North want to play 2 home games in WA next season

[Rich01]

She spoke to SEN about it:

Jen Watt on SEN - November 13, 2024 - Roos on Radio

North Melbourne CEO Jen Watt joined SEN to discuss the three-year deal to play six home games in WA

omny.fm

Also spoke to 3AW about it:

'I don't agree with you': North Melbourne CEO grilled over decision to sell home games

North Melbourne CEO Jen Watt and Wide World of Sports host Sam McClure have clashed over the club’s call to sell two home games to Western Australia from next season. The Roos will play ‘home’ games against West Coast and Fremantle in Bunbury in 2025, while in 2026 will completely withdrawal...

www.3aw.com.au

And did a press conference:

In regards to long term strategy or the rationale for this shorter term tactic? I haven’t heard hear outline her long term plan for the club, but if I missed it I’m happy to be corrected.

 

[Roylion]

These sound like day to day tasks that every club has. Geez how inspiring…

What exactly do you want to hear? North have outlined what they want long term and since 2008 have been working towards that goal. I've already outlined what they've achieved in the last 15 years.

Stay alive, eventually play all your games in Melbourne, and with some luck it will all come together onfield

It will come together onfield. The AFL is set up so that clubs will have periods of success.

and the sponsors and crowd will come running.

Hopefully their current CEO isn’t as blasé when setting the clubs direction as you have been.

I'm not setting the club's direction, but even as a non-supporter I know what that direction is. If you want specific details of every deal that is in the works then I don't have that. However it's clear what North is working towards.

Then again we haven’t heard boo from her in regards to this so for all we know you might be on the money.

That's been answered. Both in the short term and the long term.

 

[Rich01]

What exactly do you want to hear? North have outlined what they want long term and since 2008 have been working towards that goal. I've already outlined what they've achieved in the last 15 years.


It will come together onfield. The AFL is set up so that clubs will have periods of success.


I'm not setting the club's direction, but even as a non-supporter I know what that direction is. If you want specific details of every deal that is in the works then I don't have that. However it's clear what North is working towards.


That's been answered. Both in the short term and the long term.

You’re saying the same thing over and over. Sounds like you are relying on the AFLs equalisation policy to sort the club out on the field which has a flow on effect to membership and sponsorship right? Then survival in Melbourne is the only long term objective?

Geez this CEO thing must be super easy in your eyes. Just about anybody could do that.

I’ll tell you what I want to hear…

What’s the long term vision for the club on and off the field for the next ten years? Here are some basic examples…

Is it premierships for the men’s and women’s teams? What’s the off field aspirations? Is it just survival? Is it money in the bank or investing back into the football dept for a stronger chance to execute the on field vision?

What are the key enablers for the above?

Best in class facilities? A club that attracts quality free agents (what does this look like)? A fully structured and funded football dept? Growth in membership - by how much and how? Growth in sponsorship (and allowing to compete better against middle tier vic clubs) - how much and how? Selling games - how much revenue as a percentage to total revenue this makes up as part of their mix. A solid core of players- to recruit and also retain - what are the plans to do both? If these are in the plan what is being done to proactively achieve them?

Saying the strategy has been set since 2008 and it’s about survival is just pissing in the wind. You are kicking the can down the road for years on end.

I’m not saying selling games interstate is wrong. I’m just asking where it fits into the clubs long term plans.

No one has been able to answer that.
And I don’t expect you too either btw. Theres no visibility of it from those that are paid good dollars to work on it and enable it.

If you think you know the answer and if it is survival and playing games in Melb then god help them. What fodder for the rest of the comp if that’s a clubs aim.

 

[McIvor]

A club that attracts quality free agents (what does this look like)?

C'mon man; they did get Griffin Logue and Jared Polec. Give them a break. Oops, missed the "quality" part.

 

[Roylion]

You’re saying the same thing over and over. Sounds like you are relying on the AFLs equalisation policy to sort the club out on the field which has a flow on effect to membership and sponsorship right?

Not at all. What I'm saying is that North's on-field fortunes will improve and that will likely result in increased membership and crowd attendances as a result. It will also possibly result in greater access to marquee time-slots

Then survival in Melbourne is the only long term objective?

Continuing in Melbourne - given the constant talk about North Melbourne relocating - is of course the aim. As is winning their next premiership. North has publicly stated that their long-term objective is to deliver sustained on-field success.

I’ll tell you what I want to hear…

What’s the long term vision for the club on and off the field for the next ten years? Here are some basic examples…

The next ten years is not a long term vision. It's a short to medium term vision. A long term vision is setting the club up for sustained financial health for the next fifty years in order for the club to continue to adequately compete against the financially stronger AFL clubs as a Melbourne based club. That includes the development of AFL class training and administration facilities in Melbourne, finding and developing sustained revenue streams via sponsorship (Mazda, McDonalds, Puma etc.) and striving to grow the supporter and membership base most importantly in Victoria but also outside Victoria.

The CEO and board will have these broad aspirations and will look at a series of actions to see that come to fruition. You've just seen one of those actions with the two games played in WA.

Is it premierships for the men’s and women’s teams?

Clubs are always striving to win their next premiership. North's women's team may well do that this season. The men's team is rebuilding and Clarkson has another three years to further develop that rebuild in order to become a premiership contender.

What’s the off field aspirations? Is it just survival?

Like every AFL club, sustaining and growing revenue streams. North have publicly stated that they want to invest in the football department, in particular player payments, which will give them the best opportunity to achieve on-field success. They also aim to grow football revenue - in particular membership - whilst also increasing sponsorship, sales, events and fundraising revenue. They want to investigate new markets while continuing to maintain their existing strong Melbourne based supporter areas to further increase revenue.

Is it money in the bank or investing back into the football dept for a stronger chance to execute the on field vision?

A balance of both. Such is the lot of a smaller Melbourne club. North are travelling pretty well off-field and investing in the football department would be part of that. In 2023 an extra $3 million was invested into their football department.

What are the key enablers for the above?

Best in class facilities?

I've already spoken about the $17 million upgrade to the Arden Street facilities already.

A club that attracts quality free agents (what does this look like)? A fully structured and funded football dept?

Onfield success helps attracts free agents. So do AFL standard class facilities. Is North's football department currently underfunded?

Growth in membership - by how much and how? Growth in sponsorship (and allowing to compete better against middle tier vic clubs) - how much and how?

Their aims are to increase their record membership each year.

Selling games - how much revenue as a percentage to total revenue this makes up as part of their mix.

Revenue is about $50 million. The WA deal of $2.5 million a year for two home games) appears to be more lucrative than the Tasmanian deal, so this is likely to increase, given that from 2026 there will also be two extra home games in Melbourne.

A solid core of players- to recruit and also retain - what are the plans to do both? If these are in the plan what is being done to proactively achieve them?

You;d have to ask the North Melbourne recruiting and list management team for that. North do plan to continue recruiting through the draft, retain desired draftees and seek to fill list holes through Free Agent acquisitions.

Saying the strategy has been set since 2008 and it’s about survival is just pissing in the wind.

It's not just about survival.

I’m not saying selling games interstate is wrong. I’m just asking where it fits into the clubs long term plans.

As I said earlier, by assisting to sustain and grow their existing revenue streams to further invest in the football department, in particular player payments.

No one has been able to answer that.

It should be obvious. They've been forced to exit Tasmania and have found an alternative revenue stream. It's a great deal for North.

Theres no visibility of it from those that are paid good dollars to work on it and enable it.

The goals and objectives (both long and short term) of the North Melbourne Football Club are publicly available.