Can the Tigers deliver on their 10-year blueprint?Jon Pierik
The Age
May 3, 2016When it comes to releasing blueprints, AFL clubs can be on a hiding to nothing. Clubs must be aspirational and strive for success on and off the field but, when they fail, particularly when it comes to stocking up the trophy cabinet, supporters can quickly turn.
In early 2010, the Tigers released a new five-year plan, extending to the end of the 2014 season, dubbed "Winning Together". This focused on the objectives of 3-0-75 – three finals appearances, zero debt and 75,000 members, and formed part of a 10-year blueprint.
As season 2016 crumbles, and questions about recruiting and coaching simmer, how have those plans fared?
MEMBERSHIPGoal: 75,000 members.
Rating: Failed.
But deserve plenty of credit. In 2010, under the leadership of chief executive Brendon Gale and former president Gary March, the Tigers wanted to have 75,000 within five years. At that point, the Tigers had 37,000 ticketed and overall 46,000 non-ticketed members. Said Gale when releasing the plan: "The natural growth for AFL membership is about eight per cent per annum. We have 100,000 members that have lapsed over the last 10 years, that have been a member of our club at a given point of time and that are no longer members now, so when you factor in all those things we don't think 75,000 is fanciful." They had 66,122 in 2014, falling short of the target, but it continues to be within reach, this week nudging 71,000. But only 27,077 fans turned up for the crunch clash against the Power on Saturday night. This was noted on Monday by Lions great Jonathon Brown. "That is the problem, 70,000 members and yet on Saturday night, when your team needs your support the most, only 27,000 members turn up to watch them against Port Adelaide and watch them flounder."
DEBT FREEGoal: Zero debt.
Rating: Success.
The Tigers were crippled with debts of about $4 million in 2010 and had been unable to invest the necessary funds into the football department and recruiting and development needed to be an elite team during the Terry Wallace era. Under Gale, this debt was wiped and the Tigers have continued to post profits, last year extending this run to 11 straight years. The Tigers were ranked about eighth in the AFL in football spending last year, up from 10th. They paid $200,000 tax into the equalisation fund. March stepped down in early 2013, declaring: "'I just feel like the quality of people we've got there now and the state that the club's in now … we're no longer in financial pressure any more, we're a fairly stable club ... we've got close to some of the best facilities in the entire competition."
FINALSGoal: Three finals appearances and a top-four finish by 2014.
Rating: Failed.
Central to the plan, and the component supporters really care about, is on-field performance. The Tigers would feature twice in the finals in this period – and reached September again last year – but there would be no finals victory, or a top-four finish. That's likely to be the case again this year. This, in part, can be attributed to the Tigers having to rebuild during the expansion era, when Gold Coast and Greater Western Sydney were given major draft concessions. The Tigers have secured some great talent, such as Dustin Martin, but have overlooked Dyson Heppell, Dion Prestia, Patrick Cripps and Zach Merrett. As football-department chief Dan Richardson said on Monday, they needed to secure mature-age players from rival clubs to help rebuild, and appease impatient fans, but this plan has meant the club is stuck in no-man's land.
PREMIERSHIPSGoal: Three flags by 2020.
Rating: Highly unlikely.
Said Gale in 2010 in the Tigers document: "By 2020, we aspire to have won our 13th premiership; consistently provide the most exciting and powerful match-day experience in the competition; once again have the strongest support base in the nation, and enjoy the strongest emotional connection with our members and fans. Premiership success is part of our DNA as a club so on that basis it is fair to say that we have been unsuccessful over the last 30 years … as much as it hurts me to say it, the fact is we have been a collective failure." Few would doubt the Tigers have one of, if not the, strongest emotional connection with their supporters. It's sometimes a case of can't live with 'em, can't live without 'em. But, even the most ardent of fan, may struggle to see a flag within the next four years, let alone three. The Tigers have building blocks but depth is a major concern. They have fallen behind the Western Bulldogs and Greater Western Sydney, a rebuilt Geelong, even Gold Coast, should the latter ever have a fit squad. The Magpies, Bombers and Blues would like to think they would be in contention by the end of the decade.
ELSEWHERERating: Success.
Said Gale at the 2014 annual general meeting: "We have completed the redevelopment of the ME Bank Centre and resurfaced and reshaped Punt Road Oval. We now have a Richmond reserves side and a redeveloped interface that allows for a safe and comfortable viewing experience. Our commercial and consumer numbers are at record levels and our community engagement programs are genuinely improving people's lives. It is fair to say Richmond is a very different club to the one it was five years ago but there is no standing still in this game." The Tigers have made significant off-field progress, and even want to turn their Punt Road headquarters into a boutique venue capable of hosting home-and-away matches.
WHERE TO FROM HEREA review of recruiting, development and assistant coaches will determine what changes are made in the football department. Expect to see a major revamp, including a couple of new assistant coaches. The playing list will be scrutinised, and the Tigers will have to make a major philosophical decision – are they prepared to persist with youth, perhaps tumble for a year or two, and then rebuild through the draft while Trent Cotchin, Dustin Martin and Jack Riewoldt have time on their side? One thing is for sure – the passion of Tigers' supporters, joyous or fighting fury, will remain.
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