Attending the elimination final between the Rabbitohs and Sharks last Sunday made me think back to this 2013 article, outlining the then-new NRL CEO Dave Smith’s vision for the game-day experience, calling it “E-squared”: engagement and entertainment.
Emulating a US sports experience, the changes on the weekend were a step in the right direction.
The Sydney Live area, between the SCG and SFS, is an attempt at imitating the US tradition of ‘tailgating’, acting as a hub for fans to gather before and after games. The entertainment quarter at Moore park has potential for this.
The atmosphere created by the success-starved Sharks fans was a big factor, with chants, flags aplenty and even a trumpeter. It was also noticeable that music was blaring between breaks in play, which helped keep the enthusiasm of the crowd going, but I’m sure annoyed a few.
The impressive screens at Allianz showed statistics for the diehards and fantasy addicts, but also had penalties explained for casual fans, which is a big move forward to attract this market.
I was also excited to trial the app for ordering food and drinks from my seat – it wasn’t perfect, but helped beat the queues and is a good way to utilise the free stadium WiFi.
The success of sports in the US is that they are not reliant on the product alone, and attract people by focusing on the event and experience, which in turn creates new fans and members.
It is clear from the AFL model for crowds and memberships that families are the key in fostering the next generation of supporters. Ticket prices of $20 for adults, $15 for members and cheaper for kids, as well as the $5 coke and pie deal are examples of the potential changes to the game-day experience that the new TV deal with Channel Nine could bring.
How else would you attract families and casual supporters to attend games, Roarers?
Mark Bonnichsen
Roar Rookie
Love the ida of the West Coast Pirates bid millsy but from an insider's perspective what is the demand like over there, trial game crowds and sponsorship opportunities are one thing and they have a great stadium but will the crowd support be there long term? It's not a gold standard but 4,500 fans on facebook for the bid team isn't very encouraging....
Mark Bonnichsen
Roar Rookie
True Boz, thanks for stealing my nickname, but with 3 minor premierships in a row and now being outnumbered by bulldogs fan at a home final I think the roosters need to be asking serious questions
Mark Bonnichsen
Roar Rookie
Yeah definitely, was expecting this stuff from the independent commission from day 1 but it looks like it took two years to try and stabilise clubs financially and the mess of the knights, titans, tigers and dragons is still not sorted
Boz
Guest
Forgive me if I'm wrong, but I'm sure I heard that the Storm/Roosters crowd was the largest on record for these two teams in Sydney. Sure we may love it to be bigger, but it's heading in the right direction. Glass half full and all that.
Marco
Guest
That is a point. Once the finals are finished there will be an analysis as to whether the cheap ticket deals have worked. Then take it from there.
millsy of perth
Guest
Games in Perth every 2nd week would be a start so come on give us a team ;-)
Samael
Guest
Best thing Easts could do would be to change their name to Souths. ouch!
duecer
Guest
I think they have to be careful with pricing, as the 'worth' of a game is devalued if you set a price too low. With the Swans tickets starting at $45, it seems to imply that the 'worth' of the game is half that at $20. While it's a great idea and will hopefully get more to attend, and the $5 pie and beer special is very appealing, you don't want to set in motion a downgrading where the trail lower prices are always expected and will always be lower than the opposition - e.g. the Coke / Pepsi situation.
Riley Pettigrew
Roar Guru
I completely agree. The brand would grow exponentially if they change their name to Bondi Roosters especially with Easts Leagues being located there. Yes it would appeal to a broader audience however, I feel a name such as Easts Bondi Roosters would be more appropriate as it would include their traditional name. Great idea Mark!
Mark Bonnichsen
Roar Rookie
Huge issue Frank. I think the Roosters have a support base of around 20k that attend matches but for it to ever grow I think they need to embrace the Swans strategy and target the inner city crowd as well as expats living in the east. I think a name change to Bondi Roosters or back to Eastern Suburbs Roosters would go along way toward that, after all does anyone call them Sydney? It's always the Roosters, but a famous brand like Bondi could grow their supporter base
Mark Bonnichsen
Roar Rookie
COuldn't agree more the costs were exorbitant and really turned people off, the advantage of playing in bigger stadiums is allowing to charge more for the expensive seats but GA should be between $10-15 for adults I believe
Mark Bonnichsen
Roar Rookie
yeah been to a few dogs games and the influence of greenberg and castle is evident. They probably do it the best. I like the idea of clubs especially sydney clubs embracing their history, these are proud brands some with history going back to 1908. Involving past players and ex-greats will only foster this. This engagement and club atmosphere is evident in the AFL and ensures support isn't just based on success on the field which is cyclical.
Mark Bonnichsen
Roar Rookie
no not really usually pretty sparse pre game stuff and cheerleaders and junior footy at half time
Frank R
Roar Rookie
20,000 people for the Roosters Storm game I would suggest says something is not working.
Marco
Guest
With all the publicity .The ticketing prices for the finals have set a precedent now. $20 a ticket, $15 for members will now surely be the maximum anybody should have to pay for a game outside of the finals. A regular game could be $15 a ticket, $10 for members and free entry for children. Cheap entry with entertainment has to be a plus.
Riley Pettigrew
Roar Guru
I quite enjoy the Bulldogs' pre-match entertainment with Rob Shehadie and Tahir Bilgic (both from Housos), they're quite entertaining. This season I've found that other Sydney clubs' pre-match entertainment can be quite boring. South Sydney and Manly were both uneventful and I nearly fell asleep before the Eels vs Bulldogs match (Parramatta pre-match entertainment). In regular season matches in recent years I've also attended Tigers' home games which I have also discovered to be rather unentertaining. Entertainment seems to be quite valuable. The stand-out match for mine from this season was Bulldogs vs Dragons - 1985 Grand Final Team meet and greet, Touch footy game between legends and members and also the regular post-match show hosted by Ross Smart with injured Bulldogs players. The 'Light it Up' concept by the NRL is a great initiative, one in which I found quite entertaining during last year's finals series. My favourite pre-match entertainment piece of all-time however would have to be Lebanese drumming group Zaffet Lebnen who were used throughout last season by the Bulldogs and also by the NRL during the 2014 NRL finals. The key: ex-players, entertaining presenters and family-friendly atmosphere. Maybe other Sydney clubs could take a leaf out of the Bulldogs' book and ditch the pom-poms for entertaining light comedy, appropriate for the whole family. The level of engagement the club has with the members and fans is unbelievable and something all clubs should strive for - a close-knit community.
Emcie
Roar Guru
Do they not normally have fireworks and music at games in Sydney?
up in the north
Roar Rookie
At least they're trying to improve the experience so that's a plus.
Mark Bonnichsen
Roar Rookie
Interesting that a poll run by Manly about what their fans wanted for the R25 game against Parra and fireworks was the winner, might warm a few up on those cold Friday nights around the origin period
Squidward
Roar Rookie
I won't lie. The flames and fireworks for a good few minutes before the Sunday game at Allianz were very entertaining. If not very hot in the 30° sun Although the 50yr old man with the sharks girls in their casuals DJ party at halftime was odd