Southampton FC should buy the land around SMS and have another pitch/ground for a ladies team, also restaurants and cinema complex. Then football could be enjoyed by the whole family and make a day of it. Let's move with the times as football has changed over the last few decades.
You could have a morning kick off for the ladies, go and watch a film, get some lunch and then go to the main event. Even go to the cinema afterwards, or a family meal.
There is a lot of money to be made from the match day experience, that the club could tap into. It is all short sighted stuff. While they are at it, get a wii fi connection sorted out.
I would travel down the night before to make a day of it with the family. At the moment I drive down and pack, go to the game and then drive home. You make it more of an experience for the whole family and they are likely to want to come back..... The next generation.