ST KILDA FOOTBALL CLUB

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2 Primary Purpose We exist for our members. To instil pride and achieve success by playing winning football and making a positive contribution to our community. Since 1873, successive generations of loyal, passionate and committed Saints have given to the club and made it their own. The St Kilda Football Club exists because of that passion and our purpose is to return that commitment to the absolute best of our ability through our actions, both on and off the field.

3 VISION We aspire to be an elite professional sporting organisation that at its core has a commitment to its members, exceptional football and commercial performance and makes a valued contribution to the community. Values and high standards will be the cornerstone of our vision. Our club will not only recognise its obligations to the broader community but will be admired for the contribution it makes. St Kilda Football Club will be regarded as a place where people want to work, an environment where people are energised and thrive. Leadership will be encouraged and practiced at all levels. This will be delivered through a culture that gives priority to personal development, empowers its people and celebrates their achievements. We will attract the best people who want to live St Kilda values - Our St Kilda. Our players will be relentless in the pursuit of football excellence. They will also recognise the unique opportunity they have to represent the St Kilda Football Club and their responsibility to our members, the community and the stakeholders of our football club. By 2018 we will be admired as a competition leader in recruiting, player development and coaching. Our commercial model will be distinct, created around innovation and astute commercial initiatives. We will be passionate and unwavering in our pursuit of success. A club respected and admired by all. More than a football club.

4 Mission By 2018 we will - be a top four side that is positioned to be a consistent premiership contender. have more than 50,000 members in Australia have 10,000 members in New Zealand deliver annual surpluses year on year to enable investment into our key strategic initiatives that will underpin a prosperous future reduce debt have strong Trans-Tasman business and corporate connections have a working environment that continues to attract the very highest calibre of people have an admired culture, built on a foundation of respect and accountability grow our presence in the Bayside region, our heartland have robust and effective community programs that enrich our key member target areas in Australia and New Zealand complete the refurbishment of Moorabbin as a football, community and retail hub By 2020 we will have our second premiership

5 5 STRATEGIC PILLARS STRATEGIC FRAMEWORK PEOPLE & CULTURE FOOTBALL PERFORMANCE COMMERCIAL GROWTH brand MEMBERSHIP FAN & COMMUNITY ENGAGEMENT We will continue to grow and attract the very highest calibre of people. Our culture will define us as a club. We will have a commitment to excellence that is enshrined and brings to life our primary purpose. We will be a top four side, consistently positioned to be a premiership contender. By 2020 we will have our second premiership. We will have maximised the value of our traditional assets and have created new revenue streams through innovation. We will have repositioned the club as a highly respected and aspirational brand We will be fully engaged with our members, fans and communities and have grown our membership to over 50,000 KEY PROJECTS St Kilda cultural program MOORABBIN NEW ZEALAND The Bayside Club List Management Player Development Marching Fund ICONIC MATCH FIXTURING