Mark Neeld is gone. For the last few weeks he had been a lame duck coach and once the AFL rubber stamped the funds he was sent to join ex president Don Mclardy and CEO Cameron Schwab at the departures terminal.
In Monday’s press conference CEO Peter Jackson highlighted some harsh realities that surround this troubled club.
After his measured and precise action, Jackson spoke about the conjecture regarding players at the club who may want out.
He said that Melbourne had been a ‘huge impediment’ on the competition and that he has the job now to convince not only current players such as James Frawley, Colin Sylvia and Jack Watts but also potential future players that the Melbourne Football Club is an attractive career destination.
You can only imagine the fallout on draft day this year when a young kid’s name is read out for Melbourne and there is disappointment. Can you blame them though? They turn the TV on each week to see that Melbourne is a club to be avoided at all costs.
The task is a massive one.
However there are positives that this club must promote as a bare minimum. Here are four of them that Melbourne must make the overwhelming factor in people’s minds. They may be obvious to some but sometimes we all need reminding.
1. The games’ oldest club
They have fallen far but the Melbourne Football Club remains the first and has tasted success.
It will be a daunting task to rebrand the club but they must start from their roots in searching for identity.
There needs to be a culture of developing leaders and this means knowing who they are and where they come from.
Once this is identified then the club as a whole can begin working on building their new and invigorated culture, remember it was not long ago when the Geelong Football Cub (the second oldest) were faced with this exact same task.
2. The home of football
What comes with being the oldest club also means being the oldest tenant of the Melbourne Cricket Ground.
To have the chance to play on this ground every home game is something the club must use to get people to buy in. While the Dees’ crowds are not great they still boast 33,000 members. A club moving forward with hope will increase crowds.
For players of any Victorian team it is a plus to have a community of other blokes similar situations, especially if they are from interstate.
Interstate and particularly at the expansion clubs there could be a feeling of seclusion. For many young kids not having to relocate from Victoria at 18 is a bonus not only for them but for their families.
3. The cupboards are not totally bare
Despite what most people are saying, the Melbourne list is not quite as bad as it currently looks on the field. It is well below average of course but it can be easy to forget that sometimes it’s between the ears with players.
Any player, no matter how talented can look pathetic when they have no confidence left in themselves.
The problem with the Demons is they have all had their confidence completely shot at the same time.
Recruiting and player development will need improvement but a change in mindset could easily have this team on par with St Kilda, and the Bulldogs. Look what happened with Port Adelaide after a pre season breath of fresh air!
4. Brand new club
New president, new board, new CEO, new Football Department, new coach = new club and most likely, a new culture.
This is a chance to build from the ground up again. No more band aids or bad aftertastes.
A brilliant opportunity thanks to the AFL. The MFC ship will sail in the right direction again and you will want to be on it early. Like buying stock in Apple before their resurgence.
In life you have to take risks and when they pay off it doesn’t get much sweeter. How could we forget the 2005 premiership win by the swans and what that meant to their club? They built a culture players are dying to be a part of and they may have had a harder task than Melbourne does.
The club will need to appeal to players, coaches, board members and staff who want to be leaders. People who are not afraid of the unknown.
The MFC must leave potential candidates feeling that they may regret it down the track if they turn down a chance to get on board.
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