News Every Day | 13:19

The Wild Lower West: Cup Chaos

In this week’s column, Dixey focuses on how Saturday’s FA Cup home game against Fleetwood was handled from a supporter’s POV.

If I were to describe Saturday’s 2-0 FA Cup win in one word, it would be adequate. At no point did we ever look in danger of losing the game, but equally at no point did we look as if we were going to produce a rampaging performance full of goals; it was workmanlike and it got the job done.

Tyler Bindon led the side brilliantly (as well as grabbing a rare goal) and Ben Elliott carried a threat all afternoon with his willingness to pick the ball up and drive at the opposition, albeit in some wide-open spaces that he wouldn’t normally be afforded in League One. Jayden Wareham did himself no harm in his quest to be first-choice striker, with his ability to bring a ball under control quickly and get a shot on target being among his many qualities.

As many expected, there were several changes to the starting lineup, with Shay Spencer, Ashqar Ahmed and Louie Holzman the most noticeable additions at kick-off. All three did enough to suggest they could push for regular first-team starts, and once again highlight the gift that keeps on giving with our excellent academy.

While the performance on the pitch against Fleetwood could be described as adequate, the organisation off the pitch was anything but. Long queues to enter the stadium via the one set of turnstiles open caused chaos, while the reserved seating arrangement was ignored by many and became a game of musical chairs shortly before kick-off.

While I understand the need to control costs, it should not be done at the expense of the matchday experience. For many attending for the first time, the organisation would have done nothing to encourage them to want to repeat it, and like Debbie McGee with a blindfold on, I can’t help thinking that the club missed a trick.

From the moment the club announced £15 ticket pricing, reserved seating and only 50% of one stand open, it almost discouraged supporters from attending rather than encouraging them. I am aware that the club have addressed the issue and will look at alternatives for the next cup game, but for many there is no incentive to attending such matches. I attended out of loyalty and the need for another day out at the SCL, rather than because I thought the pricing and seating arrangements were appealing.

Given that the game was poorly attended and not without its issues, I feel compelled to provide my own view on future cup ties and reply to the reasons given for Saturday’s lack of organisation.

There is an alternative view that the pricing was “exceptionally fair” and represented some of the best value around the country

I don’t agree that the barometer for fair pricing should be a comparison with what other clubs have charged. Our pricing strategy should be set by the club’s desire to attract supporters and reward a loyal fanbase. I would also add a caveat that nearly all the clubs charging similar adult ticket prices were doing so without restricted seating.

The arrival times of fans caught the club off guard and caused the queues at the turnstile

I really can’t be having this one: this really is a poor excuse for a cost-cutting measure that didn’t work. For as long as I have been attending Reading matches, most supporters enter the stadium (not to be confused with arrive at the ground) between 2:15pm and 2:45pm.

Therefore the queues were due to only opening one set of turnstiles, and not due to supporters turning up late. The club may also want to consider where the incentive is to be in the stadium any earlier.

Problems with seating were due to supporters not complying with the reserved seating policy

While I do agree that some supporters did not comply with the reserved seating, I would also add that there was no one to enforce it. If you are going to operate 50% of a stand with minimal stewards, you can’t be surprised that supporters will (intentionally or otherwise) sit where they see empty seats, or in seats that are more convenient to them. I have been to many away games that have had a reserved seating policy and have seen it work well when everyone is forced to comply.

I have always held the belief that the early rounds of cup competitions give the home club an opportunity to bring more (and new) supporters in, rather than drive them away with ticket pricing and restrictions. The opposition will always be a factor for some in making their decision, but it’s up to the club to offer something that makes the opposition the least important part of that decision-making process, and here are just a few ideas:

The simplest one of all: adult tickets at £10, kids at £2. This will increase ticket sales, more than cover running costs, and increase revenue streams
Offer ticket bundles or a family package: two adults and two kids for £20, which is four additional revenue streams once they are at the ground
Offer an FA Cup package that includes food and drink - two adults, two kids, four drinks and four snacks for £35. Revenue stream as above and reduces waste on unsold food
Bring a mate for eight - buy one ticket at full price and get a second for £8
Discounted third-round ticket (fingers crossed) if you a buy a ticket for the second round

Given the interest that has been created in Market Harborough for the second-round tie, it really seems like an ideal opportunity to pack out the SCL and create a real atmosphere for this one, but it’s up to the club to make the right decisions to ensure ticket sales.

This Saturday we travel to Stevenage for the first of three consecutive away league games. With the Shrewsbury Town home game now officially postponed (we all knew it was coming), I see this as our best chance of getting three points from the three away games, especially as the other two - Peterborough United and Barnsley - come within three days of each other. I work with someone who supports Stevenage and asked him for a few words on the opposition.

The Stevenage view (with thanks to Rob, whose lunch break I have just disrupted)

Since Steve Evans left, the players have been given more freedom to play football and look like they are enjoying themselves again. However, that freedom has too often been our downfall, and we have conceded several goals because of playing in the wrong areas.

The defeat to Bolton at home highlighted where we still need to learn about when to play the ball and when to just clear your lines and reset, while the defeats to Rotherham and Cambridge prior to that showed our limitations in front of goal.

We know that Reading are a well organised side who carry a threat going forward, so I just hope that we learn quickly and stop Lewis Wing from shooting!

My prediction for this one