Opinion
The harsh truth about the MCG and what it should do with its newfound wealth
Andrew Jones
ContributorCEOs in sport are accustomed to dealing with problems. Disgruntled players, fans or stakeholders and challenging negotiations with sponsors, media partners and venues.
But the MCG’s outstanding boss Stuart Fox – he of the Hawthorn three-peat – has a luxury issue to consider instead.
The question: What next for the MCG?
As reported in The Age, the Melbourne Cricket Club – which manages the ground on behalf of the Victorian Government and MCG Trust – just delivered a net profit of $32m and is debt-free. The result was attributed to excellent AFL attendance figures and Taylor Swift’s trio of packed out concerts.
When you have a not-for-profit that profitable, you need somewhere to spend the money. The obvious answer is the stadium.
The MCG is the heart of Melbourne, but it is in danger of losing its edge.Credit: Getty
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.
This is particularly true of the MCG’s southern end; the Shane Warne Stand dates to 1992.
The MCG is the spiritual heart of Melbourne and a global cathedral of sport. It should be No.1.
Normally, stadium upgrades are a financial bonfire. Like A380 aeroplanes, grandstands are big, expensive to build and run. They need to fly full and often to be profitable. Which they mostly don’t.
But the MCG is unique.
Its annual visitation of 3.5m fans is roughly triple that of the Adelaide Oval and Optus Stadium respectively, and exceeds the crowds at the six stadiums managed by Venues NSW combined.
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.
So the demand is there.
The question therefore becomes “what would make the new Southern Stand the best in the world?”
What a delicious challenge to contemplate. The MCC is well-advanced already of course, but here are some principles:
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.
It must be respectful to members: Members pay full freight whether they attend or not so their facilities must always be the best. If needed, there can be a southern members’ section – or the members’ can be moved entirely to face the sun
Taylor Swift’s February MCG performances helped deliver a financial windfall to the MCC.Credit: Jason South
Must have fast, hi-def, electronic everything: Wi-Fi, big screens, apps for ordering etc.
And, for extra points, it must be warm! Boxing Day can be chilly, let alone Friday nights in July. In-seat heating would truly make the G’s CEO the Fantastic Mr Fox.
Andrew Jones is principal of management consultancy The Killer Group. He is a former CEO of Racing Victoria and Cricket NSW and has advised on the business of cricket, rugby league, netball, racing and golf.