pages 1 to 25 - West Adelaide Football Club

CEO REPORT
From a football perspective the 2012 season
exceeded our expectations resulting in the Club
competing in the finals in all grades, however
our on field success did not translate to our off
field success. The Club again failed to achieve its
financial targets which has resulted in the Club
recording a combined trading loss of $505,027
after depreciation of $218,000.
I mentioned in the 2011 Annual Report the
Club was aware of its financial obligations and
responsibilities and we had budgeted for a
consolidated trading profit in 2012. Unfortunately
by the time we were aware that we wouldn’t
achieve our revenue targets, we were unable
to reduce our expenditure by a corresponding
amount due to the commitments and contracts
we were locked into.
The 2013 budget has been prepared on an
extremely conservative basis in regards to our
income assumptions to ensure there is a cash
surplus and we are able to start reducing our
debt. As a result we have had to make significant
expenditure cuts in all departments to ensure we
have a sustainable business model going forward.
Whilst we are disappointed with the end financial
result, there were still a number of positives to be
gained and I report to the Members on the operations
of the West Adelaide Football Club for 2012.
Football
As reported in the Football Operations Report,
the Club had its most successful season since
2003, with all three grades competing in the finals
and the senior side playing in the Grand Final.
Congratulations must go to Andrew Collins and
his team of coaches, medical staff and support
staff for the outstanding effort they have made
over the year. The challenge for 2013 is to repeat
this performance.
Congratulations to:
Ryan Ferguson – Steve Hamra Medalist for League
Best and Fairest
Kaiden Brand – AFL draft to Hawthorn Football Club
The Club continues to develop our junior players
through our Elite Development Program, Youth
Participation Program and relationship’s with
our metropolitan and country clubs within our
promotional zones. Thank you to Andrew Marks,
Brad Fisher, Daniel Joyce and all the coaches who
have helped run these successful programs.
Rod Harwood has done a fantastic job in
preparing City Mazda Stadium for match days
and his commitment and dedication to ensure
a first class playing environment is very much
appreciated.
Finally thank you to Mark Mickan for his
contribution and commitment to the football
program over the past 12 months. We are
disappointed that Mark has chosen not to
continue but understand his reasons and wish
him and his family all the best for the future.
Football Operations
Despite having our most successful season in 10
years, our home match attendances decreased
by 21.5% or 6,090 compared to the previous year
and significantly greater than the SANFL average
of a 11.0% reduction. The decrease in home
match attendances had a significant impact on
our match day catering revenue. In addition the
spend per head of patrons attending our home
games was down 3.5% on the previous year.
Changes to the SANFL regulations regarding the
contracting of players in 2012 were always going
to test the Club in regards to its list management.
Unfortunately the assumptions we used, which
based on historical evidence were considered
reasonable at the time, proved to be incorrect
resulting in the Club breaching the Salary Cap.
We apologise to the SANFL and our members for
the occurrence and have changed the method in
which we contract players. I would like to thank
the players for the sacrifices they have made to
ensure such a situation will not occur again.
Marketing
Membership numbers, both adult (1,756) and
junior (1,845) increased by 4% and 0.1% respectively
on the prior year. The challenge is to continue to
grow our membership.
Our sponsorship base continued to grow and was
up 2% on the previous year.
Special thanks must go to all our sponsors, in
particular our Major Sponsor, Adelaide Galvanising
Industries (Tony and Lyn Grantham and Stuart and
Pam Nunn who have provided marvellous support),
our Oval Naming Rights Sponsor, City Mazda and
U/18 Centre of Excellence Sponsor, SCF Group.
Considering the state of the economy we were
well supported in our fundraising activities
throughout the year with both the gala auction
and pre-season player auction raising more
revenue than in previous years. Competing in the
finals enabled the Club to hold extra functions at
AAMI Stadium which were well attended.
One particular highlight of the year was the
reunion of our 1947 Premiership players and I
would personally like to thank Merv Agars and
Colin Brown for their attendance.
The Club continues to invest in its communication
channels and is adapting to the current trends
of electronic communication and social media.
Whilst we understand some members prefer the
traditional methods of communication we need
to be mindful of the costs of these methods.
Our Westonians coterie group raised just over
$40,000 throughout the year and their continued
support is much appreciated.
The West Adelaide Football Club Past Players &
Officials continues to grow and will continue to focus
on reuniting past players and officials with the Club.
Special thanks must also go to Angela Jacka,
Marketing Manager, Stephanie Riese, Marketing
and Communications Officer and Amie Mittiga,
Office Assistant, for all their hard work and efforts
throughout the year.
2012 WEST ADELAIDE FOOTBALL CLUB ANNUAL REPORT
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