Fan’s, Members & Partners Report

Fans, Members and Partners

At the conclusion of the 2021 Season, Subiaco Football Club recognised the requirement for the Club to adapt to the modern consumer in order to grow our member base and financial stability. With a realignment at board level, an emphasis was placed on the Clubs relationship with Fans, Members and Partners through the touch points of Marketing and Communications, Business Development, Merchandise, Membership, Game Day Experience, and Functions and Events.

Marketing and Communications

Subiaco looked east and abroad this season to match industry trends in marketing and communications. The team of Jack Foley, Dana Jollife and Matt Paddick excelled providing behind the scenes access unparalleled in the League. The strategy remained consistent throughout the season, aiming to turn strangers into fans, into spectators, to members of the Club. This was successful with followership and engagement rising on all platforms.

Business Development

Through the assistance of CSG Marketing, Subiaco launched a league first Business Network Group aimed at connecting like-minded individuals looking to expand their commercial connections. Whilst severely impacted by COVID-19, there was resounding support for the program, which looks to be implemented in Season 2023. With an ever increasingly competitive market, the Club is aware of the requirement to innovate and to provide a space for all. There have been significant steps forward within this area which will come to fruition in 2023.

If you are interested in supporting the Club in this endeavour or through commercial assistance, please contact a board or staff member.

AFL Hospitality

As with the rest of football, the AFL was hit hard by COVID-19. The flow-on effect led to a decline in attendance across the board, including an uptake in our AFL Hospitality packages. Despite the hiccup, there will be a return to normality in 2023 assuming a season long AFL fixture release. We would like to thank the Camfield for their assistance throughout 2022, ensuring a world-class experience for all games.

Merchandise

It was another consistent year for merchandise sales. The introduction of a street wear line was adopted by players and fans alike, a promising sign for things to come. End of season specials are being promoted to members and fans representing great value for family gifts or Christmas presents. For details access our online team store (https://shop.subiacofc.com.au/). Thanks goes to our Team store assistants who have excelled in this trying time.

Membership

Scanning our membership base renewals and new signings showed a general increase overall for the year with popular categories of Lion and Pride being prominent once again. The continuation of Reserved Seating was certainly popular with regular home game attendees taking this opportunity for their group involvement. This add-on to membership will continue as will our parking concession availability. As a regular service to members the club website promoted current news and events, summarised with our popular weekly in-season Lions News, additional social media representation still retains a high public interest. Our thanks are recorded to Jeff King and staff (KC Australia) for being associated with this section of club sponsorship as our Membership Partner. Their involvement in many promotions within our operations and assisting with expertise in merchandising was certainly appreciated. We look forward to ongoing involvement in the coming years.

Functions and Events

The Subi Sports Bar has seen growth in 2022. Despite the post COVID-19 climate, the facility has returned to close to maximum capacity with areas for expansion on the horizon. Thank you to all our regular clients who have supported us throughout this trying time. Additionally, the Subi Sports Bar is looking to assist in providing a better game day experience. The continuation of the Member Draw and Game Day Special saw the bar reach capacity numerous times throughout the season.

Game Day Experience

An area that has had significant support from the WAFL for the past seasons continues to remain a priority for the Club. The inclusion of Barefoot Entertainment and Dinner at Dusk saw food trucks and alternative activations take centre stage at all home games in 2022, to mixed success. The Club is working closely with East Perth and the City of Vincent to locate areas of opportunity to assist in the immediate and long term with the aim to create an entertainment product for all who attend a WAFL game. Additionally, sponsorship activations with Rumble Subiaco, Little Things Gin and North Perth Community Bank expanded the offerings for all attendees and will look to be replicated in 2023.

Russell Smith Board Director