Issue 3 November 1995

REDprint for change

Issue 3 Nov 95
No match price rises
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Introduction
Seating configuration, behaviour and young fans
Away match tickets
European travel
Prices and finance
Dialogue
Introduction
1.1 The need for an independent fans organisation has been evident for
some time because of the ever increasing admission prices at Old Trafford
and the lack of a constructive dialogue between fans and the Board of
Directors. The catalyst for the formation of IMUSA was an announcement
over the PA system at Old Trafford during last season's match against
Arsenal. As supporters encouraged a performance that put us back in the
Premiership chase, the aforementioned announcement informed us that we
must sit down or be removed from the Stadium. This message, which
resulted in changing the atmosphere from one of celebration to one of anger,
proved that relations and communications between the Club and the
supporters had reached an alltime low.
Seating configuration, behaviour and young fans
2.1 The redevelopment of the North Stand provides an ideal and unique
opportunity to redefine the match day experience for all United fans. At
present, the general opinion amongst many supporters is that there is an
imbalance between what is expected by the fans and what actually happens
at a match. As not all supporters want the same things from a match, a re
configuration of the seating arrangements at Old Trafford would also provide
the opportunity to reduce tension between United fans with different match
going expectations. Redevelopment provides the chance to recreate the
balance that appears to have been lost since the Taylor Report which has
resulted in a vast reduction in the number of young fans attending Old
Trafford as well as a loss of atmosphere.
2.2 Thousands of regular supporters wish to stand at appropriate times
during play such as when a goal is scored, a corner or free kick awarded, an
exciting attack develops or simply to urge the team to victory. IMUSA
acknowledge that many fans become annoyed by persistent standing and
understand that the aforementioned announcement was in the interest of
those supporters.
2.3 However, the expansion of Old Trafford should allow provision for areas
in the ground where it is understood that, at appropriate times, fans can
stand in seated areas. Such an understanding would reduce tension in the
ground, improve the atmosphere and therefore improve the matchday
experience of all United fans at no expense to the club!
2.4 In the same period since the implementation of the Taylor Report and
despite the success United have achieved there has been a noticeable
drop in the number of young, particularly local, fans attending matches. For
some, the price increases have proved prohibitive, whilst others have been
locked out or discouraged from attending due to the nonexistence of an area
where they can socialise with people of their own age. For many, it is just
too `uncool` to sit in the Family Stand with their parents. IMUSA propose
that under 16`s should be encouraged to get into the habit of watching
United, otherwise they may be lost to some other form of entertainment
forever. Going to the match should be turned into a social event for
teenagers, as it was for many of the current generation of adult supporters,
as this is the most likely way they will become repeat consumers. In short,

IMUSAproposethatareasoftheStadium,preferablybehindthegoals,be
setasideforpayonthedayadmission.Webelieveyoungfanscouldbe
encouragedintothisareabywayofcutpriceadmission.Wefeelpayonthe
dayadmissionisessentialtoattractingyoungfans,asmanydonothave
bankaccountsorareunabletoraisethemoneyforaticketfiveweeksin
advance.HowmanyofUnited`scurrentsupporterswouldbegoingnowif
forcedtogothroughsuchanordealasteenagers?
2.5AdditionallyIMUSAbelievethatthejuniorupperagelimitof16istoolow
forthemodernteenager.Many1618yearoldsgointofurthereducationand
arethereforewithoutanincome,whilstthemajorityofthoseemployedareon
verylowincomes.Theagelimitshouldbeincreasedoranintermediate
pricingscaleinitiated.
2.6ConcessionsforOAPsshouldbeadvertisedfarmorewidely,asmany
olderfansareunawarethatadiscountisavailableonLMTB/STprices.
OAPsshouldbeofferedhalfpriceadmissioninlinewithotherclubs,as
manyofthesefanshavegivenyearsofloyalsupporttoMUFC.Cheaper
admissionwouldbeajustreward,aswellasenhancingtheClub'spublic
image.
2.7AsameasuretoimprovetheatmosphereatOldTrafford,itisproposed
thatthereshouldbeareasofunreservedseatingi.e.wherepeoplecansitin
anyseatinthesespecifiedareas.Thiswillenablebothgroupsoffriendsand
peoplewhowishtosingtosittogetherratherthanbedispersedseparately
throughoutthegroundasatpresent.Afurtheradvantageofunreserved
seatingisthatsupporterswillbeencouragedtoarriveearlyatthegroundso
astogetthebestseats,thusreducingcongestionclosetokickofftimeand
increasingprematchrevenuefrominstadiumcatering.Unreservedseating
arrangementsaresuccessfulatseveralPremiershipclubs,suchas
LiverpoolandEverton.ThoseLMTB/STholderscurrentlysittinginsuch
areaswhowishtoremainshouldbeallowedtodoso.
2.8IMUSAbelievethatthetimetoincorporatetheproposalslistedaboveis
upontheforthcomingopeningofthenewNorthStand.Thisopportunity
shouldalsobeusedtocreateahealthyatmosphereandgivealltypesof
supportersthechoiceofseatingtheyrequire.
2.9Thegroundplanenclosedwiththisdocumentshowshoware
configurationoftheseatingplancanbeofbenefittoeverybodyinvolvedwith
ManchesterUnited.
2.10MostsupportersagreethatitisonlyfairforUnitedtogiveareasonable
allocationofticketstoawayfansasweexpectthesamewhenvisitingother
grounds.IMUSAalsounderstandthedifficultyintheplacingofasizeable
awayfollowingandtheconstraintsissuedbythepolice.Itistherefore
proposedthatanapproximateallocationof3000seatswouldbeappropriate,
situatedinStandsA,LandLLower,whichgiveseasyaccesstoSirMatt
BusbyWayandissufficientlyfarenoughawayfromboththeFamilyStand
andExecutiveseatingareas.StandsAandLarebothsegregated
underneathandarethereforeideal.IMUSAproposesthatthedisabled
seatingarea,currentlyinLLower,shouldberelocatedtoalargerareainthe
Stadium,possiblyintheSouthStandLower.
2.11ItisunderstoodthattheplansforthenewNorthStandincludea
provisionforanareaofpremiumseatinginthecentralsectionofwhatwasG
andHStands.ThiswillmeanthatmanycentralsectionG&HSeason
TicketandLMTBHolderswillberelocatedtoinferiorareas.IMUSApropose
thatoncompletionoftheredevelopmentworkthesesupportersshouldbe
offeredseatssimilarinviewandlocationtothosepreviouslyheld.We
submitthatthenewareaofpremiumseatingshouldbeinthetierabove,
alongwiththerelocationofClubClassfromtheStretfordEnd.Additionally,it
isproposedthattheFamilyStandshouldalsoberelocatedtoonesideofthe
premiumseatingarea.Thesemeasureswouldprovideacompleteareaof
premiumseatingbetweenthetwotiersofExecutiveBoxes,togetherwithan
increasedareafortheFamilyStand,andhopefullywouldrecreatethe
StretfordEndasthehotbedofUnited`ssupport.Wewouldalsohopethat
therestaurantfacilitiesbeneaththecurrentClubClassareacouldbe
convertedintoasocialclubformembers,similartothoseatmostother
majorclubs.Weassumethatnewrestaurantfacilitieswillincorporatedinthe
redevelopedNorthStand.

2.12Weproposethatthespecifiedareaswhere'standing'(see2.2)couldbe
allowedshouldbetheentireStretfordEnd,KStandandEastLower.The
combinedcapacityoftheseareasrepresentsapproximately30%ofthenew
capacity.ItisfurtherproposedthatEastandWestLowershouldbeareasof
unreservedseating.

2.13StandsF,J,SouthLower,andtheremainderoftheNorthStandnot
alreadyallocated,shouldbeforthosewhowishtoremainseatedandhavea
predeterminedseatetc.
2.14IMUSAbelievethattheseproposalswouldbetotheadvantageofall
Unitedfans,bothpresentandfuture.
Awaymatchtickets
3.1Manyregularawaymatchtravellersfeelaggrievedthattheticket
distributionsystemof1994didnotrewardloyaltybutaffluence.Thesystem
introducedfor19941995,althoughmoredemocratic,doesnotrewardloyalty
either.Manyfinditmorallywrongthatawayticketpriorityshouldbeoffered
asasellingpointforExecutivefacilitiesatOldTrafford.Itisessentialthat
anysystemisseentobefairandthatthoseholdingExecutiveandClub
ClassfacilitiesshouldbegivennogreaterprioritythanLMTBorSeason
TicketHolders.
3.2IMUSAhascontactedallPremiershipclubstoresearchfairersystemsof
distribution.Severalclubsoperatesophisticatedmethodsthatcouldbeused
bytheticketofficeatminimalexpense.Thefavoureddistributionmethodis
similartoArsenal`s,whereeverytravellingsupporterhasapersonalcode
whichisinputtoacomputerforeveryawaymatchtheyattend.Then,for
matcheswhereticketsareingreatdemand,computerrecordsshowwhohas
attendedmostawaymatchesthereforeallowingforloyaltytoberewarded.
AsticketsareingreatdemandforallUnitedawaymatches,recordsshould
showeveryonewhoappliedfortickets,notjustthesuccessfulones.We
wouldbewillingtomakethedetailsofthisresearchavailableonrequest.
3.3Ithasbeenarguedthatsucharrangementsmightencouragemore
affluentfanstoapplyforallawaymatches,whethertheyintendedgoingor
not,thusensuringafavourableprobabilityofgettingticketsfor`big'away
games.However,IMUSAbelievethatthenumberoffanswhocanaffordall
gamesbutarenotwillingtoattendsuchmatcheswouldbeminimal.
Obviouslythissystemwilltakethebestpartofaseasontosettledown,
thougheventuallyitshouldrunsmoothlyandfairly,solongasrecords
continuefromthepreviousseason.
Europeantravel
4.1TraveltoEuropeanawaygameshasalsocausedconcernformany
Unitedfans.Whenspendinghundredsofpoundsforonematch,mostfans
wishtospendsometime(i.e.severaldays)enjoyingthecountrytheyare
visiting.Unfortunately,officialclubtourshaveprovedlessthansatisfactory
inthisregardbut,becausetheclubrefusetoissueticketstofanstravelling
ontheirownresources,manyfanshavenootherchoice.
4.2IMUSAfeelthatasitisonlyarecommendationfromtheFAthatfans
shouldtravelwiththeclub,thisrecommendationshouldbediscardedin
favourofamoreliberalsystemwheremembersshowingtheirbonafide
traveldocumentswouldbeprovidedwithmatchtickets.Inshort,wefeelthat
Unitedfansshouldbetrustedduetoourimpeccablerecordsincethe
Europeanclubbanwaslifted.Sellingticketstofanswhowishtotravel
independentlywouldmeanallMUFCsupporterswouldbeinthesamepartof
thestadiumthusmakingcontrolandorganisationmucheasier.Wewould
repeatthattheFA`srecommendationremainsjustthat:otherclubshave
chosentotrusttheirfanswithoutrepercussions.
Pricesandfinance
5.1MostUnitedfansandparticularlyIMUSAmembersarerightfully
concernedthatcontinuingincreasesinadmissionpriceshavealreadyproved
prohibitivetomanylongstandingsupporters.Thecostsincurredduetothe
TaylorReporthavebeenpassedontotheaveragefan,againstthe
recommendationsinthatReport.Furthermore,priceshavecontinuedtorise
wayabovetherateofinflationevenafterimprovementshavebeenpaidfor
manysupportershavebeenforcedtopayforseatedaccommodationwhen
theywouldhavepreferredtostandatmuchcheaperprices.Itisrecognised
thatstandingaccommodationwillnotbeallowedtoreturnbutUnited`s
pricingpolicyhasfailedtorecognisethehiddenextracost.Anotherhidden
increaseisthethereductioninthenumberofgamesaSeasonTicketor
LMTBpaysfor.Thesehiddencosts,togetherwithabsolutechangesinprice,
haveresultedinrealrisesmanytimesabovetherateoftheaveragewage
increase.
5.2Inlightofthis,IMUSAproposesthatthereshouldbenoincreasein
admissionpricesnextseasonandthereafterpricesshouldbepeggedtothe
rateofinflationwithpricesforyoungfansactuallybeingreduced.Ifprices
continuetoincreaseatthepresentrate,manysupporterswillbeforcedaway

fromOldTraffordforever.HistoricallyitwastheproudboastofMUFCthat
Unitedwereamongstthecheapestteamstowatch.Nowthatthisisno
longerthecasewefeelthat,asaminimum,pricesshouldbemoreinline
withthosechargedatotherleadingNorthWestclubs,particularlyinviewof
increasingrevenuefromcommercialactivities.
5.3Itisfurtherproposedthatpricesshouldbereducedforlessattractive
games(i.e.CocaColaCupgames)togivelessaffluentfansanopportunity
toseethefirstteamatOldTrafford.Inpreviousseasons,LMTB/STHolders
havereceivedanumberoffreegamesasrecognitionforadvancepayment
thispracticeshouldbereintroduced.Otherclubsofferdiscountsifearly
paymentismadewhenrenewingfacilitiesandwebelieveMUFCshouldgive
considerationtosimilararrangements.Withtheexpansionofthestadium,
thelessattractivefixtureswillgivetheopportunityfordiscountstobe
offeredtoschoolsandyouthgroups,thuscementingtheyoungsters'ties
withMUFC.
5.4IMUSAfeelthatasSeasonTicketandLMTBpriceshaveincreasedto
suchalevel,someformofpaymentschemewouldbebeneficialtoUnited
fans.EndsleighInsurancearerunningaSeasonTicketpaymentscheme,
throughacompanycalledLeisureCredit.Itisunderstoodthatthiscompany
approachedManchesterUnitedplctooffertheirservicetoMUFCfans.The
schemeofferedwouldinvolvenocosttotheclub,asLeisureCreditdealwith
theadministrationthemselves.MUFCsimplyissuetheticketstothefans
andreceivepaymentfromLeisureCredit,withsupportersmakingthe
paymentsoveraperiodofmonths.Therearenocreditchecksorinterest
chargessobothfansandMUFChavenothingtolose.
5.5PremiershipclubssuchasWestHam,BoltonandBlackburnhave
acceptedthisschemeandithasprovedsuccessful.IMUSAunderstandthe
BoardofMUFChaveturneddownthisoffer.WewouldliketoasktheBoard
toreconsidertheirdecisionandgiveconsiderationtothefinancialburdenof
purchasinganannualticketinoneadvancelumpsumpayment.
Dialogue
6.1IMUSAhopethatinfuturedialoguewiththeboardcanbeconductedin
personratherthanthroughlettersandthemedia.Dialoguewithan
independentassociationwouldhavepreventedtheconfusionandangerthat
theannouncementattheArsenalmatchcaused.Suchamattercouldhave
beendiscussedfullywithIMUSAbeforebeingpassedontoUnited`sfans.
Theannouncementwouldundoubtedlyhavebeenbetterreceivedthroughan
independentorganisationthanviathematchprogrammeandPAsystem.
TheClubwouldhavebeenabletogaugereactionpriortoanyannouncement
bytalkingdirectlytothefans.
6.2Webelievethattheforegoingshowswecanprovideavaluableinsight
intowhatyourconsumerswantandhelppreventthesortofmistakesthat
haveoccurredinthepast.Mostcompanieswouldpayheavilyforthetypeof
consumerfeedbackIMUSAhastoofferand,asthefinaldecisionswill
alwaysbeyours,youhavenothingtolose.Manchesterbasedfanshaveno
contactwiththeBoard,exceptthroughineffectiveletters,andBranch
Secretarieshaveexpressedreluctancetorevealtheirtruefeelingspublicly
lestsanctionsbeappliedagainsttheirBranch.
6.3IMUSAthereforefeelthatregulardialoguewiththeBoardwouldbe
beneficialtoallUnitedfans,especiallyBranchmembers,aswellastothe
BoardofDirectors.
Wethankforyourtimeinreadingthisdocumentandcommendittoyou.