Quote:Cronulla Sharks' final hope to cheat death

Brent Read | May 02, 2009

THE NRL's most vulnerable club has placed its future in the hands of the greenies and the grannies.

Cronulla is haemorraging and its survival is becoming increasingly intertwined with the proposed development of land adjacent to the club's home ground.

It's desperate times for a club living on the edge. The enormity of the situation confronting the Sharks is likely to be rammed home today when the crowd figure is posted for the match against the Sydney Roosters at Toyota Park.

The club has budgeted on home attendances of 13,000 this season. Thus far, Cronulla is averaging a league-low 9718 through the gates. Few expect any more than 8000 for a game against the struggling Roosters. The bleeding will continue.

Unless crowds surge over the remainder of the season, the Sharks are facing a budget deficit of close to $1million. For a club already on the bread-line, it could mean the difference between life and death. "From a club finances point of view, it puts enormous pressure on us," chief executive Tony Zappia said.

"What people don't understand is we're co-located with the leagues club. If people don't come to the game it means they won't go to the (leagues) club.

"If their income is down, that's going to affect the grant to the football club."

Significantly, the club's drawn-out attempt to develop the land surrounding Toyota Stadium appears to be coming to an end. The proposal, which has been revised numerous times over the past decade, includes an over-55 residential development with 145 units.

The council has called for objections, prompting inevitable concerns environmentalists will raise issues over the effect any such development would have on the surrounding wetlands.

The exact time frames are blurry, although a final resolution could come in the next two months. By then, Cronulla could be on death's door. It's a simplistic view, but the outcome could mean survival or extinction. If they survive the greenies, the Sharks will be reliant on the grey brigade buying the units.

"It's crucial," Zappia said.

The development has been Cronulla's backstop for years. Whenever the club's demise is foreshadowed, officials refer to the adjacent land.

However, two of the club's sponsors believe too much reliance is being placed on the development. Damien Irvine and Ricky Surace, who are running for the board at next month's elections, argue the development may not produce revenue for another two years.

They question why the board has left the club's future hanging on a development which could be blocked if environmentalists get their way. Even if it makes its way through council, it will take time to create a revenue stream for the football club. What happens then?

"We have some short-term challenges there first," Irvine said. "There's no new money. We are certainly one of the least-equipped to handle that. The board, I just get the feeling it's a freshness thing."

A fresh outlook may be just what the Sharks need, particularly given the tightening financial market and reluctance of fans to show support for a club languishing at the foot of the table. Cronulla is paying the penalty to an extent for its insular attitude under previous administrations.

While other clubs have moved to grow their brand, Cronulla has simply relied on support from "The Shire".

Their supporters have become fickle. Win and they turn out in droves. Lose, as they are now, and Toyota Park becomes a ghost town. "Our big problem is apathy," Irvine said. "People sit at Northies or at home watching the game on Fox Sports. They would be disappointed if we had to relocate. The future of the club is reliant on them coming to games. There's no grey area about it."

Zappia is constantly looking to make up the shortfall. The club has taken a game to Adelaide this season, where it is guaranteed a return. Some within the club would like to explore taking matches to the NSW central coast and New Zealand, where again revenue is guaranteed.

Yet a staid board refuses to countenance such ideas. They would rather die in the Shire than live elsewhere, even if it was on a part-time basis.

The prospect of relocation was raised at a board meeting this year, purely as a point for discussion. Board meetings are generally long-winded affairs but this discussion was short-lived. Relocation was not to be contemplated. "It can be self-manifesting," Irvine said.

"You have bad luck and you can feel the world is against you. All of a sudden you don't see the light at the end of the tunnel.

"My motivation is to arrest that slide."

The club has already had to go cap in hand to the bank for financial support. Another approach to the bank appears imminent as the club looks to consolidate its debt. Not only are the crowds down, but middle- to lower-tier sponsorship is 15 per cent below budget.

It's symptomatic of the times. The global economic crisis is hitting everyone hard, including sporting clubs. Some are better equipped to deal with it than others.

The NRL is watching closely. Privately, some within the corridors of power believe it is only a matter of time before at least one club falls over. Cronulla is the short-priced favourite to be the first to succumb.

"That's just heart-breaking," Irvine said. "I breed thoroughbred racehorses and the bookmakers frame a market that way for a reason. It's time for action."

A healthy crowd today would be a good start. Other than hire a bus and drive down the main street of Cronulla with a loudspeaker, Zappia isn't sure how to raise life from the club's seemingly disinterested supporters.

While the club has some big games coming up against St George Illawarra and Brisbane, the NRL has done the club no favours by scheduling those matches for two of the worst time slots - 5.30pm on Saturday and Monday night.

Asked how damaging the crowd numbers were, Zappia replied: "Obviously it will create problems. We're hoping we can turn it around.

"If we can get on a winning streak, we're a chance to draw some good crowds."

If that doesn't work, the greenies and grey brigade may be the final hope.

Quote:Cronulla Sharks' final hope to cheat death

Brent Read | May 02, 2009

THE NRL's most vulnerable club has placed its future in the hands of the greenies and the grannies.

Cronulla is haemorraging and its survival is becoming increasingly intertwined with the proposed development of land adjacent to the club's home ground.

It's desperate times for a club living on the edge. The enormity of the situation confronting the Sharks is likely to be rammed home today when the crowd figure is posted for the match against the Sydney Roosters at Toyota Park.

The club has budgeted on home attendances of 13,000 this season. Thus far, Cronulla is averaging a league-low 9718 through the gates. Few expect any more than 8000 for a game against the struggling Roosters. The bleeding will continue.

Unless crowds surge over the remainder of the season, the Sharks are facing a budget deficit of close to $1million. For a club already on the bread-line, it could mean the difference between life and death. "From a club finances point of view, it puts enormous pressure on us," chief executive Tony Zappia said.

"What people don't understand is we're co-located with the leagues club. If people don't come to the game it means they won't go to the (leagues) club.

"If their income is down, that's going to affect the grant to the football club."

Significantly, the club's drawn-out attempt to develop the land surrounding Toyota Stadium appears to be coming to an end. The proposal, which has been revised numerous times over the past decade, includes an over-55 residential development with 145 units.

The council has called for objections, prompting inevitable concerns environmentalists will raise issues over the effect any such development would have on the surrounding wetlands.

The exact time frames are blurry, although a final resolution could come in the next two months. By then, Cronulla could be on death's door. It's a simplistic view, but the outcome could mean survival or extinction. If they survive the greenies, the Sharks will be reliant on the grey brigade buying the units.

"It's crucial," Zappia said.

The development has been Cronulla's backstop for years. Whenever the club's demise is foreshadowed, officials refer to the adjacent land.

However, two of the club's sponsors believe too much reliance is being placed on the development. Damien Irvine and Ricky Surace, who are running for the board at next month's elections, argue the development may not produce revenue for another two years.

They question why the board has left the club's future hanging on a development which could be blocked if environmentalists get their way. Even if it makes its way through council, it will take time to create a revenue stream for the football club. What happens then?

"We have some short-term challenges there first," Irvine said. "There's no new money. We are certainly one of the least-equipped to handle that. The board, I just get the feeling it's a freshness thing."

A fresh outlook may be just what the Sharks need, particularly given the tightening financial market and reluctance of fans to show support for a club languishing at the foot of the table. Cronulla is paying the penalty to an extent for its insular attitude under previous administrations.

While other clubs have moved to grow their brand, Cronulla has simply relied on support from "The Shire".

Their supporters have become fickle. Win and they turn out in droves. Lose, as they are now, and Toyota Park becomes a ghost town. "Our big problem is apathy," Irvine said. "People sit at Northies or at home watching the game on Fox Sports. They would be disappointed if we had to relocate. The future of the club is reliant on them coming to games. There's no grey area about it."

Zappia is constantly looking to make up the shortfall. The club has taken a game to Adelaide this season, where it is guaranteed a return. Some within the club would like to explore taking matches to the NSW central coast and New Zealand, where again revenue is guaranteed.

Yet a staid board refuses to countenance such ideas. They would rather die in the Shire than live elsewhere, even if it was on a part-time basis.

The prospect of relocation was raised at a board meeting this year, purely as a point for discussion. Board meetings are generally long-winded affairs but this discussion was short-lived. Relocation was not to be contemplated. "It can be self-manifesting," Irvine said.

"You have bad luck and you can feel the world is against you. All of a sudden you don't see the light at the end of the tunnel.

"My motivation is to arrest that slide."

The club has already had to go cap in hand to the bank for financial support. Another approach to the bank appears imminent as the club looks to consolidate its debt. Not only are the crowds down, but middle- to lower-tier sponsorship is 15 per cent below budget.

It's symptomatic of the times. The global economic crisis is hitting everyone hard, including sporting clubs. Some are better equipped to deal with it than others.

The NRL is watching closely. Privately, some within the corridors of power believe it is only a matter of time before at least one club falls over. Cronulla is the short-priced favourite to be the first to succumb.

"That's just heart-breaking," Irvine said. "I breed thoroughbred racehorses and the bookmakers frame a market that way for a reason. It's time for action."

A healthy crowd today would be a good start. Other than hire a bus and drive down the main street of Cronulla with a loudspeaker, Zappia isn't sure how to raise life from the club's seemingly disinterested supporters.

While the club has some big games coming up against St George Illawarra and Brisbane, the NRL has done the club no favours by scheduling those matches for two of the worst time slots - 5.30pm on Saturday and Monday night.

Asked how damaging the crowd numbers were, Zappia replied: "Obviously it will create problems. We're hoping we can turn it around.

"If we can get on a winning streak, we're a chance to draw some good crowds."

If that doesn't work, the greenies and grey brigade may be the final hope.