Carole Banwell joined Bath City FC as the club ’ s full-time general manager in March 2017 . Her role includes creating new revenue streams for the club and building relationships across the city . |
“ Gates are already up 34 % on two seasons ago and the buzz around Twerton Park right now is infectious ” |
The Big Bath City BID was a huge success exceeding the target of £ 300k . Tell us more about it .
After over two years of hard work , fundraising and negotiation we completed the refinancing in May 2017 , which meant that the people of Bath and wider community acquired a majority stake in Bath City Football Club . It provided a firm financial footing , citywide engagement , a new business plan designed to assure financial sustainability – as well as a burst of creative energy that has invigorated the club .
What are the biggest changes you ’ ve made ?
We ’ ve done deals which have brought Cross Fit Bath gym , Action for Children nursery and webuyanycar . com to Twerton Park , creating new , guaranteed monthly revenue streams – and bringing new faces to Twerton . These arrangements have achieved a 70 % minimum occupancy rate in our Randall ’ s , Charlie ’ s , TR Hayes and John Reynolds ( Western ) Limited lounges and bars , and naturally these continue to be available for private functions and training and conference as well .
Fan engagement has generated a powerful and engaging marketing campaign that includes free tickets for school children , attendance at school fetes with our inflatable beat-the-goalie , a consistent ‘ Kick Off Your Own Tradition ’ branding campaign that has been seen on buses , roadsides and in shop windows , and an innovative # StarsinStripes social media campaign enticing local celebrities such as Olympic gold medal winners Amy Williams and Jason Gardener – not to mention TBE ’ s very own Anita Jaynes and Sian Swift ! - to take to Facebook , twitter and Instagram proudly wearing their Bath City shirts . None of this was happening two years ago before the community takeover , when just 379 turned up for one of our opening matches of the season .
Bath has always been known as the city of rugby , how are you changing this perception ?
The success of the marketing of the profileraising activities mentioned above has persuaded more people to give the footy a try and they are invariably surprised at the quality of the football , and charmed by the family feel of the atmosphere when they get here . Gates are already up 34 % on two
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seasons ago and the buzz around Twerton Park right now is infectious !
How are you engaging with the local community ?
As a community-owned club engagement with that community is key for us . We try and ensure that at every home game there is some kind of community or charity presence and profile-raising activity . For instance the
The Business Exchange ’ s Sian Swift and Anita Jaynes
Stroke Association came along to a match recently and took fans ’ blood pressures . The report the Association generated from the day ’ s testing indicated that they had been able to refer a small number of those fans for urgent medical attention , and it ’ s great for us to think that this simple visit may have helped to save lives . In addition we ’ ve given ( since December 2017 ) approaching £ 5000 of free room and / or equipment hire to local charity / community and other 3SG groups ; we ’ ve joined in the recent Dream Big Twerton coaching project , reaching out to very disadvantaged families in the area , and the Community Play Bus attends the club car park once a week in term time providing free play activities to local toddlers .
With the new season just starting what are your hopes for the club this year ?
We ’ re looking forward to continuing to build on our first season ’ s work , both commercially off the pitch – and from a footballing perspective on it . Enhancing the matchday
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experience with the food and beverage choice – something which started with our Bath Ales partnership this time last year – remains a priority , as does further increasing the room occupancies . On the pitch , promotion to the National League is a real prospect as manager Jerry Gill successfully implements the modern , attractive , free-flowing style of football that Twerton Park regulars are starting to become familiar with .
What ’ s next for Bath City FC and Twerton Park ?
We are working with Greenacre Capital to redevelop part of the site to provide new sports facilities , improved commercial space and a community hub . The scheme could also include the regeneration of the parade of shops on the High Street in Twerton , as well as reduced income housing , an element of Purpose Built Student Accommodation – and even a 3G artificial pitch . The redevelopment is crucial in securing the future of Bath City FC . Despite the community buy-out the Club still has debts to clear and is running at a loss , so we must create sustainable income streams if we are to remain at Twerton Park long-term . Not only will the project make Twerton Park a 7-day-a-week destination , but will , we believe create a real and muchneeded improvement for Twerton , helping it to reconnect with the rest of the city .
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