from increased gate receipts.
Kick Starting Hibernian F.C.
The word ‘kick start’ is used very deliberately. The club is experiencing a viscous cycle of negative feedback. Poor performances results in reduced attendances, results in restricted finances, results in less competiveness regarding player quality, which predicts poor performances.
In the writers opinion the first and most important step in the kick starting of the club has been done – the appointment of Pat Fenlon. The qualities, standards, aspirations, knowledge, experience, and guts of Mr Fenlon are shining through at present. Should this be backed up by improved performances, the root cause of Hibs recent demise may have been solved. Mr Fenlon will not be on the pitch however.
All that is needed is a kick start.
But a kick start doesn’t come cheap.