The Awards, which celebrate on and off pitch achievements across The League’s 72 clubs, will take place at The Brewery, London, on Sunday 16 March 2014. In total, 31 clubs have been nominated for eight awards shortlisted so far.
The Family Club of the Year Award is specifically for Football League clubs that excel at attracting young fans and families to their grounds. By using ‘mystery shopper’ families, The Football League’s Family Excellence Award scheme acknowledges the clubs that are delivering a fantastic family matchday experience. The benchmark to achieve the award has been raised every year since its introduction in 2007. This year’s award will honour the club that is leading the way in continuing to push the standard even higher and providing the very best experience for families across The Football League.
The other clubs nominated in the same category as Blues are Bristol City, Middlesbrough, Oxford United, Plymouth Argyle and Wolverhampton Wanderers.
For the 2013/14 season, Blues' objective was to improve the family experience and decrease the age demographic attending matchdays. By introducing family season tickets around the whole stadium, offering free tickets to fans under the age of 10 and increasing the family activities within the stadium before the match, and at half-time, Blues have seen a positive impact. The Family Stand is well-populated for most games, while the percentage of new young season ticket holders has increased - 31% of season ticket holders are under 10. The average age of matchday attendees has also dropped.
Alexa Stockham, Blues' head of marketing said: "It really is such an achievement for the club to be shortlisted again for a Football League award. This is the third consecutive season that we have been shortlisted for an award but this one, I believe, is extra special. The Family Club of the Year Award recognises every department, whereas the previous two years have been very specialised.
"The main objective at the start of the season was to embrace families, offer an experience which is more that just 90 minutes of football and make our fans feel valued. With the introduction of family activities around the stadium, family season tickets around the whole ground, free under 10 season tickets plus much much more it’s great to see that this objective has been recognised.
"Being shortlisted by the Football League as one of the top six best family clubs within the whole football league really does highlight the hard work and effort that goes on behind the scenes."