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BIF Sep13 Brochure Simonds.Pdf 2 SEPTEMBER 2013 3 At time of writing, the footy season was approaching its climax as the finals began. On the ladder, the Geelong Cats had closed back to second behind the Hawks. Familiar territory for such a successful club – no change there. Written by John Boley ut for Geelong itself, change is very much in the air. Forever – and perhaps unfairly – associated solely Bwith the Ford auto plant there, the city, the surround- ing area and the local authorities are preparing for the jolt that Ford’s departure will bring and planning a variety of means to improve the lives of the local people. There is a considerable body of opinion to suggest that the ending of such a tight relationship between the city and the carmaker could be a springboard for Geelong to better things rather than a disaster and the City Council is certainly working hard in that direction. It owns and operates the stadium that is home to the Cats, and a major push is underway to extend the reach of this valuable facility and enhance its value to the community. In 1877, Geelong joined the Victorian Association as a Foun- dation Member. The team was known as ‘The Seagulls’ for years, then ‘The Pivotonians’ because Geelong was the pivot point for all railway and shipping for Ballarat and western district merchandise. Years of domination followed as from 1878 Geelong won seven VFA premierships in nine years. Corio Oval was the headquarters until 1940 when the ground was taken over for military training – so they moved again, this time to Kardinia Park in Moorabool Street. Kardinia is an Aboriginal word meaning ‘sunrise’. Since then the ground has played host to the Cats’ most suc- cessful eras, with six successive top four finishes between 1951 and 1956, including premierships in 1951 and 1952 as well as four grand final appearances between 1989 and 1995, followed by three premierships during the first decade of the new millennium. Located 75 kilometres southwest of Melbourne but only a kilometre from the Geelong city centre, Simonds Stadium is a modern stadium but one which still gives fans an old- fashioned footy experience with its relaxed atmosphere and standing room terraces. Capacity has been around 33,000. 4 The council became involved in running the stadium in 2006 in a move aimed at both supporting the local footy team and attracting more sporting and entertainment events to the area. Natalie Valentine is Manager of Simonds Stadium and co-ordinator of sports venues at the council; in addition to the Cats’ cradle, there are two outside ovals and netball facili- ties and three other sports arenas in the city. Natalie enjoys the challenges these present. “They can be quite diverse day to day and each AFL match throws up its own different chal- lenges,” she explains. “But we have the opportunity to grow the stadium and provide further opportunities for the wider community.” Simonds is unusual in that there is a ‘sitting tenant’ in the for- midable form of the Cats. The footy club trains there up to six days per week, so it is hardly standing empty like the tra- ditional sports venue might (the numbers are approximately 350 hours of training across VFL and AFL teams per year as well as more than 40 actual matches in various leagues). Natalie has visions of bringing more people from Melbourne “A major push is underway to extend the reach of this valuable facility.” 5 The Ford connection The current deal between Geelong and Ford and the wider national community (Avalon airport is close by) runs out this year and the future is uncertain given the impending demise of the Detroit down to Geelong to see not only AFL but a widening range corporation’s manufacturing at the nearby of other events. Already the Simonds has hosted national site. However, it may survive the closure, and A-League and W-League Soccer, Super Rugby (Union – in 2013 has marked 88 years of uninterrupted League, Melbourne Storm trained there earlier this year), sponsorship, generally believed to be a world Nitro Circus, SuperX motorcycles, domestic first class cricket record for a continuing relationship in any sport. matches and, in something of a different league, as it were, Three years ago, then Ford chief executive two visits from the Dalai Lama. Although it may seem an Marin Burela described the relationship as being unrealistic ambition to attract other top events away from closer than a partnership. It was “a tremendous Melbourne with its plethora of sports complexes, some of friendship that has sustained us for 85 years.” them with much greater capacity, the council remains serious; In May, at the time of the announcement of there are parallels and precedents. Newcastle, up in NSW, is closure, the club released a statement saying: doing well in this respect and taking some events away from “Ford has exhausted every avenue to enable Sydney. Horses for courses, perhaps? Sometimes an event them to continue to manufacture in Australia. that can attract 30,000 people – but not, say, 80,000 – feels We are pleased that Ford has an on-going commitment to its key design business in far more exciting if the stadium is bursting at the seams rather Victoria, and they will also continue to have a than half empty. strong brand and sales presence in Australia. Natalie explains that it is not a question of competition The Geelong Football Club has a long and between venues. “We are aiming to be Victoria’s third stadium proud association with Ford Australia, which and to be known as the best regional stadium in Australia,” she has existed since 1925. In the past Ford has says. “We can – and we aim to – deliver similar programmes to supported our club through difficult times. those at the Etihad and the MCG.” The numbers are different; We will continue to support Ford’s efforts to grow its sales and brand presence, and we look yes, Simonds is smaller, but per population it frequently gets forward to our ongoing association.” 6 “SIMONDS STADIUM IS A MODERN STADIUM BUT ONE WHICH STILL GIVES FANS AN OLd-fASHIONED FOOTY experience.” 7 Naming rights “We have the opportunity to grow the stadium and provide Simonds Homes, after which the former further opportunities for the Kardinia Park is named, is a leading Victorian homebuilder. The company has successfully wider community.” marketed itself and its products through the well-documented recession in the construction a better response than the bigger venues in the state capital. industry by continuing innovation, fine- tuning the products and house designs to And there has been significant investment in renovation. The the demographics of buyers and unusually 9,000-plus seater Players Stand opened in May and was a $42 progressive customer service initiatives. From million development, accompanied by $10 million of lighting humble beginnings in Altona just over 60 years to enable night events and a 120 square metre video board ago, Simonds has grown rapidly throughout that cost another million. All the projects were supported by Victoria, around Australia and now China. Earlier federal government, the Geelong Football Club and the City this year, Mark Simonds and Mark Vujovich of Greater Geelong. A ‘phase 4’ development is now under were in attendance at the official launch of way, featuring upgrades to just about all other features. Natalie Simonds second International Business Sales promises that an area of standing room will be retained for Office in Guangzhou. “We were both incredibly tradition’s sake and that the reconstruction will be staged to impressed with the new Simonds International minimise disruption. However, no completion date has yet office,” said Mark Simonds. “It is a very exciting been set. initiative for Simonds, especially with China still developing. We see these as our first steps, The Simonds is also in the process of putting together a new but ones we’re very glad to be making.” Mark brand identity which will be rolled out as part of promoting Vujovich commented: “We’re very pleased with the facilities and capabilities. Music and shows will be accom- how the Simonds brand has taken off in China. modated in the stadium as well as sports-oriented events We anticipate further expansion of the business (20-20 cricket is a target as well as more of both rugby codes). and increased growth.” Geelong is looking forward to welcoming a wider audience to this corner of Victoria – for everyone’s benefit. Simonds Stadium (Home to Geelong Cats) PO Box 104 Geelong, VIC 3220 P: 03 5272 5272 E: [email protected] www.geelongaustralia.com.au S ORTER pp PROJECT PROJECT SU www.geelongfire.com.au 675 Victoria Street | Abbotsford VIC 3067 | Phone: 02 8412 8119 | ABN 93 143 238 126.
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