The Queensland Reds have in become the major success story of Australian rugby, but this success did not happen overnight. The last ten years form a narrative of a club going from the lowest lows to the highest highs.
The club and game has seen an amazing turn around in the north from a forgotten, basket case to a vital pillar and powerhouse of the game.
While the game and its franchises are undergoing dire stress, the Reds are flexing their muscle and holding up a ship that is taking on water at second tier level.
Exciting figures released recently show that for the first time Queensland has the highest rugby union participation rate in the country and an overall participation figure of 259,690 (5.3% of Queensland).
The game saw a 37 per cent increase in Queenslanders playing rugby union in 2013, according to the Australian rugby union’s (ARU) Annual Participation Census
http://www.youtube.com/watch?v=5jQgPnWqdzwandamp;list=UUeKNkdNPa1eZbwz3uYcXFbw
The major drivers were a 62% rise in sevens participation (a little win for an earlier article I wrote) and a 6% rise in junior and senior club Rugby participation with a strong women’s contingent of 37,841.
For reference, the Queensland Rugby League reported 170,027 active participants in 2012 made up of 60,099 adult men and 1,752 women.
The AFL claimed a participation figure in Queensland of 155,000 of which 40,000 were women.
The Reds’ success has bolstered its crowds, which regularly average over 30,000 – the largest regular season crowds in the state for the last two consecutive seasons and ranking it seventh and 10th overall across all codes.
It has built the strongest membership base which currently stands at 25,855 (Broncos 16,000 and Lions 14,591, Roar’s figures are not displayed but state 10,000 as a club goal for 2014).
Now I understand statistics are the language of the code warrior, they are often twisted and inflated to be used during battle.
These are not ABS statistics, they cover different years, memberships are deceptive due to different the size and timing of seasons, crowds are deceptive due to the Broncos TV ratings dominance etc etc.
Before you get out your virtual keyboard axe this is not a story about Queensland Rugby Union beating its chest and claiming dominance but of a struggling club that has overcome adversity and pulled itself back from the brink of oblivion.
The dark age
2007 was a dark time for the game north of the border.
The Broncos were undoubted the top-dogs of Brisbane with fresh memories of premiership glory in 2006, the Maroons had started their mighty run of dominance capturing the imagination of the state.
The Lions, despite a massive form drop, still had lingering memories of its glory years when it threatened the Broncos’ supremacy.
The Queensland Reds were a struggling little club that was in a long, downward spiral.
The club faced its ‘annus horribilis’ on the back of a slow decline after its hay day under John Connelly.
The club began to develop a revolving door of coaches, it changed its longstanding colours from Maroon to Red, changed stadiums from Ballymore to Suncorp and saw a vast migration of its best talent to the Western Force in the newly christened Super 14.
The team was young and was searching for its identity and place.
The icing on the cake was the 2007 season, coached by Eddie Jones, which led to a catastrophic 92-3 rout against the Bulls and signified the club hitting rock bottom.
The state which produced about 40 percent of the game’s players received its first, painful wooden spoon.
The Sunday Mail (if they ever did make the paper) showed a photo of the team getting off the plane looking like a disorganised, unprofessional rabble.
They appeared to be a team full of boys, completely out of their depth, playing against men.
A photo comes to mind of a Reds player wearing the terrible ‘white with red lipstick’ jersey being carried like a piece of furniture by a Bulls player which summed it up.
It wasn’t just that they were losing, they were embarrassingly dominated and manhandled with regularity.
I can remember going to a friend’s barbecue soon after ‘that game’ and my mate’s dad – in classic dad joke fashion – would constantly remind me, “hey you wanna hear a joke… the Queensland Reds!”
To this day, I still can’t watch highlights of that game.
The QRU was in dire financial shape and was forced to go cap in hand to the ARU for a large loan, sponsors were fleeing the sinking ship including major longstanding sponsor the Bank of Queensland.
Crowds at their worst hit 18,000 just beating the Brumbies but well below the Force, the Waratahs, the Brisbane Lions and Broncos.
It was hard to find a Reds fan at this time, as when their team has lost its pride and prestige fans go into hibernation.
This was also the same year of the first and only Australian Rugby Championship season both Queensland teams finished first and second last, with abysmal crowds that no doubt would have been one of the nails in competition’s coffin.
It’s all well and good to look back now with recent success but there was genuine air of ‘how much worse could this get?’
Queensland rugby, lacking league’s financial infrastructure, was facing the distinct possibility of its demise and the ramifications for a state which had been a proud backbone of the game since 1883 was quite alarming.
Rugby and adversity
What always drew me to rugby growing up was its focus on character building.
If you play rugby you realise that you can’t win them all and must learn to deal with loss.
In fact, it can be a cruel, bastard of a game when all you are continually tasting is soul-crushing and body-breaking defeat.
You face a choice whether you want to keep turning up week in, week out and put in the physical and emotional investment for little return.
Sometimes you can get in such a funk you wonder whether you will ever get to taste that sweet, victorious beer afterwards again.
As you’re clichéd, grizzled old coach will say as you slink down in change rooms “remember this feeling boys, it’s what you learn from this defeat that matters.”
Adversity as they say can sort the ‘men from the boys’ and some of the greatest bonds in life are forged in the fiery crucible of loss.
Equally, the same can be said with football clubs – adversity can test the mettle of so called ‘plastic franchises’, blow out the cobwebs and show the real state of a club.
In these intense circumstances some people will fold, others will be galvanised into action.
The Queensland Reds faced the real possibility of their own demise and realised they had nowhere else to go.
They were forced to pick themselves up, dust themselves off and learn from their mistakes.
Seeds of rejuvenation
I wouldn’t be surprised if somewhere in the Queensland Rugby Union HQ would be a large framed scoreboard of ‘that game’ with the words engraved “Never Again”.
Without having hit the lows of 2007, I wonder whether the amazing highs of 2011 and the current success would have occurred.
The beauty of such a year is that a club is forced to think revolutionary rather than evolutionary. Targets are suddenly painted on everybody’s head.
It becomes difficult for high-payed, professional athletes to justify their price tag, backroom politics may appear irrelevant when facing the prospect of nothing to fight over and when boardroom positions become under threat.
Queensland’s rise out of the pit of despair was nothing miraculous.
It was slow, gradual and full of hits and misses; different coaches, different, often cringe-worthy marketing angles (the Red Army, the ‘We are Red’ chant), refocusing on grass roots development, reconnecting with its base and spreading its links with the community, building a more solid team foundation to back up its razzle dazzle footy and the solid help it received from the ARU.
When they finally landed a winner with Ewen McKenzie they saw their chance and they went with it.
A fire was lit for a good coach to ‘clean house’, throw away the dead weight and humble the big egos.
The Reds’ success has been built from a combination of diligence, hard work, risk taking and plenty of luck both on and off the paddock.
Getting its act together
The club’s operation today is a shadow of its former self, from an antiquated club to one of the most seemingly sophisticated, professional and aggressively run operations in the country.
Its brand has been thoroughly restored, and revitalised.
It works had to present a welcoming family-friendly image with strong community and multicultural roots (although needs to work harder on spreading its relevancy outside Brisbane).
The Reds have worked hard to offer a product that both kids and old fogies can get behind in equal measure.
As a team it proudly embraces its strong traditions and un-broken heritage.
http://www.youtube.com/playlist?list=PLv_Sl4B6X9i5ziMIylDlTg4Sj-1bWiQzD
While the same time it takes a fresh, youth-oriented marketing approach to great effect.
Now before you smash your keyboard and label this article a Queensland ‘puff piece’ or too much banana-bending self-love, I don’t work for QRU.
This article is to remind Queensland supporters not too get too cocky, and the journey the club has taken and why it would not want to go back.
Neither am I making any assertions about Richard Graham’s success and the future, he has inherited the infrastructure and culture and will be under pressure to keep it going.
Maintain the faith
This article is a rallying cry to all the long suffering supporters and financially stressed clubs around the country.
Things can change, maintain the faith.
I tip my hat to the rusted-on fans in all codes that faithfully turn up week in, week out, with big hopes and getting little in return whether it’s the Waratahs, Western Force, Rebels, Parramatta Eels, or the Melbourne Demons (and many more).
The Reds are a symbol and a template for struggling clubs that their is hope they can restore their pride, prestige and dig themselves out of the pit they are in.
The Waratahs find themselves in a similar position, constantly offering promise yet perennially disappointing the high expectations of their frustrated fans.
Understandably Brisbane/Queensland’s market is far more open compared to the Sydney/NSW’s crowded space.
The Waratahs find themselves drowned out by a sea of competitive teams, each trying to outplay and outmanoeuvre each other.
The Waratahs are busy trying to reclaim their base, all the while being pinned down and prevented from breaking into the growing corridors of their city.
By comparison, the Reds have been given freer rein to develop connections in growing areas.
Michael Cheika definitely brings a number of key elements very reminiscent of Ewen in his early days. One good season for the Tahs could still make a world of difference.
As for the Rebels and the Force, hard times in hindsight can become a ‘badge of honour’ in the future.
Coming through these dark times is what forges traditions and histories of young struggling clubs and cleans out the unnecessary ‘plastic.’
After all you can’t have a renaissance without a having a dark age.
I am interested to hear Roarers more in-depth insights on the Queensland Reds and what they believe turned it around?
What are your opinions on how to turn around the current crop of long suffering, struggling clubs?
RobC
Guest
100%. I think failure is warranted in some cases. Organisations will need to scrape through the bottom of the barrel and live there for a while before changes happen. Tahs, ARU, QRU, Australia treasury 1980s. Re EM. I heard from friends he's a good man Re QC. He's is still a kid. But in the past, was given more bat than he can swing. He seems to be growing up. Re Chieka. The issue is elsewhere im guessing Re discourse, I think every contribution counts because although the problem is simple, it's my belief the solution is not. Otherwise it would have been done by now, and it would be the end of conversation. Btw, I hope we beat you guys this weekend.
Chivas
Guest
I wasn't connecting public policy to rugby, rather the discourse and conversation. Which is find a simple solution and if it takes more than what you can write on a bumper sticker don't expect it to get traction. Look at the tenuous comments made here all the time by supposed experts or gurus. Quade is vindicated for making toxic comments. He was one third of the toxic environment and played his own special part in degrading the Wallaby jersey. Now he is the leader of the turnabout because he blew the whistle. EM who has acted with petulance and isn't everyone's idea of a scrupulous man with impeccable values and ethics is the godsend Australian rugby has been looking for. My point is simply the solutions aren't complex, but it is a bit more than reshuffling the deck chairs. Culture change and change management in general requires vision and courage. I hope Chieka is that man for NSW's sake. I also hope EM has a successful tenure with the Wallabies. But right now Australian rugby needs a few good men and strong leadership across the board. As long as everyone is serving their own interests, unless there is genuine reasons to change forced upon Australian rugby, they will rest on their laurels and continue to bleed. Eventually once the fans have left and the money has run out, there will be little choice but to change... Remember the eels, souths...
RobC
Guest
Connecting the current state of Rugby in Australia with public policy and discourse is tenuous at best. Rugby is disconnected with the reality of the country it serves, the main reason it fails. These seemingly stupid and rabid debates and politics are the reason Australia sits amongst the best nations in the world. Unlike economies in USA, Europe and Asia, Australia is a country with plenty to give and nothing to lose. ie weak vested interests. It is a perfect formula for success. "Rugby Australia" and its vested interests is the opposite. Not for long I hope.
Chivas
Guest
All excellent points. The force is also making progress in WA. It is a team effort here. Players like Hodgson wiring columns in the West Australian, without which there would be no coverage of the game. AFL and cricket dominate followed by football and basketball. The door is open for anyone and everyone to contribute. It is very difficult to gain momentum when the sport gets no tv coverage except on fox and very little media attention. In my view it takes a generation and a lot of persistence. But without managing and setting tasks against measurable objectives, a lot of effort is easily frittered away. It appears to me the Warratahs glory days are behind them and they are trying to buy them back. But now they are financially strapped. They still have an extraordinarily strong base of fans who want to come back, but they have wasted close to a decade (almost a generation). The interesting thing Ewen McKenzie was at the helm for a good part of it and I never saw him as the saviour. Chieka on the other hand looks like a man of character who can swim against the tide if it means achieving his objectives. EM has never come across as that man. He seems to be much more self serving. Sometimes serving yourself can result in the organisations goals being achieved, but it does not lead to the drastic culture shift being touted as necessary at the Tahs. Behind the scenes the necessary changes were made at the reds and all that was required of EM was to run the lads around at training and bring them together on show day. Robbie Deans had certainly been at the helm long enough for the Wallabies, but when he came in he had a lot of work to do with nothing. As much as many petulant fans decry what he did and suggest that all bad things are Deans legacy and all positive things are Ewen's, I think that is a large misrepresentation of the facts. Which brings me to my final point. The reason things are often not fixed are because there is no real pressure to bring about the necessary change. The fans are looking for simple solutions and that is all many understand. This IMO is the reason public debate in Australia is so poor around all manner of things (asylum seekers, global warming, education, NBN). Therefore change tends to be bought about when a situation becomes extreme or dire. Being in a financially dire situation is IMO a good thing for Australian rugby. There are many examples in Australian history demonstrating when they have their backs to the wall is when Australians take action and do so with extraordinary results. I hope this is a turning if the corner for Australian rugby.
handles
Guest
Reds target membership for 2014....50,000! Hope they get there, that is AFL top team level!
Chivas
Guest
I don't understand. Ewen has a couple of good years and walks leaving the side on a downhill path. He picks up someone else's legacy, leaves his own and is touted a saviour?
sixo_clock
Roar Guru
Cheers OTG, Removing the unhealthy politics from the boardroom was the most vital step. Enter McCall and the ball started rolling. He saw the need to bring business principles and not the old school tie and other unproductive relationships. Unfortunately NSW struggles and the only loser is Rugby, ergo Losing Ugly. But we have the Brumbies, Force and Rebels ready to show the way or pick up the slack. Go the Rebels.
Oldman
Guest
I agree wholeheartedly that Phil Mooney needs to be recognised for establishing the base that Ewen built on. maybe it was a bit early for him as a super rugby coach but he must get some of the credit.
Peter V
Guest
Spot on. I also liked the last comment " the lucky contribution of talented individuals" Rugby is a professional game and needs professionals both on and off the field for the product to be successfully sold. The Reds have now been sold professionally as evidenced by crowd numbers and members however the emphasis is now on product improvement. This also requires vision, courage and commitment. Go the Reds in 2014.
onetruegame
Guest
Sixaclock, you raise the pertinent issue - as Julius Sumner-Miller used to say "Why is it so? First principles. Connection with supply lines- fans and money Intelligence at the top, that is, a good view of the big picture. A plan and a commitment to carry it out, whatever it takes. A bit like war, eh? Certainly not the lucky contribution of talented individuals.
sixo_clock
Roar Guru
Failure to mention the 'back room boys' who assembled the winning combination cost you a lot of marks. Not enquiring into why some organisations have to hit rock bottom to 'see the light' cost you more marks. Not identifying/bemoaning the value/waste of an entire season hardening the boys into Rugby players, whoops. If Rugby is to supplant/eradicate the impostor code we need NSW to do the same, the wait continues.
Comrade Bear
Roar Rookie
Top article thanks! ...and good to see Phil Mooney getting some recognicition.
Qld Dave
Guest
I think that Qld started its way up when they realised that they had to stop thinking that only a good old Qld boy could be coach: think Bob Templeton, John Connolly, Mark McBain, Andrew Slack (very briefly). They went to Eddie Jones in desperation and that blew up in their face, but they were brave enough to stick with NSW talent and chose Ewen McKenzie. If we were to reintroduce knighthoods, it has to be Sir Ewen McKenzie - for services to Qld rugby. He transformed the joint and his legacy will last for 50 years. He reintroduced the running game into Qld Rugby - no doubt the Randwick influence. The ten man game of Tempo and Knuckles had run its course. If Richard Graham does not work out, they should look Aust-wide, not just ex Qld players. The other factor was the denuding of Qld players by the Western Force - it was effectively Qld West running around.
Hoges
Guest
That game was the lowest point of the Reds - that photo of them coming back into Brisbane out of uniform and unaccompanied by Eddie confirmed it. But there is no way known that game was thrown. Knowing some of the blokes that played in that game they could never, ever throw a game. Never.
Rugby stu
Roar Pro
Yeah I must watch those docos. I have missed a lot of the drama/intrigue with the Waratahs, so I haven't fully understood the anger towards them as I only judge them on the field and they have always been a moderate team that never realizes the potential with is unfortunate (but fortunate for the Reds). I went to a game at ANZ with a Tahs friend it was kind of interesting it seemed many fans had like a "bad marriage" with the Tahs they were unhappy but continued to turn up. When they put up the 2014 marketing thing I think it was "Believe in 2014," everybody just started laughing. It did remind a bit of the "join the red army" because at the time it was so of the mark (it didn't feel like a real passionate "red army" at the time). Looking at their membership numbers which are Tahs 10,555 vs Reds 26,000. It's quite sad and not good for the game the Tahs were always bigger team. When they do turn things they will have huge potential.
formeropenside
Guest
Tahs tried going broke before the Reds did.
formeropenside
Guest
"Ministered" - you will have to explain this to me. Do you mean like a question without notice, or blessed by a churchman?
formeropenside
Guest
No, Pocock was offered a Reds contract out of school, but not a full contract as the Force put on offer. Also, Pocock left well before Barnes defected in late 09 (and decliened to return when the Reds rolled out the red carpet on Croft's retirement - how good would Pocock have been if he had stayed at the Reds, learned under Croft for a few seasons, and then moved to 8 to make room for Gill).
30mm tags
Guest
So right. Chris Latham personified the attitude of never throw the towel in. He had all the right characteristics that you would want to see in a Wallaby Captain. Offered significant money to leave he chose loyalty ,showed backbone and demonstrated leadership when it counted and we needed him. We haven't seen much of that attitude in recent times and it shows the quality of the man and his family.
Keeping it real
Guest
The Reds marketing is awesome as well. Their pricing is reasonable, the range of offers is good and they actually get back to you. As a Reds and Waratahs member I can say the Reds have it all over the inept Waratahs!!