1 of 24 LCRU Strategic Plan 2005 June 2005 Mission Logan City Rugby Union Club is a multicultural...

LCRU Strategic Plan 20051 of 24June 2005

MissionLogan City Rugby Union Club is a multicultural community and family orientated club which seeks to provide a safe and enjoyable environment in which to foster the development of Rugby (Coaches, Managers & Players) at all levels. The club exists to assist with the development of its members to help them reach their full potential both on and off the field. The club provides a pathway through participation to the highest level of available competition.


Contents• Executive Summary• Key Stakeholders• Demographic Data• Location• Membership Profile• Abbreviated Club History• Current Positioning• Strengths, Weaknesses, Opportunities

& Threats (SWOT) Analysis• Objectives• Conclusions• Appendices


Executive Summary:• Logan City Rugby Club commenced operations in 1982 when a small group of local people decided

that there was a need to provide Rugby opportunities for junior players. We first entered senior teams into the suburban competition in 1990. In 1998 our senior side won the suburban premiership. This success was reinforced by our Colts side which won their Premiership in the same year. Our seniors repeated their success in 1999. Since then we have continued to strive for improved competition.

• Since its inception our junior club has enjoyed year on year growth and now consists of more than 200 players. In 2001 our junior club was awarded the BJRU Presidents’ Trophy (best Junior Club in the Brisbane Competition). We repeated this feat in 2003 when the club was also awarded the QJRU Presidents’ Award (Best Junior Club in Queensland).

• The club harbours a strong desire to play rugby at the highest level of available competition whilst retaining its family oriented culture. We are working closely with Logan City Council to continue to improve the quality of our playing facilities thus becoming more attractive to prospective players and their families and fulfilling the requirements for entry to Premier level Rugby.

• The club is in a strong financial position as a result of the focus on running Logan Rugby along sound business principles. Off field our development plans include provision of additional off road parking and further ground improvements at Homestead Park whilst also discussing the development of a completely new rugby facility in Logan City.

• Logan City Rugby has been recognised within the Logan community for the quality of the service that it provides to children and adults in providing suitable conditions to play competitive sport in a friendly atmosphere.


• Key Stakeholders

• Players• Supporters (including players’ parents and other family members)• Coaches & Managers• Club Administrators (Executive Committee, Senior Committee & Junior Committee)• Logan City Council• Local residents• Club Sponsors• Queensland Rugby Union• Brisbane Junior Rugby Union• Australian Rugby Union• Schools in Logan• Local businesses & existing sponsors• Browns Plains Rugby & Beenleigh Rugby Clubs• QRU Development Officer (Southern)

These are the groups and individuals considered within this planning process


Demographic DataThe estimated resident population of Logan City at 7 August 2001 was 164,562 people

Age groups data shows that 17.5% of this population is aged 5 – 14 years, 16.1% is aged 15 -24 years 14.9% is aged 25 – 34 years.

oWithin these percentages the male population is 51.4%, 50.6% & 48.9% respectively.

oThis represents a target market in excess of 80,000 residents or, if restricted to the male population a target market in excess of 40,000 residents

70% of the Logan population was born in Australia with 6.8% from New Zealand and 6.5% from UK. Indigenous Australians accounted for 2.4% of the Logan population26.9% of Logan’s private properties are fully owned by the resident family with a further 35.4% being purchasedMedian weekly income was $780 a 16.4% slightly higher than the Queensland median ($740)43.2% of population has gained education certificates or higher levels of educationThe number of Logan households was 55,106 in 2003 and increase of 7.5% since 1996

Data sourced from :-

www.logan.qld.gov.au/LCC/profile/basic


Club Location • Logan City Rugby Club is situated at Homestead Park, Jodie Street, Shailer

Park (just off Lyndale Street). We have two rugby fields with excellent floodlighting that complies with QRU requirements for night games to be played. We offer a club house with changing rooms, bar & canteen. Parking is provided adjacent to the club house with overflow parking in Mayda Street.

• An additional car parking area is due to commence during 2005• We are currently discussing new grounds and facilities with Logan City Council

which could make us the flagship sport for the City. New facilities would be expected to meet current QRU Facility Plan requirements. (A draft of this plan has been issued for public consultation and is included as Appendix 4).


Membership ProfileClub membership is made up of the following categories:1) Junior2) Seniors3) Women4) Golden Oldies (Over 35)5) Touch Football6) General Member (non playing)

The following table provides membership information in each of the membership categories(current at September 2005).

Table 1. Membership Profile

Membership Category Membership Numbers

Junior 220

Seniors 150

Women 30

Golden Oldies (Over 35) 35

Touch Football 150 (includes some overlap with figures above)

General Member (non playing) 50


Abbreviated Club History

1982 Club fielded 3 Junior Teams1983 Commenced transformation of Homestead Park into a rugby field1994 Clubhouse was built1995 Field lighting installed creating improved training facilities and

facilitating night games2004 Lights upgraded to provide 130 lux on main field

Extensive work completed to improve quality of playing surfaces

Junior Club1996 – 9 Teams / 127 Players 1 Representative player 1997 – 8 Teams / 97 Players 7 Representative players 1998 – 7 Teams / 108 Players 9 Representative players 1999 – 8 Teams / 115 Players 18 Representative players 2000 – 9 Teams / 125 Players 15 Representative players 2001 – 10 Teams / 150 Players 9 Representative players

WON Brisbane Junior Rugby Union Presidents Trophy2002 – 11 Teams / 157 Players 6 Representative players 2003 – 12 Teams / 170 Players 10 Representative players

WON Brisbane Junior Rugby Union Presidents Trophy WON Qld.Junior Rugby Union Presidents Award

1 player selected for Queensland U162004 - 13 Teams / 210 Players 12 Representative players 2005 - 14 teams / 220 Players 26 Representative players


Senior Club1993 2 Teams / 40 Players Senior sides into QRU competition for the first time1994 - 4 Teams / 80 Players Colts Preliminary Finalists

1st Grade Semi-finalists (Suburban Rugby)1995 - 3 Teams / 60 Players 1st Grade Semi-finalists (Suburban Rugby)1996 – 3 Teams / 60 Players 1st Grade Minor Premiers (Suburban Rugby)

1997 – 3 Teams / 60 Players Playing Suburban Rugby1998 – 3 Teams / 60 Players WON Suburban Rugby Premiership

WON Colts Premiership1999 – 3 Teams / 60 Players WON Suburban Rugby Premiership2000 – 3 Teams / 60 Players Accepted the QRU offer to play in a higher competition

(Division 2)2001 – 4 Teams / 80 Players Almost made the finals series in Division 22002 – 4 Teams / 80 Players Accepted the QRU offer to play in a higher competition

(Division 1). Finished 6th 2003 – 5 Teams / 100 Players Division 1. Finished 5th2004 - 7 Teams / 140 Players Division 1. Minor premiers - unbeaten throughout

round robin seriesWon Premiership by Wyatt Cup side

Abbreviated Club History cont.


Environment Multicultural Location (Central Likely) Supported by council Mixed socio-economic Other codes

Targets Schools QRU / QJRU / QSRU Local Business Government Federal / State / Local Media Radio / Quest News Community Groups / Islander

organisations/ Mature Age groups Licensed club

Positioning Best kept secret in Logan Not as strong in community as

could be Lack of marketing No charity

Competitors All other sports Sunnybank Rugby Club General Recreation proximity to

Gold Coast Work commitments Extended trading hours Industrial shift workers Costs of other sports

Resources Potential player base Facility Good Human Resources

Volunteers Social spirit Potential to move to a higher level

of competition Sound Financially Pride, strong Rugby Culture Access to QRU Development

officer Relationship with QSRU

Current positioning


SWOT AnalysisStrengths• Potential player base• Facility• Good Human Resources Volunteers• Unified club (juniors & seniors working together)• Social spirit• Potential to move to a higher level of competition• Sound Financially• Pride strong Culture• Access to QRU Development officer• Relationship with QSRU• Youth• Multicultural Society• Existing Facility / Green Space• Strong Rugby Culture• Tenure• Council Support• Part time Administrator in place

Weaknesses• Unfulfilled opportunity of elite development /

competition for players• Lack of new volunteers• Numbers of team management Coaches,

Players, Managers etc• Perception by the Rugby Community• Socio-economic area• Positioning in community• Sharing with cricket (incompatible field

requirements)• Community Awareness (best kept secret in Logan)

Opportunities• Schools• QRU / QJRU / QSRU• Local Business• Government Federal / State / Local• Media Radio / Quest News• Community Groups Islander / Aged• Licensed club• Playing at an elite level / Premier Rugby• Demographics (Brisbane to Gold Coast)• Pride in city• To go to a central location• Involve people with sound rugby knowledge on the

committee eg: ex Chairman of ARU• Sponsorship opportunities

Threats• All other sports (especially football codes)• Sunnybank Rugby Club• General Recreation proximity to Gold Coast• Work commitments• Extended trading hours• Industrial shift workers• Costs of other sports• Lack of succession planning• Transition of venue (Council)• Player retention (particularly transition rugby)


Objectives1. To participate at the highest level of competition2. Increase Player Participation3. Sound financial position4. Develop a Club Facility Plan5. To increase community awareness of Logan City Rugby Union

Club6. Initiate a sound volunteer management program7. Co relationship with community organisations


Objective One: To Participate at the highest level of competition

Strategies Responsibility Time Frame Resources Budget

Gain entry to Brisbane Premier Rugby

Executive 2006 Season Senior players

Club Officers

Recruit Colts to build strength in Senior Club

Colts recruitment Committee

Ongoing Time & effort

Ensure that there is sufficient feed into Colts from the Junior club (U16 & U17)

Junior Committee & Team Management


Recruit players to ensure LCRU on field strength continues to improve

Senior Committee & Coaching staff

Ongoing Time & effort $5K per annum

Provide a pathway for all rugby players in Logan from U6 to Open Grades at local, state, national & international levels

Senior & Junior Committees

Executive Committee

Ongoing Coaches, Managers

Sports Trainers

Training Courses

Administrators

Volunteers

$8K per annum

Impart to junior players’ parent the opportunities that LCRU presents to junior players

Junior Committee

Ongoing Junior Handbook


Objective Two: Increase Player Participation


Implement player input in supporting sponsors

Junior / Senior Presidents

End 2005 season A-Grade & Colts (mainly)

Incorporate player feedback into planning

Administrator End 2005 season Time & effort

Encourage local schools to use LCRU facilities

Appointed Schools’ Coordinator


Develop satellite clubs in Logan City in concert with BJRU & QRU

Executive

Research by Administrator (as directed)

2006 & beyond Time & effort $3K per annum

Develop a Code of Conduct which embraces Effective, Positive Thinking

Senior Committee

Commence at 2006 pre-season training camp

Consulting psychologist, all players and committee members


Objective Three: Sound Financial Position


Prepare a five year Financial plan

Treasurer / Administrator

In place by end of 2005 Season

MYOB ActualsBased upon anticipated growth created by entry to Premier Rugby

Create annual budgets based on Five Year Financial Plan and historical performance

Treasurer Administrator

Ongoing Annual performance from accounts (MYOB)

Produce monthly reporting on financial performance

Treasurer Start 2006 season

MYOB


Objective Four: Develop a Club Facility Plan


Gain final commitment (with time frames) from Logan City Council for move to Cronulla Park

Chairman / Administrator

End 2005

Appoint Building Committee to prepare building plans (incorporating requirements of QRU Facilities Plan), costings and to determine possible commercial opportunities

Chairman July 2005 4 – 6 business people with knowledge of corporate ventures, building design and development

Seek Funding through Council, State Government, QRU and ARU (Telstra Fund)

Administrator Mid 2006 $5K per annum

Seek business partners from local businesses

Building Committee

End 2005

Develop business opportunities created by improved visiblity

Building Committee

End 2006


Objective Five: To increase community awareness


Meet with LCC marketing Department

Administrator July 2005

Develop & implement marketing plan

Administrator July / August 2005. Implementation by January 2006

Time & effort $2K per annum

Finalise sponsorship plan

Administrator July / August 2005Implementation by January 2006

Time & effort $2K per annum

Create planned relationships with local school community

Schools’ Coordinator

Confirm appointment in October 2005

Implement written plan in January 2006

Literature

Minimise impact upon local residents

Executive / All members

Ongoing


Objective Six: Initiate a sound volunteer management program


Attend training courses in Volunteer Development

Administrator End 2005 Time & effort $2K

Develop ongoing Volunteer Planning based upon training received

Administrator Mid 2006 Time & effort $2K per annum

Seek relationships with community groups & organisations

Administrator Mid 2006 Time & effort


Objective Seven: Co relationship with community organisations


Seek interested parties from local retirement homes and volunteer organisations

Administrator July 2006 Time & effort

Encourage local residents to participate in club activities

Junior & Senior Committees

September 2006 Time & effort

Develop community service links with local youth &aged community organisations

Administrator / Executive

July 2006 Time & effort

Assist in the growth other rugby clubs in the Logan & Beenleigh districts

Junior & Senior Committees



Conclusions

Logan City Rugby Union Club is situated in one of the fastest population growth areas in Australia Logan City Rugby Union Club has been active in creating growth in rugby union at a junior level, at schools

and at a senior level An appropriate transition from those numbers to Under 19 Colts and Open Grades does not occur A significant reason is that the many Logan City players seek higher level competition and therefore the

better players transfer to nearby Brisbane clubs. (This affects junior and senior clubs). Participation in Premier Rugby will provide Logan City players with the competitiveness they are seeking Logan City has previously been identified by QRU as the “jewel in the crown” of recruitment opportunities Logan City creates a sensible ‘bridge’ between Gold Coast and City based clubs and at the same time staves

off advances by Soccer, AFL and NRL Most sponsors provide small “courtesy” amounts and prefer to benefit clubs where the sponsor has a local

business or presence Many larger sponsors have indicated a willingness to contribute when the Logan City can provide an

appropriate exposure for the sponsor Logan City players want to play Premier Rugby through a home based team Logan City sponsors want a higher profile partner through Premier Rugby Logan City Council is already discussing improved facilities for Rugby; a higher profile would speed up the

process Logan City Rugby should no longer be impeded at Senior level by not expanding its horizons through

Premier Rugby Logan City Rugby must provide the pathway its players are demanding Logan City Rugby must enter Premier Rugby for the good of the Code Logan Rugby should be encouraged by QRU to continue its growth by admission into Premier ranks.


Executive Committee consisting of:-

ChairmanSenior PresidentJunior President

TreasurerSecretary / Administrator

2 general members

To manage LCRU commercially

Senior Committee consisting of:-

Senior PresidentSenior Registrar

& others as Appointed

To run Senior Rugby

Junior Committee consisting of:-

Junior PresidentJunior Registrar

& others as Appointed

To run Junior Rugby

Canteen Committee

To include at least one member of the

Executive Committee

To operate the canteen profitably

Building Committeeas appointed by

Executive Committee

To manage the development of the

new LCRU facility

LCRU Structure

Appendix 1


Executive Committee (2005)

Logan City Rugby is operated by an executive committee. The junior and senior committees are represented on the Executive Committee to ensure that all relevant issues are fully and properly aired. The Executive Committee consists of the following members :-

Chairman Peter TisdallTreasurer Wayne MartinSecretrary / Club Administrator Mick Richards Senior President Tony WilderJunior President Barry ParkerGeneral Member (Junior registrar) Mark Gawne

Peter Tisdall has been associated with Logan City Rugby for more than 10 years and has served in various capacities both on field and off field including Junior Presidency, & Club Executive member.Wayne Martin was appointed to the Treasurers role during the 2004 season where he has been overseeing the formalization of our budget process and transferring our reporting to MYOB.Mick Richards has 10 years experience within Brisbane Rugby having held various positions on our Executive Committee including 1 year as Junior President (2001). He has also been a member of the Brisbane Junior Rugby Competition Committee for 9 years assisting in its development into the Brisbane Junior Rugby Union.Tony Wilder is a Life Member at Logan and has served as Club Chairman previously. Tony is a Level 2 Coach who coached our seniors during the last 2 years (Division 1) and when we won consecutive Premierships in Suburban Rugby (1998 & 1999). Tony has been involved with the club since 1986 and has expended considerable effort in the ongoing development of rugby in Logan.Barry Parker joined Logan as a parent five years ago. He has assumed the role of Junior President in 2005. he also represents the club’s major sponsor.Mark Gawne is presently completing the duties of Junior Registrar as well as serving on the Executive Committee.

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All six members of the Logan Executive have strong business skills. They have each held senior management positions or are running successful businesses in their own right. The commercial development of rugby in Logan is testimony to their skills and foresight.

Appendix 2


Appendix 3

Logan Population Growth

0

50000

100000

150000

200000

1996 2001 2004 2006 2011 2016 2021 2026

Low

Med

High

Population by age group

0

10000

20000

30000

40000

50000

60000

0-14 15-24 25-44 45-64 65+

2001

2026

Logan City Population statistics


App

Appendix 4Draft issued for public consultation

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