New Port Adelaide coach Ken Hinkley will play a major role in the club's recovery. Picture: Calum Robertson. Source: adelaidenow
PORT Adelaide has devised an ambitious strategy to raise an extra $2million in membership revenue ahead of the club's shift to Adelaide Oval and is aiming for 40,000 members for next year.
The Power is coming off a rotten run on the premiership table but believe the combination of the impending shift to the city and the sense of a fresh beginning under coach Ken Hinkley and a new board will raise their membership by 5,000 next season and up to 50,000 in the long-term.
The club has been encouraged by the extra interest from members to secure an Adelaide Oval permanent seat by signing up before February 28 and has cast a wide net in membership categories - including options to sign up a baby or a pet to Port Adelaide.
Port Adelaide marketing and operation general manager Matthew Richardson said another bonus was the addition of a general admission 11-game category at Adelaide Oval, which will not guarantee a seat but will ensure entry to watch games from the northern mound or in one of the standing room bays at the back of the concourse walk on top of the lower bowl of the stadium.
"It just depends on what you're experience you're after," Richardson said.
"You might go an have a bite in the city before hand and then come in for the general admission category or you might want to be in the western stand, with the seat that is tranferrable.
"But we've had a lot of people asking about upgrades for getting access to a better seat at Adelaide Oval."
It comes as Port Adelaide:
HAD just above 35,000 members this year - which only a few hundred fewer than its first year in 1997, but has dropped its average crowd number by more than 15,000 per home game (35,703 in 1997 to 19, 911 this season
WANTS to find at least 50,000 members who have dropped off to add to their existing 35,000 - finding only 10 per cent of them would bring the club into the respectable 40,000s.
WANTS to increase the amount of traditional 11-game members, which are now around 22,500, and hope that the new category of three-game members will become full-fledged ones
SEEKS to get in touch with their whole supporter base. The Power's research tells them they have as many as 260,000 to 270,000 supporters but fewer than half of them are on the club's data base. It means the club has no means of communicate with them directly.
"Our club is focused on connecting with these people," Richardson said.
Port Adelaide's membership plans come as the AFL is understood to be in the throes of further seeking to bridge the gap between the wealthy and not-so-wealthy clubs, potentially through channelling more of gate revenue into general revenue so that clubs which don't have blockbuster matches don't continue to fall behind.
AFL chief executives have been invited to write submissions to the AFL by early next year how to best alleviate the problem of the gap after meeting on the Gold Coast at last week's AFL draft.
David Noble represented Adelaide, with Steven Trigg being under investigation by the AFL and preparing his defence ahead of the commission hearing on Friday.
The Crows were in a board meeting last night.
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