The fans had to fight for it. Initially we were given the little lower tier stand on the opposite side to the away fans, on an opt-in basis (ticket transfer), after a long campaign with the club. Then after that was a (partial) success the club got behind the idea and we eventually got the split...
The stand up of you love the town thing started this season, it's not timed or anything, but usually happens about midway through the half to try and get the whole stadium in to it, to carry the team through. Works well.