During his struggles with HMRC Blues chairman Ron Martin has insisted that a football club is more important to the town's community than just trying to win three points.
And certainly Southend United have been rewarded for all the hard work that goes on behind the scenes with one prize already, and six nominations for five Football League awards to be handed out in this year's ceremony in London.
The Shrimpers are one of 37 clubs given 'The Football League Family Excellence Award' for 2010. The prize recognises the experience Southend provide for young fans and families, and the club are one of only 17 clubs who have achieved this prestigious award every year since it was launched in 2007.
The award is based on an independent assessment of the family experience at all 72 League clubs, commissioned by the Football League, during the 2009/10 season using 'mystery shopper' families.
In announcing the successful clubs, Football League Chairman Lord Mawhinney, said: "The Football League Family Excellence Award provides a benchmark for clubs to work towards and ensures that they are doing all they can to attract and retain family groups as supporters. League clubs are working hard to make the family experience the best it can be."
Blues Chief Executive Geoffrey King added: "We are very proud to be a family friendly football club and this award is recognition of all the hard work our staff put in to ensure families have an enjoyable time at Roots Hall."
The very next day the club received six nominations for five awards with the winners announced at a gala ceremony at Grovesnor House on Park Lane on Sunday March 14th, 2010.
Southend United have received the nominations for; League One Family Club of the Year, Best Marketing Campaign for the 'free season the ticket if you paid up front and England win the World Cup' promotion, Best Matchday Programme, Community Club of the Year, and the Shrimpers are in the running in the Best Community Project with two nominations. One for their Goals! Education Project and Going Green with the Blues Environmental scheme.
Evaluating all the clubs efforts took place at Football League HQ on January 27th and 28th by representatives of the media, the sports industry and the Football League.
Once again Geoffrey King had his say: "We are delighted to be shortlisted for so many awards. We've done a lot over the last few years to develop the football club off the pitch and so it is pleasing to be nominated for a prestigious industry award. Hopefully we can bring home some silverware."
Eat your heat out Taxman!
If your interested on seeing the full list of nominations for all the awards, go here: