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Eastdog
31-07-2014, 09:00 PM
http://m.theage.com.au/afl/afl-news/afl-moves-to-win-back-fans-20140730-3cumg.html

AFL moves to win back fans
Date
July 30, 2014


Caroline Wilson
Chief Football Writer for The Age

'The fixture next year will be drawn up squarely through the lens of attendances': Gillon McLachlan. Photo: Getty Images
The AFL has established a blueprint to win back Victorian fans, admitting that the MCG and Etihad Stadium no longer set the benchmark as match-day venues and that the game's heartland has suffered due to a highly experimental 2014 fixture and a messy ticketing system.

Less than two months into his term as the game's new boss, Gillon McLachlan has conceded the AFL has made it too difficult for fans to get to games, has not worked in true partnership with the MCG and Etihad Stadium and the recently relaunched stadiums in Adelaide and the Gold Coast were leading the way in providing for football supporters. McLachlan has called on all 10 Victorian clubs and Melbourne's two AFL venues to help develop a united push to lift Melbourne attendances.

Victorian crowds have fallen by almost 4000 a game on last season to a game average of 37,250, while attendances have risen marginally across Australia.

"The fixture next year will be drawn up squarely through the lens of attendances," McLachlan said.

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Proposals for 2015 and beyond include:

■An annual 24-hour hotline offering fans the chance to buy tickets at bargain prices to every home and away game.

■The abolition of the two-bye season, all Sunday night games and most Sunday MCG twilight fixtures and a return to traditional time slots that could see a Good Friday game taken off the agenda until 2016.

■A revamping of the MCG scoreboard to reflect the passion of the home teams, in the belief that venue's internal broadcast has become pedestrian and outdated.

■The establishment of a central ticketing body based on operations such as Webjet.

■A push for Melbourne clubs to widen their focus beyond simply attracting big membership numbers, instead transforming those members into match-day fans.

■A more flexible approach to use of the retractable roof at Etihad Stadium, including opening it at short notice in good conditions.

■An already established working party of Melbourne clubs and stadiums to help create a match-day experience at MCG and Etihad games comparable with the recently rebuilt Adelaide Oval and the Gold Coast's Metricon.

■The promotion and advertising of games at the MCG and Etihad in a manner similar to interstate fixtures.

McLachlan stressed the campaign to increase Melbourne attendances was not a knee-jerk response to the falling crowds, insisting the fan-friendly strategy had been part of a longer-term agenda.

Some 15 months ago – while still Andrew Demetriou's deputy – McLachlan is understood to have delivered a paper to the commission detailing a strategy to improve the AFL experience for customers.

''We have an amazing game, we have amazing stadiums and we have amazing supporters,'' said McLachlan.

''How can we take down the barriers which seem to be complicating the match experience to improve that and bring all of the above together in a more simple way?''We're working very closely with the venues and the clubs to look at every aspect of the match day more broadly. That includes getting our fixture right and taking the barriers away from getting to the games, which involves a new approach to ticketing.''

However, several Melbourne clubs remained sceptical about the roles they could play in lifting attendances, claiming they were constrained by the MCG's control over the ground and its scoreboard. Two clubs told Fairfax Media they had already stretched their resources in the promotion and marketing of home games.

The AFL has identified four key factors for the fall in Victorian attendances this season. In short, it blames its own fixture, complex ticketing, poor performances by Richmond, Carlton and St Kilda and fan fatigue over the Essendon drug scandal and its messy fallout.

The 24-hour sale proposal has been pencilled in for late March, on the eve of next season, and would sell tickets online to every game – potentially even providing a small package for Anzac Day – at a cost of $15 for adults and $2 for children. McLachlan has also worked to improve the league's prickly relationship with Etihad Stadium boss Paul Sergeant. The pair met for two hours earlier this month.

There has also has been significant tension between the AFL Commission and the MCG over the stadium's control of that venue and its scoreboard.

''The fact is we've had relationships not partnerships with our two Melbourne stadiums,'' said McLachlan. ''We need to evolve that.''

Some Melbourne clubs believe the Adelaide Oval has shown up the MCG and Etihad this season, with the Crows' and Port Adelaide's home games complemented by light and laser shows radiating the home team's colours across the ground, live music and, in Port's case, a fan march to each home game accompanied by themed music. Switches in momentum during games and home team goals are reflected on the highly parochial scoreboards.

Having taken responsibility for an experimental fixture that has hurt a number of big clubs – notably Collingwood and Carlton – the league also accepts it erred in its approach to ticketing this season, pointing to an already complex and multi-layered system further hampered by the fact Etihad and the MCG sell their tickets through rival agencies.

''The fixture next year will be drawn up squarely through the lens of attendances,'' said McLachlan, who has admitted the AFL tested new time slots for its broadcast partners. But he rejected the suggestion the AFL had prioritised expansion into the Sydney and southern Queensland markets at the expense of its heartland.

McLachlan also scoffed at claims the most recent broadcast agreement and its focus on full live coverage of all games had hurt attendances, pointing to last Saturday's record Hawthorn-Sydney crowd of more than 72,000 that attracted a massive TV audience.

Next season's fixture will include the return to just one bye, probably staged over three consecutive weeks each boasting six games, and more consistent time slots that will take Sunday twilight games away from the MCG and stage them more often in Perth, Adelaide and at Etihad Stadium.

The Magpies' Melbourne crowds have fallen well below their high standards – down almost 6000 fans a game to an average 55,445. Last Sunday's twilight clash against Adelaide saw the Magpies attract about 42,000 after the AFL had conservatively predicted a 48,000 attendance.

soupman
01-08-2014, 09:02 AM
Next season's fixture will include the return to just one bye, probably staged over three consecutive weeks each boasting six games, and more consistent time slots that will take Sunday twilight games away from the MCG and stage them more often in Perth, Adelaide and at Etihad Stadium.


I wonder who will get these?

I have grave concerns that we are not one of the teams that will feature heavily in fixturing through the "lens of attendances".

Mofra
01-08-2014, 09:30 AM
I wont believe it until I see the fixture for next year - and I'm not hopeful

bornadog
01-08-2014, 09:41 AM
The biggest impact on attendances has been live TV into Melbourne. You look at the numbers since live TV was introduced and its pretty damning. The AFL will never admit this.

azabob
01-08-2014, 10:00 AM
I wont believe it until I see the fixture for next year - and I'm not hopeful

So you hold out some hope we will get a fan friendly fixture?! ;)

azabob
01-08-2014, 10:02 AM
The biggest impact on attendances has been live TV into Melbourne. You look at the numbers since live TV was introduced and its pretty damning. The AFL will never admit this.

Is it more to do with the games being live or the day and time games are on? I have a feeling it is to do with the day / timing. But as you sort of point out both are the result of live tv

bornadog
01-08-2014, 10:10 AM
Is it more to do with the games being live or the day and time games are on? I have a feeling it is to do with the day / timing. But as you sort of point out both are the result of live tv

Agree combination of both, ie time of day and live. Collingwood are playing Sunday at 4.40pm, fans won't bother going if example its cold and live on TV. In fact they are offering two for one this week end to get fans there. In the past diehards would be there anyway if there was no live coverage.

Murphy'sLore
01-08-2014, 10:59 AM
The words 'match-day experience' send cold chills through my heart.

On which topic, a friend has written a pertinent article:
http://www.theage.com.au/comment/enough-with-the-entertainment-were-here-to-see-the-game-20140731-zyvcl.html

bornadog
01-08-2014, 11:08 AM
The words 'match-day experience' send cold chills through my heart.

On which topic, a friend has written a pertinent article:
http://www.theage.com.au/comment/enough-with-the-entertainment-were-here-to-see-the-game-20140731-zyvcl.html

I agree, don't want any stupid entertainment. I use to enjoy watching at least half a game of the reserves before the main game, but anything else but football forget it.

Eastdog
01-08-2014, 11:57 AM
The words 'match-day experience' send cold chills through my heart.

On which topic, a friend has written a pertinent article:
http://www.theage.com.au/comment/enough-with-the-entertainment-were-here-to-see-the-game-20140731-zyvcl.html

Agree ML. We go to the footy to watch the Dogs play and do not go for match day entertainment. There are plenty of others things out there if you wanted to be entertained. We need to steer away going down the path of the NFL.

The Underdog
01-08-2014, 12:04 PM
Agree combination of both, ie time of day and live. Collingwood are playing Sunday at 4.40pm, fans won't bother going if example its cold and live on TV. In fact they are offering two for one this week end to get fans there. In the past diehards would be there anyway if there was no live coverage.

The problem is that the TV money is keeping quite a few clubs alive so it's a double edged sword. They have probably gone slightly too far to the wants of Foxtel with programming games, but as you've said the ability to watch any game live on TV is going to effect attendance, particularly for late games or deep in winter. You can bet though no matter what the AFL want to do next year, given the revenue from TV, they will get a say in it.

Eastdog
01-08-2014, 12:15 PM
I reckon they need to get rid off twlight games across the board. I'm not holding my breath that will happen with the current TV rights deal in place. Twilight games put many fans off who are passionate and want to go but can't simply because of the time.

westdog54
01-08-2014, 12:18 PM
The problem is that the TV money is keeping quite a few clubs alive so it's a double edged sword. They have probably gone slightly too far to the wants of Foxtel with programming games, but as you've said the ability to watch any game live on TV is going to effect attendance, particularly for late games or deep in winter. You can bet though no matter what the AFL want to do next year, given the revenue from TV, they will get a say in it.

Even that is something of a self-fulfilling prophecy. Bigger clubs are making a fortune in attendance, marketing etc from the lopsided fixture whilst we are suffering on the outer in the Twilight fixtures that have come with the new broadcasting arrangement. There's only one way to read the line about 'getting twilight games away from the MCG' and that is that clubs like us are going to be stuck with them.

While the AFL's current contract with Etihad and the TV rights arrangements run as they are we will continue to get screwed over, we can only hope that the compensation we receive as a result will be appropriate. I'm not counting on it.

Eastdog
01-08-2014, 12:26 PM
Even that is something of a self-fulfilling prophecy. Bigger clubs are making a fortune in attendance, marketing etc from the lopsided fixture whilst we are suffering on the outer in the Twilight fixtures that have come with the new broadcasting arrangement. There's only one way to read the line about 'getting twilight games away from the MCG' and that is that clubs like us are going to be stuck with them.

While the AFL's current contract with Etihad and the TV rights arrangements run as they are we will continue to get screwed over, we can only hope that the compensation we receive as a result will be appropriate. I'm not counting on it.

Hopefully it will get better when the AFL buy out Etihad. While live footy has its advantages it has disadvantages as well.

The Underdog
01-08-2014, 12:58 PM
Even that is something of a self-fulfilling prophecy. Bigger clubs are making a fortune in attendance, marketing etc from the lopsided fixture whilst we are suffering on the outer in the Twilight fixtures that have come with the new broadcasting arrangement. There's only one way to read the line about 'getting twilight games away from the MCG' and that is that clubs like us are going to be stuck with them.

While the AFL's current contract with Etihad and the TV rights arrangements run as they are we will continue to get screwed over, we can only hope that the compensation we receive as a result will be appropriate. I'm not counting on it.

Agree totally. It's a double edged sword. And the AFL knows it has to maximise attendance from the big clubs in prime times so that it doesn't look like crowds are completely falling off a cliff, which is why we get stuck with the shit times and it becomes us that are completely reliant on the TV money as an equalisation measure as we slip further away from the exposure we need.
Hopefully a strong competitive team in the next couple of years and some emerging stars helps redress the balance somewhat.

Mantis
01-08-2014, 01:10 PM
Agree totally. It's a double edged sword. And the AFL knows it has to maximise attendance from the big clubs in prime times so that it doesn't look like crowds are completely falling off a cliff, which is why we get stuck with the shit times and it becomes us that are completely reliant on the TV money as an equalisation measure as we slip further away from the exposure we need.
Hopefully a strong competitive team in the next couple of years and some emerging stars helps redress the balance somewhat.

And if that fails.. then what?

Hoping like hell that the current crop can take us back into the top 6 within the next 2-3 years, but if we fall short we are going to be pushing '..it' up hill to hang in there.

Cyberdoggie
01-08-2014, 01:16 PM
So no mention of actually getting rid of the ticketing policy/cost structure and the high prices.

I still don't understand why they can't play a game before hand, whether it be the reserves or even a TAC game occasionally.

Surely the surface isn't that precious that we can't schedule a Saturday afternoon game on before a night game once a week at the G or Etihad?

I wonder how much they will actually revert to traditional fixturing.

Would it surprise anyone to know that there is a total of 0 games this year that we play at 2:10 on a Saturday or Sunday.

LostDoggy
01-08-2014, 02:17 PM
Agree ML. We go to the footy to watch the Dogs play and do not go for match day entertainment. There are plenty of others things out there if you wanted to be entertained. We need to steer away going down the path of the NFL.

I don't entirely agree. My young children enjoy the little entertainments at the footy, and I find these things to be a lifesaver as it allows me to keep them sedated so I can watch the footy in peace ;). Things like fan engagement, chants, pre-game stuff, whilst most of it might be cringeworthy to the diehards, the lesser-intense fans amongst us might enjoy such things, especially the kids.

wimberga
01-08-2014, 02:22 PM
When I lived in the US, I got right into the college football, which has an interesting media arrangement.

Over there, you might have 10-12 games against teams in your conference, with perhaps a couple of others here or there outside (including bowl games).

Now what happens is that the fixture is drawn up showing who is playing who on any given weekend but the days and times are decided for the first 4 weeks only. After that the broadcaster (CBS or ESPN) would then assess each round a few weeks out, optimising the promising matchups (the teams who were playing well) and shafting the teams who were playing poorly.

This obviously works a bit different when every team in the competition has an 85,000 stadium which packs out each game regardless of performance, but it was a great way to ensure the best quality games, irrespective of the teams, got the prime time slots.

Eastdog
01-08-2014, 02:47 PM
So no mention of actually getting rid of the ticketing policy/cost structure and the high prices.

I still don't understand why they can't play a game before hand, whether it be the reserves or even a TAC game occasionally.

Surely the surface isn't that precious that we can't schedule a Saturday afternoon game on before a night game once a week at the G or Etihad?

I wonder how much they will actually revert to traditional fixturing.

Would it surprise anyone to know that there is a total of 0 games this year that we play at 2:10 on a Saturday or Sunday.

It wasn't at the MCG but we did play earlier this year Round 3 against Richmond at Etihad on Saturday afternoon 2:10pm I'm pretty sure but yeah we have hardly played at that time which for me is the best time.

Mofra
01-08-2014, 03:55 PM
And if that fails.. then what?

Hoping like hell that the current crop can take us back into the top 6 within the next 2-3 years, but if we fall short we are going to be pushing '..it' up hill to hang in there.
So what's the alternative?

Eastdog
01-08-2014, 04:32 PM
So what's the alternative?

It shouldn't matter based on how teams are performing really. You could have a great Friday night match that is close between 2 weaker teams just the same as between 2 stronger teams.

Here is my solution:

Scrap twilight footy
Strike a fair balance between the TV rights and supporters that would like to go to the matches
Every team gets at least 1 Friday match to get exposure of the club brand
Have a Saturday afternoon MCG match at 2:10pm each week and every Victorian team plays at least once at this timeslot.

KT31
01-08-2014, 06:08 PM
If they want to win back our fans, gift us a team and concessions like they have Sydney, Brisbane, GWS and GC.
Equalise the draw and let us win a flag.
That should just about do it.

FrediKanoute
01-08-2014, 06:56 PM
When I lived in the US, I got right into the college football, which has an interesting media arrangement.

Over there, you might have 10-12 games against teams in your conference, with perhaps a couple of others here or there outside (including bowl games).

Now what happens is that the fixture is drawn up showing who is playing who on any given weekend but the days and times are decided for the first 4 weeks only. After that the broadcaster (CBS or ESPN) would then assess each round a few weeks out, optimising the promising matchups (the teams who were playing well) and shafting the teams who were playing poorly.

This obviously works a bit different when every team in the competition has an 85,000 stadium which packs out each game regardless of performance, but it was a great way to ensure the best quality games, irrespective of the teams, got the prime time slots.

They do a similar thing in the Uk with PL. Sky/BT Sport put out a schedule at the start of the season of games they will show and then tinker with it as the season goes on. Sometimes annoyingly you buy tickets to a 3pm Saturday kick off only to find that its been moved to a 1pm Sunday kickoff to accommodate TV.

I find interesting the differences in scheduling. There are no PL games on a Friday night, but they have a 1pm 12:34 kickoff on a Saturday, the standard 3pm kick-off's on Saturday and almost every week a 5pm kickoff. The first and last are on TV. On Sunday's the kick-off's are generally 1pm and 4pm and games will be shown. They also have PL games on Monday nights most weeks and occaisionally on Wednesday nights.

boydogs
01-08-2014, 09:11 PM
Scrap twilight footy
Strike a fair balance between the TV rights and supporters that would like to go to the matches

Scrapping twilight footy isn't part of a fair balance. The Sunday twilight games are gold for Foxtel, in fact they would be unhappy that the AFL is putting us there all the time instead of a bigger club. If the AFL listened to Foxtel more, there would be more Collingwood on Sunday twilights and more of us on Saturday afternoons. The fact that the AFL is giving Sunday twilights to us means they are more conscious of attendances than TV viewers, as losing 20% of the fans at one of our games is less than losing 20% of the fans at a Collingwood game

The Underdog
02-08-2014, 09:09 AM
And if that fails.. then what?

Hoping like hell that the current crop can take us back into the top 6 within the next 2-3 years, but if we fall short we are going to be pushing '..it' up hill to hang in there.

Then what?
I think the first person who can come up with a way for the club to seriously gain membership and get us prime time free to air TV exposure without us being a really competitive team on the field, would have solved a problem that has plagued the club for years (ie. not me). TV wants as many eyes as possible on games, so we'll always struggle for prime time games regardless of how good we are. But some emerging stars and a team with something to play for is our easiest way to get access to those games.
To be honest in the short term I don't think there is much else we can do. Even in 2008-2010 we struggled to get above 35000 members and anything short of a premiership won't break that barrier. I'm sceptical it will gain us much more that that.

The club is clearly focussing on trying to rebuild the "brand" in the Western suburbs and get people (particularly new wave migrants in the area, be they from overseas or across town) to identify with the club as a representative of where they live. This is a slow burn though which would hopefully increase membership down the road. I'm fine with that strategy, it's old school in a way but identifies that the area is changing in a lot of ways. Without a sudden influx of cash from somewhere (Edgewater?) we are reliant on AFL/TV money for a good while yet.

Hotdog60
02-08-2014, 09:37 AM
The words 'match-day experience' send cold chills through my heart.

On which topic, a friend has written a pertinent article:
http://www.theage.com.au/comment/enough-with-the-entertainment-were-here-to-see-the-game-20140731-zyvcl.html

I totally agree, as with BAD I would always rock up to the Western Oval and catch half of the under 19's through to the end of matches. It was a great day out with a sore bum.

One of my biggest hates in the pre game entertainment on grand final day. What a lot of shite. What's wrong with the days when there was 3 games of football on grand final day. If ever a woman's comp got up and running maybe it's grand final could be the curtain raiser. Or maybe the Foxtel cup could have it's final as the pre game. At least it's a game of footy.