Blue Murder and the Orient Excess
Everton 4 Leyton Orient 1

30 January 2002

If you are reading this hoping for a description of Gazza's brilliance, Everton's resurgent confidence, plucky Orient and their vociferous fans, and Campbell and Ferguson finally hitting the target, you'll be disappointed.  Just as I was on Saturday at around 2.35.  Locked out of an Everton match for the first time in over 30 years. 

Pleased as I am about the result, my comments on the football could only refer to what the papers say and what was shown on Match of The Day.  I therefore restrict them to my own experience and perceptions and those of the other 5,000 caught out by an administrative miscalculation.  

Nothing if not democratic, I have in recent weeks praised and slated the players, criticised and sympathised with the manager, and now it's the turn of Michael Dunford and co.  Anticipating plenty of spin from the club in the next few days, I believe these observations merit a reply and, using my real name, will be contacting the Club along with, I am sure, many others.

I, Bluenose, am a fan, not a journalist; writing these pieces does not carry with it the privilege of a place in the Press Box.  As a season-ticket holder, I have a guaranteed seat for League games but have to apply separately for Cup seats � something I usually do as a matter of course.  When Michael Dunford announced unreserved seating and pay at the gate for this game, I � like thousands of others � took up the implied invitation simply to turn up on the day.  That was our miscalculation. 

Whilst fans could and did buy (unreserved) tickets in advance, there were no special arrangements for season-ticket holders.  Given the hassle involved in buying a ticket these days � I recently queued for over an hour in the cold night air for a Charlton ticket for a friend, subject when I reached the counter to a veritable marketing questionnaire which just fell short of asking me my favourite film and colour � the "turn up like you used to in the good old days" offer seemed very attractive.  I was aware of the 10% capacity reduction, although not because the Club told me, but, in common with Mr Dunford, didn't really expect more than 34,000 at the match.

How wrong we were.  Sales in the week leading up to the match were brisk.  The day itself brought out hordes not seen since Championship and relegation battles or the 1981 Cup Replay against Southampton when over 50,000 "hot dog sniffers" crowded into Goodison with thousands locked out.  

Turning up just after 2:00pm, myself and my friends � one of whom had travelled from Southampton � walked around the ground, encountering closed gates marked "ticket holders only" (haven't quite worked that one out) and impossible queues elsewhere with a number of junior police unaware of developments.  The queue we joined in Goodison Road was told just after 2:30pm that we wouldn't get in without a ticket.  

A senior policeman told me that the turnstiles were closed for safety reasons, quite possibly on a lot less than the 36,000 allowed.  It's worth pointing out that we fans showed remarkable restraint, some verbal jousting but no physical outburst and the sad sight of many bewildered and tearful kids whose parents had some explaining to do and who didn't look inclined to return to Goodison in a hurry.  Bill Kenwright, bless him, felt our pain to the extent of coming down and ushering a few dozen to spare seats but that gesture was a drop in the ocean.

So, 35,000 officially inside, 5,000 outside; no chance of tallying the two because of FA regulations.  Around �100,000 in lost revenue for an impoverished club; a lot more in good will and a PR disaster which even Ian Ross will take some time to smooth over.  

Richard Littlejohn on 606 was almost speechless.  He, like myself, works in the business of Communication (I am a teacher) and Everton's Communications Department failed us all this week.  The ticket office website, slow to update, did inform us that the Park End had sold out but neither it or any of the local media told us that, after all, it was looking as if we had to book our tickets.  I'm quite sure our papers and radio stations would have carried such information had it been provided. A couple of fans' websites apparently warned of potential chaos but their intelligence was not added to and, anyway, not everyone surfs the net.  

Had I been warned, had I turned up at 2:55 on spec, I could have no gripe.  But I do, against those who should have read what was happening and reacted.  To say that 13,000 "walk ups" as opposed to the usual 3,000 was "incredible" is a bit na�ve.  The extra 10,000 were people like me who'd been persuaded not to book: season ticket holders, people who work between 9 and 4.30, and people tempted by slightly lower prices to bring the kids.

What could the Club have done?  How about reversing the unreserved policy and issuing numbered tickets at the turnstiles both to those who had pre-booked and the "walkups"?  Delaying the kick off to allow stewards to usher fans safely into spare seats?  Above all, keeping us informed like they haven't over so many issues recently.  Bill Kenwright may have shown some transparency in his recent interview but it was a long time coming.  Fact is, so many fans chose not to trust the Club, just as well for them, and did book early.

What can the Club do now?  Apologise unreservedly and admit miscalculation.  Ian Ross eventually uttered the "apology" word and it's as needed now as it was in 1995.  I know people who queued overnight then, didn't get a Cup Final ticket and haven't been back since.  

Compensation?  My friend will be seeking his travelling expenses; some grand gesture (to season ticket holders a reduction on next year's prices?) needs to be made.  And Mr Dunford to repeat the mantra "This is Everton Football Club, not Derby County."  He may well be "damned if I do, damned if I don't".  Damned right.  It goes with the job as Rick Parry will confirm.  

What the Club must not do is abandon future cheaper ticket promotions, which are appreciated by the fans.  These work well if administered properly and no one is complaining about the reductions in price for this Cup Tie. I n contrast to Middlesbrough, we at least had people wanting to be at the game.

As a postscript, a friend from Colwyn Bay, inspired by the victory, decided to buy a ticket for the Ipswich match after the game.  Could he?  I don't think so.  All ticket offices closed, before and after the game, nice for the staff, but yet another commercial opportunity lost and yet more inconvenience for the fans as we approach three important League games.  This is the Club which closed the Megastore the weekend before Christmas.  Welcome to the 21st Century.  Make it soon, please.

Bluenose

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