Unleashing 'The Blue Wave' A Strategy for Dublin GAA - Croke Park

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A STRATEGY FOR DUBLIN GAA 2011-2017 These objectives will be achieved through the realisation of the following Supporting Actions: THEME 7 SUPPORTING ACTIONS OWNERSHIP MILESTONES DESIRED OUTCOME SA5 Embed Brand Development responsibility in RDOs, GPOs and SRC programme generally through enhanced Learning and Development Programme for all county board employees. Commercial Committee & DCC Quarter 2 2012 Promotion of Dublin GAA in all operational programmes and greater appreciation and consistency across all organs of Dublin GAA of brand potential and objectives. SA6 Develop full range of Dublin GAA Merchandise and On and Off pitch apparel (aka “the New York Yankees”) and appropriate distribution channels. Commercial Committee & DCC By end Quarter 4 2012 Underpin brand development through roll out of merchandise range. SA7 Discuss with media outlets for coverage of underage county finals for screening at a later date. DCC Coverage by Quarter 2 2013 Maximum coverage of all GAA activities. SA8 Arrange annual Dublin GAA Awards Gala which collectively recognises club and inter-county playing and volunteering success and achievements. Commercial Committee & DCC Quarter 4 2012 Acknowledge club and intercounty playing and volunteering success and achievements. 63
UNLEASHING “THE BLUE WAVE” theme 8: PROCURING THE FINANCIAL RESOURCES NECESSARY TO DEVELOP DUBLIN GAA The Strategic Committee believe that the financial resources that are currently available to the Dublin County Committee are inadequate to enable Dublin GAA to give effect to the initiatives identified as appropriate in this strategic review. As noted in section 3.9, the County Committee has traditionally operated a balanced budget with all revenues (which have been running at €5.2 million per year) being fully reinvested in current organisational and development initiatives. In the current economic climate the ability to secure additional funds to finance the increased investment contemplated in this plan is very challenging. A professional and proactive approach is a prerequisite. However, the Dublin County Committee cannot be expected to finance the rollout of the strategic development of GAA in the capital city, one which has a catchment population as big as the rest of Leinster and of each of the other provinces. The level of funding that has traditionally been allocated to Dublin is considerably less than would be warranted based on any population, activity, or revenue analysis. The Strategic Committee believes that the starting point towards addressing this shortfall should be the recognition of the interdependent relationship between Dublin’s ambitions for the GAA in the capital city and the overall wellbeing of the Association. It will require the Dublin County Committee to step up to its responsibility to implement the strategic initiatives recommended in this review. It will also require Central Council to embrace a different funding model, one which acknowledges the strategic significance of Dublin. Dublin GAA’s plans, if they are to succeed, will need additional resources from Central Council to add to the increased funds to be targeted by additional investment in the Dublin Brand and a refocused commercial sponsorship and fundraising drive. The following are the key strategic objectives under this theme: 1. Increase annual commercial revenues of the County Board by at least €1.5m over the plan period. 2. Achieve Provincial status for Dublin in terms of funding allocated by Central Council. 3. Professionalise Dublin’s Brand and Commercial Development Focus to ensure that the revenue potential of Ireland leading sports brand is optimised. 4. Create an enhanced sense of collaboration between the Dublin County Committee and Dublin Clubs to generate incremental financial benefit for the clubs of at least €1m per annum. 5. Secure sufficient funding for the roll out of two centres of excellence and approximately six club-based cluster facilities over the plan period. 6. Collaborate with Leinster Council and Central Council to ensure Dublin perspective is brought to the maximisation of GAA income streams and to harness the resources of all stakeholders to procure the necessary funding to develop a suitably-sized stadium in Dublin to cater for the needs of Dublin and the East Coast counties generally. 64
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Unleashing 'The Blue Wave' A Strategy for Dublin GAA - Croke Park

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