Open House – ambition

Garry Cook reckoned this Open House evening would become, in time, one of those ‘I was there’ moments.

I don’t think he will be far wrong in that assessment.

And it wasn’t just the gathered audience in the Jasper Carrott Suite at St. Andrew’s @ Knighthead Park that were privy to a quite mesmerising evening.

Streamed live via BluesTV, every supporter from far and wide could also watch how the future is going to evolve to degrees, quite frankly, that were unimaginable when the club turned into an apologetic, dysfunctional shell of itself in recent years.

‘This is mental, like an out of body experience’, commented Chris Goulding, of the We Are Birmingham podcast, on the mic before asking a question of Tom Wagner during the conclusion of the evening.

Indeed, it was a whirlwind few hours hours after Blues announced the purchase of the Birmingham Wheels site – and in total a 60-acre swathe of land – that is to accommodate a new ground, sports quarter, training grounds, entertainment areas, bars, restaurants, hotel, office space et al.

Wagner then met and briefed the media-at-large, and breathtaking headline figures of £2 billion – £3 billion were revealed.

Then came the second of the club’s quarterly Open House events, and more devil in the detail. Certainly, an ‘I was there’ moment – for everyone present, those tuning in and, in general, those who have been following everything unfold since the midnight Wheels statement.

Cook, Blues CEO, explained that the last Open House was about transformation; that the club was broken and needed to be fixed. And it still does.

Tuesday night’s gathering was about ambition, the four core pillars of its definition for Blues, with the ‘fans at the centre’.

You’re probably thinking ‘hold on a minute, here we go again, we’re in a relegation battle’ or the women’s team may not get promoted. And you might ask the question ‘is this the right time to be talking about ambition?’. Well, do you know what, the changing culture here is ‘you bet it’s the right time’. Because this isn’t a short-term, next week’s game issue. This is what are we doing to build a football club that is world class for the future – and that’s our ambition. So as we change from mediocrity, we talk about being one of the great clubs, we have to look at the only way to gain that success. To play at the highest levels we must put the right foundations in not only on the pitch but also off the pitch. It’s culture, it’s people, structure and processes.

Cook came across typically warm and polished. But, as a Blues fan, he was also somewhat giddy about what was transpiring before us all.

Similarly, what struck me was how assured, driven and genuine Wagner was on this, his first proper face-to-face with fans that wasn’t in The Roost, The George or Bainsy’s Bar.

The chairman and Knighthead joint-CEO was seriously impressive. He held the room. He was sincere and had firm conviction without coming across as a blagger making outlandish claims. He hung around after to chat and answer more questions.

What Wagner and Knightead Capital have afoot, it’s happening. Full Steam ahead, they said.  Anyone turning their nose up, anyone scoffing, then fine – FEA (more of that later).

When Wagner revealed an artist’s impression of the new ground, it drew gasps and applause from the room.

He was at pains to stress, however, that it should not be considered as the final design. But no matter, the spaceship/saucer image had people’s jaws dropping.

In the Q&A, he didn’t dodge any issue, including a question from an emotional relative of John Eustace; he doesn’t regret sacking him, but maybe the timing was the mistake.

Again, Wagner doesn’t do mealy-mouthed, he says it as he sees it and provides honesty.

He showed nifty humour too – ‘Garry Cook explaining the history of the club, his passion for it, having been a ball boy here in the 1800s . . . ‘ and understanding of Anglo-American differences and nuances.

When it came to the ‘R’ word, Wagner and Cook were both bullish. Nothing changes. Whatever division Blues are in next season, nothing changes. Plans carry on, forward.

And Wagner was also quite revealing in regard how much money Blues were able to splash out in the transfer market this summer. Whilst not giving a figure, you will be shocked, he said. Whether League One or Championship, recruitment and spend does not change. Another ‘wow’ moment.

As for the ridicule that has been heaped upon Blues – can’t fill your ground now, you’re going to be relegated and so on – Wagner had the answer.

There was Leonardo di Caprio’s Jordan Belfort style riposte when he brought up the ‘crazy’ jibe.

This question has been asked a number of times . . . I don’t know what we can say, we’ve spent two to three billion dollars on a new stadium – we’re not going anywhere, OK, we’re not leaving! I don’t care how many Villa fans are the first ones to comment on social posts. . . you’re not going to convince us we’re doing the wrong thing. You’re never going to convince us ‘you’re crazy, you shouldn’t do that, it’s the wrong time’. That’s BS. That’s not how we operate. We have a plan. The plan has existed from before we bought the club and we are going to stick to it. Don’t listen to the doubters or haters. A lot of those people are rooting against us. And you saw what happened in October. A bright light was shined on us. And all of a sudden that negativity went through the roof. Just wait until you see what that’s like when we are good. Right? When we’re kicking the crap out of people they’re going to be coming for us. 

Knighthead are at Blues for the long-term. Don’t listen to the naysayers, trust your club. That was the message again rammed home.

In an accompanying graphic, there were the letters FEA, an acronym to tell where all the critics to go, the last two standing for ‘ . . ’em all’. ‘It’s BCFC against the world – and that’s fine by us. That’s what we are going for and that’s the spirit of Birmingham City Football Club, that’s what it’s always been’.

It’s the kind of thing that taps into the classic, earthy Blues support. Deep down, Wagner, I suspect, identifies with that.

What I also liked was when it came to how high the owners were aiming on the field, the North Star – as they described it – was ‘to get to the Premier League and be competitive there. That’s it. That’s the goal.’

There was a slight pause and quiet after Wagner said such. Hold on, not Premier League winners in 2030? Champions League triumph 2031? What about the FA Cup? No, nothing outlandish, no ‘we will do this’ or ‘we will win this by  X’. Sensible. No millstones put around necks.

Wagner told the story of how and why Knighthead got interested in owning Blues. They were offered a stake in a top Premier League club, I understand London-based. But they turned their attentions to Blues instead, the process and experience of those negotiations ‘informed us of what it takes to be competitive on the pitch’.

Why would you go for something so broken (as Blues)? And believe me it was far more broken than we first thought. To us it meant there was this great opportunity where if we fixed those things and tap into the energy that exists within the fanbase, my God, what can we do together? What can this become? By doing things the right way, instead of the wrong way. By investing instead of skimping. By thinking forward instead of looking backwards. By engaging with our supporters instead of ignoring them. Imagine what we can do. That was really the way.

Even though Blues are moving from St. Andrew’s @ Knighthead Park, it doesn’t mean they are not going to continue to get the current home up to scratch.

It’s quite crazy, actually, the money to be pumped into the old girl and the changes still to be made whilst eventually it will all be turned to dust (or housing, as Wagner hinted at).

I will go into more detail about what the club’s head of infrastructure Nick Smith outlined about this on another blog, as well as other fascinating insights from the night.

Key to everything, as Wagner admitted, was the new stadium and mixed-use site at the Wheels. It is to become a go-to destination, buzzing with ‘energy 365 days a year’.

Buying the Wheels site was the most important element of our analysis of buying this club. It was thing we identified we had to have. We have been working on it for a year. A year. It’s not just about the stadium, it’s more than that. And I promise you, there’ll be nothing else like it anywhere in the world.

For Blues to realise their bold aspirations, everything has to go hand in hand with increased revenue. Both Wagner and Cook came back to this frequently.

Wagner revealed that Blues goal was for revenue to ‘more than double’ the current £17 million-a-year next season. Blues, he outlined, were intent on becoming the club with the most financial muscle outside of those in receipt of parachute payments, and in a couple of seasons time being in amongst them. Data over the last decade shows that such a level of revenue gives you a one in four chance of promotion.

‘For lasting success, you have to materially increase your revenue’, he said. And that did not mean ‘ratcheting up’ ticket prices

At this Open House the key Knighthead players Andrew Shannahan, Kyle Kneisly and film producer Matt Alvarez, all Blues directors, were in attendance.

They were referenced more than once by Wagner and Cook.

They have been ‘working tirelessly in their respective areas to bring this to fruition’, said Wagner. ‘Without them, we’d be nowhere.’

Cook also revealed some changes in the senior executive at Blues.

Grant Brokenshire is leading strategy and corporate services, including HR, legal, IT and procured services.

Jonty Castle has joined as new commercial and operations officer whilst John Clarke, who has been leading marketing and media, has a new title of chief of fan experience.

Interestingly, there was no mention of COO Lungi Macebo on the leadership team graphic and no sign of her on the night.

All in all, it was an illuminating, inspiring Open House evening. And this with the side in the Championship relegation zone.

For most, the details around the new ground, which anchors Knighthead’s commitment, and the sneak peak, was uplifting.

As Wagner said:  ‘It’s not just about the stadium, it’s more than that. And I promise you there’ll be nothing else like it anywhere in the world.’

 

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