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Town awarded Family Excellence status for the 2021/22 season

17 May 2022

Shrewsbury Town has been awarded Family Excellence status for the 2021/22 season!

The EFL sent a family to two Shrewsbury Town games this season and they were in charge of judging their matchday experience at Montgomery Waters Meadow and ranking it against various criteria.

These criteria are: finding information and first impressions; the social media experience; travel experiences; the immediate stadium vicinity; the Club Shop; refreshments purchased inside the stadium; inside the stadium; and engagement from club representatives 

The first visit report was conducted by a family at our game at home against Charlton Athletic in late November.


  • Easy ticket buying process and useful and informative Ticket Office staff
  • The informative 'New Fans' section on the club website
  • The club has a good presence across a lot of social media platforms
  • A detailed matchday travel document
  • A wide range of options for getting to the stadium
  • Pleasant car park attendants
  • It is easy to buy a programme
  • A lively bar with TV screens
  • Engaging and friendly members of staff and stewards
  • A comfortable experience in the Club Shop
  • A good range for children in the Club Shop
  • No problems queuing for refreshments before the game
  • A well decorated family area around the kiosks
  • Players were happy to give autographs/ take photos with fans
  • Family excellence seems important to the club

Areas to improve:

  • More to keep children entertained on a matchday
  • Update the Junior Shrews section on the website
  • No family-specific content on social media
  • Be more responsive to questions on social media
  • More signage leading to the stadium and around the stadium
  • Have children-specific items for sale at food kiosks
  • Add half-time entertainment

The second visit took place at our game at home against Oxford United in March.


  • The welcome video and information for new fans were very useful
  • The process of buying tickets online was excellent
  • The Ticket Office provided great customer service
  • All relevant social media platforms are used and responsive to any questions
  • Good use of TikTok and great engagement
  • Excellent range of travel information on the website
  • Good signage to the stadium and around the stadium too
  • Very helpful and friendly car parking staff
  • More going on in the FanZone
  • Friendly and knowledgable stewards and staff everywhere
  • Accessible programmes
  • A good range in the Club Shop
  • A mobile merchandise kiosk in the family stand
  • The food was tasty and well presented
  • Great decoration in the family stand concourse 
  • Family excellence is very important to the club

Areas to improve:

  • More junior content online
  • A mascot social media presence on a matchday
  • More direction towards the FanZone
  • Add half-time entertainment
  • Email all first-time fans after the game and ask for feedback

The club is pleased with these results and will take note of the feedback in an attempt to improve the matchday experience for families next season. 


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