Luton Outlaws - Independent Message Board for Luton Town FC

Lisa McEvoy, Luton Town’s full-time fan engagement officer, is a familiar, smiling face for many supporters on matchdays – managing events, greeting supporters and answering issues and enquiries out on the apron before home matches, and often at away games too. Lisa is a visible point of reference, helping fans and liaising with the host club’s matchday staff whenever needed. But there’s a lot more to Lisa and her role, as well, as we find out.

We asked Trust members what questions they had for Lisa, and she happily provided all the answers. But before we get on to them, we wanted to know a little about Lisa herself……

I’m a Lutonian through and through – my great grandparents had the grocers shop on Marsh Road, and generations of my family have been brought up in the town. So I have deep rooted connections here and football has always been part of my life because of that. Grandad used to stand in the old Bobbers, Mum went to games from being a little girl and one of my first dates with my husband Gary was a home game against Tranmere on a cold night in 2003 (we won 3-1!) So when the opportunity to work at the club came up it was a no brainer really.

At the time, almost 16 years ago, I’d just had the first of my three boys and was earning a little bit of extra money handing out leaflets at the ground. The commercial manager at the time told me I was too good to just be doing that and he wanted me on his team, so I became an executive host. I absolutely loved it, the place and the people. I was still working as a hairdresser then but got more and more involved helping out the commercial department, when covering for annual leave. Then, around four years ago the job came up for a receptionist and with a bit of persuasion from other people at the club, I applied for it and got it, initially part-time then full-time. I saw and loved the work that John Miller, my predecessor as Supporter Liaison officer, was doing, how we offered that accessibility to the club for the supporters and vice versa, talking to people, feeding their opinions and experiences back. It really spiked my interest and I shadowed him for a while, getting increasingly involved, taking his advice so I could fulfil his role from my main reception desk when he wasn’t in. When he moved on, I really hoped I would be considered for his job and was so happy I was successful. I’m very much a people person and it seemed like a natural transition.

So, what does the club define as your Fan Engagement Role? (Angus, Mark)

When explaining my role to new staff at the club I tell them that fan engagement plays a key role in creating and maintaining a positive relationship with supporters. They should feel connected to the club. Good communication channels are important to keep them informed, and it’s also important to listen to their ideas and any concerns so they know they are valued’.

My role is to be there for 12,000 supporters, 25,000 supporters, however many there are, because you've got your global Hatters in that as well. I’m here to listen to anyone who supports Luton Town Football Club.

That involves not just being a matchday presence, but also answering emails, which range from requests to feedback, meeting regularly with supporters’ groups to share ideas and communicate. I also work with the Community Trust and our marketing, media and safety departments to enhance the matchday experience and communications in general, as well as maintaining contact with the EFL and other clubs. Then there’s planning and managing matchdays and the fan zone at Kenilworth Road, along with our matchday ambassadors (I’m delighted to have introduced our Young Ambassadors, who are a real hit with our younger fans, they’re so energised and clued up!) our mascots Harry and Hatty, and the children who wave the flags as the players walk out.

I’m responsible for accessibility too, and a visible point of contact on matchdays for supporters, visiting Supporter Liaison Officers and home and away disabled supporters. On non-match days, an online and on phone contact for all supporters. My message is – if you’ve got a question about your match day experience or club engagement, contact me, and I’ll either sort it myself or pass it on to the relevant department if it’s an area I’m not qualified for or able to deal with.

Relating to that, we had a question from a fan who sent in two complaints about foul mouthed verbal abuse by a Luton fan towards a specific player at an away game, but hasn’t had a reply (Barbara).

That’s one of the areas I’m not qualified to deal with, so it would have been passed on to safety to investigate who will ask the host club for CCTV, talk to stewards etc. – as they will if it happens at our ground. Sorry if the member didn’t receive a reply, especially as this is something we’ve been made aware of on quite a few occasions recently. Normally if an email is about an issue which is across departments, we’ll get together to discuss it and get back to you. That’s an oversight, so apologies and I’ll be in touch, Barbara.

Foul mouthed verbal abuse, especially that gets personal to individuals – and to their families - simply isn’t acceptable. If you’re that unhappy, just try to remember they are human just like you and if you want to vent your frustrations, take a breath first and email me if it will help. Do what you need to do but don’t make it personal. How would they feel if they – and their families - were on the receiving end at their place of work? It also spoils the matchday experience for other supporters. Making your feelings felt is one thing, but not going that far.

Trust member Angus asked a) what are the key measures of your role? b) what would you say are your top three achievements over the last 6 months and c) what are your top three priorities between now and the end of the season?

Previously success for my role has been measured by happiness of fans and the email surveys. But we’re about to release our Fan Engagement Strategy, which will be shared with the Supporters’ Trust and will outline those measures and what we aim to achieve, and encourage feedback. We already have an annual fan engagement plan, but this goes beyond that. I’m very excited about it: it will be released in January, so watch this space! It’s based on work we did on fan engagement starting in the PL season, which sets a very high standard and format. All my work is based on the demanding standards set by that Premier League season: that’s the level we aspire to throughout the club and as we look towards Power Court, we will be looking to expand our fanbase, helped by the engagement we set in motion now.

Three recent achievements? Firstly, changes to the fan zone, offering supporters a covered space. With so many pubs closing in the town, I felt that was a really important thing to provide. As are the other facilities and events on the apron, enhancing and extending the fan experience at the ground. I couldn’t have achieved this on my own, it was a collective effort from many departments throughout the club who all supported the idea and helped to make it a reality. We are a strong team and always work to achieve more for the supporters.

Secondly, we held our first fans’ focus group in October and we have another on the way soon. Meeting and listening to supporters in person and trying to connect more closely, is really important to me. There’s so much negativity online, and it's really nice to reconnect with people and actually talk face to face and answer questions. It's easy to point the finger at the club through social media, and some people take what they read on Facebook and run with it rather than actually coming to the source and asking what's happening. Focus groups give us a chance to talk, provide answers, and make changes where we can, as do these interviews and all the new ways the club is reaching out to supporters.

And finally, the fan engagement strategy, which again seeks to help people to reconnect with the club.

My priorities for the rest of the season? One is to make all the accessible toilets stoma-friendly. I’m working on that now. Then there’s the upcoming Fan Advisory Board, as part of the engagement strategy. This is designed to enhance transparency and communication with supporters. It's a consultative body that will be used to exchange ideas and information and secure feedback from our supporters’ perspective. There will be a FAQ section in the strategy and we’ll provide more information as we progress with forming this board. So please look out for that. I’d like to make it very clear, though, that this is in no way designed to replace or undermine our various supporters groups – it will sit below them to help, inform and enable them.

That brings us to another couple of questions which ask why as Fan Engagement Officer you don’t reach out to independent supporters groups and what the club is doing about the sense of disconnection many people are feeling. (Mark)

Actually, we really do reach out to all the supporters’ groups. Every time supporter information comes through to us (for instance from other clubs re our visits) it is sent to all groups through their chairs, lncluding the Trust, Loyal Luton and the LTDSA. That applies to invites to events like the focus groups too, which go out to the whole database. I have personally tried to engage with all groups – all supporters’ views, opinions, ideas are valued. We’re addressing that sense of disconnection that some fans feel, too, with the new strategy, the advisory board, the opening of communications like the podcasters’ open day, the Trust’s meet the players event last week and so on. I’d love fans to make the most of the existing channels to communicate with the club directly, or through their supporters’ groups as well.

My contact details are on the club website, as are those for Support Services, while Ben Kensell has invited questions too, in his recent interview. If you’ve got questions or concerns contact the people who can give a genuine answer, not someone on social media. Just ask! My email is lisa.mcevoy@lutontown.co.uk

Thank you Lisa. We think that message comes through loud and true. A couple of specific quickfire questions now. Firstly for reassurance that the ‘no white shirt’ scenario won’t recur (Chris) and secondly about setting up a contact platform for ‘remote’ supporters to get together and maybe travel to games (Neil)

Along with the Trust, we’ve already assured fans that there will be a white shirt next time and every time: it was a genuine miscommunication. We’ve listened, we’ve heard you and the white shirt will be back. And as for a remote supporters’ communications platform, I think it’s a great idea but not within my remit. I am always more than happy to work with the Trust and other supporter groups to find helpful solutions though.

Finally, a lovely message and question from supporter James, from Sussex, who brought his autistic 8 year old son to his first game at Kenilworth Road recently as part of a very special ‘three generations of fans’ get together with grandad. James’s son found the noise pre-match hard to deal and they thought they might have to leave - but one of Lisa’s team sorted them out with quieter seats and they got to enjoy the game together. Lovely! James wants to know if there are any plans at Power Court for families with additional needs to attend together. (His son wants to know how he can come and watch Luton again!)

Thank you James – and yes, there are. Better accessibility for all supporters is one of my priorities, and as part of that we will have a designated sensory room amongst other facilities for all fans and families. We want to be able to welcome all!

Thank you Lisa. Any final words?

Just to repeat that if you have any questions, I’m always here so please ask. And remember, positivity is infectious. When we get together at work, we’re always looking for ways to make things better any way we can. And your input is welcome, so send us any inspired or inspirational ideas you have too!

Brilliant, thank you again Lisa. Let’s all take that positivity message on board too and get behind the lads from pre-match to the final whistle and beyond