AAMI Park strategic plan PDF

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Strategic Plan

SAMIR KAZIZADA 101615654

AAMI Park Stadium

Contents Facility Details........................................................................................................................................3 History and Profile.................................................................................................................................3 Situational Analysis................................................................................................................................4 Mission and Vision Statement...............................................................................................................5 Swot Analysis.........................................................................................................................................5 Objectives, Strategies and Recommendations.......................................................................................6 Summary...............................................................................................................................................9 References...........................................................................................................................................10

Facility Details Name: AAMI Park Stadium Owner: Government of Victoria Address: Olympic Blvd, Melbourne Vic 3000 Web Address: https://www.aamipark.com.au/

History and Profile AAMI park is Victoria’s premier football and rugby stadium and is one of the world’s finest rectangular pitch stadiums. The stadium was developed and opened May 7, 2010 and has a seated capacity of 30,050. The stadium is known for their intimate atmosphere with not a single bad seat in the house and is nestled between the Yarra River and Melbourne Park. In 2010, the stadium underwent a major construction costing the government a total of $268 million and become one of the ground-breaking stadiums. The Victorian government announced that a 20,000-seat capacity would be included which therefore allowed the stadium capacity to reach over 30,000. AAMI Park is home to a wide variety of sporting organisations and for a number of years, Tennis Victoria, Olympic Park, Sports Medicine Centre and the Victorian Olympic Council occupied a building at the stadium situated around what is now Entrance F AAMI Park. (AAMI Park, 2017) Several Major Clubs call AAMI Park home, including: -

Melbourne Storm (NRL) Melbourne Victory (A-League) Melbourne City (A-League) Melbourne Rebels (Super Rugby)

Melbourne Football Club has taken up residence in an administrative capacity, as well as sharing training facilities and utilising the adjacent Goschs’ Paddock training fields. (AAMI Park, 2017) The stadium is predominately used for sporting activities but has now allowed other entertainment such as music concerts and festivals. For example, 2015 Ed Sheeran broke the record crowd attendance at AAMI Park with 34,296 people.

Situational Analysis Environment -

Located in the centre of Melbourne City Secured hiring from other major sporting teams and entertainment managements The climate and weather changes Health and safety regulations (Global pandemic COVID-19)

Targets -

Sporting clubs utilising the stadium NRL and Soccer League Sporting employees and workers Music artist and celebrities Women’s soccer league Food vendors for big events Security companies during any events Program for the local community such as festivals or sporting activities State and federal governments AAMI Park major sponsors media teams

Positioning -

Home of major sporting clubs in Melbourne Great place to hold large events and promote the city of Melbourne sporting teams Provides satisfaction and nostalgia to the Melbourne community

Resources -

AAMI Park employees Own website Major sponsors Victorian government

Competitors -

Other sporting venues such as MCG, Marvel Stadium and Rod laver for entertainment purposes Other sporting teams and their training facilities such as Punt Road Oval (Richmond Football Club)

Mission and Vision Statement Mission statements: To lead the world in sports facilities practises and provide world class customer service experiences every day, and to provide a thriving, committed and enjoyable experiences to our fans every day. Vision: Our vision is to ensure we continue our hard work of sporting events and provide distinct and firstclass facilities to the city of Melbourne.

Swot Analysis Weaknesses

Strengths

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Being located in the heart of Melbourne 30,000+ seating capacity Easy access for the public through public transport Provides a safe and secure environment to the public Allows multiple sporting groups to utilise the facilities for their respective sports. Ability to host other events due to size of the venue. COVID safe protocol has been implemented to maintain the spread of COVID-19. Allows for easy access to the facilities for supporters and fans The environmentally friendly lights are a key element of the sustainable design of the stadium (Melbourne and Olympic Park, 2017)

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Opportunities -

Another expansion could be developed for a larger capacity and

Not able to close off stadium with an adjustable roof such as Marvel Stadium Limited on-site parking for the public Cost of maintaining the ground of AAMI Park due to different sports utilising the ground which therefore was built at a cost of $267.5 million (Baker, 2017) Limitations of providing stadium memberships to the public.

Threats -

Surrounding facilities such as MCG, Marvel Stadium and Rod Laver

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better atmosphere which could lead to an increase revenue Providing more job opportunities to the public and allowing others to reach their full potential. In years’ time allow for American NFL to use the facilities to train and play their matches on the ground. Other entertainment opportunities such as international sports such as WWE, UFC, and NBA Provides a good platform for the expansion of women sport in Melbourne by providing first-class facilities. (MMR, 2018)

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Serious MCG redevelopment expected in next 10 years with an increased capacity (N.Negrepontis, 2018) Continued cost of maintaining first-class facilities Clubs interest and league’s interest is gained at different sporting facilities such as MCG and Marvel Stadium. Occurrence of vandalism and streakers which disrupts sporting matches (ABC News, 2013)

Objectives, Strategies and Recommendations Human resource objective Ensure that the correctly trained employees are employed for the relevant expertise during sporting events Strategies 1. Have a strong recruitment process

Recommendations 

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2. Providing employees with training to their respective areas

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3. Keep employees up to date with departmental goals

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Ensuring that all relevant background checks are completed before employing someone for the identified job. Yearly employee inductions are completed to ensure and maintain employees are doing their jobs correctly at AAMI Park. Offer extra training to employees and provide them with information required during any sporting events and entertainment Provide them with documents regarding our goals during each sporting match and event and to keep stadium facilities to a high standard.

Planning Objective Ensuring to attract major events to the stadium and deliver an elite athlete development. Strategies

Recommendations

1. Ensuring the hire of the stadium to major Melbourne sporting clubs

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2. Providing an expansion to secure other sports and events to the stadium

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3. Implementing a COVID safe protocol

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Plan to provide clubs and athlete with high level facilities to leverage against other competitive stadiums. Planning with other governments and managements on new sponsorships deals and other major events. Providing a schedule that allows an expansion in both male and female sports such as soccer and rugby. Communicate with employees on planning new events and marketing out the stadium for hire. Using social media to expand our stadium and look for new international sports and events to take place at AAMI Park. Ensuring that management implements a policy about being COVID safe and providing information to athletes and sporting bodies on what is required.

System Objective Maintaining management software systems and ensuring employees are well aware of system guidelines and procedures Strategies

Recommendations

1. ensuring employees are familiar with AAMI Park systems and procedures

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2. Establishing practices for new system policy and procedures when necessary

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Yearly induction of training to ensure employees are familiar and up to standards Establishing a yearly review of the systems to ensure relevance and measures. Implementing a review when necessary to ensure systems policies and procedures are well informed. Identifying any risk or damages to operational systems.

Operations Objective

Running operations of the venue in a safe and cost friendly environment Strategies 1. Utilising technology in an eco-manner to ensure it is benefiting the environmental aspect of the stadium

Recommendations 

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2. Analysing other competitors’ strategies to manage and decrease cost.

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Providing strong guidelines and taking action to ensure environment is safe for practices. Implementing a risk management strategy to ensure fans, players and sporting clubs are safe Having a yearly audit of the stadium regarding the cost of maintaining and establishing the stadium

Summary Currently, AAMI Park is well ahead of most stadiums around due to their level of capacity and ability to host many sporting and entertainment events. With its exceptional location it has strong relationships with major Melbourne sporting teams such as: -

Melbourne Storm (NRL) Melbourne Victory (A-League) Melbourne City (A-League) Melbourne Rebels (Super Rugby)

The stadium is able to an enjoyable and unforgettable experience and could therefore recommend an idea to expand even more in a few years as they have extra renovation space. Although a renovation isn’t required immediately, it is something AAMI Park have and will continue to plan for in the future. Using a SWOT analysis, it was found that there were plenty of strengths that the stadium has and provides, are also many opportunities with minimal threats. Taking all aspects into account, it has been recommended that AAMI Park continues their same practices until a change needs to be made. Although it won’t have a high risk with any main issues, a redevelopment could occur, and funding will be provided by the Victorian Government.

Other recommendations have been made directed at Human resource, the planning of the stadium, systems, and operations of the stadium. Mainly regarding the stadiums recruitment process, policies and procedures and providing a safe and eco-friendly environment. AAMI Park stadium have asl implemented their goals to ensure that it continues to thrive to something greater and becomes the leading stadium in the near future.

References N. Negrepontis. 2018, Serious MCG Redevelpment Expected in Next 10 years, viewed 26th December 2020, Available at: https://www.sen.com.au/news/2019/03/19/serious-mcg-redevelopment-expected-in-next-10-years/ AAMI Park, 2017, Site History, viewed 26th December 2020, available at: https://www.aamipark.com.au/about/site-history/ AAMI Park, 2017, About AAMI Park, 2017, viewed 26th December 2020, available at: https://www.aamipark.com.au/about/history/ P.Ness, 2018, Cox Architecture-Project AAMI Park, Viewed 27th December 2020, available at: https://www.coxarchitecture.com.au/project/aami-park/ ABC News, 2013, State of Origin III: Streaker faces lifetime stadium ban after disrupting series decider, viewed 28th December 2020, available at: https://www.abc.net.au/news/2013-07-18/streaker-faces-lifetime-stadium-ban/4827556?nw=0...