The 2006 season had an extremely disappointing conclusion.

A second, consecutive preliminary final loss is a very hurtful way to conclude a season that otherwise promised so much, especially given our outstanding form for most of the season.

However, as is often the case, there were many positives and a great many things to be proud of throughout what was a very productive year at the Adelaide Football Club.

Football
It was indeed a disappointing and frustrating conclusion. Speaking to many people following the season it seemed that there was a shared view that 2005 was a season of dramatically exceeding expectations - and that a preliminary final loss somehow didn’t seem quite as hurtful. However, that emotion gave way to bitter disappointment just 12 months later when the expectation (both externally and from within) was for a much better result.

It needs to be said that the hurt has been shared by everyone within the Club and that we now need to use it as motivation as we move forward.

That said, there has been much progress over the past two years.

In our extensive planning at the end of 2004 we focused on the development of the List as being a priority (at the same time as winning games) and we also aimed to significantly improve the leadership qualities of our List.

The 17 and 16 minor round wins over the past two years indicate that by and large the winning form has been achieved. But perhaps over-riding that, the most pleasing reflection is that our ongoing preparation for life beyond some of our ‘heavy-weight’ senior players has been excellent. Again, in 2006, we introduced four first-year players and saw the very real progression of a good number of young players on the List.

Going forward it’s clear that we need even more of that development to take place. While we have enjoyed extraordinary contributions from our senior group, there remains a very real need to keep bringing on the ‘next generation’.

2007 therefore looms as being very demanding. While the competition have watched very carefully our every move over the past two years, we also go into next season with that need to keep developing; and with two players already set to miss the season in Trent Hentschel and Rhett Biglands - two key position players who have been very influential over recent years.

It follows that three young ruckmen will support Ben Hudson and while we acknowledge that they will be severely tested given their stage of development, it’s a process that we are clear and enthusiastic about in furthering our investment in the youth on our List.

While we were collectively hurt by the home Preliminary final loss, it also needs to be acknowledged that our team fought out the season, produced some memorable wins, and made us all proud – especially in fighting back from the late season difficulties of injury, illness and a brief patch of poor form.

Neil Craig and his entire Coaching group should be acknowledged for their hard work and progression of the List – and in turn the players themselves should be recognised for their commitment to continuous improvement – and to the vast array of things that they have to do in the course of a busy season.

Commercial
We have reported a very strong and better than budget financial result.

It has to be acknowledged that a significant factor in that result has been team performance. Items such as finals bonuses and prizemoney, NAB Cup prizemoney, merchandise and strong match-day crowds and activity are a clear result of a season where we played deep into the finals.

We continue to be a very privileged Club regarding our key revenue streams of membership and sponsorship.

In Membership we topped 50,000 ticketed Members for the first time and continue to lead the competition in this regard. We also enjoyed an average attendance at AAMI in 2006 of 42,454. That average is strong but the noise and the incredibly colourful support that was generated by our passionate crowd (particularly at our games late in the season) was greatly appreciated and most influential in our performances.

At the critical junior level, youth membership rose considerably and the schools program in which we had invested heavily reached out to over 250 schools and nearly 80,000 students.

Our sponsorship revenue grew and continues to be a key platform for us in terms of our business activities. Toyota Motor Corporation recommitted to their major partnership for 2007 and 2008 and are taking their association with our Club out to 18 years. My personal thanks and those of everyone at the Club go to all at Central Region and, in particular, to Michael Beros and Andrew Phillips for the enthusiastic, leading role that they played in both renewing the deal and taking the partnership to an even higher level.

My personal thanks, and again those of everyone involved, go to all Members (and supporters generally) for so enthusiastically involving themselves in the life of our Club.

Steven Trigg
CHIEF EXECUTIVE OFFICER

Note: This is an edited version of the CEO's Report published in the Club's 2006 Year Book.