Introducing Mr. Lockhoff

ESSMA: Thank you for joining us today, Mr. Lockhoff. Let’s start by having you introduce yourself to the ESSMA community. Could you tell us about your role at Borussia Dortmund and your day-to-day tasks? 

Mr. Lockhoff: Certainly. My name is Brede Lockhoff, and I’m 44 years old. Since 2018, I am the head of stewards at Borussia Dortmund. 

ESSMA: How did you end up in your current role? Did you have previous experience in football or safety?

Mr. Lockhoff: Yes, I did. I began working as a steward while I was studying, in Bremen as a part-time job. In 2010, I served as the project head for the stewarding company at clubs like Bielefeld in the second league and VfL Osnabrück in the third league. After completing my studies in Security Management in professional football  in Heidelberg, I became the security officer in Osnabrück. In 2017, I represented the Third League in the Commission Security and Prevention at the German Football Association. Finally, in 2018, I became the head of stewards here at Borussia Dortmund. 

Structure stewarding Borussia Dortmund

ESSMA: Could you tell us how the stewarding structure at Borussia Dortmund is organised?

Mr. Lockhoff: We have a club-owned steward program with approximately 800 stewards. They are organized into 22 groups on match days, with about 500 to 550 stewards active from this program who are in employment at Borussia Dortmund. 

ESSMA: Do you also need to hire external help in addition to your internal stewards?

Mr. Lockhoff: Yes, we cooperate with a security company to hire an additional 100 to 150 stewards. 

The role and importance of stewards

ESSMA: In your opinion, what is the role and importance of stewards within Signal Iduna Park, and how do you strive to fulfill that role?

Mr. Lockhoff: Stewards play a crucial role in ensuring a safe and enjoyable experience for our spectators. With 81.365 spectators, we face various challenges on match days, such as managing entrances and adimpleate the south stand with 24.451 fans. Each match day presents unique challenges. 

Challenges in stewarding

ESSMA: What would you say is the biggest challenge in stewarding?

Mr. Lockhoff: The biggest challenge is making the stewarding role attractive to potential stewards while meeting our requirements here in Dortmund. We constantly need stewards like every other club. 

ESSMA: Do you think there’s a perception issue with how the general public views stewards?

Mr. Lockhoff: No, I don’t believe so. Most stewards work for Borussia Dortmund because they want to be part of the stadium experience. We have 55,000 season cards sold, making it quite exclusive, and the stewards are essential to the club. I don’t think there’s a negative perception of the stewarding program. During COVID-19, many stewards left the program to seek other sources of income. Matches behind closed doors saw only 60 to 80 stewards in service out of approximately 500. We launched a campaign in the summer of 2022 to recruit more stewards, resulting in approximately 150 new stewards in six months. 

The Innovative stewarding campaign

ESSMA: Could you elaborate on the campaign?

Mr. Lockhoff: Historically, the steward program grew through word of mouth from current stewards, but we found this to be insufficient. We launched a campaign with an image of Jude Bellingham and a steward, along with a big online presence. Most applications came in after seeing that campaign. 

ESSMA: Have you noticed a change in the demographics of stewards due to the campaign? Are more young people or women getting involved?

Mr. Lockhoff: We haven’t seen a significant shift in demographics. Our steward program continues to include all groups of individuals. 

Fan behaviour and steward training courses

ESSMA: Continuing our discussion, Mr. Lockhoff, can you tell us if you observed any changes in fan behaviour after COVID-19?

Mr. Lockhoff: Yes, we did notice some changes. On one hand, people seemed more sensitive in crowded places. On the other hand, we had an unusual increase in incidents involving discarded beer cups, possibly reflecting their pent-up frustration during the pandemic. 

ESSMA: Given these changes, have you had to adapt or modify your steward training courses to address these new challenges?

Mr. Lockhoff: After COVID-19, we provided short training sessions for stewards regarding behaviors, like maintaining distance and wearing masks. Additionally, employees at the entrance were equipped with masks, face shields, gloves, and other protective gear. 

ESSMA: It’s interesting to learn about the adjustments made. Now, with your recent successful campaign in attracting new stewards, how do you go about selecting the stewards you want from the large pool of applicants?

Mr. Lockhoff: Firstly, we consider language skills as crucial, as stewards need to communicate effectively with fans. Secondly, we look for a Certificate of Good Conduct without entries. These are our initial screening criteria. Following that, we evaluate their readiness to join the stewarding program. Everyone has a fair chance. We also have a training group within our steward program where individuals must complete their first three services. This ensures they are well-prepared before entering other groups. 

ESSMA: Speaking of training, could you provide insight into the number of training hours stewards receive before working in the stadium? Do they also receive annual training?

Mr. Lockhoff: In 2016, the German football association implemented a training program for stewards. Initially, stewards undergo an online training program, which takes approximately four hours. This online training is provided by the German football organisation. Our internal organisation adds an additional three-hour training before stewards commence their service. Annual training also takes place to maintain their skills. 

ESSMA: Within the training program, what topics are emphasised the most? Is it primarily service-related, safety-oriented, or perhaps focused on first aid?

Mr. Lockhoff: The initial training predominantly focuses on service-related aspects. Stewards also learn about conducting body checks and familiarise themselves with the stadium’s layout. Additional, more specific training may be provided based on observed needs. 

Internal VS external stewards

ESSMA: Having your own internal stewarding organisation, do you see a difference in the quality of your internal stewards compared to external hires?

Mr. Lockhoff: Yes, there is a notable difference. External stewards hired from a company may lack the knowledge of a specific stadium. When stewards are well-trained internally, they offer a better service. 

ESSMA: Do you allow your internal stewards to work at events outside the stadium, like some clubs do in different cities or regions?

Mr. Lockhoff: No, this is not allowed due to German law. We operate as a club-owned service, which restricts us to working only at Borussia Dortmund’s properties. However, there are opportunities to work within the stadium, such as guided tours, fairs, meetings, and involvement with the second team and women’s teams. 

ESSMA: With the advantages of an internal stewarding organisation, is there any downside or challenge that you face in this approach?

Mr. Lockhoff: One challenge is that we are dependent on the availability of our stewards, especially during holidays or personal commitments. For instance, when we need 500 stewards, it can be challenging to ensure all stewards are available, particularly for night games in the Champions League. This is a common issue for most clubs. 

The cost of stewards

ESSMA: Do you have any insights into the average cost of a steward for a year, considering their wages, materials, and training?

Mr. Lockhoff: Certainly, for our steward program, the annual cost amounts to approximately £1.2 million, exclusively for our program, excluding expenses related to external security companies. 

ESSMA: So that cost covers approximately 600 stewards for a year. How does this compare to industry standards?

Mr. Lockhoff: Well, it’s important to note that one incentive to attract stewards here is the competitive pay. We pay around €13.50 per hour, which might differ from what other clubs offer. 

ESSMA: We do understand that wages can vary significantly between countries and clubs. It’s indeed a complex landscape. Could you share your thoughts on the need for a standardised system to address such variations across Europe?

Mr. Lockhoff: You’re absolutely right; the differences are substantial. Some countries rely on volunteers, while others mandate professionalism. Achieving a uniform system could be challenging due to economic disparities, but it’s an intriguing idea.

Steward retention

ESSMA: Thank you for your perspective on that matter. Shifting gears, let’s discuss steward retention. Could you provide insights into your steward program’s average retention rate, considering the number of stewards who leave or join the program annually?

Mr. Lockhoff: Of course, in our program, we typically experience an annual turnover of around 50 stewards. This is in line with our goal of maintaining a pool of about 750 stewards, and some leave while others join throughout the year. We’re launching a new campaign to increase our steward numbers. We aim to have between 850 to 900 stewards in our program. 

ESSMA: Retaining stewards is crucial. Could you share some of the initiatives you have in place to recognise and reward your stewards beyond financial incentives?

Mr. Lockhoff: Certainly, we organise a kiosk within the stadium as a token of appreciation. Stewards have access to her own kiosk for food and drinks. While we haven’t implemented it yet, the idea of adopting initiatives like those at the Milwaukee Bucks or Arsenal for rewarding stewards (Milwaukee Bucks Stewards can be rewarded for ‘going the extra mile’ by getting a choice of club merchandise or player used items) is something we may consider in the future.

The role of stewards

ESSMA: It’s always valuable to consider different approaches. Lastly, there’s a growing emphasis on stewards not only as safety providers but as the face of the club. Do you agree that stewards are often the first point of contact for fans?

Mr. Lockhoff: Yes, that’s correct. Stewards do play a vital role in fan experience. However, it’s important to remember that their responsibilities encompass both service and security. Striking the right balance can be challenging. 

ESSMA: Balancing those roles is indeed crucial. We’ve covered a lot of ground in this interview. Is there anything else you’d like to share, perhaps a unique aspect of your stewarding program or a best practice?

Mr. Lockhoff: I believe our campaign is a best practice worth highlighting. It’s essential to utilise players or club icons in promotions, which might not be as feasible for security companies due to licensing restrictions but as a club that special bond with the game, the players and the fans can set you apart. 

ESSMA: That’s a valuable insight. Thank you for your time today, Mr. Lockhoff, and for sharing your experiences with us.

Mr. Lockhoff: You’re welcome. It’s been a pleasure discussing stewarding at Borussia Dortmund with you.