Richard FitzGerald Q&A

1.Will either you or Mr. Lerner stage a press conference so that key questions - the ones the fans are asking the media and each other - can be properly addressed and answered? Mr. Lerner's silence is significant.

We will shortly be announcing a press opportunity.

2.Would you consider changing the name of the "Doug Ellis Stand" to the "Ron Saunders Stand?" I appreciate what Mr. Ellis did for Villa over a 38-year period but this is nothing compared to what Mr. Saunders did in only eight years. I believe the majority of supporters would welcome such a change.

Changes such as your suggestion are very significant and presently are not being considered.

3.Would you consider reducing prices at Villa Park - admittedly among the lowest in the Premiership - so that home matches are full, even when the likes of Fulham, Charlton Athletic and Middlesborough are the opposition? Attendances at Villa Park are a worry.

Our attendance actually shows a 7% increase when compared on a like-for-like basis with last season we are averaging over 35,000 for the season which is only 3,000 less than the all time high in the modern era of the game. We have seen an increase in attendance and are only one of those clubs who have seen an increase from the last season. Filling the stadium is an important initiative for the new management team.

Pricing, this is a delicate subject. I think it is unlikely that we will increase prices. Reducing prices is complicated. However we are working now to make sure that we increase the value. A number of initiatives have been undertaken recently and we will continue to work with season ticket holders.

4.Can important former players, such as those who won the European Cup in 1982, be given the respect they deserve? In my view, the likes of Dennis Mortimer, Tony Morley and Gary Shaw spend too much time in other parts of Villa Park and not enough time in the VIP areas.

We have begun re-connecting with the older players and we intend to continue this process to involve them within the heart of the Football Club.

5.Would the club consider giving the supporters genuine representation at the club, either at committee level or even at boardroom level? Like most clubs, Villa has many eloquent, intelligent and pro-active fans.

We have recently begun a Supporters' Consultation Group, and this has been positively received. Presently, this seems to be working and we will continue to evaluate.

In addition, we have an online survey tool ("Voice in the Crowd" - www.avfc.eglobalpanel.com) which allows us to give the fans the opportunity to share their views on important subjects.

6.With your internet background, are you considering a revamp of the club's website? The Premium TV version, which resembles the websites of other clubs, does not reflect Villa's unique character. And it restricts those who produce it.

Website - the contract is up for renewal at the end of the season. We are beginning the process of reviewing our requirements which will determine the partner we go with.

7.Would you be willing to back a campaign to ensure that Villa can place a star above the club crest on their playing shirts? The star represents Villa's victory in the European Cup in 1982, yet current rules do not allow clubs to use it if they have not qualified for Europe.

Crest and a star - yes this is something we think is a good idea, in fact we are considering building it into the crest as Premier League rules will not allow a star above the crest on our team shirts.

8.Will you consider backing and helping to organise a Villa museum? Few clubs have a heritage like Villa yet this history is rarely, if ever, emphasised.

It is being discussed and we will be looking at potential plans shortly.

9.You have clearly been a successful business man but we know very little about Richard FitzGerald the man. Are you married? Which club/s do you follow?

I began my career with Deloitte Haskins + Sells in1983. I qualified as a Chartered Accountant and with one short move went to IMG, the leading sports marketing and Media Company in 1988. I spent the next eighteen years working across all parts of the business prior to focusing on the media division when I returned to the UK after 4 years in the United States.

My football allegiance is limited to growing up in Portsmouth and following my boys' team (Liverpool fans!). I also follow the clubs I have worked with closely and have a great respect for in terms of how they are run. (Manchester United and Bolton Wanderers).

10.A question was raised on our website about possible Irish connections due to your surname!

Actually, it's FitzGerald with a capital "G" which I understand came over with the Norman Conquest.

11.Beer, wine or whisky ?

Beer then wine but no Whisky!

12.Could you please explain what exactly your role or "brief" is for Villa. For example, do you have specific aims with regard to promoting and marketing the club and improving the "value" of our image? And if so how would you aim to go about this task?

As CEO of Villa, my brief from the Board is to deliver on their vision for Aston Villa Football Club; particularly in the development of the commercial and marketing of the Club. The brief is clear: to fill the stadium week in and week out, create an infrastructure to support a 'top club' and to work with world class partners to grow the Club.

13.Could you please outline what priorities you see? For example is it important to improve first locally, then nationally, then internationally, or is it more a case of going for an international "lift" and seeing that "pull-up" the name and image of the club at a more local level?

We need to start by promoting the Club in the West Midlands. We are very aware that the local 5.3million population is a vast potential supporter base and we will focus the core of our commercial ambitions here. Although the global growth of our fan base is presently not the Club's most urgent priorities, it is nevertheless of strategic importance in the long term. We will potentially look to the US as we deem it a fast growing soccer market and a major English speaking market. Our US connections make it more achievable.

International expansion at this moment will require strong partners that we do not have currently for it to work effectively.

14.We've heard and felt and seen the enthusiasm for the club from our new Owner and General Krulak in particular. Certainly the proud history of the club has played a part in that, and rightly so, but to be frank we're a long way from most of the Club's Glory years. Do you think that the club's strategy should make more of its history, or do you think that we should make more of the future possibilities - the exciting times ahead?

History is critical to a club such as Aston Villa. It is central to the fan base and the soul of a club, so yes we will look to educate everyone about William McGregor's role in setting up the League, the success of Aston Villa over the years and more recently the European Cup win in 1982.

Future possibilities? Yes we are very positive, the Board is committed to developing the Club and provide the platform for Aston Villa Football Club to compete at the highest level of the Premier League and in Europe. But actions speak louder than words.

15.Where would you like to see Villa being in a year's time, and in 5 years' time?

In a year's time: building an infrastructure to support a club competing for top honours and competing in the top half of the Premier League and for a European place.

5 years time: We aim to compete in the Champions' League.

16.Have you spent much time at Villa Park yet? If so, what were your impressions?

Since I arrived here, I've spent most of my time at Villa Park; the interior of the Stadium is fantastic though the exterior, in particular Villa Village is disappointing and below the level we would like to have for a club with the new aspirations that we have. However, the current renovation of the Holte Hotel is a perfect example of our commitment.

17.One thing that Villa has lacked in the past few years is the establishment of a 'brand'. Currently, different club badges are placed around the stadium, and there are many inconsistencies between media outlets that Villa runs, and things such as signs around the stadium. How do you view the current 'brand' that Aston Villa have?

The Board and management are unanimous that the Brand needs to be looked at. We have started the process and I think it is fair to say that you will not see multiple different badges around the Club when this process is complete.

18.As we are entering a new era of AVFC, are we to expect a certain amount of re-branding? For example, is there a possibility of a new badge - the current badge was introduced when Villa were made into a plc, and even had the 'FC' for Football club taken off as it was deemed no longer relevant. Is it possible that this will return?

Everything is possible and we are looking at it right now, the fans are being consulted and the initial thinking is that we should add back the Football Club and include a star in the crest.

19.How will we see if you are doing well, what are the areas where your impact will be seen as opposed to those which are more directly affected by the Chairman and Manager?

My key focus will be to bring a fresh commercial approach to the Club in particular re-connecting to the Birmingham business community.Also to cultivate a "can do" culture and attract world class partners to work with us.

20.How much can be learned from what clubs in Europe do, or from American sports franchises?

There is much to learn from other clubs. The English clubs are at the forefront of developments so initially we need to make sure we look and learn from the clubs in the Premier League.

21.How will the Board get us into new markets in Asia?

There are a lot of opportunities around Asia particularly for the bigger clubs. The Premier League is incredibly popular, however to truly develop in these new markets we need strong partners and a winning team.