Detailed and informed discussion took place on a range of topics at the first of two ‘At Your Place’ events where Watford fans have the chance to quiz the club’s staff.
The first event at Wealdstone FC – the home of Watford FC Women - covered all things commercial including retail, ticketing, hospitality, catering, partnerships and sponsorships.
Included on a four-strong panel were Commercial Director Paul O’Brien, Operations & Facilities Director Ian Pope, Head of Retail Kevin Newman and Stuart Street, the General Manager of Watford FC’s catering & events partner Levy. Head of Communications & Ticketing Richard Walker hosted the event, while also present was James Booth, from principal club partner MrQ’s senior executive team.
On the shirt sponsorship with MrQ:
The club informed that when choosing a sponsor, considerations include how to generate the highest amount of money, and making sure that this money is paid. There have been examples at other clubs of sponsors not paying their rightsholders. There is a large difference in the money generated between betting and non-betting sponsors and the more money brought in, the more benefit to all areas of the club, including on the pitch. The deal with MrQ was signed on a Thursday and the money was paid on the Monday. MrQ is the first sponsor to have agreed to blank shirts being sold if fans prefer, and encouraged the club to promote this. The company is local to Hertfordshire, has been at every game this season and is hoping to strengthen the partnership going forward.
James Booth told the room that MrQ completely understands why some fans would not want a gambling company as the front of shirt sponsor. However, he said that as a brand MrQ is trying to do things differently. It does not want to simply be a commercially-driven brand, and it turned down chances to work with other clubs as Watford presented a local opportunity. It is hoped this will mean more to supporters and the club than, for instance, a deal with a huge multi-national. The company said it has the aim of being responsible in light of the challenge of addiction and wants its core customer to be a ‘realist’ - with gambling seen as a leisure pursuit.
Booth addressed failings related to anti-money laundering which were revealed by an audit from the Gambling Commission and led to a settlement being paid. It was deemed that checks on MrQ customers to ensure they were not money laundering were not efficient enough. The company expressed its disappointment that this had happened but said it was something that had been learnt from. It believes the business is stronger and more secure having gone through this situation. The findings from the Commission came after the deal with Watford had been signed. He said other larger gambling companies factor in settlements as a course of doing business, but with MrQ wanting to do things differently, the Commission’s findings hurt the people involved with the company as they wanted to have a clean record.
On club shop opening hours:
The Atria store will now be closed between Monday and Wednesday, the same as last year. While the store can be profitable around an event such as a kit launch, it is quieter from January to June and this can cost the club money. There is, however, flexibility to change the opening hours at Atria should the club decide to do so. The Hornets Shop at Vicarage Road is open on Monday to Saturday, with Atria open Thursday to Sunday, so a club store will be open every day.
On The Grill hospitality:
A decision was made to condense hospitality lounges following a reduction in demand. The Grill was successful after opening and will likely open again going forward.
On the technical partner deal with Kelme:
The club has enjoyed a successful partnership with Kelme. Benefits include an increase in the money paid to the club compared with previous deals and a larger supply of kits provided. Unlike with other larger kit brands, unique kits can be provided so designs which are identical to other clubs are avoided. There are also no minimum order rules, which has allowed the club to sell women’s size shirts for every kit. The contract has been extended by four years.
On Half-Season Tickets:
The deadline to buy Half-Season Tickets will be extended after initially closing on January 5, and will now cover the Emirates FA Cup fourth round tie with Southampton at Vicarage Road. So far 392 people have bought Half-Season Tickets.
On the partnership with Indian Premier League club Odisha:
The meeting heard that the COVID pandemic impacted this partnership. The club is now in the last year of the deal and does not have as much resource as previously to develop the relationship. In the Premier League, the club had an Indian Marketing Officer. Commercially, the deal didn’t cost the club anything but plans to play friendlies etc were ended by the pandemic.
On being unable to sell every seat in the Vicarage Road Stand:
Rules dictate that the club needs to be able to ensure that everyone who is inside the stadium would be able to exit within eight minutes, with this analysed every year before the issuing of the ground’s safety certificate. The criteria has been strengthened so the club cannot legally increase the number allowed in the stand because it would not achieve the eight-minute target. This only impacts the Vicarage Road Stand.
On potential naming rights for the stadium:
This is not something the club is currently considering. In 2018 the club was offered a deal, with the organisation concerned wanting a three-year partnership and a clause that the partnership would automatically end in the result of relegation. Naming rights are considered difficult for existing grounds, as most would still call the stadium Vicarage Road regardless of any rebranding.
On catering:
The proximity of the ground to the town centre is a challenge, with fans having a range of options before they arrive at Vicarage Road. When compared to other teams the club has one of the latest ‘walk-ups’ to the ground, which can lead to queuing. Pre-ordering systems have helped with this, while there are plans to bring in fast-pour technology to further speed things up. It is hoped the range of products available can be spread to all parts of the stadium. The club could consider opening the ground earlier or leaving it open later to encourage spend, although this would lead to additional costs. The club is open to fan zones but a space in close proximity to the ground to host these continues to be a challenge.
On ‘no shows’ for home games:
It was suggested people who can’t make games should be able to release their tickets to people on a waiting list without a long process. A ticket platform was tried in the Premier League but given the capacity of the stadium, the club was normally seeing the return of single tickets which don’t carry the same interest as pairs of tickets. The club tried to cap the price of released tickets and it only had a small amount of success. Rewards and incentives are due to be introduced for people who do make it to the ground.
On previous plans for a new stadium:
A proposal to build a new stadium in Bushey, first reported in 2019 and externally presented to the Board, has not been taken forward following relegation and the pandemic.
On Watford stewards and security staff travelling to away games:
This initiative is said to have worked well in combating anti-social behaviour and the staff were praised for their efforts. These are people who know the Watford crowd better than most and have been a source of comfort to fans. This scheme was launched following the Q&As held in the summer.
On not selling alcohol in the away end:
The narrow concourse in the away end presents health and safety challenges. The club’s opinion is away supporters should be provided as good an experience as home fans. The club would wish to sell alcohol in the away end, but the police have advised against this. There is no dwell area or anywhere to stand with a drink, and legislation means you cannot bring alcohol to your seat.
The next ‘At Your Place’ event will take place today (Thursday January 11) and will cover matchday operations – stewarding, security, safety, EDI, accessibility and customer service.
