A meeting was held on Monday 30th October by Stirling Albion's Board of Management which detailed the Board's activities  to date and its  plans for the future. The main focus of the Board is to investigate and put into action a proposed -  STIRLING FOOTBALL TRUST, which would see a structure put in place where a new business structure is drawn up to run the club which would involve a new investor to the trust and others such as Stirling Council, Shareholders and possibly Supporters of the club. 

The meeting was opened by Stirling Albion Chairman Peter McKenzie who welcomed all in attendance and said that the aim of the meeting was to allow people to see how the Board of Management (BofM) was set up. He said "that the new BofM was welcomed by  the current Board of Directors of the club  as because with more and more clubs in Scotland it is becoming more and more difficult to exist from year to year and Stirling Albion is no exception. Mr McKenzie then welcomed Stirling Councilor John Hendry who is Chairman of the BofM who spoke next.

Mr Hendry said that first of all he would explain how the BofM came into existence. He said "That Mr McKenzie approached Stirling Council asking for assistance in securing the long term future of the club". He added that Mr McKenzie recognised that something had to be done to remedy the way the club was run and the costs involved within this level of Scottish Football. 

Mr Hendry commented  a new structure had to be found that could actually sustain a business but also improve the quality of the facilities like the coaching and playing staff. And he added that "If clubs don't do this then many of them are going to face oblivion and that some clubs see other clubs in the same position and they seem to seek some comfort in this. But I suggest to you all that Stirling Albion is not just another club it is our club, it is the communities club ".

Mr Hendry said that earlier this year Mr McKenzie and the Council appointed Consultant Keith Farrell to review the business and the football operations at the club and a development plan was then produced by Keith which outlined current issues on the future of the club. Such as how the club could improve its current financial situation and also longer term ideas which could be put in place like Stirling Council and supporters of the club becoming involved to play a part in the future. 

The current board of Directors had recognised the need for new cash investment to be attracted into the club and this was also an area which was highlighted in the development plan. Further meetings by Mr McKenzie and the Council saw a wider range of individuals  invited to look at how the plan could be implemented. The BofM was formally set up as a contractual arrangement by the club and the council using Keith Farrell as the General Manager. This does not alter the role of the current Board of the Directors at Stirling Albion. 

General Manager Keith Farrell then spoke: - He said that there were key activities he focused on which were the Commercial, Marketing and Community areas. Keith started with the Commercial activities and briefly explained different aspects of that side of the club. Saying that the club have a new club sponsor and we have forged a very good relationship with the Stirling Observer, matchball sponsorship is sponsored by Cuemasters, Denny Insurance Services sponsor the Young Reds and that the club were very close in securing a new sponsor for the youth teams and ball boys but he said that he is currently striving to attract more match day sponsors.

Advertising - Keith added that the pitch side advertising was beginning to fill up nicely and that the club was beginning to look at opening up advertising on the stands as well. Matchday Programme advertising was another area he was working on as well as the possible advertising for businesses on the clubs Official Web Site. 

Merchandising -The main focus areas were the distribution of Albion merchandise to a bigger area  as well as more profitability to the club in selling these items. And that with the link up between the club and the Stirling Racket and Trophy Centre Keith feels that these areas are now beginning to be achieved. 

Marketing - This was a key area and the selling of the club to the community and businesses was very heavily worked upon. The presentation of the club with a new logo, new strip, new sponsor, new advertisers and new associates club. Some of these "were controversial but the impression we have managed to get over to the community is one of change". 

Keith added that he felt a realistic figure for a home gate would be around the 1000 mark, and that he is working on ways in attracting people who have not been to an Albion match for a time, with students and  families  markets which the club have to think about. 

BofM member Tricia Chillas was next to speak:- Tricia outlined the areas in which the club had been constantly involved in the community , such as the Young Reds, the Stirling Council / Stirling Albion schools scheme  and the Youth Scheme which is the envy of many bigger clubs in Scotland.

Tricia then outlined new areas which have developed recently. Areas such as taking football to disadvantage communities, inter-school penalty kick competition, the Stirling Observer with weekly competitions and more news coverage and the clubs open day. Birthday parties have now been introduced, Bino the Bear, The continual improvement and success of the Official Web Site as well as the introduction of Unofficial sites such as Rave On! and RedWeb which have also helped promote the club. Plus the annual Am Am golf tournament and Sport Dinner.

The Young Reds committee would like to launch a "Very Young Reds Group", "a Reds Group" for 16-18 year olds, discounted student prices and attract more girls to  Albion matches.

Councilor John Hendry then spoke again and said that what has just been outlined was the progress to date of the BofM but we must look at how we take what has been done and ideas suggested forward. And that the BofM will now produce a business plan which can then be considered by Mr McKenzie and the rest of the Board of Directors which will outline recommendations for the long term development of the club and hopefully secure the clubs future. The BofM feel that value has to be added to all aspects of the club's operations which includes attracting new investors and developing the potential that already exists within the club. Such as making better use of the stadium and surrounding area which could increase revenue for the club. 

A thought being considered was that of Ian Doyle's which is that clubs could become feeder clubs in terms of a back up of recourses for bigger clubs and that it might also  be the  way to sustain lower division football in Scotland. Mr Hendry added that the BofM feel that this area had potential but a decision on this will take some time, but he stressed that the Stirling Albion must position itself correctly incase this market does open up then club have the set up to go down this route.

The question which the BofM feel needs then to be answered is "how do the club turn the vision of added value into a reality". One of the areas the BofM is investigating is the possibility of a partnership with Stirling Council and other public agencies from all over the Stirling Council area using Stirling Albion as the expert resource of football development. The vehicle to set this up would involve a football trust called the Stirling Football Trust. 

The Stirling Football Trust structure is how the BofM view  the development of football in the Stirling Council area using Stirling Albion as the focus. It would also outline a new business structure for running the club and allowing more and new investors to come in. 

The football trust would start with a Truster who would be an individual who would allow assets to be put into that trust to allow it to operate. Other's would follow, including Stirling Council, Shareholders and possible supporters of Stirling Albion. Stirling Albion would be structed in such a way that it would be managed by the trust through a chairman and a set of executive directors who's responsibilities would be the operational management of the club. 

The BofM would then like to attract  non-executive directors who would take the name of director of Stirling Albion FC for a fixed term of office, providing that they are prepared to invest annually to the club. This is seen as a way were we can have regular investors without disrupting the balance at board level.

One of the main areas that is being considered is that people involved in the club eg - volunteers, young reds committee, supporters etc would have a say in the way the club is run. So basically a  structure where different individuals, businesses, supporters, volunteers etc would all have an input into the running of the club. 

The Stirling's Football Trust structure is still to be worked upon and careful consideration and alterations still have to be made before, and if this is the road the BofM want to go down, the plan is presented to the current Board at Stirling Albion. 

The evening ended with questions being put to the BofM.

Mr Hendry was asked what figure were the BofM expecting the Non-Executive Directors to pay?. He added that the club would be grateful for the highest figure it could get from these individuals and it depended on what level they were interested in. 

Kevin Croall from the Rave On! web site asked if the BofM had considered the idea of a Social Club for the supporters? - Mr Hendry said that this has not been discussed at present. But within the Football Trust structure if a supporters club were represented within the structure then he would expect this issue to be raised. But he added that if a publican wanted to open up premises within Forthbank then that would benefit the supporters club who would then have a base to work from and perhaps profits could be channeled back into the club. But it is an idea to be worked upon for the future.

Mr Hendry then said that the BofM will now take some time to look at the mechanics of putting the Trust together and he does not foresee any major recommendations before the end of the current season.

Mr McKenzie was asked if the BofM was still looked upon favourably by the current board of directors.? he said "that the BofM was set up as a six month trial and we are currently three months into that and that current board feel things  were moving forward". He added "It is for a six month trial period and if  we are satisfied at the end of that time, and I am sure we will be then we will take it from there, but  looking at  the plan which has just been put forward on the future of Stirling Albion Football Club by the BofM it would be pretty naive to reject this. It is getting more and more difficult to exist every year in professional football".