Universal Love From The CEO's Desk 2020 - Cain Liddle

Aphrodite

Moderator
Aug 26, 2004
72,496
102,216
CHANEL BOUTIQUE!
AFL Club
Carlton
Other Teams
"Goddess"




Dear Aph,

It gives me great pleasure to let you know that today we have surpassed our all-time membership record, a record that we set in 2019.

As of 6pm this evening, we have 64,270 Carlton members signed up, which is an increase of more than 10,000 members compared to the same time last year. This keeps us on track to chase down our 2020 target of 75,000 members and we could not be more appreciative of the support the Club has received from you, our members, in helping us break this record well before Round 1.

As far as club financial recoveries go, history tells us that often they are reliant on football performance, whereby rapid and sustained on-field improvement increases revenues. They can sometimes involve a group of corporates and coteries getting together and removing huge chunks of debt on behalf of the Club, and other times financial recoveries can be heavily supported by the AFL.

Our financial recovery however, has been almost entirely led by our members. Our average home crowd increased by more than any other club in 2019, and our membership base is on track to grow by 50 per cent across three years. As a member, you should be so proud of what you have done for your football club and on behalf of our board, players, coaches and staff, again, we want to say thank you.

It was about this time last year that the Club launched The Carlton Way, our five-year strategic plan. Within that plan, we highlighted the key priorities of the Club from 2019 – 2023 and provided a scorecard of 10 key targets that we would hold ourselves accountable to. One year into the plan, I thought it was worthwhile providing members with an update on our progress.

1. Win Premierships
In year one of the plan, our AFLW team rebounded from a wooden spoon to play off in a Grand Final. We have won eight of our last 11 games and our coaches continue to refine a game plan that will provide us the best opportunity to consistently compete at the highest level. Our AFL team had a vastly improved second half of 2019, winning six of our last 11 games with two of those losses being by less than a goal. David Teague and Andrew Russell, along with their respective teams of coaches and high-performance staff, have our AFL playing group primed to kick off 2020 and build on the improvement that we saw in the back half of last season.

2. 100,000 members
Finishing 2018 with approximately 56,000 members, we had our biggest year-on-year membership growth in the Club’s 155-year history, growing by more than 8,000 members in 2019. We are currently tracking more than 10,000 members up on this time last year with an aim to sign 75,000 members by the end of 2020.

3. 250,000 active supporters on our database
Already up 40,000 from when the plan was launched, we are now approaching 175,000 active supporters on our database. Carlton was also ranked number one across the AFL in a range of digital metrics in 2019.

4. 200 Carlton IN Business members
Along with the Carlton College of Sport, CIB is the key non-traditional revenue stream that our Club has sharpened its focus on. CIB seeks to capitalise on the Carlton business network, widely regarded as the biggest in Australian sport. Growing from less than 100 members when the strategic plan was launched, we hit 125 members in 2019 and are on track for 140 members in 2020. The most recent CIB function in the week of the AFL Grand Final attracted 1,400 guests. The Club now has four full-time staff dedicated to working across CIB.

5. Australia’s sporting employer of choice
To deliver on our key objectives, we need to attract and retain the very best staff. We want staff who believe that a united football club, relentless in the pursuit of excellence who hold themselves and each other accountable, can achieve anything – that is The Carlton Way. In 2019, we adopted industry best practice software to enhance our ability to uncover crucial relationships between performance and engagement within our staff team. A full staff survey in December recorded an engagement score of 83 per cent, well above the AFL industry benchmark.

6. Average home game attendance of 50,000
Carlton recorded the highest average home crowd growth of any club in the competition in 2019, growing from 31,775 to 46,730.

7. Zero historical debt
The Club has eliminated $3.4 million of historical debt in the last six months. The Club is now on track to completely eliminate the remaining $3 million of historical debt over the next 18 months – well ahead of our initial forecast when the plan was launched. This will see the Carlton Football Club debt free for the first time since 1996.

8. Masterplan complete
In 2019, we appointed a Project Director who has now been working on this project for 12 months. Our Board provided members with a first glimpse of the designs at our recent AGM and we look forward to sharing final proposed designs with members in the near future. A total of $35 million in state and federal government funding has been sourced for the project and $5 million has already been secured through our fundraising plans. We also look forward to sharing these fundraising plans with members in the near future.

9. Carlton Respects to become the most influential gender equality program in sport
We are in the process of converting parts of our Carlton Respects Schools program into a digital format that will allow the reach of Carlton Respects to grow significantly. We are also working through a range of partnership options to amplify the work we do in the area of gender equality. Our Masterplan will also see the first fully integrated high-performance facility in the AFL, whereby facilities for our AFLW players will be identical to those of our AFL players.

10. Revenue of $75 million
A critical metric as increased revenue has direct links to on-field performance through investment, eliminating our historical debt and completing our Masterplan. Removing all government and philanthropic contributions, club revenues grew by more than $5 million in 2019. We expect a further growth of $5 million in 2020, which will take our annual revenues past the $70 million mark by the end of 2020, having increased by more than $10 million in just two years. This growth in revenue has allowed us to increase our investment into our football programs by $4.5 million annually. It should also be noted that this revenue growth has been entirely self-generated through growth of consumer, commercial and non-traditional revenue streams such as Carlton IN Business and the Carlton College of Sport.

In closing, I want to once more take the opportunity to thank our members, your unwavering support and loyalty has been instrumental in the growth of our club.

On behalf of our members I also want to wish Katie Loynes, Kerryn Harrington and all of our AFLW players, coaches and staff, the very best of luck for the remainder of the AFLW season. It’s a huge game this weekend against the Saints at Ikon Park for our annual AFLW Carlton Respects game which aims to raise awareness about the prevention of violence against women.

Good luck also to Patrick Cripps, Sam Docherty and all of our AFL players, coaches and staff in the lead up to Round 1, in what will no doubt be a great game in front of a massive crowd at the MCG. We wish all our players the best for the entire AFL season and look forward to an exciting year ahead.




Cain Liddle
Chief Executive
Member ID: 21499500
 

ferrisb

Brownlow Medallist
May 22, 2011
16,473
81,433
The Naughty Corner
AFL Club
Carlton




Dear Aph,

It gives me great pleasure to let you know that today we have surpassed our all-time membership record, a record that we set in 2019.

As of 6pm this evening, we have 64,270 Carlton members signed up, which is an increase of more than 10,000 members compared to the same time last year. This keeps us on track to chase down our 2020 target of 75,000 members and we could not be more appreciative of the support the Club has received from you, our members, in helping us break this record well before Round 1.

As far as club financial recoveries go, history tells us that often they are reliant on football performance, whereby rapid and sustained on-field improvement increases revenues. They can sometimes involve a group of corporates and coteries getting together and removing huge chunks of debt on behalf of the Club, and other times financial recoveries can be heavily supported by the AFL.

Our financial recovery however, has been almost entirely led by our members. Our average home crowd increased by more than any other club in 2019, and our membership base is on track to grow by 50 per cent across three years. As a member, you should be so proud of what you have done for your football club and on behalf of our board, players, coaches and staff, again, we want to say thank you.

It was about this time last year that the Club launched The Carlton Way, our five-year strategic plan. Within that plan, we highlighted the key priorities of the Club from 2019 – 2023 and provided a scorecard of 10 key targets that we would hold ourselves accountable to. One year into the plan, I thought it was worthwhile providing members with an update on our progress.

1. Win Premierships
In year one of the plan, our AFLW team rebounded from a wooden spoon to play off in a Grand Final. We have won eight of our last 11 games and our coaches continue to refine a game plan that will provide us the best opportunity to consistently compete at the highest level. Our AFL team had a vastly improved second half of 2019, winning six of our last 11 games with two of those losses being by less than a goal. David Teague and Andrew Russell, along with their respective teams of coaches and high-performance staff, have our AFL playing group primed to kick off 2020 and build on the improvement that we saw in the back half of last season.

2. 100,000 members
Finishing 2018 with approximately 56,000 members, we had our biggest year-on-year membership growth in the Club’s 155-year history, growing by more than 8,000 members in 2019. We are currently tracking more than 10,000 members up on this time last year with an aim to sign 75,000 members by the end of 2020.

3. 250,000 active supporters on our database
Already up 40,000 from when the plan was launched, we are now approaching 175,000 active supporters on our database. Carlton was also ranked number one across the AFL in a range of digital metrics in 2019.

4. 200 Carlton IN Business members
Along with the Carlton College of Sport, CIB is the key non-traditional revenue stream that our Club has sharpened its focus on. CIB seeks to capitalise on the Carlton business network, widely regarded as the biggest in Australian sport. Growing from less than 100 members when the strategic plan was launched, we hit 125 members in 2019 and are on track for 140 members in 2020. The most recent CIB function in the week of the AFL Grand Final attracted 1,400 guests. The Club now has four full-time staff dedicated to working across CIB.

5. Australia’s sporting employer of choice
To deliver on our key objectives, we need to attract and retain the very best staff. We want staff who believe that a united football club, relentless in the pursuit of excellence who hold themselves and each other accountable, can achieve anything – that is The Carlton Way. In 2019, we adopted industry best practice software to enhance our ability to uncover crucial relationships between performance and engagement within our staff team. A full staff survey in December recorded an engagement score of 83 per cent, well above the AFL industry benchmark.

6. Average home game attendance of 50,000
Carlton recorded the highest average home crowd growth of any club in the competition in 2019, growing from 31,775 to 46,730.

7. Zero historical debt
The Club has eliminated $3.4 million of historical debt in the last six months. The Club is now on track to completely eliminate the remaining $3 million of historical debt over the next 18 months – well ahead of our initial forecast when the plan was launched. This will see the Carlton Football Club debt free for the first time since 1996.

8. Masterplan complete
In 2019, we appointed a Project Director who has now been working on this project for 12 months. Our Board provided members with a first glimpse of the designs at our recent AGM and we look forward to sharing final proposed designs with members in the near future. A total of $35 million in state and federal government funding has been sourced for the project and $5 million has already been secured through our fundraising plans. We also look forward to sharing these fundraising plans with members in the near future.

9. Carlton Respects to become the most influential gender equality program in sport
We are in the process of converting parts of our Carlton Respects Schools program into a digital format that will allow the reach of Carlton Respects to grow significantly. We are also working through a range of partnership options to amplify the work we do in the area of gender equality. Our Masterplan will also see the first fully integrated high-performance facility in the AFL, whereby facilities for our AFLW players will be identical to those of our AFL players.

10. Revenue of $75 million
A critical metric as increased revenue has direct links to on-field performance through investment, eliminating our historical debt and completing our Masterplan. Removing all government and philanthropic contributions, club revenues grew by more than $5 million in 2019. We expect a further growth of $5 million in 2020, which will take our annual revenues past the $70 million mark by the end of 2020, having increased by more than $10 million in just two years. This growth in revenue has allowed us to increase our investment into our football programs by $4.5 million annually. It should also be noted that this revenue growth has been entirely self-generated through growth of consumer, commercial and non-traditional revenue streams such as Carlton IN Business and the Carlton College of Sport.

In closing, I want to once more take the opportunity to thank our members, your unwavering support and loyalty has been instrumental in the growth of our club.

On behalf of our members I also want to wish Katie Loynes, Kerryn Harrington and all of our AFLW players, coaches and staff, the very best of luck for the remainder of the AFLW season. It’s a huge game this weekend against the Saints at Ikon Park for our annual AFLW Carlton Respects game which aims to raise awareness about the prevention of violence against women.

Good luck also to Patrick Cripps, Sam Docherty and all of our AFL players, coaches and staff in the lead up to Round 1, in what will no doubt be a great game in front of a massive crowd at the MCG. We wish all our players the best for the entire AFL season and look forward to an exciting year ahead.




Cain Liddle
Chief Executive
Member ID: 21499500
I know these things are supposed to be rosy, but that still reads as impressive progress on a long list of very important off-field items.
 

(Log in to remove this ad.)

Wickzki

Premium Platinum
Oct 1, 2010
16,089
21,610
Brisbane
AFL Club
Carlton
Other Teams
PDX Blazers, Angels, Patriots, MCFC
If he can stick to the business-y stuff then he's absolutely fire.

Would prefer if he kept his nose out of list management. I can accept SOS was an island but when that island is a continent... Eh, it is what it is. Now that he has put together his team we shouldn't hear too much more of him meddling in it as he should be empowering his people and giving them the responsibilities that he signed them on for.

But business is his bread and butter and he's consistently proving that the club is in its best hands that it has been in in decades.
 

Aphrodite

Moderator
Aug 26, 2004
72,496
102,216
CHANEL BOUTIQUE!
AFL Club
Carlton
Other Teams
"Goddess"



Dear Aph,

We wanted to take this opportunity to provide an update on the Club’s response to the current COVID-19 situation.

We know this is truly an unprecedented scenario and every single one of us will be impacted. Our hope is that all our members are looking after yourselves and your families and providing the necessary support to your own communities, workplaces and schools.

Current situation
The AFL this evening announced that the 2020 AFL Premiership Season will be reduced to 17 rounds; with every team set to play each other once.

The state league competitions across the country – VFL, SANFL, NEAFL, WAFL, TSL, men’s and women’s, and all National and State Talent Programs will delay the start of their seasons until 31 May.

Whilst the AFL has not declared a final decision on Round 1 of the AFL season, it is pleasing to hear that players have tonight voted in favor of playing Round 1 and our members can rest assured that our players are very well prepared and excited for this week’s game.

Whether this weekend goes ahead as Round 7 of the AFLW season or whether the match becomes part of a finals series is still unknown. However, following an impressive win in Alice Springs on the weekend, our AFLW team fully intend on playing and continuing the form that sees us sitting second on the ladder in conference B with five wins and one loss for the season.

The Club is understanding of the government’s decision to restrict large crowd access and while disappointing, we must remember that the health and safety of the entire community, including our loyal members, players and staff remains the Club’s number one priority.

How we are keeping people safe
There are a number of proactive steps we are taking at club level to ensure the protection of our members and fans, while also ensuring we are undertaking every possible step to minimise the potential risk of COVID-19 through the football club.

A number of these steps relate to personal hygiene and improved sterilisation of areas that our staff and players unavoidably frequent. We have implemented a range of additional measures to reduce the likelihood of the virus spreading through the Club, which include:
  • All administration staff (non-football) are now working from home, where applicable.
  • The Club has been closed from a public access perspective, which means the café and retail store at Ikon Park are no longer accessible. For the time being, there will also be no access to AFL or AFLW training for our supporters.
  • Player appearances have been postponed until further notice.
  • All non-essential travel for staff and players has been cancelled.
  • All external meetings and visits will now be via the use of technology rather than visitors or guests attending the Club.
Membership enquiries can still be made over the phone or via email and our online retail store remains open.

We appreciate this is a unique situation and understand the impact it will have on our members. Equally, we acknowledge the responsibility we have on behalf of our members to keep our players and staff as safe and healthy as we possibly can.

Our members
We have mentioned on a number of occasions that our members are the lifeblood of our club. Never has this been more true or more critically important, than right now.

We’ve been incredibly humbled by the feedback we’ve received from our members and we could not be more appreciative of the unconditional support our members have provided us. We would also like to take this opportunity to particularly thank those fans who have contacted the Club and joined as members in the last few days.

We appreciate that some members will have queries regarding their 2020 memberships, corporate hospitality and upcoming events and we will continue to provide updates as further information comes to hand. As is always the case, members can contact the Club at any time to discuss their membership.

All those who purchased public tickets to our Round 1 match against Richmond are eligible for a refund and will be contacted directly by Ticketek. In relation to the Club’s remaining games, we will continue to communicate to our members as soon as information is provided to us by the AFL.

We also want to advise our members that the Club has confirmed to the AFL that Ikon Park is available to host any Carlton AFL or AFLW match that they want to schedule at the ground. During this lockout period, it goes without saying that Ikon Park should be considered for AFL games when capacity and supporter amenities are not a factor.

Business continuity
Members should be aware that business continuity plans have already been deployed and are being updated as more information comes to hand. Steps have also been taken to immediately reduce our cost base in preparation for the significant loss of revenues across the business.

We have an internal working group that is meeting daily, with regular Board update meetings providing management with the support required to best manage the current situation.

We appreciate everyone’s patience and understanding during this time and absolutely intend to ensure our members remain connected to the Club during this period, whilst also ensuring that you remain informed on a regular basis as new information comes to hand.

On behalf of everyone at the Club, we encourage you all to take care of yourselves and each other during this challenging time and once again thank you for your outstanding support.


Mark LoGiudice
President
Member ID: 1201017


Cain Liddle
Chief Executive
Member ID: 2149950


 

Aphrodite

Moderator
Aug 26, 2004
72,496
102,216
CHANEL BOUTIQUE!
AFL Club
Carlton
Other Teams
"Goddess"
Just received this email ...




Dear Aph,

As the enormity of COVID-19 is now felt right across the world, our industry and our clubs have not been spared from the brutal economic impact that has resulted. Thankfully, the health impact to the football community has been very mild to this point and we continue to take all necessary precautions to keep our people safe. We urge all our members to continue to do likewise and look after the most vulnerable members of our community.

I wanted to take the opportunity to update you on the decisions that we have been forced to make as a result of the AFLW season being cancelled and the AFL season postponed. As of today, approximately 75 per cent of our workforce has been stood down and a number of other staff have been advised that we are no longer in a position to continue their employment. The most savage cuts have been in football where the AFL have asked clubs to reduce their soft cap expenditure by $1 million this year, with further significant reductions planned for 2021.

With the start of the VFL season also delayed, the financial impact of the COVID-19 situation has now flowed through to our second tier competition. In the last 48 hours, we have made the incredibly difficult decision that the alignment between Carlton and the Northern Blues was no longer financially viable in the current situation. With the Carlton Football Club no longer in a position whereby it could financially support the operations of the Northern Blues, Directors of the Northern Blues requested the support of the Carlton Football Club to assist in finalising the operations of the Northern Blues and determine the very best way to manage the individual situations of all Northern Blues staff, players and key stakeholders.

This decision is made even more difficult by virtue of the fact that the alignment between Carlton and the Northern Blues had never been stronger, and I offer my thanks to President Stephen Papal, Coach Josh Fraser, Captain Tom Wilson and all the players, coaches, staff, volunteers, Board members and loyal Northern Blues members and supporters. It is an unprecedented situation and it is incredibly sad that the Northern Blues Football Club will end as a result of the economic implications of COVID-19.

The future of the AFL’s second tier competition is very unclear at this stage. Our plan is to reassess the situation once the AFL make longer-term decisions on what a future second tier and underage elite competition look like. Members can rest assured that we will be well prepared to immediately respond once these decisions become clearer and we are currently working with Northern Blues players to ensure they have access to ongoing support and resources. Should the VFL season go ahead, Carlton will be offered the opportunity to enter a team of our own and we would obviously be leaning heavily on existing Northern Blues players to complement our listed players.

Our 156th year of existence is certainly proving to be a challenging one. Whilst we are yet to fully survey the full financial damage, there is no doubt it will be significant. The reality is that we have faced adversity on many occasions before, and not only survived – but flourished. Nothing will be different this time around.

To our members, your messages of support to our players, coaches and staff have been greatly appreciated. To be thinking of others when so many of you are experiencing the same challenges that we currently face is extremely humbling and reminds us once again of the enormous responsibility we have to you all.

We are currently working behind the scenes on what our membership products will look like for 2020 and for the short term future. We have heard loud and clear the suggestions that our members have been providing and it is our intention to provide you with as many options as possible. At this point, it is the clear objective of the AFL to run a 17-round season, but we also understand that some of our options need to be flexible enough to consider any further changes that the AFL might be forced to make.

While our AFL playing group is no longer at Ikon Park, they will remain committed and professional in maintaining their fitness standards. Our Director of High Performance Andrew Russell has provided every player with an individualised training program. This will ensure our players will remain ready for when the AFL decides it is safe for football to resume in 2020.

In closing, I wanted to take the opportunity to congratulate our entire AFLW team of players, coaches and staff. To be sitting in a preliminary final when the season was cancelled is gut-wrenching and on behalf of all of our members, I wanted to say congratulations on an outstanding season. Like the AFL competition, the current situation will also have an impact on the women’s game moving forward, however rest assured we will be providing our AFLW players, coaches and staff with all the support possible to ensure we are hungrier than ever to continue the rapid improvement of our women’s football program and put us in the best position for 2021.

Thanks again for all the great support, we are very lucky to have the members that we do.



Cain Liddle
Chief Executive
Member ID: 21499500
 

Styxx

Premiership Player
Dec 8, 2007
4,107
7,244
AFL Club
Carlton
Other Teams
Chicago Bulls
They are actively trying to find ways to keep club staff employed during the leriod which honestly is comforting and respectable of hinself and MLG
 

(Log in to remove this ad.)


Top Bottom