Does Adelaide Oval still have wow factor for Crows and Power footy fans?
The official data is in: How are the Crows and the Power doing in the crowd attendance stakes at Adelaide Oval? See the figures.
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- SMA and AFL at odds over crowd figures
Average AFL home and away crowd numbers at Adelaide Oval have slowly dipped away from the highs of 2014 when the Crows and the Power started playing at the redeveloped stadium.
The Advertiser has reviewed data from AFL Tables that shows the shine of the new stadium is slowly — but surely — starting to dull. However, numbers are far better than those at the old Football Park.
It comes as the Power on Sunday recorded the lowest ever attendance figure — 26,129 — for an AFL game held at Adelaide Oval when it beat Gold Coast by 38 points in wet weather.
Both South Australian clubs recorded their highest average home and away attendance figures in 2014 — the first year of AFL at the redeveloped Oval — but have been unable to achieve the same attendances since.
Since those highs, the Crows’ average home and away crowds have dropped by about 3000 from 48,046 in 2014 to last year’s average of 45,417.
Port’s drop-off is larger, sitting at about 6000 from its record 44,364 in 2014 to 38,227 in 2018.
So far this season Port’s figures are holding steady, with its average attendance up to Round Nine sitting at 38,464, while the Crows are on track to record their lowest figures at the oval with an average crowd of 44,760 so far (noting that the Power has played one extra home game in 2019, including a Showdown).
While the figures have dipped, attendances for both clubs are better than the numbers at the old Football Park. While the Crows’ 45,417 average from last year is down on 2014, that figure was bettered only once while they were playing at West Lakes: in 1993 when average attendance was 46,226.
The Power’s numbers are even better. Before moving to Adelaide Oval, its best average home and away crowd at Football Park was 35,829 in its inaugural year in 1997.
Port Adelaide’s executive general manager Matthew Richardson said the Power’s average attendance so far this season was slightly up on both 2017 and 2018 numbers which was positive.
“And we thank our members and supporters for their own going loyalty and support,” he said.
“In saying that, our benchmark for home game attendances is an average of 40,000 and over the following years we are striving to grow this number even further.
“Strong attendances at Adelaide Oval are a critical component of our business model. Our drop in attendances from 2014 and 2015 were not totally unexpected, we anticipated there would be a honeymoon period for the new Adelaide Oval, but in saying that our on-field performance since 2014 has also had an impact.
“Other reasons impacting the general decline include timeslots of fixtures, weather and the impact external factors have had on our key game-day fan experiences like our ‘March from the Mall’ and ‘Game-day Village’.
“Research tells us that game-day experiences are important in driving attendance.”
Richardson said attendances would continue to be a key priority for Port and the club did a lot of work at each game to drive member attendance and ticket sales.
“We have a very broad strategy that includes ticket offers, pricing strategy, advertising program, game day experience, member attendance, first year members experience program, international students program, community programs, school and club incentive programs.
“Next year is our club’s 150th anniversary, a significant year for our Club, and we have big plans in place to celebrate this and will involve some key home games.”
Crows spokesman said: “Our Club is blessed to have such a large, loyal and passionate supporter base who turn out in force whether we are playing at Adelaide Oval or elsewhere across the country.
“Crowd figures are impacted by a number of factors, including weather and team performance, as well as the time slots and opposition scheduled in the AFL fixture.”
A spokesperson for Adelaide Oval’s Stadium Management Authority said AFL crowd numbers at the venue were healthy.
“Our stadium utilisation for AFL games remains above 80 per cent and next month we will welcome our 10 millionth patron since the redevelopment,” the spokesman said.
“Nevertheless, we are acutely aware that crowd numbers fluctuate for all sports and can be impacted by the timeslot, weather and the performance of the teams.
“That’s why we are continually looking at ways to improve the atmosphere and fan experience by working closely with the clubs and continuing to invest in innovations such as the LED lighting upgrade.”
Overall, the AFL is enjoying higher attendances this season than in previous years. So far in 2019, the average attendance across all clubs and all grounds is sitting at 37,250, and if that number is maintained till season’s end, it will be highest average home and away attendance on record. The previous record of 36,996 was set in 2008.
* Note: AFL Tables crowd figures have been audited by the AFL and do not include staff working at the game.
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