Unfortunately there is a general lack of positivity around the club with match days currently not being any form of experience (this has been the case for a number of years not just the past couple).
Whilst scale of attendance for atmosphere has an impact, attending a game has now become a pretty soulless experience and I find it hard to get anyone to want to come to the game even when there is a free ticket going.
The negativity (this is meant at a global level and is not directed at the board, team or fans specifically) also means that there is little business benefit in investing within the club (e.g. hospitality).
Somethings needs to be done to change this before there is any chance of improving attendances or getting additional investment. If you consider existing major shareholders, they all seem to have issues with each other which limits any chance of them working together to improve things.