In his first major interview since joining Brentford, chief executive Andrew Mills tells the Chronicle about his seven 'intriguing' months in charge at Griffin Park.

Ticket initiatives
Having been asked about pricing for the cup games at the Fans Forum I suggested we should rather than devalue our ‘product’ look for ways to improve the matchday experience for our supporters.

Could we make the experience more comfortable, improve catering etc, but the reality was we're a business which operates around a football club and football comes first.

So having accepted my mistake I reviewed every league club cup pricing structure before setting ours at a level that I believe genuinely incentivised our supporters to attend.

It was never purely a financial decision though of course we are trying to build a profitable business.

If we end up with double the crowd for the same financial return then we've got a better atmosphere and therefore the team have got a better chance of winning games.

The Birmingham trip was a perfect example; it was a fantastic opportunity to encourage our fans to travel en masse to a Premier League ground, and seeing 26 coaches [Brentford laid on subsidised transport to the game] on the M1 was a surreal experience.

Financially we didn't make the money we might have but it was something that needed to be a shared experience with as many Brentford fans as possible.

[We're interrupted as Myles Weston comes in to sign a new contract]

I don't like undervaluing what we have here. I don't think giving away tickets gets people into this stadium enthused about the future of Brentford Football Club.

Instead we will continue to look at ticket incentives and marketing initiatives.

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