Guardians of the Game: How Arsenal's Stewards Ensure Safety and Enhance Fan Experience

Find out more about stewarding structure, challenges, and innovative strategies employed at the Emirates Stadium.

In a recent interview with ESSMA, Wills Payne, Senior Event Safety Manager at Arsenal Football Club, shared valuable insights into the stewarding structure, challenges, and innovative strategies employed at the Emirates Stadium. As a seasoned professional with a background that includes previous roles at Chelsea, Payne offered a comprehensive overview of Arsenal's approach to stewarding, shedding light on crucial aspects such as recruitment, training, and retention rates.

Recruitment and Stewarding Structure:

Arsenal currently boasts a pool of over 600 internal stewards, and Payne aims to increase this number further. Despite collaborations with external agencies, the goal is to achieve a more significant percentage of internal stewards for enhanced control and consistency. Payne discussed the implementation of a dual approach, introducing function stewards who can participate in events beyond football matches, thereby diversifying opportunities for stewards.

Training and Professionalism:

Stewards at Arsenal undergo 24 hours of initial training, covering essential aspects such as crowd safety, search procedures, and customer care service. Payne highlighted the significance of effective communication as a key quality sought in stewards. Additionally, the club conducts annual online training, encompassing approximately two to three hours, to ensure stewards remain updated on safety protocols, including first aid and counter-terrorism measures.

Challenges and Innovative Solutions:

Addressing challenges post-COVID, Payne discussed the rise in anti-social behaviour among supporters and its impact on stewarding attractiveness. He acknowledged the potential difficulties in recruiting stewards due to the demanding nature of the role. To counter this, Arsenal has introduced strategies such as offering extra match fees, end-of-season parties with raffles for signed merchandise, and exploring collaboration with local rivals like Tottenham Hotspur to create a joint stewarding pool and synchronize training efforts.

Retention Rates and Loyalty:

While there was a slight increase in turnover post-COVID, Arsenal's retention rates have stabilized. Payne attributed this to the loyalty of long-serving stewards, some with over 25 years of service. Recognizing the aging demographic as a potential challenge, the club has introduced initiatives to enhance flexibility and resilience, such as cross-training stewards for various roles.

Advice for Other Clubs:

In offering advice to other clubs facing similar challenges, Payne emphasized the potential benefits of collaboration with local rivals and the establishment of joint stewarding pools. He highlighted the effectiveness of word-of-mouth recruitment and the importance of identifying stewards dedicated to the job rather than the football experience.

Conclusion:

The interview with Will Payne provides a valuable glimpse into Arsenal's stewarding practices, addressing challenges and innovative solutions in a dynamic football environment. The commitment to professionalism, ongoing training, and strategic initiatives showcase Arsenal's dedication to enhancing the stewarding experience at the Emirates Stadium.

Want to learn more about stewarding at Arsenal FC? 

Head to our ESSMA Knowledge Platform for the full interview with Mr. Payne! Available for ESSMA members only. 

Mr. Payne will also join us at the ESSMA Summit in Amsterdam (23-24 January) to present the stewarding structure at Arsenal FC in our seminar session “stewarding the way forward”. Book your tickets to the Summit now for exclusive insights!