The Birmingham City owners might watch Premiership matches at St Andrew's behind glass but even they can tell that the stadium, once among the noisiest in the country, has "been like a morgue" this season.
The team are facing a battle to avoid relegation after a dreadful start to the campaign, and they occupy second-to-bottom position after a 2-1 defeat at home to West Ham United on Monday night.
David Sullivan and the Gold brothers, David and Ralph, have taken the rare step of encouraging Birmingham supporters, in a statement issued to the club's official website, to roar the team to victory against Fulham on Saturday.
The owners suggest that the match will be Birmingham's "most important game for years" and they want an atmosphere to match such a status.
The trio understand the frustrations of the fans and Monday's 2-1 defeat by West Ham means Birmingham have taken only one point out of a possible 21 on home soil.
But they are calling for a united front to help Steve Bruce's side in their bid to move out of the relegation zone.
Sullivan and the Golds, in a statement, said: "This is an urgent plea to every true Blues fan. Please turn up and support our team this Saturday.
"We understand that some of you are fed up and feel like not coming to support the team - but it's at times like this we need your support the most.
"St Andrew's has been like a morgue recently, with no atmosphere, but we don't blame you. We understand your frustration and disappointment with the recent performances of the team.
"We feel the same, but we'll be there on Saturday making as much noise as we can - and we need you there as well.
"We know you feel let down by recent results - we feel the same - but we just cannot give up. We need you there to make some noise and fill the stadium with pressure and sound.
"Saturday is now a mustwin game for the club and we are asking you to turn up with your family and friends and to help.
"As a board we have never been so desperate for you to turn up and get behind the team. We know your presence, sound and support can and will make the difference.
"Saturday is our most important game for years. It's like the cup final and we need your help to win it. Please, please turn up and get behind the team."
Sullivan has reiterated his support for Steve Bruce, the manager, and said that there would be "no knee-jerk reaction" over the club's current precarious plight.
Bruce's side have yet to win in the Premiership at St Andrew's this season but Sullivan still has faith in his manager.
"From the board's point of view, we do not feel there is need for any knee- jerk reactions," Sullivan said. "That doesn't solve any problems at all. We believe in loyalty, and stability - not changing managers.
"If you look at the bulk of clubs in our position who do change managers, they still usually get relegated like Southampton did last season."
Sullivan has been devastated by City's home form during the current campaign. But he again urged fans to turn out in numbers for Saturday's home game with Fulham.
"Our form at St Andrews is appalling. It's beyond our worst fears. I came away from the West Ham game absolutely poleaxed, just like our fans.
"It hurts myself and David and Ralph Gold. We have lengthy journeys from where we live to get to St Andrew's and those journeys seem to take longer and longer the more we lose.
"But the club as a whole is more important than us and we need the help of our fans like never before."
The perception remains, however, that Bruce is under pressure. Sentiment does not last long in football and, while Bruce is considered a popular guy and is liked by the majority of supporters, the manager finds himself in the business of acquiring results.
And Birmingham are playing like a team destined for the Coca-Cola Championship.
Fortunately, Bruce has his trump card: the January transfer window. It helped him in 2003, when he signed Christophe Dugarry. The Frenchman, a World Cup winner in 1998, helped the club to avoid relegation that season.
Bruce would spend a lot of money to secure the services of a Dugarry equivalent, even if the problems seem deeper and more widespread this time around.