Fans heard in new feel-good era at Wednesday

Is this really happening at Sheffield Wednesday?

That was the question I found myself asking as I walked out of Hillsborough after interviewing new chief executive David Bruce and chairman David Storch in front of an audience of Sheffield Wednesday Supporters' Trust members on Tuesday.

This isn't usual for this football club. Straightforward communication, laying out the situation in understandable language. Not over-promising whilst still managing to say enough to get people excited about the future.

A plan for the commercial side of the club. A plan to improve the stadium and training ground - both badly neglected for far too long. A structure that makes sense with a CEO and sporting director working together.

Repeatedly stating that the fans are central to everything.

"Strap yourselves in" was the parting line from Bruce. You could sense a ripple of excitement in the room as he said it. It felt like the fans were hanging off every word. Someone said afterwards it was a breath of fresh air.

The new regime are still keen to let their actions speak louder than their words. There's an enormous job to do at Hillsborough just to get things ready for next season.

Yet by communicating effectively, you could sense the buy-in is there.

At one point a fan asked whether her five-year season ticket, bought two years ago under one of former owner Dejphon Chansiri's many hair-brained schemes, would be valid. Storch said more than 130 people had these tickets and he would personally make sure all were respected.

Cue a beaming smile on the face of the supporter.

Speaking to fans with respect, engaging them, revealing just enough of the plan to feel like they've got an idea of the direction of travel. It doesn't happen anywhere near enough in football, with the previous regime at Hillsborough a classic example of this.

Fans were often treated to five-hour fans forums where they were shouted at, talked down to, described as mere customers and baited to 'sell their house' when they dared to suggest Chansiri sell the club.

On this night, in front of this audience, the message being sent by the new owners was clear - things are going to be done differently now.

Storch delivered a popular line at the end of the night: "It's not uncommon to look at football clubs and hear United, City, Town. We're Wednesday. And there's a power to Wednesday."

It's a very different message to one of Chansiri's more notorious comments, "Actually, Sheffield Wednesday is not that big." He didn't need to say it - but he did. Too many missed open goals, too many baffling mistakes.

At one point Bruce reeled off five key things he thinks any club needs to be successful, going into great detail on each point. It was impressive - and set out the vision for the future.

None of this, of course, guarantees future success on the pitch. The work required at Sheffield Wednesday is substantial and this is the first step up a huge mountain for all concerned.

Yet there's a feel good factor around the club at the moment that isn't typical for this part of Sheffield. That's definitely something to build on.