SANFL 2006 Annual Report

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S A N F L A N N U A L R E P O R T 2 0 0 6RETAIL CATERINGFrom a catering perspective, the 2006 AAMI Stadium AFLdraw was less favourable than that of season 2005, with areduction in our prime Saturday night games by 40% and anincrease in Sunday games by 33%. This programming hasdirectly affected our ability to generate stronger sales. RetailCatering revenue has also been impacted by a decline inattendances at Port Adelaide home matches.CORPORATE CATERING:Functions held in ParkConvention Centre.Despite the unfavourable draw, the Retail Catering departmenthas managed to increase the average spend per person by4% on the previous year, rising from $4.48 in 2005 to $4.66per person in 2006. This is a strong performance consideringthe reduction in Saturday night games and increase inSunday games.In excess of 80% of the total retail revenue was generatedthrough the sale of bottled cold drinks, hot chips, pastries,hot dogs and beer. Increasing sales of these core itemsremains a priority for sustained revenue growth.Sales of Coca-Cola products have seen significant growth,predominantly due to the mild winter, however beer saleshave declined due to an increase in less favourable matchtimes which has been the case historically. Hot chips havealso realised solid growth due to an increase in cookingequipment and awareness of improved production methods.CORPORATE CATERINGThe Corporate Catering division incorporates all functionrooms and corporate facilities both on event days and noneventdays, a growing function of our business. Our event dayoperation involves in excess of 50 kitchen staff and 150 frontof-housestaff who serve up to 3,500 meals concurrently.Event Day Catering – Corporate FacilitiesCorporate Facility and Park Pavilion occupancies have amajor bearing on revenue results, which have once againbeen influenced by the AFL fixture and the time and day ofthe game. Adelaide home games possess a 2.5% lower spendthan Port Adelaide in the Corporate Facilities, however theiraverage revenue per game is $6,970 or 13.3% more per gamedue to their higher occupancy. In the Park Pavilion suites,revenue for Adelaide games was stronger by $3,458 pergame, an increase of 9.6% on 2005. Lower occupancies forPort Adelaide home games resulted in a decrease in revenuefrom 2005 by $47,227 or 1.8% overall.Event Day Catering - Corporate FunctionsThe Corporate Functions department has seven functionrooms operating on match days – The Park ConventionCentre, Stadium Room, Suite One, AFC Premiership Club,Presidents Room, Park Café and AFC Boardroom.The 2006 attendance and occupancy rates were once againreflective of the positioning of the two tenant clubs withAdelaide realising another solid corporate year, whilst PortAdelaide’s corporate support decreased slightly on theprevious year.On average, Adelaide’s event day functions are attended by178 more corporates than Port Adelaide’s, with a resultantRETAIL CATERING6,000,000CORPORATE CATERING6,000,0005,000,0005,000,0004,000,0004,000,000DOLLARS3,000,0002,000,000DOLLARS3,000,0002,000,0001,000,0001,000,000002001 2002 2003 2004 2005 2006YEARS Turnover Net profit2001 2002 2003 2004 2005 2006YEARS Turnover Net profit24
S A N F L A N N U A L R E P O R T 2 0 0 6increase in corporate revenue of $269,000. It is anticipatedthat an improved season for Port Adelaide in 2007 willincrease overall corporate numbers and revenue.Non-Event Day Catering – Corporate FunctionsA significant focus in 2006 has been on our non-event dayrevenue through an increase in marketing activity and a focuson generating new business. The 2006 financial year hasrealised growth in this revenue of $178,000 on the previousyear, an increase of 19.5%. A considerable focus will remainon generating additional business to fulfill our ambition tobecome a seven-day-a-week hospitality destination.CATERING DIRECTION 2007The 2007 season will be one of innovation and change as weembark on a hospitality overhaul of AAMI Stadium.The range of food and beverage offered at AAMI Stadium willbe developed to enhance the current offering with theintroduction of new choices and concepts in line with theredevelopment of four kiosks in the 2007 season. A whole ofground approach to retailing will be adopted within theStadium with a 3-5 year redevelopment program of cateringfacilities throughout the Stadium, which includes specialtyshops, bar redevelopments and tray vending. Overall, theapproach will improve the visitor experience whilst increasingthe profitability of the retail department.At the corporate level we will be introducing our new cateringbrand “Encore Group” to our corporate customers that willprovide a catalyst for food innovation and change.Encore Group represents a proactive approach to increasingcatering revenue and sustained profitability. Its introduction willadd appeal to corporate users of the Stadium by representing:• Innovation in menu design• A changing perception of catering within the Stadium• Added value to catered events at AAMI Stadium• Opportunity to leverage additional business from AAMIStadium association to develop outdoor revenue opportunitiesThe Catering department looks forward to the 2007 seasonwith renewed enthusiasm as we work towards a changingcatering offer throughout the Stadium.CROWS TAVERNBuilding on what was the most successful year for the CrowsTavern since its inception, 2006 presented further challenges.It was a year of consolidation with an increased focus onenhancing the exposure of the venue.The key growth area was in gaming machine revenue. Theannual gross income in this area increased by 10.8% to$2,323,546 with a corresponding net revenue increase of$270,750. The High Flyers Gaming Room has continued to thrive,largely due to the quality and mix of the machines and regularpromotional activity, including the Club Card Loyalty System.The on-field success of the Adelaide Football Club over thepast two years, with another two home finals in 2006, haspositively impacted on the Tavern’s operating surplus.Looking forward to 2007, the major challenge for the venuewill be the implementation of a total smoking ban in November2007. In states where this ban has already been introduced,venues have experienced a decline in revenue between15–30%. However those venues that have been well preparedby renovating their facility to include outdoor areas haveminimised the impact of this new legislation. Potentialpossibilities for the Crows Tavern are currently being explored.CROWS TAVERN NET PROFIT1,200,0001,000,000800,000DOLLARS600,000400,000200,0000INNOVATIVE CATERING:Diners experience the hallowed turf of AAMI Stadium.2001 2002 2003* 2004 2005 2006YEARS25* Renovations to the venue occurred throughout this year.
Page 2 and 3: FRONT COVER: Victorious State TeamC
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Page 8: SECTION 1FOOTBALLOPERATIONSA growin
Page 18 and 19: 2006 has been a successful year for
Page 22: SECTION 3COMMERCIALOPERATIONSPositi
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Page 38 and 39: THE PREMIERSAfter 13 years and five
Page 40 and 41: 2006 MAGAREY MEDALCongratulations t
Page 50 and 51: Executive CommissionerLeigh Whicker

SANFL 2006 Annual Report

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