National League North club director requests for feedback on how to increase average attendance

The National League North club director Oliver Jack of Curzon Ashton requests for feedback on how to increase their average attendance.

He put out a post on the Ashton-Under-Lyne Community Group on Facebook, which has nearly 29,000 members, and have since received hundreds of comments.

The club kicked off the 2024/25 season with a 3-0 win against Needham Market, with Curzon sitting at the top of the table, but the game was only attendance by 236 fans. The next highest attendance was 327 at Peterborough Sports v Chorley, while the biggest for the opening weekend was 2,888 at Hereford v South Shields, while most of the game had an attendance of 1,000.

Tickets cost £17 adults, £12 concessions, £2 kids, while the membership scheme for 2024/25 (£20 to sign up to) is £184 for a season ticket, £10* pay as you go (*plus TicketCo Service Charge 5% per game), and free for under 16s.

One group member, Nicholas Michael said: “17 quid a ticket for non league quality football is a joke. Stockport County charged £10 tonight. For little over double that you can watch top class premier league football.

Oliver Jack replied: “Nicholas Michael £10 for members. We are one of the cheapest in our league and unfortunately we’re not backed by a multi millionaire or blessed with 6/7000 fans. The £17 is necessary for general admission as most away fans are happy to pay it (and more at most other clubs). If we dropped it to £12 we’d get no more home fans and lose £5 on every away fan. That’s why we have our membership scheme. Also think people underestimate the level we are playing at and the general price for the league. Stockport we’re charging just as much relatively when they were at this level a few years ago.”

Another group member Joseph Boothman added: “Oliver you can’t really compare your club to Stockport. We have the history and fanbase. We are one of the clubs you mentioned getting 10 times your attendance. I believe some games 6,000 in NLN. Look at what County do, what City do. The fan zones are good. Little outdoor bar, a local band/singer playing, make it a get together and not just turn up, watch, leave. Little competitions for being a mascot, win tickets etc. Done any school drives to try and get into the heads of local kids early? Take a player or two along and give the kids a little memory that might just attach them to your club?”

A third group member, Anthony Sumner said: “Lower prices are a must. Just because other clubs get those prices doesn’t mean you can. They have the fan base, you don’t. The club membership isn’t worth it for a lot of people right now. New fans will want to come to the odd game and not want to commit to buying a membership. After time some of them will come more regularly. You need to be building a fan base and then you can look at the prices more. Putting the prices up because the current fans say it is okay isn’t thinking of the bigger picture. What does being a member even get you, other than cheaper tickets? Is there an official supporters association that you can work with on this? If not then you should look to the fans that are regulars and see about setting something up. Maybe work with local businesses to help out too.”

Oliver replied: “Anthony Sumner that’s all well and good Anthony but we have had lower prices for years and years. I agree there needs to be something available to make it cheaper for fans to come in the first place and we will look at free games / discounted tickets but if we drop out prices (which we have in the past) we lose out massively in away fan income. Clubs like a Chester, Darlington, Scunthorpe etc. bring hundreds of fans to our ground. If we drop prices we lose out massively. You do make really good points though and trust me I have said what you have on many occasions but we have had little reward over the years being cheaper. That’s also partly due to advertising as well but nevertheless. It’s clear we need something available to the interested, casual fan to get them down in the first place. Thanks for your input. 👍🏼”

Anthony Sumner replied: “Oliver Jack I don’t know if you do this either. But you should cherry pick fixtures throughout the season. And not too many. And really really make an effort to get big numbers. Maybe look for the perfect storm of other local teams not playing at home and no big events in the area etc. Or holiday fixtures, derbys, big games etcs. Go all out on the advertising, invite schools and local clubs, discount tickets for adults, offer free/cheap membership if signed up during these fixtures. Make it a family fun day or something. With stuff happening before the game and at half time. Ramp up the social media for these fixtures. If you get families having memorable days out at Curzon, they’ll start to go more regularly. Annoyingly there isn’t an overnight solution. I get the money side is difficult. And ultimately that is your goal. But the people you want in are looking for a fun, cheap and accessible day out. Offering community tickets or lowering membership won’t affect the away gate. I really do think having a proper fan led supporters club can really help drive this with you.”

In his post, he wrote: “Hi, I’m a Director at Curzon Ashton FC. Bit of a long one but could do with some feedback from the people of Ashton and Tameside.

“Curzon Ashton have just started our 10th season in the NLN which is Step 6 of English football. We are competing in a league with some huge clubs with massive finances and fan bases. Last season we got the playoffs after a wonderful campaign.

“We have the facilities, the team, the stadium what we don’t have is the fan base. Our crowds range generally from 200-400 but we are competing with teams that get 10 times that amount.

“My questions is… what do you the community want from a football club? We are the best chance Tameside has of achieving a football club in the EFL but we can’t progress without you. We are and have always been affordable and are struggling to think of what more we can do.

“Please give us a message if you can think of anything that will improve our supporter numbers and do give us a try if you can.”

Here’s how fans reacted as the National League North club director requests for feedback on how to increase average attendance…

Ryan James Hallworth: Within a 10mil radius you’ve got Ashton Utd, Mossley and Droylsden, some of the other clubs in your league with 10x the attendance will be stand alone or only competing with an EFL/EPL club. The overspill of fans in those areas who can’t get/wont pay premium prices will go watch that stand alone local non-league team. As previously mentioned advertising is key, I live in Mossley and travel through Ashton daily for work and I honestly don’t think I’ve ever seen any sort of advertising for Curzon Ashton. Somebody said get into the schools and hand out junior season tickets and I think that’s a top idea, kids have to bring Families who then have to pay on the gate! 1 kid could end up equalling 5 extra supporters

Robert Daniel Oliver: Making a bit more effort on the local media & social media platforms, to flag-up the dates & times of home games would be a big plus. I’m not going to come regularly, but I might turn up now & then, IF I knew when the game would actually be on.

Andrew Fry: My lad is 5 and he loves football. Ratther than take him to city or united, back in December I started taking him to watch Mossley. We’ve been to most of the saturday home games £10 for adults and £1 for kids. He’s not confined to a seat and can happily wander round and he loves it. 3pm kicks off on a Saturday afternoon and the adults can have a pint. It’s a great afternoon. Like you say, you have the facilities and the team. More Marketing and promoting when the home games are on would help. Promote it as a family environment. There are loads of kids that play on the pitches next to the stadium.

Phil Wood: Try friday night kick offs. Might attract a few more due to premier league football on Saturdays.If that don’t work topless barmaids definitely work 🤣🤣🤣

Kerry Kelly: Tiktok, is the best way, make it funny, engaging and get players to do challenges and invite people to the stadium to take on a player at a tiktok challenge , and use the viral music that’s trending to get more people watching, do snippets of watch alongside on tiktok live it’s more accessible than twitch

Ainsley D Ste: Free tickets to local schools so obviously kids will need to bring a parent so money spent on refreshments etc maybe do a family ticket promotion. Hope this helps 😀

Stephanie Upsall: Oliver, I used to be involved with the club playing for the women’s side for a good 6/7 years. Prices were different for us however now, not playing for them but would still want to watch a local club when possible, paying £17 a time is just far too much. My dad would also come as we know the club well, but justifying £34 for 2 of us isn’t going to happen. Used to be a fiver! I know times have changed for the club, but they have for the cost of living too 🫣 I’d love to watch whenever possible but at them prices without a season ticket, it’s not going to happen. And that’s not me moaning at you/the club or anything, that’s me being genuinely gutted how much prices have gone up with everything and not being able to come down and support!

Shaun Astin: Great points well made. Come people support your local club. Half price entry for premier league and EFL season ticket holders may entice people in. UTS