Notes from the All Together Town (ATT) Panel – 01.05.2025

All Together Town (ATT) Panel - 01.05.2025

Hosted at the John Smith's Stadium (Kirklees Stadium).

Note: The below was recorded by the Huddersfield Town Supporters' Association (HTSA), not Huddersfield Town Association Football Club. They were approved by both parties.

Present

Club representatives: Ross Alexander (Communications and Marketing Director); Andy Booth (Supporter Services); Robyn Kennerdale (Head of Supporter Experience); Rachel Taylor (Supporter Services Manager); David Threlfall-Sykes (COO)

Supporters' groups: HTSA; Huddersfield Town Disabled Supporters' Club; Cowshed Loyal

+ Multiple panel members

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Agenda

1. Purpose and effectiveness of the ATT Panel

2. Club's football strategy

3. Away travel

4. Ticketing for disabled supporters

5. Matchday experience

6. Pre-season tour information

7. Any other business (AOB)

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1. Purpose and effectiveness of the ATT Panel

A representative from HTSA argued that the club demonstrated a lack of good faith at the January ATT Panel, especially in relation to season card pricing discussions.

The representative felt that club officials failed to share key information regarding season cards in a timely and transparent manner. This lack of disclosure, they suggested, undermined the ability of panel members to make informed contributions to the consultation process.

They also stated that the club appeared to dismiss the findings of HTSA's season card survey which was sent to the Club on 10 March without clarifying what data and evidence ultimately justified the final pricing decision.

The representative further highlighted that the club had assured panel members that any price increases would be incremental, and that concessionary pricing would remain distinct and relatively affordable. In their view, these assurances were not upheld.

They observed, too, that public claims made during the club's online fan forum on 12th February implied that prices would be based on consultation with supporters' groups, including the ATT Panel. Members of the panel expressed they were genuinely surprised that prices had risen so dramatically based on the previous ATT meeting.

Mr Threlfall-Sykes explicitly defined the panel's purpose, as outlined in the terms of reference. He emphasised that the panel is designed to promote two-way dialogue between supporters and supporters' groups on the one hand and club decision-makers on the other.

While acknowledging that the club had previously fallen short in notifying the panel of some important strategic decisions, both Mr Threlfall-Sykes and Mrs Kennerdale reiterated that supporter feedback — both from the panel and other formal and informal channels — was always considered when discussing season card prices. Mr Threlfall-Sykes stressed that, although this input is an important factor, it cannot always be the sole consideration when making major decisions.

Mr Threlfall-Sykes disagreed with the point raised about good faith engagement, stating that relevant information on the new Salary Cost Management Protocol (SCMP) rules — and their impact on both expenditure and revenue — had been shared at the January meeting. He further stated that benchmarking data had been provided, showing the club’s average prices at National League North and South levels.

As part of ongoing engagement, Mr Threlfall-Sykes observed, the club had asked the panel at the January meeting which demographics should be prioritised in relation to pricing. The panel identified families, seniors, and community groups as key audiences, and the club believes these groups have been appropriately considered in the current pricing structure.

Mr Threlfall-Sykes concluded by noting that the club aimed to keep prices towards the lower end of the Championship average — a goal which has been achieved.

A panel member thanked Mr Threlfall-Sykes for his customary openness and honesty but stated that the January meeting had felt more like a tick-box exercise, with some club officials appearing to rely on pre-scripted responses.

HTSA then asked whether the stated strategy of incremental price rises had been abandoned, or whether the club still aimed to bring season cards in line with the Championship average.

Mr Threlfall-Sykes said that while prices may rise again in the future, any increases would likely occur on a sliding scale depending on the circumstances at the time, and may not match the rate seen this year.

HTSA enquired how current season card sales compared to the same point last year and whether the new pricing structure was still expected to deliver higher revenue. 

Mr Threlfall-Sykes explained that the club no longer regularly publishes season card sales figures during the sales period itself. He added that comparing sales figures across seasons is difficult due to present circumstances (e.g. the lack of a director of football or head coach). Mr Threlfall-Sykes intimated that announcements on both fronts could positively impact sales.

A HTSA representative stated that many panel members and supporters felt trust in the club's ability to use season card revenue wisely — particularly on football-related decisions — had gradually been eroded over the past two years. They warned that continually increasing prices without a clear, credible plan for meaningful investment and improved outcomes on the pitch risks alienating supporters.

2. Club's football strategy

HTSA posed several questions about the club's overarching football strategy — specifically how it aims to deliver both on-pitch success and long-term sustainability. They asked how recruitment and player trading fit together within this strategy, and what role revenue from player trading plays in the club's financial planning and future ambitions.

Mr Threlfall-Sykes confirmed that the club's main objective is to return to the Championship as soon as possible.

Mr Threlfall-Sykes added that substantial work is underway to ensure Huddersfield Town becomes a stable and sustainable second tier club. He noted that the club has expanded its performance, medical and recruitment teams, with more staff now in place than during the Premier League years, including improved support for the first team.

A crucial part of the club's strategy involves rebuilding the academy to create a talent pipeline for the senior squad, while also developing players who can be sold to generate revenue. Mr Threlfall-Sykes shared that the academy had recently secured Category 2 status — a clear sign that the hard work, planning, and foresight behind the project is starting to pay off.

In addition, the playing squad is set to undergo a significant restructuring process over the summer. This process aims to rebalance the squad to deliver both immediate improvements on the pitch and longer-term value through future transfer fees. The recruitment team is overseeing the process based on an agreed football philosophy.

Finally, the club has a clear idea of the type of candidate that should fill the director of football and head coach roles.

3. Away travel

A representative from the Huddersfield Town Disabled Supporters' Club (HTDSC) highlighted the ongoing difficulty some disabled supporters face in being seated next to their chaperones or carers due to the unassigned seating policy on official club coaches. They expressed frustration that this issue had not yet been resolved and questioned why it was not possible to implement assigned seating — particularly at the front of coaches — to accommodate the specific needs of some disabled supporters.

Mrs Kennerdale confirmed that the club ensures that disabled supporters can sit at the front of the coaches with their chaperones or carers with advance notice. This commitment is outlined on the 'You Say, We Did' page and elsewhere on the club's website. Mrs Kennerdale agreed to follow up with the Disability Liaison Officer (DLO) to make sure that this option continues to be advertised as widely as possible.

HTDSC then called attention to issues around comfort breaks during travel to and from away games. While coaches usually stop at service stations on the way to matches, they often do not on the return journey. Many disabled supporters are unable to use the on-board toilets, meaning the absence of return stops can affect their comfort and wellbeing.

In response, Mrs Kennerdale committed to working with coach operators to ensure that drivers aim to communicate clearly when comfort breaks will be taken.

4. Ticketing for disabled supporters

HTDSC went on to voice reservations about the impact of season card price increases on disabled supporters, many of whom are restricted in terms of where they can sit and do not have access to the same facilities as other supporters. Despite these limitations, disabled supporters are often required to pay the same price as others, without concessionary alternatives. They argued that the new pricing structure does not take into account this reduced flexibility and access.

A second representative from the group added that, on top of this, disabled supporters experience a significant cost-of-living gap, with disability charity Scope estimating that disabled households need an additional £1,010 per month to enjoy the same standard of living as non-disabled households. Disabled supporters are also subject to a well-documented pay gap, which stood at 12.3 percent in 2023 according to the Office for National Statistics (ONS). The representative therefore urged the club to consider these factors and to ensure that disabled supporters pay no more than the lowest-priced ticket available as a matter of fairness.

Mr Threlfall-Sykes responded that this issue would be resolved, with the views of disabled supporters remaining a key consideration in future decisions.

(Postscript: The matter has since been addressed and communicated to affected supporters.)

Concerns were also raised regarding parking locations and the number of accessible spaces.

Mr Threlfall-Sykes noted that the stadium offers significant parking and that efforts were made last year to assign bays closer to supporters' seating areas to improve accessibility. He pointed out that no charge is being levied for accessible parking in the 2025/26 season.

Mrs Kennerdale added that this season has seen the highest number of accessible parking spaces, with 25 additional bays created at the north end of the stadium. She also said that long-term planning was underway to add more accessible seating options, including wheelchair spaces in covered areas. A feasibility study is being conducted, and Mrs Kennerdale promised to keep HTDSC updated on its progress.

5. Matchday experience

A panel member commented that the overall matchday experience had, in their view, declined since Paul Ramsden stepped down as the stadium announcer. They felt that of the two replacements that had been trialled, one was more engaging and effective in motivating the crowd.

Mrs Kennerdale stated that a decision on appointing a permanent replacement for next season would be made shortly taking into account this feedback which mirrors other comments received from supporters.

Mr Threlfall-Sykes shared that the club has obtained three quotes for a full replacement of the stadium sound system but that there are other factors to consider before a decision is made on whether to proceed.

He also confirmed that a new hospitality suite — the 1908 Restaurant — is under construction and will open before the beginning of the new season.

6. Pre-season tour information

A panel member questioned the limited notice given to supporters regarding pre-season tour details — particularly when destinations are difficult to reach via public transport or aeroplane. They suggested that earlier communication would help supporters plan their journeys.

Mr Threlfall-Sykes explained that fixture details are often outside the club’s control because they depend on arrangements made by the tour organisers. Nonetheless, the club remains committed to sharing full details, including dates and locations, as early as possible.

7. Any other business (AOB)

HTSA asked whether the club intends to continue to produce a physical matchday programme next season. Mr Threlfall-Sykes confirmed that it does.

HTSA then enquired whether there are any planned changes to the Blue and White Members Club. Mrs Kennerdale said there were no updates at present, but that more information would be shared in due course.

Mrs Kennerdale pointed out that, as per the ATT Panel's terms of reference, some existing members are required to step down to make way for new ones, with 12 supporters currently on the waiting list.

Mrs Kennerdale reported that the club is also exploring the possibility of creating working groups or sub-committees of the ATT Panel.

To conclude the meeting, the panel unanimously praised the club staff who participated. They commented that their efforts and professionalism were especially appreciated given the fact that many of the issues raised may have fallen outside their remit.

The meeting adjourned at 21:07. The next meeting is scheduled for July.