Appendices
APPENDIX 1 I SUMMARY OF CONSULTATION
1. Capital City Consultations
BRISBANE
Participant’s Name
|
Description of Role/Position in Yachting
|
Dayle Smith
|
President, Yachting Queensland
|
Norman Fry
|
Executive Officer, Yachting Queensland
|
Glen Sommervile
|
Director, Yachting Queensland
|
Odile Anderson
|
Director, Yachting Queensland (Officials)
|
Haydyn Johns
|
General Manager, Royal Queensland Yacht Squadron
|
Barry Barnes
|
Principal, Superyacht Career Training
|
John La
|
Commodore Noosa Yacht & Rowing Club
|
Jennifer Kidd
|
Technical Officer, Yachting Queensland
|
Adrian Finglas
|
State High Performance Coach Queensland
|
ADELAIDE
Participant’s Name
|
Description of Role/Position in Yachting
|
Bob Heywood
|
President, Yachting SA, Past Club official (incl Commodore), Race officer,
Member of Adelaide SC
|
Wally Rantanen
|
YA Board Member, Past YSA President, Past keelboat owner and sailor,
CYCSA member and Class Committees
|
John Woollatt
|
Executive Officer Yachting SA, Past club and class official, sailing and powerboat instructor, regatta manager, YSA Racing Rules committee, team umpire and judge, dinghy and keelboat sailor, Member of Largs Bay SC
|
John Johnston
|
Snr VP YSA, President YSA Sailability, Instructor, Keelboat owner and sailor, Commodore of Port Adelaide SC
|
Christian Knott
|
Former YSA Board Member, Club official, Class official, Dinghy sailor, Vice Commodore of Port River SC
|
Bernie Dunn
|
National Official, YSA Racing Rules committee, Umpire and Race Officer, Club official and sailor, Member of Christies SC
|
Wayne Coonan
|
Member CYCSA Race Committee, Keelboat owner and sailor
|
Jo Mitton
|
Sailing Instructor SA Dept of Education & Club, Dinghy sailor, Mother of two junior sailors, Member of Adelaide SC and Brighton & Seacliff YC
|
Catherine Shanks
|
SASI HP Squad, Keelboat & dinghy sailor, member of CYCSA & Adelaide SC
|
Don Barnett
|
Class Assoc. President, Assistant Instructor and dinghy sailor,
Member of Adelaide SC
|
MELBOURNE
Participant’s Name
|
Description of Role/Position in Yachting
|
David Gotze
|
President, Yachting Victoria
|
Ross Kilborn
|
CEO, Yachting Victoria
|
Peter Bedgood
|
Ex-President YV Royal Yacht Club
|
Mark Taylor
|
Ex-President, Sabot Association
|
Rohan Gillies
|
Bendigo Commodore
|
Andy Griffin
|
Ex- Commodore Somers YC & Tornado Association
|
Richard Hewett
|
CEO – Sandringham Yacht Club
|
Kevin Ezard
|
Chairman Boating Victoria
|
Mark Turnbull OAM
|
2000 Olympic Gold Medallist and Chair Sail Melbourne
|
Paul Pascoe
|
Chair YV Coaching Committee , International Coach and Official
|
Graeme Ritchie
|
Geelong Yacht Club and Skandia Geelong Week
|
PERTH
Participant’s Name
|
Description of Role/Position in Yachting
|
Alan Tough
|
President, Yachting WA
|
Rupert Leslie
|
YA Board Member
|
Tony Claydon
|
General Manager Yachting WA
|
Chris Kelly
|
Coach and Instructor – Hillarys Yacht Club
|
Trevor Whittle
|
Development Manager – Royal Perth Yacht Club
|
Graham White
|
Sailability – Royal Perth Yacht Club
|
Allan Johns
|
Past Commodore, Perth Flying Yacht Squadron
|
CANBERRA
Participant’s Name
|
Description of Role/Position in Yachting
|
Peter Russell
|
President, Yachting ACT
|
Matt Owen
|
Executive Officer, Yachting ACT
|
Carolin Dasey
|
Canberra Yacht Club Office Manager
|
Graham Giles
|
Commodore Canberra Yacht Club
|
Graeme Dennett
|
Club Captain YMCA Sailing Club
|
SYDNEY
Participant’s Name
|
Description of Role/Position in Yachting
|
Lyndsay Brown
|
President, Yachting NSW
|
Stephen Leahy
|
Chief Executive Officer, Yachting NSW
|
Roger Hickman
|
Vice-President, Yachting NSW
|
Brian Tyquin
|
Vice-President, Yachting NSW
|
Fred Bevis
|
Treasurer, Yachting NSW
|
Lister Hughes
|
Chair Racing Rules Committee, YNSW
|
David Kellett
|
Director, Yachting Australia
|
Geoff Davidson
|
Director, Yachting NSW
|
HOBART
Participant’s Name
|
Description of Role/Position in Yachting
|
Alastair Douglas
|
President, Yachting TAS
|
Bob Silberberg
|
Executive Officer, Yachting TAS
|
Murray Jones
|
Events Manager, Yachting TAS
|
Stephen Spaulding
|
Treasurer, Yachting TAS
|
Peter Sluce
|
Nth West Delegate, Yachting TAS
|
Mike Webb
|
Chairman State Qualification Panel, YT
|
Jonathon Rees
|
Chairman Racing Rules Committee, YT
|
Malcolm Stevens
|
YT rep. YA Trailable/Sportsboat C'ttee
|
Peter Smith
|
Secretary Manager, Bellerive Yacht Club, Bellerive.
|
Andrew Davison
|
Secretary Manager, Derwent Sailing Squadron, Sandy Bay
|
PERSONAL INTERVIEWS/MEETINGS
Yachting Australia
Phil Jones, Chief Executive Officer
Alastair Snell, General Manager
Vanessa Wilson, Marketing Manager
Glen Stanaway, Sport Services Manager
Australian Sailing Team and Australian Paraylympic Sailing Team
Michael Jones, Olympic Program Director
Rob Brown, Operations Manager
Greg Omay, Head Paralympic Coach
Australian Sports Commission/Australian Institute of Sport
Dennis Hatcher, Assistant Director, Sports Science Sports Medicine – Australian Institute of Sport
Rob Clement General Manager, Innovation and Best Practice, ASC
Peter Sharpe Senior Sports Consultant, Sport Services, ASC
Don Cameron Group Sports Manager, AIS
Hamilton Lee Senior Sport Physiologist, AIS
Camilla Brockett Manager, High Performance Innovation, Management and Systems, AIS
John Armstrong Senior Sports Consultant, Coaching/Officiating, ASC
Marcia Endacott Manager, Club Development, ASC
Jackie Fairweather Senior Sports Consultant, High Performance, ASC
Partners/Stakeholders/Industry
David Skipper, Sport and Recreation Victoria
Peter Wraith, CEO, Sportsbrand Media Group
David Pembroke, Director – The Content Group (Media Adviser to Brumbies Rugby, Rowing Australia, Australian Canoeing)
APPENDIX 2 I IMPLEMENTATION PLAN
18 Month Action Plan to be developed following presentation of draft report to stakeholders.
APPENDIX 3 I PERFORMANCE MANAGEMENT CYCLE
The diagram shown below is the traditional (flawed) format that fails to draw upon the experimental research methodology (learning organisations) thinking of a true PMS. A proper PMS should be designed to test assumptions by adjusting the input mix in a measurable way in the belief that the changes produced in the relevant performance drivers will produce measurable effects in the outputs and outcomes.
YA Performance Management Cycle (Current)
The current YA system involves establishing goals and objectives for Yachting Australia which cascade down the organisation and are reflected in each staff member’s job objectives and position descriptions. Diagrammatically the current YA performance management cycle can be shown as follows:
Yachting Australia Mission
Yachting Australia Strategic Objectives determined
Annual targeted objectives developed and outputs planned
Staff responsibilities and resources allocated
Staff position descriptions updated and annual individual performance objectives
developed to reflect overall YA targeted objectives and planned outputs
Periodic reviews (6 and 9 mths) of progress v plan completed,
planned outputs and performance targets adjusted
Annual staff performance reviews completed
Annual review of progress v plan completed
Stakeholder reports of progress v plan distributed
Targeted objectives and planned outputs developed
for subsequent year and cycle repeated
Timetable:
Organisational objectives February to May annually
Allocation of responsibilities May/June annually
Annual staff reviews June/July annually
Staff performance objectives July/August annually
PD amendments July/August annually
Stakeholder reporting August/September annually
FIGURE 7: CLOSED-LOOP MANAGEMENT SYSTEM (KAPLAN-NORTON MODEL)
APPENDIX 4 I YA ORGANISATIONAL STRUCTURE
FIGURE 8: CURRENT YACHTING AUSTRALIA ORGANISATIONAL RESPONSIBILITIES
FIGURE 9: KEY PERSONNEL STRUCTURE OF YACHTING AUSTRALIA
PROPOSED ORGANISATIONAL STRUCTURE OF YACHTING AUSTRALIA
Logically, any proposed restructure should not occur until the full completion of the review and new Strategic Plan. However, an indicative structure consistent with the review recommendations will be developed following circulation of the final draft report to the Steering Committee.
APPENDIX 5 I CUSTOMER AND MARKET SEGMENTATION FOR SAILING
The Sweeney Sports Report
The Sweeney Sports Report is an annual survey conducted over the past twenty one years. The survey interviews 2000 people (1000 in winter, 1000 in summer) aged 16-65 years from all Australian capital cities (excluding Darwin). The report provides a comprehensive profile of trends in sporting interests and sponsorship throughout Australia.
The Sweeney Sports Report, Summer 2006/07: About the Study
Methodology
|
Continuous telephone interviewing (approx. 170 per month)
|
Timing of Interviews
|
October 2006-March 2007
|
Number of People Interviewed
|
1000
|
Age
|
16-65 years….split evenly across 16-29, 30-44 and 45-65
|
Gender
|
Half of the respondents are male and half are female
|
Weighting
|
All raw data is weighted using ABS Census data to reflect the actual population across the cities
|
Table 11: Snapshot Statistics for Sailing/Yachting (2006/07)
INTEREST
|
15% interest
Ranks joint 33rd most popular sport
|
CAPITAL CITIES
|
Overall interest highest in Hobart (31%) and lowest in Adelaide (10%)
Highest participation, attendance and TV viewing in Hobart (16%, 10%, and 20% respectively)
|
PARTICIPATION
|
Ranks joint 25th participation
6% sail
|
DEMOGRAPHICS
|
Males and females equally likely to follow the sport (16% and 14% interest respectively)
Interest highest amongst the over 45s
|
ATTENDANCE
|
Just 3% attend events
Joint 24th
|
LIFESTYLE GROUPS
|
Affluent types are the most likely followers – business travellers (22%), high income earners (20%), and investors (19%)
Extreme sports fans also express a high interest (19%)
|
TV VIEWING
|
10% watch
Ranks joint 29th
|
SPONSORSHIP
|
16% aware of at least one sponsor
Rolex (5%) the only one above 1% awareness
|
Table 12: Interest by Demographics: Sailing/Yachting (2006/07)
|
Total Interest
%
|
Participate
%
|
Attend
%
|
Watch on TV
%
|
Listen on Radio
%
|
Read in Press
%
|
Search Internet
%
|
Total Pop.
|
15
|
6
|
3
|
10
|
1
|
2
|
1
|
Males
|
|
|
|
|
|
|
|
16-29
|
12
|
6
|
3
|
7
|
1
|
1
|
2
|
30-44
|
14
|
6
|
4
|
12
|
1
|
3
|
2
|
45+
|
20
|
9
|
2
|
15
|
1
|
2
|
1
|
Total Males
|
16
|
7
|
3
|
11
|
1
|
2
|
2
|
Females
|
|
|
|
|
|
|
|
16-29
|
10
|
4
|
4
|
6
|
1
|
3
|
1
|
30-44
|
11
|
6
|
2
|
6
|
0
|
0
|
0
|
45+
|
21
|
6
|
2
|
16
|
0
|
2
|
0
|
Total Females
|
14
|
5
|
3
|
10
|
1
|
2
|
0
|
Income
|
|
|
|
|
|
|
|
High
|
18
|
9
|
3
|
12
|
1
|
3
|
1
|
Medium
|
10
|
6
|
2
|
7
|
0
|
1
|
1
|
Low
|
14
|
4
|
1
|
10
|
0
|
1
|
0
|
Marital status
|
|
|
|
|
|
|
|
Single
|
14
|
6
|
3
|
9
|
1
|
3
|
1
|
Married/no kids
|
16
|
6
|
2
|
11
|
0
|
2
|
0
|
Married with kids
|
14
|
6
|
4
|
12
|
1
|
2
|
1
|
Volvo Ocean Race 2002–03
A study conducted for the Volvo Ocean Race 2002–03 by Sports Marketing Surveys used a combination of internet research and telephone interviews across the five key markets – UK, France, Sweden, Germany and the US – to assess race awareness. While the study does not include Australia, it does provide useful insight to glean the profile of the global sailing audience and demonstrates a high degree of consistency across the European countries and the US. It is reasonable to suggest that the Australian sailing audience would share strong similarities with the countries involved in this study.
The research splits the sailing audience into two groups:
Sailing enthusiasts – people who participate in sailing and regularly follow the event through the website.
People interested in sailing.
The Sailing Enthusiast
The profile for the sailing enthusiast across the five key markets is characterised as follows:
High income - average salaries over US $60,000.
.Predominantly male audience: males accounted for 83% versus just 17% females.
Higher than average representation among the senior management and professional sectors.
Over 40% in the AB socio-economic (upper middle class, middle class) groupings on average across the markets.
High concentration of respondents aged 25 to 54.
Table 13: Socio-economic Demographics of Sailing Enthusiasts by Country (%)
|
|
UK
|
France
|
Germany
|
Sweden
|
US
|
Sex
|
Male
|
83
|
81
|
83
|
74
|
83
|
|
Female
|
17
|
19
|
17
|
26
|
17
|
Age
|
24–34
|
18
|
19
|
17
|
26
|
17
|
|
35–44
|
22
|
22
|
26
|
22
|
26
|
|
45–54
|
24
|
21
|
26
|
26
|
29
|
Socio-economic Group
|
A
|
34
|
33
|
12
|
18
|
45
|
|
B
|
18
|
22
|
37
|
24
|
16
|
|
C1
|
16
|
19
|
28
|
17
|
9
|
Source:
Volvo Ocean Race
|
|
|
|
|
|
|
People Interested in Sailing
Research conducted by Volvo indicated that awareness of the race stood at 39% of the population of the five territories surveyed. The demographic profile of interested followers indicated:
A larger group of predominantly ABC1 socio-economic grouping.
Well educated with high disposable incomes.
In the UK they are more likely to be based in London and southern England.
Nearly 40% of women make up this group as compared with only 17% of women who classed themselves as sailing enthusiasts.
Age range is more evenly spread.
Greater representation in the 15 to 24 age group, suggesting a slightly younger audience than the sailing enthusiast.
Table 14: Demographics of Sailing Enthusiasts and People Interested in Sailing (%)
|
|
People Interested
|
Sailing Enthusiasts
|
|
Sex
|
Male
|
61
|
83
|
|
|
Female
|
39
|
17
|
|
Age
|
15–24
|
17
|
10
|
|
|
25–34
|
16
|
18
|
|
|
35–44
|
19
|
22
|
|
|
45–54
|
20
|
24
|
|
Socio-economic Group
|
A
|
6
|
34
|
|
|
B
|
32
|
18
|
|
|
C1
|
29
|
11
|
|
Source: Volvo Ocean Race
|
|
|
|
|
Customer and Market Segments identified at the FA Strategic Forum (Sep 2007)
Guided by the workshop facilitator, participants representing the FA, YA Board, YA and MYA staff identified seven customer types that may provide new members for yachting, and key questions which need to be resolved in order to develop appropriate value propositions for each customer segment. These indicative customer types were identified as follows:
Table 15: Customer and Market Segments identified at FA Strategic Forum (2007)
Segment
|
Descriptor/Comments
|
Key Question(s)
|
People already in boating but not in sailing or clubs
|
i.e. Powerboat owners, social members, fishermen, kayakers, scuba divers.
|
‘What does the sport need to provide to attract powerboat owners/users?’
|
Training Participants
|
Some may already be active club members and sailors; but what about the trainees who are not fully into sailing?
|
How does the sport convert (more of) this group to become active club participants?
|
Women
|
Women are typically underrepresented in all parts of the sport.
|
Is it because they don’t feel welcome? Would provision of mentors assist in recruitment and retention? Do we know the key attractors and barriers for this group? Can other sports programs provide insights on how to recruit and retain this group?
|
XGen
|
Many leave the sport and re-enter when family and work pressures allow.
|
Can the sport reduce the exodus during the family years? For example, would twilight sailing provide a solution for the ‘time challenged’? Also, how can the sport maintain its links with this group during the ‘time poor’ period?
|
YGen (Kids)
|
One group made the comment that sailing has not been able to gain much support from the YGen. Possible solutions focused on finding a way for sailing to be ‘cool’.
|
Could a nationally consistent schools program bridge from trial of the sport to ultimately active club membership? Maybe a modified version that is short, sharp and exciting (i.e. close racing). Also the sport needs to overcome the (perceived) skill and high cost barriers to entry.
|
Zee Gen (Toddlers)
|
Virtual sailing – JV/Alliance with EA Sport and Sony (Play station).
|
|
Retirees (Seniors and Baby Boomers)
|
They have cash and time.
|
Again what do we know about recruitment and retention attractors and obstacles?
|
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