Glentoran Football ClubMay 2011

Dr Alan BruceAndy GallowayUniversal Learning Systems

COMMUNITY.RELATIONS.AUDIT

3

Contents

1.0 Executive Summary..............................................................4

2.0 Terms of Reference & Methodology..........................5

2.1 Terms of Reference.........................................................................52.2 Methodology...................................................................................6

3.0 Analysis of Findings and Results..................................6

3.1 Providing Analysis (STEP).............................................................63.2 Stakeholder perceptions..............................................................73.3 Theme 1 – People...........................................................................73.4 Theme 2 – Place..............................................................................83.5 Theme 3 - Programmes................................................................10

4.0 Conclusions.................................................................................11

4.1 Change Management...................................................................114.2 Opportunity and Potential..........................................................114.3 Community Engagement............................................................114.4 Business model and learning organisation............................12

5.0 Recommendations................................................................12

References............................................................................................13

Appendices..........................................................................................14

1 Survey Data......................................................................................142 Background Issues and Themes (Literature Review)...........18

Acknowledgements.......................................................................23

4

1.0 Executive Summary

“My heart still lies with Glentoran. Do I go there on a Saturday? No I don’t”. (Extract.from.an.individual.interview)

This.report.was.commissioned.in.February.2011.and.was.concluded.in.April.2011...Its.purpose.is.to.provide.a.‘snapshot’.of.the.perception.of.Glentoran.Football.Club.within.the.wider.community,.contextualised.by.the.social,.technical,.economical.and.political.issues.impacting.on.East.Belfast.and.Northern.Ireland.at.this.time...

The.report.deals.with.a.number.of.issues,.not.least.that.of.sectarianism.and.racism.that.impact.on.football.not.only.in.Northern.Ireland.but.across.Europe...This.report.also.recognises.there.are.significant.associated.issues.around.gender,.age,.disability.and.dependents...

The.key.findings.can.be.summarised:

•. .Attendance.at.matches.is.in.apparent.decline.as.the.traditional.fan.demographic.give.their.support.to.English.or.Scottish.Premiership.games.which.are.readily.available.through.TV.media,.or.engage.in.support.for.alternative.sports.such.as.Rugby.

•. .Many.fans,.past.and.present,.are.critical.of.both.the.venue.and.the.customer.experience.in.supporting.Glentoran.Football.Club.

•. .Glentoran.is.perceived.by.many.as.a.predominantly.protestant.football.club.in.a.predominantly.protestant.community,.yet.there.are.many.fans.from.the.catholic.community.who,.even.if.some.feel.marginalised.by.the.events.of.Northern.Ireland’s.most.recent.history,.are.positively.disposed.to.support.the.best.traditions.of.Glentoran.Football.Club.

•. .Engagement.by.Glentoran.Football.Club.with.the.community.is.viewed.by.the.community.as.piecemeal,.inconsistent.and.ineffective.

•. .Community.support.for.Glentoran.is.significantly.high.from.all.sections.and.stakeholder.groups,.and.the.club.is.seen.as.both.an.integral.and.important.component.of.East.Belfast.

•. .There.are.opportunities.for.community.engagement.open.to.Glentoran,.from.community.groups,.immigrant.groups,.females,.families,.health.promotion,.and.most.consistently.in.this.audit,.by.engaging.with.children.and.young.people.through.schools,.youth.clubs,.and.soccer.schemes.

•. .There.is.increasing.dissatisfaction.with.the.facilities.provided.at.The.Oval,.presented.by.many.as.a.key.reason.for.non-attendance.at.matches...

•. .There.is.an.overwhelming.desire.to.have.a.stadium.where.Glentoran.can.play.quality.football,.to.a.community.fan.base,.in.a.shared.space.that.welcomes.and.includes.all.supporters.regardless.of.their.religious,.political,.or.racial.background,.whether.this.is.a.re-development.on.the.existing.Oval.site.or.a.new.site.within.East.Belfast.

•. .There.are.opportunities.to.develop.a.facility.that.provides.more.than.a.football.game.on.a.weekly.basis.during.the.football.season...There.are.opportunities.for.multi-sports.provision,.community.services,.meeting.rooms,.corporate.hospitality,.retail.provision.and.other.revenue.generating.services.which.provide.added.value.to.both.the.Club.and.to.the.broader.community.of.East.Belfast.

This.report.sets.out.the.terms.of.reference.and.the.methodology.of.the.audit,.followed.by.an.analysis.of.the.findings,.with.samples.of.some.of.the.views.and.comments.provided.during.the.process.

The.report.concludes.with.a.consideration.of.change.management,.opportunity,.potential,.community.engagement.and.business.model,.with.a.set.of.twenty.recommendations.designed.to.move.the.‘Respect’.Initiative.forward,.and.importantly,.‘to.promote.Glentoran.as.the.“people’s.club”.where.all.people.irrespective.of.religious.belief.or.national.identity.can.be.united.in.their.support.of.Glentoran,.and.feel.welcome.and.included’.

5

2.0 Terms of Reference and Methodology

2.1 Terms of Reference

Glentoran.Football.Club.commissioned.a.Community.Relations.Audit.in.February.2011.as.part.of.its.Respect.Initiative..This.initiative.aimed.to.deliver.a.programme.of.activities.to.address.intercommunity.prejudice..Such.prejudice.was.acknowledged.as.having.the.potential.to.cause.harm.to.Glentoran.Football.Club.and.its.image..The.initiative.is.designed.to.implement.a.series.of.measures.to.tackle.any.form.of.discrimination,.defamation,.harassment.or.abuse.and.to.help.re-shape.Glentoran.as.‘tolerant’.and.‘inclusive’..

It ultimately aims to promote Glentoran as the “people’s club” where all people irrespective of religious belief or national identity can be united in their support of Glentoran, and feel welcome and included. .(‘Respect’.Initiative.Glentoran.Football.Club)

Glentoran.Football.Club.saw.the.community.relations.audit.as.a.tool.to.gauge.perceptions.(both.internal.and.external).of.the.club..It.was.also.designed.to.provide.a.series.of.recommendations.to.be.incorporated.into.Glentoran’s.programme.of.activities.(2011-2013).and.significantly,.a.tool.to.inform.the.future.business.strategic.planning.for.Glentoran.Football.Club.

The.key.outputs.of.the.audit.were.identified.as:.

•. .Engaging.key.stakeholders.to.gauge.how.Glentoran.Football.Club.is.perceived.within.the.wider.community

•. .Consultation.with.key.stakeholders.to.develop.greater.understanding.of.community.relations.issues.associated.with.Glentoran.Football.Club

•. .Engaging.key.stakeholders.on.potential.opportunities.available.to.Glentoran.Football.Club.to.improve.Community.Relations

•. .Engaging.key.stakeholders.on.how.Glentoran.Football.Club.can.work.towards.the.achievement.of.a.tolerant,.inclusive.football.club,.where.underrepresented.groups.feel.welcome

•. .To.establish.a.scoring.matrix.that.will.provide.a.community.relations.base-line.for.Glentoran.Football.Club

•. .To.provide.recommendations.of.resources.needed.to.improve.Community.Relations

•. .To.highlight.the.key.obstacles.in.tackling.sectarianism.and.other.manifestations.of.intolerance,.while.promoting.reconciliation.

•. .To.disseminate.the.findings.and.recommendations.of.the.audit.to.the.project.team.and.relevant.stakeholders.

Universal.Learning.Systems.was.engaged.to.undertake.this.work..The.agreed.aim.of.the.audit.was.to.analyse.the.perceptions.and.understanding.of.Glentoran.Football.Club.in.its.community.and.the.

wider.community.as.a.baseline.to.developing.recommendations.on.greater.understanding,.inclusion.and.pro-active.tolerance.

The.Northern.Ireland.Office.report,.A.Shared.Future,.is.the.foundation.for.the.community.Good.Relations.strategy..The.vision.is.for.“a.peaceful.society.in.which.everyone.can.freely.and.fully.participate,.achieve.their.full.potential,.and.live.free.from.poverty”...This.conceptual.framework.formed.the.basis.for.the.Community.Relations.Audit.and.the.work.undertaken.

Additional.themes.were.identified.to.inform.strategy..These.included:.

•. .Tackling.visible.manifestations.of.sectarianism.and.racism•. Reclaiming.shared.spaces•. Developing.shared.communities•. Promoting.equal.opportunities.and.cultural.diversity•. Developing.shared.workspaces.

6

3.0 Analysis of Findings and Results

3.1 Providing Analysis (STEP)

This.audit.was.undertaken.with.a.business.approach..It.was.understood.quite.early.on.that.unless.there.is.an.understanding.of.the.customers,.consumers.and.the.environment.in.which.the.business.of.Glentoran.competes,.opportunities.would.be.missed.in.gaining.an.understanding.and.responding.to.the.needs.of.the.market.place.(the.community)....

Generating.a.sustainable.income.is.critical.to.the.future.survival.of.Glentoran,.and.if.gate.receipts.fall.while.operating.costs.continue.to.rise,.it.will.put.significant.pressure.on.the.Club’s.solvency..The.audit.team.is.cognisant.of.other.football.clubs.on.both.sides.of.the.Irish.border.and.the.Irish.Sea.that.have.entered.administration.in.recent.years.as.rents.gained.fail.to.match.the.fixed.costs.of.maintaining.a.competitive.football.team.

What.became.apparent.very.early.in.the.audit.was.that.the.traditional.demographic.of.the.fan.base.who.attended.matches.regularly.in.previous.years.was.diminishing...As.a.result.the.audit.became.focused.on.exploring.the.new.or.under-developed.market.opportunities.suggested.by.respondents,.whilst.considering.why.traditional.market.opportunities.appeared.to.be.in.decline.

One.of.the.most.common.and.classic.ways.of.carrying.out.an.analysis.of.the.external.environment.for.any.business.is.to.use.the.STEP.model.(Fahey.and.Narayanan.1986)..This.considers.the.environment.in.four.sectors:.sociological,.technological,.economic.and.political...By.examining.these.sectors.it.is.suggested.a.business.can.understand.the.current.or.potential.effect.of.high-level.shifts.in.the.general.operating.environment...

The.following.STEP.analysis.was.carried.out.on.the.conclusion.of.the.primary.research.in.an.attempt.to.capture.the.perception,.opinion.and.outlook.of.the.broad.range.of.respondents.who.contributed.to.the.audit...As.in.all.such.analysis,.the.results.are.recorded.at.a.high.level.and.are.neither.prescriptive.nor.conclusive.

Sociological•. .Significant.changes.to.the.family.unit,.including.

instability.in.parental.influence.and.modelling•. Increase.in.single.parent.families,.often.headed.up.by.the.female•. Lack.of.paternal.influence.in.the.family.home•. High.levels.of.unemployment•. High.levels.of.social.deprivation•. High.dependency.on.social.benefits•. .Reduced.emphasis.on.contact.sports.and.team.games.

as.the.norms.of.children.interacting.together•. .Introduction.of.‘new’.sports.such.as.Ice.Hockey,.and.a.

renaissance.of.Rugby.as.a.competitive.premier.team.sport•. .Loss.of.industries,.manufacturing.and.especially.

the.heavy.industry.of.East.Belfast•. Greater.reliance.on.‘service’.industries.and.mobility.of.workers•. .Integration.of.new.nationalities.and.ethnic.groups.in.the.community.

(approximately.8000.Polish.nationals.residing.in.East.Belfast).

2.2 Methodology

The.methodology.of.the.audit.process.was.undertaken.in.a.series.of.stages.and.was.conducted.in.an.action-learning.manner..It.sought.to.research,.source.and.produce.information.that.can.be.translated.into.meaningful.findings.that.would.inform.both.policy.direction.and.strategic.understanding....The.methodology.sought.to.provide.a.‘snapshot’.of.the.perception.of.Glentoran.Football.club.within.the.wider.community,.contextualised.by.the.social,.technical,.economical.and.political.issues.impacting.on.East.Belfast.and.Northern.Ireland.in.2011.

The.key.stages.of.the.process.included:.

1.. Agreed.Terms.of.Reference2.. Literature.Review.3.. Primary.Research4.. Consultation.Process5.. Production.of.Final.Report.. .

The.process.commenced.in.February.2011,.concluding.in.May.2011.and.included:

•. .Extensive.series.of.individual.interviews.with.Glentoran.management,.supporters,.researchers,.community.stakeholders.and.public.representatives.in.sixteen.structured.interviews.and.a.significant.number.of.informal.conversations

•. .Meetings.with.staff.and.personnel.in.Glentoran.Football.Club.and.its.associated.structures

•. Six.focus.group.meetings•. .External.consultation.with.academics.and.community.

relations.experts.over.eight.structured.interviews•. Extensive.literature.and.research.review•. .Public.information.and.consultation.day.in.Glentoran.

Football.Club.on.25th.February.2011.

The.process.can.be.summed.up.under.a.number.of.key.determinants..

These.are:•. .Addressing.negative.issues.on.sectarianism,.racism,.age,.gender,.

disability.and.dependents.or.intolerant.behaviours.or.activities•. Positive.promotion.of.welcome.and.inclusion•. .Evaluation.of.perceptions.of.Glentoran.Football.

Club.(both.internal.and.external)•. Strategic.development.of.positive.community.relations.through:. . o. .Proactive.policies.and.awareness.training. . o. Strategic.outreach.measures. . o. Quality.business.focus. . o. Professional.standards.and.structures.

.

7

3.3 Theme 1 – People

In.a.divided.society.Glentoran.has.become,.rightly.or.wrongly.associated.with.one.particular.tradition.of.that.society..This.perception.has.been.greatly.increased.by.the.vehemence.and.intensity.of.explicit.political.and.semi-political.expression.which.from.time.to.time.has.appropriated.Glentoran’s.traditions.and.reputation.to.its.own.exclusive.standpoint..In.addition.to.being.historically.inaccurate,.this.co-opting.of.the.Glentoran.mantle.to.serve.other.purposes.is.profoundly.counter-productive..

“Some people go to soccer matches to ventilate, to call out sectarian remarks and get away with it. Once we break down the acceptance of sectarian remarks it will make a difference. If more and more think of Glentoran as being part of ‘my community’ and make the linkage, then those ‘messers’ become much less relevant”...(Individual.interview)

Recent.years.have.amply.demonstrated.that.neither.unionism.nor.nationalism.in.Northern.Ireland.is.either.monolithic.or.immutable..Seismic.shifts.are.underway.in.all.communities.where.all.traditions.and.perspectives.are.open.to.question.and.challenge..

“Glentoran is a football club in the working class part of Belfast – it’s a family club that should be welcoming to all sections of the community”...(Focus.Group.Response)

A.more.productive.role.for.Glentoran.than.identification.with.any.one.tradition.is.a.pro-active.embracing.of.all.traditions,.and.none..Creating.a.welcome.space.for.diversity.and.difference.can.be.a.lasting.legacy.of.the.real.Glentoran.tradition.

“Not everyone is a Glentoran supporter, but the perception is that everyone in East Belfast is a Glentoran supporter and predominantly East Belfast does in fact support Glentoran… It is a working class area. It’s all about the club, and the sense of community. They get a sense of community from attending matches”...(Individual.interview)

The.irony.is.that.this.potential.already.exists.and.is.supported.by.the.testimony.of.history.and.almost.all.respondents.to.this.audit..The.affection.for.and.welcome.to.Glentoran.from.the.Catholic.community.is.an.existing.fact..In.many.ways.this.welcome.is.tentative.and.conditional.–.but.communities.are.prepared.to.engage..

“Personally, with me you are pushing an open door, and also in Short Strand with the right approach you will get the same response”...(Individual.interview)

Many.respondents.discussed.adopting.a.more.professional.and.quality.driven.approach.to.the.governance,.operation,.administration.and.customer.service.aspects.of.Glentoran’s.operations..The.acquisition.of.a.full.time.Community.Relations.Officer.is.significant.for.a.number.of.reasons.–.and.has.already.made.a.striking.impact..

Technological•. .Availability.of.‘live’.football.on.TV.via.terrestrial,.

digital.and.satellite.networks•. .Over.exposure.to.English.Premiership,.Scottish.

Premiership,.Champions.League.and.International.football.through.wide.choice.of.media.channels

•. .Expectation.of.technical.experiences.at.entertainment.and.sporting.venues.(big.screens,.entertainment,.advertising.etc).which.add.to.the.customer.experience

•. .Availability.of.‘virtual’.gaming.such.as.‘Football.Manager’.and.other.console.applications.which.appeal.to.the.younger.generation.and.have.substituted.the.physical.involvement.in.the.game

•. .Reliance.on.computer.games.and.games.consoles.replacing.traditional.games.and.sports.as.leisure.activities

•. .Demand.for.‘parking.space’.as.fewer.customers.are.prepared.to.walk.or.use.public.transport,.but.prefer.to.use.their.own.vehicles.

Economical•. Significant.economic.downturn.•. Impact.of.long-term.unemployment•. Reduced.(or.no).disposable.income.for.many.families•. .High.increase.in.consumable.commodities.such.as.fuel.costs,.

heating.oil,.and.vehicle.fuel.impacting.on.family.budgets•. .Availability.of.low-cost.flights.and.travel,.making.Scottish.and.

English.Premiership.matches.accessible.for.some.of.the.fan-base.

Political•. Progress.in.peace.process•. Increased.community.relations.on.cross.community.basis•. Political.stability.increasing.in.local.government.and.NI.Assembly•. Reduced.sectarian.tensions.•. .Lack.of.trust.between.some.communities,.or.between.

certain.demographics.in.some.communities•. Dismantling.of.some.political.barriers•. .A.growing.respect.for.sporting.traditions.across.the.communities•. .Regulation.introduced.by.UEFA.to.eliminate.

sectarianism.and.racism.within.football•. .Regulation.to.combat.the.practice.of.discrimination.

across.the.range.of.discriminatory.categories.(for.example,.Section.75.Northern.Ireland.Act.1998)

•. Regulation.in.Health.&.Safety.requirements.•. Regulation.in.accessibility.requirements.

3.2 Stakeholder Perceptions

The.findings.from.the.research,.individual.and.group.interviews,.focus.groups.and.survey.show.some.interesting.and.consistent.patterns..These.relate.to.perceptions.of.Glentoran.by.the.various.elements.in.a.historically.divided.but.demographically.changing.external.community..They.relate.also.strongly.to.the.role.that.Glentoran.can.or.should.play.in.the.change.process.of.that.evolving.community..In.this.process,.Glentoran.needs.to.position.itself.in.a.number.of.fields...These.are.considered.within.three.main.themes:•. People•. Place•. Programmes

8

3.4 Theme 2 – Place

First.and.foremost.it.is.a.sporting.club,.concentrating.on.one.sport,.football..Much.of.the.commentary.and.response.has.understandably.focused.on.the.quality.(real.or.perceived).of.the.football.and.the.standard.of.play..No.amount.of.nostalgia.for.a.past.(whether.mythic.or.real).can.contradict.realties.around.levels.of.performance,.results.and.attendances...

“I go to matches myself. I wouldn’t say it is a pleasure, it is a chore at times. The ground is a big issue, as is the standard of football and the lack of success over the last five years” (Individual.interview)

In.the.final.analysis,.Glentoran.will.stand.or.fall.on.the.quality.of.its.game.and.how.that.quality.is.perceived.by.those.who.choose.to.engage.with.it.by.attending.–.or.staying.away.

The.customer.experience.is.a.recurring.issue.throughout.the.audit...The.direct.challenge.to.both.Glentoran.and.other.football.clubs.is.the.proliferation.of.alternatives.in.recent.years.which.pose.a.direct.challenge.to.the.domestic.game..These.challenges.emerge.most.immediately.from.other.footballing.alternatives,.but.also.from.other.sports,.most.notably.Rugby.and.Ice.Hockey..

“The facilities do not match up to their counterparts in other sports. Going to the Odyssey is an enjoyable experience. Going across to a match at Old Trafford is an enjoyable customer experience. They have done a lot of work at Ravenhill, and going there is now a good customer experience. You can go to a rugby match and feel safe. Feeling safe is an issue for football all over the world, but part of that gets tidied up as you improve the customer experience”...(Individual.interview)

In.a.globalised.media.environment,.Glentoran.is.facing.very.stiff.competition.from.satellite.and.terrestrial.television.providing.a.ready.menu.of.football,.including.the.English.and.Scottish.Premier.Leagues.and.European.Champions.League.amongst.others...These.matches.can.be.viewed.from.the.comfort.of.home.or.in.the.atmosphere.and.environment.of.licensed.premises.or.clubs,.and.is.becoming.the.preferred.choice.of.many.football.fans..

“However, these days there is too much TV football, and there is a big issue with facilities in clubs. The impact of alternatives and competition is having a significant effect”...(Individual.interview)

“The deciding factor for me is if the customer experience is good enough to still enjoy the game, even if the team loses”. (Individual.interview)

Some.stakeholder.groups.raised.concerns.on.whether.they.would.feel.safe.attending.a.football.match.at.‘The.Oval’...This.was.not.restricted.to.Catholics.and.Nationalists,.nor.solely.concern.of.threats.or.violence.of.a.sectarian.nature,.there.were.also.concerns.raised.around.hooliganism.and.clashes.between.rival.fans.assumed.to.come.from.the.same.religious.and.political.background...Young.people,.females,.and.the.Polish.community.all.expressed.safety.

“If people want to speak to Glentoran, who do they speak to? The Community Relations officer is a key.development. He is really key”. (Individual.interview)

This.fact,.and.others.like.it,.can.play.a.vital.role.in.engaging.with.the.complex.community.environment.in.attractive.and.win-win.ways.

“What the club needs is someone who can go out and sell the club. Not just the community relations officer, the players and the coach can also do that”...(Focus.Group.Response)

A.significant.stakeholder.group.with.strong,.passionate.and.forward.thinking.ideas.were.the.fans,.who.demonstrated.an.understandable.desire.to.experience.improved.fortunes.once.more.at.Glentoran,.both.off.and.on.the.field...They.expressed.strong.opinions.about.the.level.of.contact.they.had.with.the.management.of.the.Club...“There is little regard for the fans, who are ardent, hard working and passionate. But they (the Board) won’t communicate with us. They treat us like mushrooms though they come cap in hand if they want money”. .(Focus.Group.Response)

“The ‘Spirit of 41’ – we all got together to pay the tax man and keep the club going, it was made up of fans. Each separate supporters club ran their own events”..(Focus.Group.Response)

“There is about 20 supporters clubs. We raise a lot of money to pay the debts, but it is very dispiriting if you are not kept informed, and communication is the lifeblood of any organisation”...(Focus.Group.Response)

The.Board.was.perceived.as.often.operating.in.a.fragmented.way.due.to.divided.responsibilities.and.the.massive.impact.of.change.and.uncertainty..It.was.mentioned.that.the.Board.often.endures.a.high.level.of.abuse.from.supporters..There.has.been.strong.evidence.of.strain.and.inadequate.communications..Attendances.are.falling.and.the.financial.situation.is.far.from.healthy,.and.rather.than.apportion.blame,.it.is.felt.that.a.renewed.emphasis.on.commercially.realistic.community.outreach.could.be.highly.beneficial.

“The Board need to consider that the East Belfast they grew up in has changed. They need to ask themselves ‘is it the existing supporters they need to cater for, or is it the potential supporters in the community’? You need to cater to future business”...(Individual.interview)

9

And.there.was.always.potential.to.share.the.facility.with.other.sports,.making.it.a.more.accessible,.and.inclusive.shared.space.

“There could be sharing with the GAA or Rugby, but there is also scope for a facility that provides track and field, or tennis, or bowls, and it needs crèche facilities and to be family friendly” (Focus.Group.Response)

Access.for.all.emerges.as.a.constant.issue.–.for.those.with.disabilities,.for.families,.for.children..This.is.more.than.an.opportunity..From.the.hard.evidence.provided.to.the.audit,.it.is.an.imperative.if.the.Club.is.to.survive...The.issue.of.accessibility.was.unclear.for.many.respondents,.with.little.or.no.knowledge.of.the.accessibility.for.wheelchair.users.or.those.with.restricted.capacity...Car-parking.was.considered.as.inadequate...There.was.no.awareness.of.basic.facilities.such.as.toilets.adapted.or.designed.for.the.disabled.

“There is no sanitary facilities, no facilities for disabled, I would integrate the disabled area with the family area”. (Individual.interview)

“99% of those attending drive cars. Try getting a parking space. You don’t want to walk a mile to the match” (Focus.Group.Response)

“We have a Milk Bar which is fabulous, but it is out of place at the Oval. It now includes a fully functioning disabled toilet and baby changing facility” (Focus.Group.Response)

There is only one way to increase gate receipts. That is to have the team performing and facilities in keeping with the 21st century, not the 19th century”. (Focus.Group.Response)

“Organize a crèche for children beside the stadium to drop children off, then they can watch the match and collect the kids after 90 minutes – it works”! (Focus.Group.Response)

“There are not even signs pointing to the Oval” (Focus.Group.Response)

One.stakeholder.group,.young.people,.highlighted.their.concerns.of.safety,.and.presented.one.specific.consideration.which.they.felt.would.improve.their.‘feeling.safe’.at.football.matches.across.the.Irish.League,.the.issue.of.‘Stewarding’...This.was.not.unique.to.Glentoran,.but.presented.a.much.broader.picture.of.how.Stewards.at.football.matches.are.perceived.as.being.powerless.to.intervene.if.security.issues.or.inappropriate.behaviours.arose...As.a.group.they.were.in.favour.of.additional.security.measures.such.as.CCTV.cameras.facing.the.fans,.and.making.stadiums.‘all.seated’.venues

“They need to bring in proper events security all the time, like they do for the big matches”. (Focus.Group.Response)

Many.respondents.mentioned.issues.of.governance..Indeed,.the.overlapping.and.sometimes.contradictory.roles.of.the.various.bodies.in.question.were.difficult.to.appreciate..A.healthy,.transparent.and.mutually.supportive.internal.governance.model.is.critical.for.cohesion.and.the.development.of.shared.values..It.is.also.critical.for.commercial.success..This.fact.was.also.mentioned.in.responses.from.Glentoran.staff.

concerns...Young.adult.males.and.long.term.fans.had.none.or.few.concerns.for.safety,.at.the.Oval.or.at.any.other.stadiums...“I don’t think the sectarianism is that bad and the media have a lot to answer for – they pick up on the behaviour of a few idiots and blow it out of proportion – but media portrayal of soccer in general is an issue”. .(Focus.Group.Response)

A.significant.issue,.especially.for.the.Catholic/Nationalist.community.was.the.single.source.of.access.and.egress,.through.an.area.which.traditionally.is.seen.as.Unionist.and.Loyalist.territory,.and.is.not.considered.by.many.to.be.either.a.shared.space,.or.a.safe.space.

“Given where it is based doesn’t help. It is all about perception. The area up there has to be re-developed”. .(Individual.interview)

“… people feeling safe. Going in is no problem, and watching the match is no problem. It’s going out. If you are identified as a Catholic you won’t get out without comment”. .(Focus.Group.Response)

“I have never walked down it (Dee Street) in my life, I have never walked to The Oval” (Individual.interview)

“There is a lot of work going on to make it more acceptable, but because of where it is I don’t feel safe going there” (Focus.Group.Response)

“I would love to see the time coming when we could feel safe” (Focus.Group.Response)

“If the union flag is flying, that is saying ‘it is unionist’. They would be better with no flags”. (Individual.interview)

Another.topic.which.arose.consistently.throughout.the.audit.process.was.the.potential.re-development.of.the.Oval,.or.the.re-location.of.Glentoran.Football.Club.to.another.site...Many.stakeholders.raised.the.topic.as.an.area.of.concern,.not.necessarily.in.opposition.to.re-locating,.but.the.unanimous.view.was.strongly.opposed.to.re-locating.to.any.area.other.than.a.site.in.East.Belfast...“When you look at the stand, it’s falling about. If you moved to the Danny Blanchflower stadium the infrastructure is already there and it has a car-park” (Focus.Group.Response)

“I would be an advocate of re-developing the Oval. I don’t think the parking is as big a problem. I know loads of guys who would love to stay at the Oval but don’t think it feasible. It would be cheaper to build a new stadium” (Focus.Group.Response)

A.number.of.stakeholders.believed.a.new.ground.would.have.added.value...It.would.enable.the.provision.of.an.improved.customer.experience.in.terms.of.parking,.catering.and.toilets...It.could.provide.additional.income.streams.through.(for.example).fast.food.outlets.on.the.stands...It.could.tap.into.the.potential.to.generate.income.outside.match.days.from.other.sports...It.could.benefit.from.a.4G.pitch,.provide.conferencing.facilities.with.the.closest.venue.to.George.Best.Airport,.provide.corporate.hospitality,.or.rent.out.offices.as.an.additional.revenue.stream...

10

“There are Polish language schools on Saturday mornings, bring a few Glentoran players to them - Polish players have it in their contracts to go into schools each week to work with kids in coaching”..(Focus.Group.Response)

One.respondent.believed.outreach.should.begin.before.school.age.

“They (Glentoran) need to start earlier than secondary or primary school, or even before the child reaches four. They need to start at with pregnant women. Every pregnant mother gets a ‘bounty bag’ in the pre-natal process. Why not put in a bib or a baby-grow, or information on nutrition”. (Individual.interview)

New.migrant.communities.represent.a.significant.potential.audience.for.all.Irish.League.clubs,.none.more.so.than.Glentoran...The.largest.concentration.of.the.Polish.Community.in.Northern.Ireland.live.in.East.Belfast...Links.were.already.established.with.a.past.Glentoran.player.from.the.Polish.Community.

“There are Polish folk all over Northern Ireland, so for example, Glentoran could play against Newry, and Polish supporters from Newry would turn up to support Glentoran”. (Focus.Group.Response)

“There are Polish guys who would want to go to see Glentoran, but need to be welcomed in. They want to go somewhere, but don’t know where”. (Focus.Group.Response)

“The hours of the Irish League is the same as the SPL and the Premiership, and the same as the amateur leagues. Lower leagues in Poland play on a Sunday” (Focus.Group.Response)

3.5 Theme 3 - Programmes

Many.respondents.felt.that.it.was.simply.unsustainable.to.operate.in.the.competitive.environment.of.contemporary.football.without.a.proactive.strategy.based.on.creating.a.superb.customer.experience.and.increased.community.engagement..This.raised.for.all.respondents.the.issue.of.linkage.and.lateral.thinking..It.went.beyond.physical.facilities.(although.these.are.crucial).and.straight.to.the.question.of.multi-use.facilities,.schools.programs,.community.outreach,.staff.training,.technology.and.policy.

A.constant.issue.raised.has.been.the.absence.of.strategic.perspectives.around.the.inclusion.of.women..Every.young.male.footballer.has.a.mother..Response.after.response.indicated.that.effective.and.meaningful.engagement.with.women.and.the.creation.of.a.space.where.women.feel.welcome,.safe.and.involved.would.pay.rich.dividends..

“Targeting the mammies, that is right. I took my children to see their first football match”. (Focus.Group.Response)

“Do they even have ladies toilets”? (Focus.Group.Response)

“First, the ground needs to be more inviting to families, and females. I wouldn’t bring my wife to the Oval. I used to bring her there a lot when we were younger, but I wouldn’t bring her there now”. (Individual.interview)

“The only toilets women would want to use is in the milk bar” (Focus.Group.Response)

Perhaps.the.most.consistent.issue.raised.throughout.the.audit.was.the.apparent.lack.of.schools.or.youth.outreach.strategy...Most.stakeholder.groups.had.an.awareness.and/or.even.an.involvement.with.the.Glentoran.Academy,.but.all.respondents.consistently.believed.that.a.key.to.future.success.lay.in.targeting.children.through.schools.outreach.and.youth.programmes...“They should target schools to get young fans in on cheap tickets”. (Focus.Group.Response)

“If they don’t get into the schools, the kids won’t go. Kids force the issue. Kids won’t give their parents peace until they agree to take them to a match. Fathers will get it in the neck from both mothers and children, and will take the child to the match to get his head peace”. (Individual.interview)

“I would focus on schools. Maybe throw out 300 free tickets – but it would have to be a good experience to make them want to come back”. (Focus.Group.Response)

“Do they market themselves to schools”? (Focus.Group.Response)

“Do they market themselves to youth clubs and base it on a cross-community basis”? (Focus.Group.Response)

11

the.opportunities.to.offer.a.‘service’.to.the.community.that.goes.beyond.the.football.field.has.never.been.so.relevant.

Glentoran’s.rich.tradition.includes.as.well.a.responsibility.to.contribute.back.into.the.community.from.which.it.emerged..This.is.not.simply.about.commemorating.past.achievements..It.is.also.about.setting.standards.of.excellence,.inclusion.and.diversity.which.would.put.Glentoran.in.a.position.of.leadership..A.critical.weakness.in.developing.an.effective.diversity.strategy.and.proactive.community.inclusion.strategy.would.be.to.become.passive.and.reacting.only.to.external.pressures..The.‘fire.in.the.belly’.sense.around.effective.development.of.community.and.diversity.opportunities.should.be.championed.because:.this.should.be.done.because.it.is.right,.it.is.visionary,.it.is.appropriate.and.it.is.productive.for.all.stakeholders....4.3 Community Engagement

A.structured.community.engagement.program.would.explore,.identify,.analyse.and.implement.community.interventions.which.both.complements.the.Football.Club,.but.perhaps.more.acutely.build.community.support.which.can.be.realised.through.increased.attendance.rates.and.gate.receipts,.thus.helping.to.secure.the.future.of.this.historic.institution...

Reacting.to.change,.addressing.needs,.building.bridges,.establishing.new.partnerships:.these.are.the.approaches.required.to.increase.Glentoran’s.profile,.and.build.new.levels.of.support.and.interest.amid.new.and.emerging.sectors.and.communities.

There.is.an.ideal.opportunity.to.co-ordinate.the.activities.of.all.of.the.Glentoran.‘family’:.Board,.Players,.Staff,.Foundation,.and.Community.Trust...This.should.rest.with.the.Community.Relations.Officer.of.Glentoran.Football.Club...The.resulting.output.will.be.an.integrated.approach.to.address.both.the.internal.and.the.external.needs.of.the.club.

It.is.evident.that.there.has.been.some.organisational.overlap.and.blurring.of.roles.in.recent.years.in.what.is,.at.times,.quite.a.complex.structure.in.terms.of.reporting.relationships.but.also.in.terms.of.professionals,.volunteers.and.supporters..Streamlining.and.development.of.more.professional.approaches.are.in.themselves.contributors.to.a.more.pro-active.enhanced.community.relations.approach.

A.number.of.opportunities.have.arisen.throughout.this.audit.such.as.schools.outreach,.health.and.well-being.promotion,.the.Polish.community,.reaching.out.to.a.female.fan-base,.increasing.accessibility.for.disability,.and.especially,.dealing.with.sectarianism.and.racism.through.implementing.sustainable.interventions.and.developing.relationships.with.communities.such.as.the.Short.Strand...It.is.up.to.the.Glentoran.organisation.which.if.any.of.these.opportunities.it.chooses.to.seize.

4.0 Conclusions

4.1 Change Management

One.significant.outcome.of.the.audit.has.been.the.overwhelming.view.from.all.respondents.that.change.is.required.for.Glentoran.to.survive..Change.has.been.suggested.in.many.guises,.and.across.the.range.of.discussions,.with.as.many.opposing.views.as.shared.views...There.are.those.who.want.radical.reformation,.and.yet.others.who.see.a.need.for.minor.adjustments.and.incremental.improvement...There.are.those.who.want.revolution.and.those.who.want.evolution...

There.are.common.themes.which.run.throughout.this.audit.process...These.themes.demand.a.certain.amount.of.change.to.take.place...Community.groups.want.to.engage.with.Glentoran,.but.they.also.want.Glentoran.to.engage.with.them...All.of.the.stakeholders.who.took.part.in.the.audit.spoke.of.the.need.to.engage.with.young.people.and.provide.services.to.schools...There.is.an.overwhelming.body.of.support.for.the.club.and.a.unanimous.desire.for.Glentoran’s.continued.survival.in.Irish.league.football...There.is.significant.cross-community.support,.and.a.desire.to.watch.Glentoran.play.quality.football.in.a.‘shared.space’,.whether.that.is.the.Oval,.or.a.new.facility.located.in.East.Belfast...There.is.an.opportunity.for.Glentoran.to.be.a.catalyst.for.bringing.communities.together,.healing.hurts.and.re-establishing.old.relationships...There.are.opportunities.to.address.social.issues,.assist.in.providing.health.and.wellbeing.education.to.the.community...

This.audit.represents.a.snapshot.in.time...It.also.provides.a.baseline.against.which.future.measurement.may.be.taken,.to.establish.the.effectiveness.and.impact.of.any.strategic.direction.which.emanates.from.this.audit.

4.2 Opportunity and Potential

In.the.audit,.it.was.acknowledged.by.both.traditional.communities.that.there.is.a.lot.of.good.work.that.goes.on.at.Glentoran...The.image.of.Glentoran.is.positive.in.its.intent...Perhaps.what.it.has.lacked.has.been.an.effective.degree.of.sustainability.in.its.recent.community.approach.

The.very.first.community.respondent.remarked,.“Personally, with me you are pushing an open door”.and.a.similar.response.was.forthcoming.from.each.respondent.in.the.community.sector...There.is.an.unparalleled.opportunity.for.Glentoran.to.engage.in.a.structured.outreach.into.the.community,.with.the.majority.Protestant.community,.the.minority.Catholic.community,.with.ethnic.groups.such.as.the.Polish.community,.and.with.the.many.other.‘groups’.that.fall.within.the.fabric.of.East.Belfast.and.beyond.

The.potential.of.Glentoran.as.a.sporting.body,.with.a.rich.heritage.as.a.community.football.team.and.an.undisputed.track.record.of.a.team.with.a.mixed.representation.of.players.and.managers.on.the.pitch.and.on.the.touchline,.is.significant...The.social.fabric.of.East.Belfast.can.only.be.enhanced.by.a.greater.community.involvement.by.its.local.football.club,.and.

12

5.0 Recommendations

There.are.a.number.of.recommendations.from.this.audit.which.collectively.build.on.Glentoran’s.ability.to.manage.change,.capitalise.on.opportunities.and.realise.potential,.and.put.in.place.a.structured.community.engagement.programme.which.will.demonstrate.the.business.model.‘adding.value’.and.establish.the.club.as.a.learning.organisation..

1. Any internal training and strategic planning by Glentoran Football Club should at all times link to community engagement in the context of change and altered demographics.

2. Glentoran implement a community engagement programme that addresses a range of community needs and renews or develops sustainable linkage and partnership with a range of community groups.

3. New opportunities for structured outreach should be prioritised with specified and measurable targets.

4. Use of new media in minority languages and accessible formats should be developed.

5. A full accessibility audit should be undertaken based on principles of Universal design and addressed to all categories covered by Section 75 of the Northern Ireland Act (1998).

6. Direct contact with women’s and toddlers groups should be instituted to promote awareness of Glentoran Football Club and its pro-active community engagement programme.

7. A full review of access and egress issues in relation to The Oval should be undertaken.

8. A full training needs analysis for all players, staff and volunteers should be undertaken (with specific reference to awareness, competence and skills in diversity management, hospitality service and conflict resolution).

9. Training programmes should be provided or, if not readily available, developed to meet these needs.

10. A full review of procedures, policies and practices should be undertaken to ensure that practices are not merely rote or ‘tick-the-box’ but are a golden thread linking inclusion and diversity to best practice in good community relations.

11. Glentoran should develop a repository of resource materials, case studies, training tools and diversity awareness packs available on-line.

12. Full consideration should be given to locating good relations and diversity management within a context of pro-active customer service models based on excellence, quality and defined shared benefit.

4.4 Business model and learning organisation

Glentoran.is.a.business,.and.like.all.businesses.in.the.current.financial.and.economic.climate,.especially.those.depending.on.consumer’s.disposable.income.to.survive,.these.are.currently.exceptionally.difficult.times.

Glentoran.Football.Club.has.already.demonstrated.its.creativity.and.innovation.by.undertaking.an.initial.diversity.training.programme.and.commissioning.this.audit...It.is.recognised.and.applauded.by.the.IFA.as.being.the.first.club.to.appoint.a.full.time.Community.Relations.Officer...It.is.the.first.football.club.to.commission.and.deliver.interactive.training.in.equality.and.diversity.for.its.paid.and.voluntary.staff..Glentoran.has.already.demonstrated.itself.as.a.‘learning.organisation’...This.is.a.momentum.that.needs.to.be.built.on..Clubs.such.as.Charlton.Athletic.FC.have.demonstrated.their.ability.to.build.capacity.in.a.community,.and.‘learn’.from.it...They.now.have.a.level.of.recognised.best.practice.in.England.and.Wales..Glentoran.has.a.unique.opportunity.to.develop.a.similar.profile.in.Northern.Ireland...

13

References.

1.. .Back,.L.,.et.al..(1998).‘Racism.in.Football:.Patterns.of.Continuity.and.Change’.in.Brown..A.,.ed..Fanatics:.Football.and.Popular.Culture.in.Europe,.(London:.Routledge)

2.. .Bell,.D..(1990),.Acts.of.Union:.youth.culture.and.sectarianism.in.Northern.Ireland.(London:.Macmillan)

3.. .Carlisle,.L..(2007).Returning.Football.Clubs.to.their.Communities,.Unpublished.B.Sc..Thesis,.University.of.Ulster,.Jordanstown.

4.. .Coalter,.F..(2007),.A.Wider.Role.for.Sport.(London:.Routledge)

5.. .Department.of.Culture,.Arts.and.Leisure.(NI).(2004).The.Fans.Perspective:..summary.findings.of.independent.research.on.the.views.and.experiences.of.soccer.fans.in.NI.(Belfast:.DCAL).

6.. .Fahey,.L..and.Narayanan,.V..K..(1986).Macroenvironmental.Analysis.for.Strategic.Management,.St.Paul,.MN,.West.Publishing.

7.. .Garnham,.N..et.al.(2008),.How.the.East.was.Won.(Belfast:.Glentoran.Community.Trust)

8.. .Jarman,.N..(2007),.Another.Form.of.Troubles:.Parades,.Protests.and.the.Northern.Ireland.Peace.Process,.1995-2004.(Oxford:.University.Press)

9.. .Kitchin,.P..(2011),.Sport.and.Good.Relations.in.the.CAN.Partnership.(Jordanstown:.University.of.Ulster).

10.. .Magee,.J.,.‘Football.Supporters,.Rivalry.and.Protestant.Fragmentation.in.Northern.Ireland’,.in.Bairner,.A..(ed.).Sport.and.the.Irish:.Histories,.Identities,.Issues.(Dublin:.UCD.Press)

11.. .OFMDFM-NI.(2005).A.Shared.Future:.Policy.and.Strategic.Framework.for.Good.Relations.in.Northern.Ireland.(Internet).Belfast..

. Available.from:.http://www.asharedfutureni.gov.uk/gprs.pdf..

. [accessed.27.April.2011]

12.. Orr,.P..(2008),.New.Loyalties.(Belfast:.CCCI).

13.. UEFA.(2002),.Unite.Against.Racism.(Nyon:.UEFA).

14.. .University.of.Leicester.(2002):.Centre.for.the.Sociology.of.Sport:.Fact.Sheet.6:.Racism.and.Football..Available.from:

15.. .http://www.le.ac.uk/so/css/resources/factsheets/fs6.html..(accessed.27.April.2011)

.

13. A full review should be undertaken of all buildings, signage, symbols, language and publications to meet quality standards of inclusion.

14. Any modifications to the physical environment and service provision resulting from such review, should be based on principles of Universal Design.

15. Deliver the equality and diversity training program to all members of Glentoran staff, including all Stewards, Players and Board members. It is recommended the training be completed by its entire current staff, paid or voluntary, over the remainder of 2011.

16. Deliver workshops on the ‘Respect’ Initiative with representatives from all of the key groups of the Glentoran family (including Board, Trust, Foundation and Players) to provide an opportunity to renew working relationships and liaison across the organization. Such workshops can be structured to develop key skills in scoping and implementing community engagement interventions designed to deliver added value and support.

17. Deliver a facilitated meeting with the key community groups in East Belfast in response to significant community interest in developing partnership arrangements.

18. Create linkage with other football clubs and organizations involved in similar initiatives, both nationally and internationally, with a view to creating sustainable programs which contribute to community engagement.

19. Develop a methodology of benchmarking to address elimination of sectarianism, racism, and other forms of discrimination within Glentoran Football Club.

20. Investigate the potential of developing innovative shared learning in sporting, community linkage and funding opportunities through initiatives operated by the European Union and international sporting bodies.

14

disability,.age.quality.of.football,.facilities,.through.the.themes.of.perceptions,.features,.challenges.and.futures..

Appendices

1 Survey Data

The.following.survey.was.carried.out.as.part.of.the.primary.evidence.gathering...Questions.were.focused.on.establishing.views.on.issues.such.as.sectarianism,.racism,.sexism,.

The.survey.was.distributed.through.three.diff.erent.streams...The.electronic.survey.was.circulated.by.the.East.Belfast.Community.Development.Agency.to.their.full.database.of.134.respondents,.each.representing.organisations.within.the.greater.East.Belfast.community...An.email.address.(glentoranpartnership@gmail.com).was.set.up.to.handle.all.electronic.replies.and.the.completion.date.was.extended.to.the.31.March.2011...In.total.a.disappointing.7.organisations.responded...Inferences.may.be.drawn.from.this.low.response.rate,.which.on.its.own.it.does.not.constitute.a.valid.and.reliable.sample.of.data.

However,.a.second.stream.employed.was.to.provide.paper.copies.of.the.survey.over.a.three.day.period.to.the.Carew.II.Family.and.Community.Centre...23.respondents.completed.

the.forms.over.the.period.on.a.voluntary.basis.whilst.passing.through.the.centre...This.provides.a.much.more.valid.sample.

The.third.stream.was.the.participation.of.two.classes.of.students.from.the.Montgomery.Road.campus.of.Belfast.Metropolitan.College,.who.took.part.in.a.focus.group.as.part.of.the.audit...24.respondents.volunteered.to.complete.and.return.a.survey.document,.which.provided.a.total.sample.in.all.three.streams.of.54.

It.is.recognised.that.the.sample.remains.too.small.to.be.considered.a.valid.representation.of.the.overall.community.of.East.Belfast,.however.it’s.usefulness.should.not.be.dismissed...It.does.provide.a.snapshot.of.opinion.from.citizens.residing.in.the.immediate.area,.and.has.some.value.in.representing.how.public.perception.is.gauged.

Email competed copy to glentoranpartnership@gmail.com

Glentoran Partnership

Community Relations Audit: Questionnaire PERCEPTIONS Yes No

1. Does Glentoran FC have a good image in your community?

2. Does GFC come across as positive in terms of its profile?

3. Does GFC come across as negative in terms of its profile?

4. When you think of GFC who do you think of most: (just check one box)

Its Board

Its Team players

Its staff

Its fans

5. Do you feel GFC is open and welcome to all the community? FEATURES In the operation of GFC how would you rate the following: (Where 1 is poor and 5 is excellent) 1 2 3 4 5 Don’t Know

1. Football quality

2. Facilities

3. Inclusiveness

4. Networked with other agencies

5. Positive structures

6. Dynamic environment

CHALLENGES In the operation of GFC do you see any elements of:

Yes No 1. Sectarian behaviour or attitudes?

2. Sexist behaviour or attitudes?

3. Issues around access for people with disabilities?

4. Issues around age profile?

5. Issues around culture or ethnic identification?

FUTURES State the kinds of things GFC should or could do to become a centre of quality sport for all:

15

When.thinking.of.Glentoran,.almost.half.(48%).think.of.the.team.players.in.the.first.instance,.whilst.43%.think.of.the.fans...Only.7%.think.of.the.Board,.and.2%.think.of.Glentoran.staff...This.clearly.indicates.the.profile.that.both.team.players,.and.Glentoran.fans.have.in.the.overall.community..

Perceptions

Encouragingly,.69%.of.those.surveyed.consider.Glentoran’s.image.in.the.overall.community.to.be.positive...70%.consider.their.profile.as.positive,.whilst.33%.consider.their.profile.comes.across.as.negative...67%.feel.Glentoran.is.open.and.welcome.to.all.the.community.

Does Glentoran come across as negative in terms of profile?

Does Glentoran have a good image in your community? Do you feel Glentoran is open and welcome to all the community?

Does Glentoran come across as positivein terms of profile?

When you think of Glentoran do you think of: Board Team Players Staff Fans

16

Features.

Respondents.were.asked.to.rate.the.following.features.in.respect.of.football.quality,.facilities,.inclusiveness,.networking.with.other.agencies,.positive.structures.and.dynamic.environment.on.a.scale.of1-5.where.1.is.poor,.and.5.is.excellent...The.results.are.shown.in.the.following.graphs:

Football Quality - where 1 is poor and 5 is excellent

Inclusiveness - where 1 is poor and 5 is excellent

Positive structures - where 1 is poor and 5 is excellent

Facilities - where 1 is poor and 5 is excellent

Networked with other agencies - where 1 is poor and 5 is excellent

Dynamic environment - where 1 is poor and 5 is excellent

17

67%.identifi.ed.issues.around.sectarianism...44%.identifi.ed.issues.around.culture.or.ethnic.identifi.cation,.and.43%.around.sexist.behaviour.or.attitudes...A.quarter.of.all.respondents.indicated.disability.and.age.profi.le.as.issues.

Challenges

Respondents.were.asked.to.indicate.if,.within.the.operation.of.Glentoran.they.saw.elements.of.(or.were.aware.of ).elements.of:

1.. Sectarian.behaviour.or.attitudes?.2.. Sexist.behaviour.or.attitudes?.3.. Issues.around.access.for.people.with.disabilities?4.. Issues.around.age.profi.le?.5.. Issues.around.culture.or.ethnic.identifi.cation?.

The.following.charts.illustrate.the.response.

Elements of Sectarian behavior or attitudes Elements of Sexist behavior or attitudes

Issues around age profi leIssues around access for people with disabilities

Issues around culture or ethnic idenifi cator

18

2 Background Issues and Themes (Literature Review)

History, tradition and attachment

Glentoran.Football.Club.was.founded.in.1882...The.club.emerged.at.a.time.of.rapid.and.sustained.social.and.economic.transformation.in.which.the.city.of.Belfast.was.becoming.one.of.the.fastest.growing.centres.of.industry.in.Europe..Glentoran.was.then,.as.it.is.now,.both.a.result.of.the.changing.landscape.of.Belfast.and.a.contributor.to.that.change.in.its.own.right..This.Community.Relations.Audit.is,.in.part,.an.analysis.of.a.football.club’s.relationship.to.and.perception.by.the.community.of.which.it.is.an.integral.part..At.a.deeper.level,.this.audit.is.also.a.chronicle.of.the.change.and.transformation.of.that.community.itself.

Glentoran.FC.began.its.life.at.a.time.of.significant.demographic.transformation.when.Belfast.was.experiencing.all.the.turmoil.of.industrialisation,.population.shifts,.rapid.urbanisation,.improved.health.and.sanitation.and.the.opening.of.new.levels.of.opportunity.for.people.in.terms.of.employment,.skills.acquisition.and.education..However,.deep.and.profound.problems.were.also.in.evidence.in.this.changing.social.landscape.

Belfast’s.growth.occurred.against.a.backdrop.of.significant.crisis.and.conflict.on.the.island.of.Ireland.throughout.the.nineteenth.century..Its.growth.as.a.city.paralleled.the.growth.of.industrialisation.and.urban.demographic.explosion.common.to.other.British.and.European.cities.–.but.this.Belfast.process.was.largely.unique.in.Ireland..The.growth.and.economic.dynamism.of.Belfast.and.its.hinterland.stood.in.stark.contrast.to.the.devastation.and.impoverishment.of.the.rest.of.Ireland..A.divided.and.restless.population,.overwhelmingly.rural.and.disenfranchised,.had.lived.through.the.catastrophes.of.eviction,.famine.and.mass.emigration..As.such,.Belfast.acted.as.a.strong.pole.of.attraction.to.impoverished.rural.dwellers.who,.in.increasing.numbers.arrived.in.the.city.looking.for.work.and.a.better.future.

By.the.time.Glentoran.was.established,.Belfast.had.already.accommodated.significant.inward.population.growth..This.new.population.however.also.encapsulated.the.sectarian.and.religious.divisions.of.the.wider.society..By.the.end.of.the.nineteenth.century.Belfast.was.also.a.deeply.divided.city..Communities.had.emerged.which.were.largely.single.identity,.often.feeling.vulnerable.and.threatened,.and.deeply.suspicious.of.the.‘other.side’..Industrial.Belfast.was.in.some.senses.also.becoming.a.city.of.mutually.antagonistic.ghettos..These.divisions.intersected.with.deep.class.divisions..Already,.by.the.end.of.the.century,.riots.and.sectarian.disturbances.were.regular.occurrences.

In.such.a.deeply.divided.society,.shared.spaces.became.increasingly.rare..This.affected.almost.all.forms.of.cultural.expression.from.music.to.language,.festivals.to.dancing..It.also.affected.sport..One.of.the.features.of.Irish.social.transformation.in.the.late.Victorian.age.was.the.explicit.use.of.sport.as.a.means.to.address.or.preserve.national.identity,.most.evidently.(but.not.uniquely).seen.in.the.establishment.and.development.of.the.Gaelic.Athletic.Association.

Futures

The.final.question.allowed.free.text.to.be.added.regarding.the.future.of.Glentoran...The.responses.are.recorded.below:

•. “Have.more.cross-.community.events.during.half.time”

•. .“Concentrate.on.youth.football.and.keep.the.best.players.that.come.out.of.the.academy”

•. “Better.players,.cheaper.tickets.and.offers.&.promotions”

•. “Improve.the.standard.of.football”

•. “More.entertainment”

•. .“Improve.the.stadium.and.training.facilities.and.invest.more.money.in.the.youth.of.the.club...Better.promotion.of.matches,.cheaper.entrance.fee.to.matches,.more.work.within.the.community.and.better.liaison.between.the.Board.room.and.supporters.with.the.IFA.to.improve.the.facilities”

•. .“Improve.the.state.of.stadiums.and.pitches...Invest.more.money.into.it.and.eliminate.all.dangerous.situations.that.could.happen.before,.during.and.after.the.match”

•. .“More.dynamic.management.team...better.use.of.existing.facilities.-.raising.funds.for.improvements”

•. “Adopt.to.change.and.be.more.open.to.cultural.diversity”

•. .“Need.to.become.more.inclusive.of.the.community.of.East.Belfast.and.be.at.more.forefront.in.relation.to.community.activities.and.events..Also.needs.to.be.more.involved.with.the.community.in.East.Belfast.and.surrounding.areas”

•. “Reduce.pricing.policy.for.young.children”

•. “Advertise.academy.football.better”

•. .“More.investment.in.local.football.training.to.include.work.of.cultural.diversity,.drugs.and.alcohol.and.community.support...Greater.co-operation.with.local.community.sector”..

.

19

challenges.mean.that.the.community.of.which.Glentoran.is.such.a.part.has.itself.been.transformed.and.the.conditions.which.prevailed.for.so.many.decades.simply.no.longer.apply.According.to.data.from.the.2001.census.the.Glentoran.community.base.has.been.most.deprived.in.terms.of:

•. Employment•. Health.deprivation•. Living.environment.

In.the.same.census,.45%.of.the.local.population.was.deemed.economically.inactive.

A.community.in.which.the.vast.majority.of.people.were.once.employed.in.local.industry.started.to.deteriorate.and.the.group.which.suffered.most.has.been.economically.active.young.men,.the.same.group.which.once.dominated.football.grounds..(Carlisle.2007,.p..12)

The.proud.traditions.of.Glentoran.therefore.are.intimately.bound.up.with.the.altered.socio-economic.landscape.of.its.changing.community..This.audit.therefore.has.looked.closely.at.the.contours.of.community.itself..In.charting.ways.to.develop.good.community.relations,.the.first.step.is.to.acknowledge.the.extent.to.which.that.community.has.itself.changed.and.no.longer.necessarily.conforms.to.the.myths.and.stereotypes.that.are.still.prevalent.in.certain.quarters.

Sport and football

The.potential.of.sport.to.enrich.lives.and.build.collaborative.social.linkage.is.attested.throughout.the.literature.on.the.sociology.of.sport..Sport.clearly.fulfils.many.more.roles.than.merely.the.organised.expression.of.physical.activity.and.exercise..Sport.and.its.constituent.elements.(players,.supporters,.stakeholders).play.an.enormous.role.in.all.societies.as.it.has.done.for.millennia..We.have.evidence.from.the.sixth.century.Byzantine.Empire.of.riots.and.violent.clashes.between.rival.supporters.of.the.Greens.and.Blues.racing.teams,.for.example.

Sport,.in.essence,.can.also.be.profoundly.contradictory..While.binding.one.community.together.it.often.cements.this.sense.of.shared.identity.by.bitter.rivalry.with.opposing.teams.or.competitors..At.its.core,.sport.can.be.both.uniting.and.divisive.This.takes.on.a.particular.resonance.in.a.society.like.Northern.Ireland.where.division.and.community.dispute.have.been.underlying.realities.since.the.creation.of.the.State.after.the.partition.of.Ireland.in.1921.–.and.indeed.long.before.that.in.terms.of.inter-communal.tensions.and.hostility.

While.this.impacts.all.sports.in.a.divided.society,.it.has.had.a.particular.impact.on.the.trajectory.of.organised.football..Football.today.has.become.a.truly.globalised.game,.perhaps.the.first.such.in.human.history..It.has.become.a.multinational.enterprise.in.its.own.right,.with.a.mass.following.in.most.countries,.deeply.tied.in.to.sponsorship.and.business.dimensions.and.existing.in.a.symbiotic.relationship.with.a.pervasive.

The.tradition.of.Glentoran.has.been.one.of.close.attachment.to.its.local.community.in.terms.both.of.identification.and.self-perception..In.this.sense,.Glentoran.is.not.alone..Most.of.the.football.teams.that.emerged.in.the.19th.century,.particularly.in.Belfast,.arose.in.working.class.communities.where.strong.linkage.to.local.industry.was.a.characteristic.feature..In.the.case.of.Linfield,.for.example,.the.link.was.to.the.linen.mills..In.Glentoran,.the.link.was.overwhelmingly.to.the.heavy.engineering.sectors.that.predominated.in.East.Belfast,.first.and.foremost.being.the.Harland.and.Wolff.shipyard.

The.fortunes.of.football.can.in.many.ways.be.seen.as.intimately.linked.to.the.surrounding.economic.conditions.in.Belfast..Most.respondents.in.this.audit.confirmed.the.sense.that.Glentoran.was.intimately.linked.to.the.conditions,.expectations.and.circumstances.of.industrial.life.in.East.Belfast..Community.engagement.and.support.can.therefore.be.seen.as.intrinsically.connected.to.the.prevailing.socio-economic.circumstances.that.so.deeply.underpin.the.identity.and.perception.of.the.club.

Especially.in.the.post.Second.World.War.environment,.Glentoran.built.on.this.community.identification.and.maintained.relatively.high.levels.of.support..Its.performances,.in.both.the.Irish.league.and.internationally,.saw.notable.successes..Attendances.could.be.significant.–.particularly.for.landmark.games.such.as.the.one.against.Benfica.in.1967.

Throughout.the.audit.process,.respondents.referred.to.these.days.of.success.and.heightened.support.with.a.mixture.of.pride.and.nostalgia..It.is.clear.that,.for.those.who.support.Glentoran,.they.do.so.with.passion.and.commitment..They.identify.with.values.of.tenacity.and.loyalty..Above.all,.they.see.Glentoran.as.an.intrinsic.and.indispensable.element.in.the.community.of.which.it.is.part.

This.laudable.sense.of.identity.and.commitment.however.masks.a.number.of.deeper.concerns..The.evidence.is,.in.fact,.that.the.fortunes.of.the.club,.like.that.of.the.traditional.community.of.East.Belfast.have.been.undergoing.a.profound.transformation..

In.an.important.early.piece.of.research.on.youth.culture.and.sectarianism,.it.was.pointed.out.that.the.sense.of.community.once.felt.among.people.in.Protestant.working.class.areas.had.been.undergoing.significant.change.and.disintegration.(Bell.1990)..Another.significant.piece.of.research.(Carlisle.2007).on.Glentoran.in.2007.linked.this.sense.of.fragmentation.in.community.to.three.domains:

1.. Economic2.. Spatial3.. Political

The.key.point.is.that.East.Belfast.in.particular.(as.Northern.Ireland.in.general).has.been.experiencing.decades.of.profound.and.sustained.de-industrialisation..Almost.all.traditional.industries.are.now.gone..Unemployment.and.underemployment.rates.are.persistently.high..Levels.of.skill,.acquisition,.educational.attainment.and.literacy.are.all.significantly.below.par..A.range.of.social.and.demographic.

20

Research.by.the.Institute.for.Conflict.Research.in.Northern.Ireland.in.2007.showed.that.sectarianism,.racism.and.crowd.trouble.were.not.isolated.incidents.in.Irish.League.Premiership.matches.(Jarman.2007),.although.anecdotal.evidence.suggested.that.this.was.improving.

Divided Society and Conflict

The.divisions.of.society.in.Northern.Ireland.have.been.profound.and.sustained.over.many.generations..Since.the.partition.of.the.island.of.Ireland.in.1921,.a.particular.issue.has.been.the.status.and.identity.of.the.State.of.Northern.Ireland.that.remained.in.the.United.Kingdom.(with.its.own.regional.government.in.Belfast)..Northern.Ireland.was.largely.rejected.from.the.outset.by.Irish.nationalism.and.republicanism..Its.validity.was.not.accepted.or.recognized.by.a.significant.minority.of.its.own.citizens..It.was.to.endure.prolonged.spells.of.political.instability.and.communal.violence.in.every.decade.thereafter..The.most.recent.conflict.began.with.a.struggle.for.Civil.Rights.in.1968.but.soon.escalated.into.a.violent.conflict.with.the.British.State.by.republican.and.nationalist.groups.which.lasted.until.the.Belfast.Agreement.of.1998.(with.several.ceasefires.in.between)...Loyalist.counter-violence.contributed.to.escalating.spirals.of.conflict.and.death.

This.conflict.manifested,.in.extreme.form,.the.polarization.of.society.and.deeper.underlying.tensions.regarding.identity,.culture,.self-perception,.fear,.and.acceptance.of.the.other.and.understandings.of.community..It.is.evident.and.not.surprising.that.football.was.affected.by.this.social.conflict.

At.another.level.there.has.been.a.sustained.debate.around.concepts.such.as.social.justice,.human.rights,.shared.space.and.equitable.recognition..The.end.of.overt.conflict.has.highlighted.the.need.to.tackle.sectarianism.and.communal.strife.in.new.ways..The.need.for.a.response.that.is.connected.to.the.real.experiences.of.existing.communities.and.their.needs.is.now.deemed.critical..The.need.for.educational.and.training.provision.that.is.innovative.and.dynamic.is.a.real.challenge.

In.March.2005.the.Office.of.the.First.Minister.and.Deputy.First.Minister.(OFMDFM).released.its.document,.A.Shared.Future,.on.strategic.vision.for.a.future.Northern.Ireland.moving.beyond.cessation.of.conflict.to.development.and.promotion.of.good.relations..The.foundation.of.this.approach.was.defined.as.partnership,.equality.and.mutual.respect.(OFMDFM.2005)..Among.other.issues,.the.Report.specifically.addressed.the.role.of.sport.in.addressing.the.concerns.of.a.divided.society.

There is strong evidence that sport can support and underpin cross community contact, contact between people of different races and positively promote greater tolerance and respect.

The.demographic.shifts.and.population.movements.of.the.Industrial.Revolution.of.the.19th.century.saw.Belfast.develop.in.specific.ways.determined.by.segregated.communities.and.distinctive.patterns.of.labour.market.sectors..Both.players.and.supporters.increasingly.reflected.the.dominant.culture.of.the.

media.presence..In.almost.every.sense,.football.is.now.big.business..Its.traditions.and.principles.remain.however.

A.global.game.has.the.potential.to.offer.global.perspectives.around.a.sense.of.universal.rules,.fairly.enforced.where.models.of.behaviour.centre.on.inclusiveness,.non-discrimination.and.team.spirit..Set.against.this.is.the.worrying.growth.of.movements.and.forces.that.use.football.as.a.prop.for.nationalist,.populist.and.xenophobic.purposes.where.the.game.becomes.a.stage.to.reinforce.ethnic.stereotypes.and.exploit.fears.and.passions.of.supporters.in.a.matrix.of.intolerance,.violence.and.bigotry.

Issues.of.intolerance.and.racism.have.very.much.pre-occupied.the.governing.authorities.of.organized.football.at.both.national.and.international.levels..Almost.ten.years.ago,.the.European.umbrella.body.UEFA.promoted.a.set.of.guidelines.to.address.bigotry,.racism.and.sectarianism.–.its.Ten.Point.Plan.(UEFA.2002)..National.football.authorities.have.been.acutely.aware.of.the.potential.for.conflict.and.disturbance.if.these.issues.are.not.addressed.in.a.systematic.and.planned.manner.

Thus.if.football.is.designed.to.unite,.it.can.equally.act.to.polarise.and.divide..However.pro-active.any.club.or.section.of.the.football.community.might.be,.plans.for.inclusiveness.and.shared.enjoyment.require.a.structured.focus.on.all.elements.in.the.game.and.its.operation..Best.international.practice.envisions.this.process.occurring.in.the.context.of.defined.actions.by.national.authorities,.club.management,.stewards,.supporters.and.communities..Specific.issues.that.have.been.advocated.include.awareness.raising,.inclusion/integration.measures,.education.and.training.

Deeper.issues.around.exclusion.and.prejudice.exist.regarding.football,.as.they.do.in.all.social.organisations..The.University.of.Leicester.has.produced.extensive.research.on.the.hidden.and.overt.manifestations.of.racism.for.example,.which.demonstrate.how.profound.these.challenges.are.

Breaking down the persistent institutional racism within the game will be a tremendous challenge, perhaps more difficult than reducing the hooliganism and neo-Nazi racist activity prevalent in the 1970s and 1980s.

. (University.of.Leicester.2002)

Back,.et.al..(1998),.also.sees.institutional.racism.as.a.strong.force.in.football.today,.commenting.that.it.is.“easy.for.everyone.to.support.a.campaign.against.racism.in.football.when.it.is.targeted.against.pathologically.aggressive,.neo-Nazi.thugs..It.might.prove.a.little.more.tricky.to.generate.football-wide.support.if.we.were.to.start.asking.questions.about.the.attitudes.in.the.boardroom,.on.the.pitch,.and.in.the.training.ground”..Black.managers.are.rare,.as.are.black.club.officials,.or.even.club.employees..Widespread.racist.stereotypes.about.blacks.abound.among.the.nearly.all-white.club.managers,.coaches,.administrators.and.officials,.particularly.that.they.are.athletically.gifted.but.intellectually.inferior..Within.British.football.culture.in.which.‘whiteness’.is.normalised.-.even.in.the.era.of.foreign.imports.-.blacks.do.not.make.suitable.managers.or.coaches.(Back.et.al.2001)..

21

itself.diverse.and.changing.with.many.elements.of.difference.contained.within.its.restructured.and.evolving.social.space.

A.key.recurring.theme.of.this.audit.has.been.the.question.of.gender..The.lack.of.female.participation.in.Glentoran.(at.a.wide.number.of.levels.but,.most.notably,.as.attending.supporters).has.been.a.remarkable.feature..This.is.not.unique.to.Glentoran..Research.in.2004.demonstrated.that.of.those.who.attended.football.matches.in.Northern.Ireland,.93%.were.male.(DCAL,.2004)..This.research.also.showed.that.the.vast.majority.of.attending.supporters.were.Protestant.(78%).white.(100%).and.over.thirty.years.of.age.(73%)..

A.diverse.and.changing.society.is.simply.not.reflected.in.these.statistics..These.observations.also.emerge.from.this.audit..A.potential.and.vastly.increased.number.of.population.segments.simply.do.not.attend.football.matches.in.general,.and.Glentoran.in.particular.

A.final.issue.around.community.division.and.change.is.that.of.inward.migration..Since.2004,.a.significant.number.of.citizens.of.other.EU.(and.also.non.EU).member.states.have.arrived.in.Northern.Ireland.to.live.and.work..These.significantly.expanded.communities.bring.a.new.energy.and.dynamism.to.community.life.–.but.also.a.very.different.sense.of.identity.and.culture..While.research.shows.that.they.adapt.quickly.and.astutely.to.the.pre-existing.divisions.in.the.society.they.encounter,.their.presence.fundamentally.alters.the.demographic.landscape..Despite.the.recession.and.economic.crisis.unfolding.since.2008,.there.is.no.evidence.that.these.new.migrant.communities.are.simply.going.away..Ethnic.and.national.diversity.is.here.to.stay..This.in.itself.has.huge.implications.for.the.nature,.structure.and.inclusive.position.of.football.and.the.operation.of.Glentoran.

Particular.mention.should.be.made.of.the.Polish.community..The.largest.concentration.of.Polish.nationals.in.Northern.Ireland.is.now.living.in.East.Belfast.(estimated.to.be.in.the.region.of.8,000.people)..Their.interest.in.and.engagement.with.Glentoran.has.immediate.and.direct.relevance.for.reviewing.a.sense.of.community.and.the.imperatives.associated.with.developing.an.inclusive.environment.for.all.

The.wider.impact.of.change,.division.and.communities.isolated.from.each.other.are.not.remote.from.the.planning.and.structures.Glentoran.will.need.if.it.is.to.survive.and.function.to.its.optimal.levels.in.the.years.ahead..A.perceptive.commentator.on.the.nature.of.change,.threat.and.identity.in.similar.communities.has.been.Philip.Orr.

The legacy of the Troubles is about much more than the lost lives and bereaved families who are its most tragic consequence. A lot of people in Loyalist communities are still trapped and troubled, economically and culturally, while middle-class Protestants have been able to adapt to change, ‘move on’ and in many cases thrive… Multicultural challenge may lie ahead for this society. It is easy to accept immigration as an enrichment process if you are in possession of economic and social comfort. For Loyalist communities there are not many such comfort zones. To them a multicultural future often looks frightening and unjust..(Orr.2008,.p.79)

areas.in.which.certain.industries.predominated..In.the.case.of.Glentoran.and.East.Belfast,.that.meant.the.huge.shipbuilding.and.engineering.sector,.which.was.overwhelmingly.Protestant..By.the.end.of.the.19th.century,.according.to.research.undertaken.by.the.Glentoran.Community.Trust,.only.one.of.Glentoran’s.19.registered.players.was.Catholic.(Garnham.2008).

Legacies.of.division.and.the.sectarian.tensions.which.regularly.manifested.themselves.in.the.decades.following.the.establishment.of.Northern.Ireland.saw.growing.levels.of.polarisation.reflected.in.(and.sometimes.promoted.by).sport..Sport.has.become.an.integral.part.of.community.relations.discourse..

In.2004,.Magee.identified.three.main.issues.that.dominated.Northern.Ireland.football:

1.. The.Northern.Ireland.football.team.as.a.Protestant.symbol2.. Politics.and.governance.of.the.Irish.Football.Association3.. Cross-community.tension.and.sectarian.rivalry.

These.divisions,.while.deep,.were.also.neither.necessarily.permanent.nor.impermeable..The.existence.of.conflict.and.communal.division.over.a.thirty-year.period.from.1968.clearly.exacerbated.and.fuelled.tensions..Nonetheless,.in.the.divided.and.fragmented.world.of.Northern.Irish.society,.cross-community.linkage.and.contact.did.exist.

Glentoran,.while.seen.as.a.predominantly.Protestant.club,.nevertheless.attracted.considerable.and.consistent.support.from.Catholic.and.nationalist.communities.for.many.years..This.fact.has.consistently.been.confirmed.throughout.this.audit.process..Glentoran,.in.distinction.to.perceptions.of.other.clubs,.maintained.a.broader.level.of.cross-community.support..

While.Catholic.attendance.at.Glentoran.matches.largely.ceased.from.1970.on,.the.reasons.are.interesting.and.will.be.developed.further.in.this.audit..There.were.strong.elements.of.fear.and.concern.about.attending.expressed.by.Catholic.supporters.–.although.many.of.these.concerns.related.to.physical.access,.being.identified.by.hostile.community.elements.outside.matches.or.general.concerns.about.entering.what.was.perceived.as.an.alien.and.threatening.community.environment.

These.divisions.and.concerns.should.not.obscure.the.fact.that,.in.general,.attendances.at.Glentoran.matches.have.been.declining.significantly.over.the.past.three.decades..The.evident.element.of.community.polarisation.around.identity,.culture.and.religion.perhaps.masks.deeper.transformations.due.to.de-industrialisation.and.the.evaporation.of.traditional.sources.of.employment.and.advancement..

Social.exclusion,.poverty.and.linked.issues.around.community.disenfranchisement.are.now.the.key.concerns.in.looking.at.the.issues.and.concerns.of.the.wider.East.Belfast.community..In.addition.to.these.concerns,.the.majority.community.needs.to.be.considered.as.something.more.than.a.homogenous.and.monolithic.unit..East.Belfast’s.majority.community.is.in.

22

implies.adoption.of.a.strategy.that.relies.on.a.clearer.business.focus.which.prioritizes.the.needs.and.wishes.of.customers.–.and.customers.who.actually.pay.for.and.attend.matches.

For.many.respondents,.the.transition.from.fan.or.supporter.to.the.role.of.‘customer’.is.a.strange.and.unfamiliar.one..The.reality.is,.however,.that.younger.and.non-traditional.populations.are.already.deeply.familiar.with.the.concept.and.the.implications.of.such.an.approach.

The.task.therefore.for.Glentoran.is.to.incorporate.what.is.best.and.most.valuable.from.its.long.and.proud.traditions.and.re-shape.the.experience.of.quality.football.not.just.to.reflect.but.engage.the.community.of.which.it.is.a.part..This.audit.therefore.has.extended.the.consideration.of.good.community.relations.(and.shared.engagement).from.an.exclusive.focus.of.Catholic-Protestant.issues.and.challenges.(although.these.remain.critical.and.essential)..It.has.incorporated.a.wider.community.focus.around.those.areas.addressed.in.equality.legislation.that.are.as.important.(and.themselves.intersect.with.Catholic-Protestant.issues):.gender,.national/migrant.status,.ethnic.identity,.age.and.disability.

The.harsh.realities.of.the.current.economic.crisis.may.allow.few.options.in.this.regard..Immediately.before.this.audit,.Glentoran.came.perilously.close.to.bankruptcy..The.choices.now.are.limited.but.clear..Fans.will.attend.and.pay.only.if.the.customer.experience.matches.and.indeed.exceeds.what.they.can.find.elsewhere..It.is.in.that.framework.that.this.audit.is.located.

Governance and structures

Part.of.this.audit.was.informed.by.the.enthusiastic.and.committed.feedback.of.many.individuals.at.all.levels.of.the.Glentoran.operation..The.key.stakeholders.identified.organisationally.were:

•. Glentoran.Board•. Glentoran.Foundation•. Glentoran.Community.Trust•. Supporters’.Clubs•. Staff•. Players.and.coaches.

A.significant.development.was.the.recruitment.of.a.Good.Relations.Officer..This.is.the.first.such.appointment.in.the.Irish.League.and.represents.a.significant.development.for.the.operation.and.potential.of.Glentoran.as.a.proactive.and.innovative.response.to.the.needs.of.a.changing.community.

Professionalism, quality and customer experience

The.existence.of.significant.alternatives.to.attendance.at.football.matches.has.had.a.profound,.significant.and.ongoing.impact.on.Glentoran,.its.fan.base.and.the.perceptions.of.the.Club..The.fact.is.that.technology.and.digital.media.now.allow.a.vast.range.of.alternative.sporting.performances.to.be.viewed.live.and.in.the.comfort.of.home..Cheap.and.accessible.air.travel.in.recent.years.in.addition.has.meant.that.those.wishing.to.physically.attend.premier.league.matches.in.either.England.or.Scotland.(or.further.away).can.do.so.at.minimal.cost..

The.professionalization.of.global.soccer.means.that.richer.teams.can.now.provide.performances,.customer.service,.entertainment.and.quality.football.on.a.scale.that.is.simply.not.achievable.for.smaller.or.less.resourced.clubs..A.changing.community.is.one.element..But.the.existence.of.powerful,.well-resourced.and.attractive.alternatives.poses.a.significant.threat.and.challenge.to.traditional.understandings.of.football.

This.has.been.a.powerful.factor.in.the.noted.and.documented.decline.in.match.attendances..Other.factors.have.been.consistently.noted.by.respondents.in.the.audit.process..These.include.facilities,.quality.of.the.grounds,.access,.parking,.absence.of.family.friendly.facilities.and.concerns.about.antisocial.behaviour.

The.key.issue.is.the.intersection.of.two.facts:.

1.. .The.existence.of.strongly.attractive.and.competitive.alternatives;.and.

2.. .The.reality.of.significant.change.in.traditional.patterns.of.leisure.time.activity.and.associated.expectations.for.quality,.comfort.and.standards..

Clearly.this.creates.both.a.threat.but.also.an.opportunity...The.quality.of.football.is.an.ongoing.issue,.especially.when.richer.teams.are.able.and.willing.to.scout.and.secure.young,.emerging.talent.and.make.attractive.offers.that.smaller.clubs.simply.cannot.match..This.has.a.series.of.implications.for.developing.outreach,.contact.and.selection.at.ever-earlier.ages.through.schools.linkage.-.but.also.linkage.with.non-traditional.elements.of.the.community.

At.the.end.of.the.day,.there.has.been.almost.universal.agreement.among.respondents.that.no.appeal.to.nostalgia.or.what.was.once.can.compare.with.expertly.played.quality.football.in.an.environment.of.a.customer-experience.that.is.characterised.by.quality,.safety.and.real.enjoyment.

This.audit.has.located.community.relations.best.practice.in.the.context.of.quality.and.excellence.of.sport,.services.and.experience..The.development.of.sustainable.and.meaningful.good.community.relations.will.mean.therefore.a.return.to.the.key.principles.of.sport.for.all..By.that.“all”.is.implied.a.recognition.that.the.community.has.changed.(and.is.continuing.to.change).in.dramatic.and.remarkable.ways..The.challenge.is.to.adapt.to.the.needs.and.expectations.of.an.ever.more.sophisticated.and.demanding.public.who.have.direct.experience.of.alternatives.that.attract.and.deliver..This.

23

Acknowledgements

The.researchers.would.like.to.acknowledge.with.appreciative.thanks.the.inestimable.assistance.of.Russell.Lever,.Community.Relations.Officer.of.Glentoran.Football.Club..Additional.and.valuable.assistance.was.given.by.the.Chairman.and.members.of.the.Board.of.Glentoran.Football.Club.-.as.well.as.officials.and.members.of.the.Glentoran.Foundation.and.Glentoran.Community.Trust..

A.particular.word.of.thanks.is.due.to.Judith.Hunter.of.Belfast.Metropolitan.College.and.to.Michael.Boyd.of.the.Irish.Football.Association.

It.would.be.unfair.to.name.all.of.the.numerous.individuals,.organizations,.community.associations,.political.representatives.and.sporting.bodies.who.gave.so.freely.of.their.time.and.resources.to.facilitate.the.research.and.audit.process..The.generosity.of.the.entire.community.in.East.Belfast.was.unstinting.–.as.were.the.crucial.contributions.from.organisations,.academic.and.sporting,.across.Northern.Ireland.and.beyond.

While.the.responsibility.for.the.opinions.expressed.is.purely.that.of.the.researchers,.the.inputs.and.contributions.of.everyone.are.deeply.appreciated.

Glentoran Football ClubThe Oval Parkgate DriveBelfast BT4 1EW

T: 028 9045 3080communityrelations@glentoran.comwww.glentoran.com