Hawthorn Membership in Crisis

gerd

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Thread starter #1
Was in Bendigo on Friday with our supporter group and spoke with Adam from the membership team who said our membership was in dissaray compared with other years, in fact from 11,000 people he had a very quiet night compared to the Essendon membership crew, he also said that at this rate we could be as much as 3,000 to 3,500 down at the start of the season which equates to quite a few dollars an a big hole in the clubs budget.

He said they just could not put a finger on why there has been a complete drift away, maybe the fact that we are the most expensive club in terms of average membership prices and the fact we are driving our membership towards reserved seating could be a factor, I recall Mr.Dicker once siad we were shifting to the MCG in preference to Telstra Dome as the MCG offered 40,000 free walk up seats, something that we enjoyed at Waverley and something Mr. Dicker promised we would continue as the "Family" club at the MCG, now that he is not around I assume our Board feels it can shift away from the values that made this club the most respected in the league once upon a time.
 

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cosby

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#2
Re: Hawthron Membership in Crisis

hit the panic button why don't ya.
it's only early yet and posting this sort of scuttlebutt on here hardly serves any purpose other than giving trolls who support other clubs some ammo.
well done.
 

gerd

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Re: Hawthron Membership in Crisis

cosby said:
hit the panic button why don't ya.
it's only early yet and posting this sort of scuttlebutt on here hardly serves any purpose other than giving trolls who support other clubs some ammo.
well done.

I work at the club so I know more about he club than you would by a country mile.
 

Binxy

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#5
Re: Hawthron Membership in Crisis

Our insipid performances over the last 3 years, our lack of home games at the G and the ever-rising cost of memberships all contribute to an inevitable decrease in sales.

As discussed on another thread, the HFC are asking a lot of their supporters. Our memberships are more expensive and we don't appear to be getting any value for that money - on the field or off.

I, like many others, am excited by the direction the club is heading, but they need to put wins on the table and, when losing, do so with spirit and passion - just like the supporters who turn up week after week.

Seeing as you work for the club, you might like to direct some of this feedback to them.

PS. it's Hawthorn
 

Grendel

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#6
Re: Hawthron Membership in Crisis

If you work at the club Gerd then I'd say get your message across as you've pretty much (imo) nailed it (the reasons) why membership is down.

Numero Uno. The vast majority of Hawthorn supporters DETEST Coronial. Schedule games there and there will be a backlash.

Two. Interstate games. More than two and it's not on. Tassie thing we've got around to accepting that. Selling games to Queensland? No, don't like that not one little bit.

Three. Price. Factor in the above two reasons and the actual dollar cost of what you get as a paying customer to the value returned by the provider of the entertainment (i.e, what you expect to see from the club) and it's less, far less than ideal.

The ptb at the club really need waking up if they haven't realised all of this long before now.

Give us games at the G, give us our home games in our home state and make it value for money.

Then you'll get your membership numbers of those that are the 'fair weather' type back up.

Until then, it's the die-hards (of which I'm one) that will pay up regardless even if there's plenty that they find wrong with the membership package.
 

medusala

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#7
Gerd,

if you work at the club can you find out what happened to deal HFC signed with the MCG. Didnt it involve a min no of home games there? Why are homes games being played at TD?

As for low membership no's I think Grendel is spot on (apart from the two Tas games which should be scrapped pending decent finances).
 

chogobad

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#9
A large percentage of members prefer to purchase their memberships at either
a) Family Day or
b) The first home game.

Now Family day was NOT widely advertised as in previous years. I didn't even recall that it was on. Yes I read it in Hawk Talk awhile back but it wasn't reinforced by radio ads or equivalent like previous years. I am not sure of the turnout but I would expect to not have rivalled previous years.

The first home game hasn't happened yet and as Grendel said they (the members) don't all like TDl and some will not go. Cut off their noses to spite their faces but that's the way it is. Collingwood at the TD round 2 is our first home game in Melbourne. It will be interesting to see how many but tickets. It is definately not value for money and those that buy tickets for value rather than to support their team may not see much value this year due to the number of games away from the MCG.
 

Chewy

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#11
You can fool all of the people some of the time.
You can fool some of the people all of the time.
You can't fool all of the people all of the time.
 

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mollyfud

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#12
Hawkk said:
Someone said on HHQ (I think it was Dynamo) that we had around 18,000 ticketed members processed as of last Monday/Tueday :confused:
Yes, heard the membership or Communications manager say that this was the figure. This would seem about right due to factors mentioned (i.e. Dome games and Interstate games) as well the time of year.

It should be noted that if the QLD game brings us the $400,000 as reported, allowing $200 per membership lost (probably a very high/conservitive estimation (its probably more like 150-120 when allowing for kids making up a part of the number) that works out at 2000 worth of members. On top of that, if the fans that didn't buy their membership still turn up to games, the club should see a higher gate take.

JMTC

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Grendel

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#14
chogobad said:
It will be interesting to see how many buy tickets. It is definately not value for money and those that buy tickets for value rather than to support their team may not see much value this year due to the number of games away from the MCG.
Interesting point Chogobad.

Maybe there's a drop off related to those that are going to attend Coronial games wanting to be able to purchase a decent seat. To do so, maybe they might have to pass on a membership and pay 'on the day' (i.e ready cash) instead of the lump sum up front payment of a membership.

Has the club still got that pay in installments plan going (I haven't checked) from previous years?

HD you can bring in the Kennett thing but from this Hawthorn member at least, it's a non-issue.
 

kimbopen

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#15
chogobad said:
A large percentage of members prefer to purchase their memberships at either
a) Family Day or
b) The first home game.

Now Family day was NOT widely advertised as in previous years. I didn't even recall that it was on. Yes I read it in Hawk Talk awhile back but it wasn't reinforced by radio ads or equivalent like previous years. I am not sure of the turnout but I would expect to not have rivalled previous years.

The first home game hasn't happened yet and as Grendel said they (the members) don't all like TDl and some will not go. Cut off their noses to spite their faces but that's the way it is. Collingwood at the TD round 2 is our first home game in Melbourne. It will be interesting to see how many but tickets. It is definately not value for money and those that buy tickets for value rather than to support their team may not see much value this year due to the number of games away from the MCG.
At Family Day, from what Bill (the volunteers co-ordinator) was saying in the Social Club afterwards, around 500+ had signed up on that day alone.

Agree that Family Day wasn't as well advertised via radio or equivalent, but if you had been to any of the events that the club had arranged prior to Family Day (eg - Intra Club match at Waverley; Legends Game) flyers were handed out advertising the Family Day at both of these events. I did see volunteers handing flyers out at both the Intra Club game, and the Legends game, so it was advertised but not as well as it had been in previous years.

Essendon's Family Day was the same day as Hawthorn's and I also didn't hear any advertising on the radio for that.
 

kimbopen

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#16
Grendel said:
Interesting point Chogobad.

Maybe there's a drop off related to those that are going to attend Coronial games wanting to be able to purchase a decent seat. To do so, maybe they might have to pass on a membership and pay 'on the day' (i.e ready cash) instead of the lump sum up front payment of a membership.

Has the club still got that pay in installments plan going (I haven't checked) from previous years?

HD you can bring in the Kennett thing but from this Hawthorn member at least, it's a non-issue.
Gren,

Yes, they still have the pay-by-numbers scheme going this year.

And you ought to know by now that HD is obsessed with JK (or at least sinking the boots into him at every available opportunity).

I have my membership for 2006, and will go to games wherever they are played in Melbourne. Would prefer the 'G as it IS our home ground after all.
If you use your membership for our home games at Telstra Dump, you get a discount on the price of the ticket if you want a reserved seat, or you get into the nosebleed section for free.
 

Hawkk

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#17
mollyfud said:
Yes, heard the membership or Communications manager say that this was the figure. This would seem about right due to factors mentioned (i.e. Dome games and Interstate games) as well the time of year.

It should be noted that if the QLD game brings us the $400,000 as reported, allowing $200 per membership lost (probably a very high/conservitive estimation (its probably more like 150-120 when allowing for kids making up a part of the number) that works out at 2000 worth of members. On top of that, if the fans that didn't buy their membership still turn up to games, the club should see a higher gate take.

JMTC

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True, but only allowing for this to happen on a 'once off' basis (if it continues, it will just eat away at the Victorian support and membership group)

At least we are not in the position of others; at least our short term future (5-10 years is assured)

At the end of the day, I think this is a bit of a non-issue, if we are fixtured a similar draw in 2007, THEN we can worry about it more.
 

saaam

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#18
Anyone who goes to HFC games at the Dome will know that we draw very poorly there. I basically put that down to our supporter base being made up of a large number of non hardcore fans (ie fans that will go anywhere).
I've also sensed a bit of complacency creeping back into the mindset of the average non hardcore HFC supporter. This "she'll be right" trend disturbs me greatly.
 
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#19
perhaps the fact we've finished bottom 3, the last two yrs running and are still tipped to finish bottom 3 this yr is the cause for the drop in memberships.

after all, we've had very little enjoyment since 2001, 2002 was a yr that we all expected to make a GF but to no avail and massive reality check, then 03 was a late comback yr but again overall a disappointment,04 was a dark dark yr and 05 bottom 3. 06 is tipped to be bottom or thereabouts again.

not all supporters out there are like us who love to watch a future star of the game get 5 kicks but lose by 10 goals.

WINS = Memberships. Simple as that. Win games, win members back.
 

Ramma

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#20
Wasn't the Family Day this year done in conjunction with the Booroondara Council? Sometimes it takes a year to iron out the promotional aspect of these things when the organisation is held jointly.
The week before the FD, numbers were around the 15,800 mark. The following week (last week), it climbed to 17,500, so they obviously did quite well off the back of it. Suffice to say, we need a few more weeks like that.

Re Telstra Dome - fwiw, my Mum, a 30 year member & HUGE Waverley lover (and as a result, TD hater), who has never been to TD, WILL be going to all of the TD games this year (and she did go to the Richmond NAB Cup game). Despite her previous reluctance, her love for Hawthorn is greater than missing a (big) chunk of games. If a 72yo can do it (old dog/new tricks), I wonder why so many other Hawk supporters can't overcome their bias, and come there as well, along with their memberships....????
 

mollyfud

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#21
Hawkk said:
True, but only allowing for this to happen on a 'once off' basis (if it continues, it will just eat away at the Victorian support and membership group)

At least we are not in the position of others; at least our short term future (5-10 years is assured)

At the end of the day, I think this is a bit of a non-issue, if we are fixtured a similar draw in 2007, THEN we can worry about it more.
Yes, I agree. I truely believe that the biggest reason for the 4 interstate games is the Commonwealth Games. Next year we should be back to normal.
Personally, I am happy to see 3 games in Tassie as long as they are interstate teams. I think the building of the Tassie members is a great idea. Let someone else go to the Gold Coast.

Once we build up our role in the community of Tassie, then we can hit the AFL for possible first crack at players in the rookie draft or the likes (like Sydney and Brisbane).

JMTC
Molly

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#22
First up I dont think the Kennett factor has affected memberships either way - so 2 groups of people are wrong there.

I don' think the move to waverely or the discontent over the glenferrie social club has either -can't see how a training base being or not being 'local' will add up to thousands of memberships (unless mirvac give them away free)

From my point of view I would always buy a base membership its just what else you would buy.

I have bought social club membership for the GF ticket issue. Obviously thats not a pull this year and with the expanded MCG you wonder if general tickets to a medium supported club like ours might actually provide BETTER seats than reserved ones. The social club room has been canned - even though there should be plenry of other competition - Jim stynes room perhaps ?

On the telstra dome thing i think the 2 games there on top of 4 out of state interstate ones is just too much. We should have carltons home games as well as ours IMO. They are dome tenants are they not ?

I don't want to kick our club financially but I will do so to the AFL at any opportunity
 

GOALden Hawk

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#23
I think the draw will have a big impact on the membership, far more than our performances.

Quite simply, 6 games at the MCG is a complete disgrace and reserved seating is just throwing money away.

All I can say is next year they had better have 9 Home games at the MCG (and at least 3 away).
 

kimbopen

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#24
GOALden Hawk said:
I think the draw will have a big impact on the membership, far more than our performances.

Quite simply, 6 games at the MCG is a complete disgrace and reserved seating is just throwing money away.

All I can say is next year they had better have 9 Home games at the MCG (and at least 3 away).
I'd almost tolerate 8 Home at the 'G and 4 away ... but then again, I always was a little like Daryl Kerrigan (tell 'em they're dreaming).
 

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#25
GOALden Hawk said:
I think the draw will have a big impact on the membership, far more than our performances.

Quite simply, 6 games at the MCG is a complete disgrace and reserved seating is just throwing money away.

All I can say is next year they had better have 9 Home games at the MCG (and at least 3 away).
That's fair enough, but surely...surely, we have learnt from the past? Don't buy a membership, and you don't get the right to have your say to the board and register your disapproval at how things are being organised/run. I understand it is a bit of a vicious circle, but "at the end of the day", the money DOES go directly to the club; the 11-game membership this year DOES get us into 11 games (albeit some at TD) at a reduced price versus the gate; and it DOES allow us to voice our (collective) opinions to the club.
I know I'm talking to the converted, GH - but I'm not so sure how many other posters truly remember '96, and why it was allowed to get to the stage it did.
 
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