The quick Lerner: Randy is helping to bring the good times back to Villa
21 Feb 2009 - 12:29:32
Randy Lerner is bringing the good times back
You might not expect the distinguished American businessman whose £100million investment has propelled his club into the Premier League's top three to feel any need to confirm his allegiance.
The newly acquired Aston Villa
tattoo on Randy Lerner's right ankle is confirmation that this is more than just a game to him.
This is one man who is not chasing a fast buck and a quick exit.
Villa, with their hungry pack of young Englishmen and inspired by the outstanding Martin O'Neill, have smashed their way into the best seats in the big league, aheadof the London powerhouses at Chelsea and Arsenal.
While the manager is concentrating on the run-in, the club is gearing up for the future. Brooklyn-born Lerner is overseeing an impressive makeover.
The Lion Rampant, the club emblem, has been spruced up, complete with a solitary star to mark the club's big night of glory in 1982 when Peter Withe, Nigel Spink andCo left their mark on Europe.
The old Victorian music hall, the Holte pub standing on the apex of the Villa Park site, has been renovated at a cost of £4m.
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Each home game, a different 138 season-ticket holders are invited to drink and dine.
Elsewhere, a gold leaf mosaic across the back of the Holte End has been commissioned, reminiscent of the famous five panels that adorned the much-loved Trinity Road stand which was demolished in the name of progress nine years ago.
Originally crafted by Italian Orieste Bortoli in 1902, the club adhered as closely as possible to the original design.
Now, as Chelsea roll into a bouncing Villa Park today, here's the key question: Can Villa really stay in the top four?
Russell Jones, Villa's head of marketing, said: 'The Premier League carried out a survey just before Randy arrived. Villa were bottom in terms of their supporter satisfaction.
Glory days: Peter Withe and Nigel Spink with the European Cup in 1982
'His arrival was seen as an opportunity to draw a line in the sand. What came through was that we needed to re-engage with our fans.
'They were proud of what the club was, but would rather whisper that they were supporters, rather than shout it out loud.
'So we decided to be as open as we can with our fans. We listen to them. That's the reason why the mosaic was commissioned. That is why the European Cup team was brought together in 2007.
'One generation of supporters did not feel they had the chance to celebrate properly. The 25th anniversary of the success in Rotterdam was the ideal opportunity.
'So the club flew them in, from all four corners of the world, ahead of a home game against Sheffield United. The players brought their wives with them and they were treated to a long weekend. Randy didn't need to do that but the supporters told us that was what they wanted.
'There is now an Aston Villa way. We will listen. We will act with integrity. We will be quietly confident of ourselves, both who we are and what we represent in terms ofthis club's wonderful history.'
Should Villa qualify for the Champions League, UEFA's inspection team will find the ground in good repair, ready for their fierce demands.
Lerner has restored the famous Holte pub
Villa last housed a major European event during Euro 96. But the European governingbody's requirements for clubs to host Champions League games are considered a 'culture shock, like a hit in the face from a cold shower' if they are unexpected.
One leading club official told us this week: 'You think you know what you are doing, because you are used to big games in England. Their attitude is that the money on offer will far outweigh any inconvenience to the club, so they assume they will get what they ask for.
'Their experts will arrive and literally commandeer one of your executive lounges for their own sponsors. They will take over a car park for television trucks. They will turf out season-ticket holders to make sure the media are looked after. They will ruin your tried and tested operations.'
It is worth the hassle, though. In terms of cold, hard cash, there is a difference of £750,000 between finishing fourth and fifth in the Premier League, but then comes the serious money.
Advance through the opening qualification stages and get £3m. Make it out of the group stages and it is worth £15m. Storm into the last eight and £30m could be yours.
Lerner has the patience and the pounds. He also controls the Cleveland Browns, listed by Forbes magazine, the U.S. business bible, to be the ninth richest franchise inAmerican football. The last valuation stopped just short of £1billion.
He has more than money, however. His ground-breaking involvement with the Acorns charity, a children's hospice, has stretched beyond the boundaries of every other Premier League club.
Lerner has commissioned a gold mosaic at the Holte End
David Strudley, Acorns' chief executive, said: 'When Randy took over, he made it clear to his top team that they needed to look after their local charities. We had a long association with the club, going back some 30 years and he visited us a couple of times.
'At the end of the second visit, he said, 'I'm going to find a way of helping you guys'. I knew he was being sincere. But it wasn't until I went to to watch the Browns play,following his invitation, that I really understood the depth and breadth of his family's involvement.
'They have funded hospitals, his sister sponsors a riding school for disabled kids, they run foundations.
'He eventually came back and offered us the shirt-sponsorship deal. It has given us a platform to negotiate with other blue-chip companies that we would never otherwise have been able to approach.
'There is no need for cynicism where Randy is concerned. He is a philanthropist. He wants to help. He cares. And what's more, he cares through his actions.'
With players such as Ashley Young, Gabriel Agbonlahor, Emile Heskey and Gareth Barry, Villa are going places. How far? We may find out at lunchtime on Saturday.
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