Season Ticket Relocation Statement

I would like to assure supporters (especially those affected in Blocks 1 - 5) that the decision to move season tickets holders was not taken lightly or made deliberately to upset people as some have suggested.

There are times however, when unpopular decisions need to be made if it means that the Club will become stronger and more competitive as a result. This unfortunately is one of those occasions.

As mentioned in the letter, these changes are part of the wider plan involving the relocation of opposition fans. In making this change there are a number of implications to home fans.

We understand that people have become settled in a particular area, but after taking into consideration all factors we have decided that it is undoubtedly in the long term best interests of the Club to make the changes now.

The decision was made for two important reasons:- Firstly and most importantly, is the safety of fans (both home and opposition). After long consultation with Arena's Safety Advisory Group, it was unanimously concluded that the South West corner was the best and safest positioning for Opposition fans, especially in terms of surveillance from the matchday control room as well as the management of opposition fans exiting the Arena safely and efficiently with the lowest risk of conflict potential.

Each of the other three areas (corners) under consideration had much higher risks involved. Low risk long term also translates into higher crowds (through larger attendances by families and females). This in turn translates into massive savings in policing costs (up to £250K pa in fact!)

As part of this move to the South West corner means that by default Blocks 1-5 would required for FA Cup maxi crowds under the 15% allocation rule.

This then leads to point two. - The second reason relates to the CIP scheme.
The Club has a passionate belief that a successful CIP scheme (Community Involvement Programme) is the best course to follow in order to reach our goal of 'full capacity status' at the Ricoh Arena (ie every match a 'sell-out') over the next 5-7 years.

A prime test case for the effectiveness of CIP schemes is Norwich City FC. In season 1996/97, Norwich had less than 6,500 season ticket holders. Today, Norwich now enjoy complete sell-out status with over 23,000 STH's and a waiting list of another 2,000 ardent fans desperate to get a seat at Carrow Road.

This has been achieved through the systematic and carefully planned engagement principally with school children at the key ages of 7-12 years. If questioned about the reason for their success, their experienced Senior Management team say that this has been achieved entirely on the back of their CIP scheme.

For Coventry City the achievement of this 'full capacity status' is of course an absolute imperative if we are to be truly competitive in the either the Premiership or indeed the Championship in the long term.

As part of the relocation plans and by default, Blocks 1-5 also offer a perfect solution in terms of providing a tight easily managed seating area and concourse for large school groups and the like.

The concourse in particular by its very nature is nicely separated from the rest of the stadium making management of young children much easier than in the general concourses within the North and East stands. Additionally, if and when a FA Cup maxi crowd is required in this area, any CIP group bookings can simply be deferred to another day.

I hope this explains in more detail why the changes have been made. Again we apologise for the inconvenience and upset the changes have brought to some of our most loyal supporters who are located in these areas, but in the long term best interests of the Sky Blues we are certain it is the right decision going forward.

Yours Sincerely,

Ken Sharp Commercial Director