Late last season I invited your input, and more recently we asked for feedback again, on the back of some membership issues. In both instances there was certainly a flood of feedback and advice on offer.
Let me simply say: we're listening!
In summary, there is a broad range (and quite a number) of member concerns that have been forwarded. One of those issues is the call for better communication.
Under that banner, I intend to personally update and explain the things that are causing concern (and in some areas aggravation) for our members. I promise that all of these issues are being dealt with, although not all are explained in this letter.
For this month, and on the eve of our new season, we've heard and are responding to the following issues in particular:
Membership Services
We know that quite a number of people experienced difficulties trying to renew their membership, both online and in person. For the frustrations caused we apologise. We now have a clear plan to ensure that it is fixed, so that for all those renewing (or joining) into the future, it's an effortless experience.
Pricing
We also know that the price(s) of membership (in several categories, not all) jumped up too much. I assure you that this issue will be of the highest priority and consideration when we set membership pricing for 2016.
In the meantime, the AFL has produced an excellent outcome with the MCC to reduce food and beverage prices at the MCG (6 CFC games), and by implementing free entry for children on Sundays. The match-day experience is also being enhanced on the back of a far more 'fan friendly' fixture, after Carlton lobbied hard for all supporters.
We know that we need to play our part for members too, and one short-term response to that is to help families.
A 3-game 'blockbuster' membership is now available, taking in our Club's first three home games of the year at the MCG – the big clashes with traditional rivals: Richmond, Essendon and Collingwood. For families it has been deliberately pitched at a really affordable level. Again, prices across all categories will be a key consideration in our planning for the future.
Seating
In re-classifying (some) reserved seats, it's clear we inconvenienced a number of people. We don't anticipate such change into the future.
A 'sense of belonging'
A number of people have raised concerns about 'feeling valued' and some have questioned the sense of belonging. Point taken. Solving that requires a multi-layered, 'whole of Club' approach – and again, I guarantee it is such an important issue that we are strongly addressing it right now. We most definitely want all Carlton people to feel valued, connected, proud of their Club and committed to seeing us take this great Club forward for another 150 years.
To underline that, we will be doing a few different things throughout the year. One will be to hold a Blues Party (free to all Carlton members) at Melbourne Olympic Park following the Round 3 Essendon game at the MCG. More details on that will be provided closer to the event. So please – judge us on that going forward.
On-field
This is always a great time of year. Everyone – every team – is optimistic about their season ahead and really looking forward to the return of footy!
Our Club is no exception. The boys have worked incredibly hard on the obvious – fitness, skills, strategy etc – but also the 'not-so-obvious'.
Much work has gone into defining and developing standards, culture and leadership. With the support of the coaches, and led by Marc Murphy and the leadership group, the work in this area has been impressive.
Carlton's 2015 Leadership Group. (Photo: AFL Photos)
Feedback from members, and supporters generally, has been really clear: we have to put our best foot forward with “no quick fixes”.
We have a very clear line of sight on the way forward in balancing 'the now' (winning) with 'the future' (developing the list). We have strategised all of it at length, employed Stephen Silvagni to lead it (with all of our support) and we are rapidly building data and systems to help us make better decisions. All of which is vitally important because we have some development in front of us.
Continuous improvement in everything we do is also vital. How far that takes us in 2015 remains to be seen, and just adds to the excitement and expectation as we get set for the new season.
Generally
We have had a lot of change over the summer on the back of some major changes last season, which saw us gain a new President and a new CEO.
Since then, we have a new leader in our Commercial Operations area (Nigel Clark, ex Momentum Energy MD), a new Chief Financial Officer (Simon Kelleher, ex VRC), and a new GM – List Management & Strategy (Stephen 'SOS' Silvagni, ex 'us', Saints, Collingwood, Bulldogs, GWS) who will take command of all recruiting.
We have also beefed up our Marketing (and Brand) area, our Communications department, our Events team and our call centre capability.
In behind that have been some tough decisions, but we have appointed some outstanding people. All of it is pitched at helping the Club to grow and succeed – and in no small way, to fulfil one of our Key Drivers: to 'put supporters at the centre of everything we do'.
Next time around, I will pick up other issues and our progress in various areas.
For now, it's all eyes on Round 1 in a fortnight. We have the enormous privilege of hosting the opening game of the season. We’re expecting a massive crowd, a huge TV audience and the excitement of the real thing – 'Us v's Richmond'. Everyone will be watching us, so we intend to put on a show.
Personally, I've never been involved in the scenario of hosting 'the opener' – and so like everyone else at Carlton I seriously can't wait!
