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Swans might tread water but they won't be sinking
By Richard Hinds
March 24, 2004
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In the lead-up to Sydney's preliminary final against Brisbane at Telstra Stadium last September, Swans officials were worried. They had a 70,000-plus capacity venue to fill, yet were being asked to charge the AFL-mandated price of at least $60 a head. Even allowing for their fairytale season, the embarrassing sight of thousands of empty seats on a showcase occasion seemed likely.
The Swans considered approaching the AFL to ask for a price reduction but decided to save their breath. The league's hands were tied because they had already knocked back repeated requests by Port Adelaide, who had played several finals at a half-filled AAMI Stadium, presumably because Port fans could not, or would not, pay the premium price for finals tickets.
So, instead, the Swans hierarchy waited and watched as, to their surprise and delight, tickets to the game sold faster than earplugs at a grand prix. The preliminary final was virtually sold out, the strongest indication in their 22 years north of the Murray that the Swans had become an established part of Sydney's sporting landscape.
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Yet there remains one nagging doubt. It was only the team's unexpected success - bringing as it did windfall gate receipts from matches such as the Telstra Stadium clash with Collingwood, improved membership sales and performance incentives from sponsorship contracts - that helped turn a potentially disastrous loss into a modest profit. But given the strong competition they face in a fickle market, will the Swans ever be viable during a period of on-field mediocrity?
There is some reason to fear that question could be posed again this year. A good run with injuries until late in the season and great years from a large group of players, including Adam Goodes, Brett Kirk, Jude Bolton and Barry Hall, contributed to the Swans' grand run. It is hard to see where the team will find the improvement that is necessary just to hold ground, let alone how they will challenge the pace-setting Lions.
The off-season has provided more fodder for those who believe the Swans will tread water at best.
A 100-point thrashing by last year's wooden spooners Carlton in the pre-season, some significant injuries and just a slight whiff of self-satisfaction from some players are not healthy signs.
Yet similar observations could be made about Collingwood, who have contested the past two grand finals, and Hawthorn, who, on talent alone, should be expected to make major strides. Even for insiders, pre-season performances are often the subject of guess work and supposition. Given they made a later start to this pre-season than the last, it might be six weeks before we know where the Swans stand.
Significantly, coach Paul Roos and football director Andrew Ireland were able to achieve last year's amazing result without compromising their long-term plans. They did not trade draft picks for ageing talent. They got games into the legs of outstanding youngsters such as Adam Schneider and Lewis Roberts-Thomson. So, strange as it may seem, if they finish 10th this year and are able to blood more rookies such as gifted young midfielder Jarrad McVeigh, the Swans may be no further away from achieving their ultimate ambition than they would be if they finished in the top four.
Will the fans be as understanding if the Swans do not enjoy the same success? On some levels, no. Like a Bledisloe Cup match or a State of Origin decider, there will always be a one-off element to a big Swans match.
However, having twice filled Telstra Stadium last season, there is now something more credible about the Swans. They have entered the consciousness of those in the western suburbs. Which does not mean they can relax.
If last year's television ratings are any indication, a significant proportion of the fans who filled Telstra Stadium last September won't even bother to watch the Swans play Brisbane on Saturday night. Perhaps 1000 people who would not previously have attended the first home match against Fremantle at the SCG on Sunday week will go because they liked what they saw last year.
However, those building the team and those trying to fill the grandstands seem to share the same opinion. Progress will be be slow, incremental. But what is achieved on and off the field will be for keeps.
By Richard Hinds
March 24, 2004
Print this article
Email to a friend
In the lead-up to Sydney's preliminary final against Brisbane at Telstra Stadium last September, Swans officials were worried. They had a 70,000-plus capacity venue to fill, yet were being asked to charge the AFL-mandated price of at least $60 a head. Even allowing for their fairytale season, the embarrassing sight of thousands of empty seats on a showcase occasion seemed likely.
The Swans considered approaching the AFL to ask for a price reduction but decided to save their breath. The league's hands were tied because they had already knocked back repeated requests by Port Adelaide, who had played several finals at a half-filled AAMI Stadium, presumably because Port fans could not, or would not, pay the premium price for finals tickets.
So, instead, the Swans hierarchy waited and watched as, to their surprise and delight, tickets to the game sold faster than earplugs at a grand prix. The preliminary final was virtually sold out, the strongest indication in their 22 years north of the Murray that the Swans had become an established part of Sydney's sporting landscape.
advertisement
advertisement
Yet there remains one nagging doubt. It was only the team's unexpected success - bringing as it did windfall gate receipts from matches such as the Telstra Stadium clash with Collingwood, improved membership sales and performance incentives from sponsorship contracts - that helped turn a potentially disastrous loss into a modest profit. But given the strong competition they face in a fickle market, will the Swans ever be viable during a period of on-field mediocrity?
There is some reason to fear that question could be posed again this year. A good run with injuries until late in the season and great years from a large group of players, including Adam Goodes, Brett Kirk, Jude Bolton and Barry Hall, contributed to the Swans' grand run. It is hard to see where the team will find the improvement that is necessary just to hold ground, let alone how they will challenge the pace-setting Lions.
The off-season has provided more fodder for those who believe the Swans will tread water at best.
A 100-point thrashing by last year's wooden spooners Carlton in the pre-season, some significant injuries and just a slight whiff of self-satisfaction from some players are not healthy signs.
Yet similar observations could be made about Collingwood, who have contested the past two grand finals, and Hawthorn, who, on talent alone, should be expected to make major strides. Even for insiders, pre-season performances are often the subject of guess work and supposition. Given they made a later start to this pre-season than the last, it might be six weeks before we know where the Swans stand.
Significantly, coach Paul Roos and football director Andrew Ireland were able to achieve last year's amazing result without compromising their long-term plans. They did not trade draft picks for ageing talent. They got games into the legs of outstanding youngsters such as Adam Schneider and Lewis Roberts-Thomson. So, strange as it may seem, if they finish 10th this year and are able to blood more rookies such as gifted young midfielder Jarrad McVeigh, the Swans may be no further away from achieving their ultimate ambition than they would be if they finished in the top four.
Will the fans be as understanding if the Swans do not enjoy the same success? On some levels, no. Like a Bledisloe Cup match or a State of Origin decider, there will always be a one-off element to a big Swans match.
However, having twice filled Telstra Stadium last season, there is now something more credible about the Swans. They have entered the consciousness of those in the western suburbs. Which does not mean they can relax.
If last year's television ratings are any indication, a significant proportion of the fans who filled Telstra Stadium last September won't even bother to watch the Swans play Brisbane on Saturday night. Perhaps 1000 people who would not previously have attended the first home match against Fremantle at the SCG on Sunday week will go because they liked what they saw last year.
However, those building the team and those trying to fill the grandstands seem to share the same opinion. Progress will be be slow, incremental. But what is achieved on and off the field will be for keeps.
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