There have been some considerable highs and lows on and off the field this year, but we remain in a strong position to deliver on our five-year strategic plan by the end of 2014. This includes our fifth Premiership, financial independence, 40,000 members and an expanded supporter base.
Fifth Premiership
Despite a disappointing last game, we made significant inroads by reaching the finals and playing an exciting brand of football in the second half of the season. Brad Scott, the Football Department and our players deserve recognition for sticking to their plan despite heavy criticism and for producing 10 wins from the last 12 Home and Away games.
Other highlights included:
• Defeating traditional rivals Collingwood, Carlton and Essendon in a six week period
• Defeating a number of top eight teams to claiming eighth spot on the ladder
• Reaching finals for the first time since 2008
• Three debutants in Cam Delaney, Sam Gibson and Brad McKenzie
• All-Australian nominations for Andrew Swallow and Drew Petrie, plus a fifth place finish in the Coleman medal for big Drew
• An outstanding injury management program resulting in the lowest soft tissue injury rate of any club
Looking forward, the team will travel to Utah for the third consecutive year in November and will reap the rewards of another solid pre-season.
Financial Independence
Coming off last year’s financial loss, we have rebounded to achieve a cash profit, major reduction in debt and growth of core football related revenue through consumer business and commercial business.
Our final financial position will be confirmed in November, but I’m proud to say it will be one of our most successful years in recent history. This proves our business model is working well to further stabilise and grow the club.
Our debt will soon sit below $4 million which is a fantastic result. The ‘Box On’ campaign and member contributions raised an incredible $1 million this year alone, but we need to do more. We will be asking members to contribute again in 2013 to get our debt below $3 million. This will allow us to focus on strengthening the Football Department to ensure we are best placed to take advantage of free agency and other opportunities which will help us win another flag.
More than 3,000 members and supporters contributed $25 to $10,000 which was an overwhelming response. If all our members found a way to donate via the membership contribution for the next two years, we could wipe out debt completely.
Expanded Supporter Base
The first year of our three-year Hobart partnership has been an outstanding success when you consider our Round 15 sell-out and more than 2,000 new members jumping onboard in Tasmania. This is an enormous opportunity for us to grow our supporter base and increase our presence in a state that is extremely passionate about AFL.
Our growth in Ballarat and Wyndham continues at more than 10 per cent, and we are again making an impact in our heartland of Melbourne. The North End Community bays at all our home games were full of colour and excitement and through The Huddle, they allowed thousands of people to watch a game, most for the first time.
40,000 Members
With 33,754 members and the biggest increase of any club in growth at just below 12 percent, it’s been a remarkable year. Tasmania was a key to this result along with the success of our new membership category The Premiership Club. We are on track for 40,000 and membership remains the life blood to any success we are likely to have in the future.
Looking ahead
Winning finals and a fifth premiership, securing 40,000 members, further reducing debt, posting another profit and increasing our supporter base remain our most important aims and they are all achievable. However none of this is possible without you.
From the Board of Directors, staff and players, thank you for your unwavering support and commitment. Without a doubt, we have the most passionate and loyal supporters of any club and we remain committed to repaying your dedication with a long period of success.
Our Mission is to engage, entertain, inspire and win. We must never lose focus of this, as it will drive our successes moving forward.
Yours Sincerely,
Cam Vale
Interim CEO
