Sporting bosses often have tricky problems to solve. Those running the MCG, however, have a delicious challenge to contemplate.
CEOs in sport are accustomed to dealing with problems. Disgruntled players, fans or stakeholders and challenging negotiations with sponsors, media partners and venues.
When you have a not-for-profit that profitable, you need somewhere to spend the money. The obvious answer is the stadium.The harsh truth is the MCG has been overtaken as a facility by Adelaide Oval, Perth’s Optus Stadium and Sydney’s rebuilt Sydney Football Stadium/Allianz Stadium and Parramatta Stadium/CommBank Stadium.The MCG is the spiritual heart of Melbourne and a global cathedral of sport. It should be No.1.
Further, the MCG has 157,000 members with a staggering 188,000 on the waiting list. As a 51-year-old migrant from Sydney, if I sign up now I am a 50 per cent chance of achieving membership and a 50 per cent chance of dying first.The question therefore becomes “what would make the new Southern Stand the best in the world?”
Must be world-class – Melbourne deserves it. Must cater to every fan segment – teens, young adults, families, corporates, empty-nesters and everyone with a disability. Must have exceptional food and beverage – stadium food should be to die for, not to die from. The days of only hot dogs, pies and burgers with bad coffee and flavourless beer are gone. Must drive visitation and dwell-time: Fans must want to arrive well before the game to mingle, spend money and commune in this secular church.
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