Chris Heck reveals the Villa Park ‘vision’, talks FFP and makes Champions League admissions

Aston Villa’s president of business operations, Chris Heck, confirmed the club have no plans to leave Villa Park, also explaining short-term plans to improve the matchday experience and merchandising, among other topics, in a wide-ranging interview with VillaTV.

Here’s every word he spoke to the club’s media outlet earlier this week…

You have been in charge for over a year, how did you find it?

“It was a learning experience. I listen a lot and there is still a lot to be done from the listening factor. It’s been a lifetime of emotions watching this team develop and this coach is truly orchestrating something special. Also, coming to appreciate how unique our fans, the Villans, are, they are like no other.”

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How big are this club’s ambitions?

“Nassef Sawiris and Wes Edens have set their sights on the top. We talked about how our performance was among the best, not only in the Premier League but in the world. This is not something that is one and done – it is a long-term plan expected.”

What did you particularly focus on?

“On the business side, especially the sponsorship. Sponsorship growth has doubled across our three big assets – shirt front, kit supplier and sleeve sponsor. These deals are massive. We’re very excited to have those deals in the summer and have a foundation to build this business with those sponsors. As we add more sponsors, we add more nuance with the stadium and premium seating and merchandising.”

What about FFP?

“It’s a factor that affects the product on the pitch. It affects every fan. We’re really focused on tackling that, but it’s going to take a lot of time, a lot of effort and a lot of change as we grow. We use the FFP analogy that we have a train that’s the football side and a train on the business side.

“The train on the football side is going fast and that’s a good thing. The business side has to catch that train. We’re working around the clock trying to do sponsorship deals, changing the stadium to benefit Financial Fair Play, finding new streams of revenue, get our domestic goods and things like that.”

Will these affect fan ticket prices?

“Everything affects each other. I think it affects our fan base in a positive way. Our plan is to come out with renewals on our adult general admission ticket at a five percent increase, which is pretty modest. The success of other revenue streams may alleviate some of the difficulties many clubs may have with their fans.”

The Holte End is a special stand…

“I’ve spent time watching the Holte End every game and it’s really great. What they bring to Villa Park is what makes this place so unique and so special, and what I’ve learned is that you know how to leave it alone. So we haven’t had that conversation (about moving). It’s nothing planned and I don’t expect to see it in my lifetime.”

“We will work a little. We’ll be putting seats on the rail and putting in new seats, but we won’t be changing any of the banners or anything other than cleaning things up a bit.

There has been speculation that Villa could move the stadium, can you give us an update?

“I love this place. I don’t think we should ever leave. Villa Park is iconic. It’s unique and we can improve it. This is our home and I think it’s the biggest home advantage in the Premier League, so the plans are to we are staying at Villa Park.”

What improvements will be made to Villa Park

“Over the next two summers, we will continue to clean and reimagine all of our premium seats. We are working on a concert venue that is for pre and post game and we will have an entertainment area that will host the team buses at each game. It will turn into an entertainment area and that is the vision we have for this summer and next. And now we want to put on a big stage, bring an MC, former players, legends to share with the fans. It will be an important component going forward. You will also have a new superstore. That’s the vision.

“We are also working hard on transport. We are running shuttle services to get people here early and working with politicians to progress the station situation. We create an environment where you can come two hours before and hours after to have an experience like no other. We’re getting into something really, really special.”

What would qualification for the Champions League mean for the club?

“It would be fantastic and that is definitely the goal. Everything we aim for, so get to the Champions League, whether it’s this year or in the future. We will strive for the same goal. How is the Champions League. set up now, if we are being able to enter that realm changes everything.”

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