THE HOCKEY STRATEGY UPDATED March 2012
1 CURRENT SITUATION SWOT Hockey has great potential with some unique strengths and competitive advantages...we must play to our strengths SWOT Strengths Global sport, Olympic, World Cup, Commonwealth Games, 125 countries Growing relationship with the FIH Hockey demographic higher socio economic grouping and education Strong and functional hockey community and organisation, calibre of people Well served by volunteers coaches, umpires, managers, administration Image and intelligence of our players Strong competition structure throughout New Zealand 34 national domestic tournaments High level of control over facilities and infrastructure 32 Associations and Hockey New Zealand relatively well administered Fledgling regional structure in place that is supported by the Associations Weaknesses Products or properties that have low commercial value participation programmes, events, teams Weak brands and sport profile hockey as a brand and Black Sticks Cost of developing and maintaining facilities and infrastructure, current shortage of turfs Low penetration of the sport in schools Reliance on short term funding Geographic distance for competition Weak national competition NHL; weak regional competition No international competitions that we own; weak home test event experience Low level of reserves and cash constrained, limited resources to invest to change the game Weakness in leadership and governance of Regions and Associations Resources spread thinly across 32 Associations Opportunities Threats Build the profile of the sport and strengthen the brands Develop events that create value Develop nationally consistent participation programmes that can be branded and marketed Build the online hockey community and national player database and online hockey community that has value for commercial partners Develop and leverage partner relationships Develop a balanced annual calendar for the sport utilising facilities and infrastructure throughout the year Create a systemic change in talent development, and the pipeline through to the national high performance programme increase depth and experience Develop a world class high performance programme senior and junior Tap into the support of the hockey community fund raising Capability in Regions and Associations Lack of money short term to invest in changing the game Lack of sustainable funding to generate a world class High Performance, particularly with talent and regional development The cost of overcoming our geographical isolation in the short term Retention of players given the financial landscape National alignment required with the hockey community Professional hockey league that is not sanctioned by FIH 2
Enabling Strategies Competitive Strategies 2 STRATEGY FRAMEWORK Purpose Hockey for All Hooked for Life 100,000 primary school children to be introduced to hockey over the next 5 years BUILD 1. Grow the Hockey Community WIN 2.Develop a World Class High Performance EXPERIENCE 3. Present Spectacular Events and Competitions CREATE VALUE 4. Grow Hockey s Value and Develop Strong Relationships with Our Partners STRENGTHEN 5. Provide Strong Leadership and Organisation 3
2 STRATEGY FRAMEWORK Sport Pathways 4
2 STRATEGY FRAMEWORK Player Pathway EXCEL National Senior High Performance Black Sticks Squads Prior to 2011 PERFORM Future Black Sticks DEVELOP Talent Development National Hockey League National Development Squads U21 National Squads U18 National Squads National Under 21 & U18 Tournaments Regional Talent s Targeted National Age Group Tournaments Developed in 2011 In progress EXPLORE COMMUNITY SPORT Participation programmes Sport development and delivery Competition school, club, association, region 5
2 STRATEGY FRAMEWORK Coach Pathway EXCEL PERFORM DEVELOP Black Sticks Squads National Hockey League National Development Squads U21 National Squads U18 National Squads National Under 21 & U18 Tournaments Regional Talent s Targeted National Age Group Tournaments National Head Coach National Assistant Coach NHL Coach National U21 Coach National U 18 Coach Regional Talent Coach NHL Coach EXPLORE COMMUNITY SPORT Participation programmes Sport development and delivery Competition school, club, association, region Community Coach 6
2 STRATEGY FRAMEWORK Sport s Organisation DELIVERY MODEL Junior Youth Adult Masters 300 Clubs, 2500 primary schools, 440 secondary schools 32 ASSOCIATIONS 8 Regions HNZ 7
2 STRATEGY FRAMEWORK Strategies Objectives 1. Build the Hockey Community Grow Drive growth in participation - attract and retain participants for life 2.Develop a World Class High Performance Win Win medals on the world stage 3. Present Spectacular Events and Competitions Experience Showcase hockey and captivate New Zealanders, and the world 4. Grow Hockey s Value Create Value Grow sustainable revenues and develop strong relationships with our partners 5. Strong Leadership and Organisation Strengthen Strong, sustainable and capable organisation to deliver hockey throughout New Zealand 8
2 STRATEGY FRAMEWORK KEY PERFORMANCE INDICATORS - SUMMARY OBJECTIVES AND KPI S Strategies 1. Build the Hockey Community Grow Objectives Drive growth in participation - attract and retain participants for life KPI s Player numbers Registered coaches Registered umpires and officials Facilities and Infrastructure to enable growth Fan base wider community interest 2.Develop a World Class High Performance Win Win medals on the world stage Junior High Performance medals at 2013 Junior World Cup National Men s and Women s teams consistently ranked in the top 6 hockey nations Medals Olympic Games, World Cup, Commonwealth Games, Champions Trophy, Oceania Cup National players supported and retained High performance coach development 3. Present Spectacular Events and Competitions Experience Showcase hockey and captivate New Zealanders and the world Strong national domestic tournament programme Strong national hockey league Increase spectators at home tests Pinnacle international event Regular FIH event host World class facilities 4. Grow Hockey s Value Create Value Grow sustainable revenues and strong relationships Strengthen brand positioning hockey, Black Sticks, Small Sticks Increase profile and communications Increase commercial revenue Build reserves Build the Hockey Foundation s endowment, regional funds and support player fundraising 5. Provide Strong Leadership and Organisation Strengthen Strong, sustainable and capable organisation to deliver hockey throughout New Zealand Strong and sustainable Regions and Associations Core competencies development nationally and regionally Online hockey community created Registered players on national player database 9
2 STRATEGY FRAMEWORK PRIORITY INITIATIVES The strategic initiatives have been updated INITIATIVES 2012 Strategies Objectives Initiatives 2012 1. Build the Hockey Community Grow Drive growth in participation - attract and retain participants for life a. Develop, brand and market national participation programmes b. Develop coaches, managers, officials and administrators to lead and deliver hockey c. Strengthen the regional delivery of hockey d. Deliver the facilities and infrastructure to enable growth in participation e. Develop and maintain a pool of world class technical officials and umpires 2.Develop a World Class High Performance Win Win medals on the world stage a. Develop a world class National High Performance b. Develop a world class Junior National High Performance c. Develop the player talent pathway Regional Talent d. Attract, support, develop and retain the national players e. Develop High Performance policy 3. Present Spectacular Events and Competitions Experience Showcase hockey and captivate New Zealanders and the world a. Develop a world benchmark national competition national hockey league b. Develop world class international competitions that we own c. Maintain high quality national domestic competitions d. Develop the infrastructure and facilities to enable spectacular events and growth in participation e. Host world events 4. Grow Hockey s Value Create Value Grow sustainable revenues and strong relationships a. Reposition hockey through repositioning the hockey brand and greatly enhanced marketing and communications b. Build the online hockey community c. Develop HNZ products and properties and attract and develop strong commercial relationships d. Grow the Hockey Foundation e. Increase commercial revenues from merchandising licensing and events f. Build and maintain strong relationships with funders and key investors 5. Provide Strong Leadership and Organisation Strengthen Strong, sustainable and capable organisation to deliver hockey throughout New Zealand a. Strengthen Hockey New Zealand s capability b. Align Hockey throughout New Zealand - strategically, organisationally, and structurally c. Take the administration of Hockey online 10
3 WHOLE OF HOCKEY PLAN Six Priority Projects The Six Projects have been determined as national priorities to drive the growth and development of hockey throughout New Zealand. Hockey Strategy Six Priority National Projects 1. Develop national participation programmes 2. Strengthen the delivery of hockey throughout New Zealand 3. Strengthen regional capability 4. Develop the player talent pathway from grass roots to elite 5. Grow hockey s value and generate sustainable revenue 6. Develop world class events that we own 11
3 WHOLE OF HOCKEY PLAN Six Priority Projects The plan on a page... Projects Outcomes KPI s 1. Develop national participation programmes Nationwide participation programme in place for Junior players Nationwide participation programme in place for Youth players National player database Increase in participation National participation brands and programmes created that are marketable and have commercial appeal and value 2. Strengthen the delivery of hockey throughout New Zealand Expand and strengthen the Regional Development Network Hockey Partnerships with Regional Sports Trusts established National coaching framework and resources updated to align with Participation s Umpire training and development programme developed and implemented Facilities and infrastructure in place to meet the needs of the growth in the sport Increase in trained and accredited coaches, umpires and officials Increase in number of schools and private providers that offer hockey participation programmes 3-4 new turfs developed per annum throughout New Zealand in next 3 years Turfs meeting benchmark utilisation ratio - average players per FTE turf 600-850 winter players 3. Strengthen regional capability Strengthened sport development and delivery capability throughout New Zealand Strengthened talent development capability throughout New Zealand Increase in regional competitions Generate regional income Increase in participation Retention of youth players, growth in youth and adult participation, broadening of the talent base Depth of talent for regional competition Broadening of the talent base 4. Develop the talent pathway Regional Talent in place throughout New Zealand 1200 athletes supported in regional talent programmes throughout New Zealand Retention of youth players, growth in youth and adult participation, broadening of the talent base Depth of talent for regional competition 5. Grow hockey s value and generate sustainable income Strengthen hockey s brands Increase hockey s profile - hockey s share of targeted media voice increased Principal sponsor and commercial partners secured nationally and regionally Inspire young players by creating role models and increasing profile of Black Sticks players Online Hockey Community and national database created Black Sticks Foundation sustainable and generating revenue Generation of >$1M per annum incremental commercial income Increase brand strength hockey as a sports brand, Black Sticks team brands, Small Sticks participation brand Active database of 60,000 members of the Hockey Community $300K per annum generated from Black Sticks Foundation into talent development and high performance 6. Develop world class events that we own Major event feasibility and business plan developed, event launched National Hockey League re-launched Feasibility study of world class hockey facilities World class annual hockey event hosted in New Zealand Showcase top hockey to New Zealanders World class facilities in place for events and high performance programme 12
4 KEY PERFORMANCE INDICATORS KPI s Actual Target Actual On/Off Target On/Off Year 3 Year 4 Year 5 Key Performance Indicators Measure 2010 2011 2011 Track 2012 Track 2013 2014 2015 Hockey Community % increase 1.2% 1.2% 2.4% 2.5% 4.2% 4.5% 4.2% Participation Winter Affliliated Players - target 2010/WoH # 43,410 43,931 45,198 47,096 49,210 51,253 Updated Target - for 2011 Plan # 44,507 45,041 45,581 46,721 48,682 50,867 52,979 Summer "Players" - target 2010 % increase 54.4% 6.5% 14% 7.5% 10.1% 10.7% 10.6% Whole of Hockey Summer Target # 14,404 15,339 16,640 18,325 20,285 22,433 Updated Target - for 2012 Plan # 16,888 17,984 19,203 20,163 22,206 24,581 27,184 Total "Players" % increase 15% 3% 7% 4% 6% 6% 6% Whole of Hockey Total Target # 59,270 61,838 65,421 69,495 73,686 Updated Target - for 2011 Plan # 60,298 63,025 64,784 66,884 70,888 75,448 80,163 School Data Secondary School Players NZSSSC data 13,678 13,842 13,914 14,188 14,784 15,448 16,089 Primary School Players Secondary Schools Affiliated to HNZ HNZ Affiliation # 219 225 210 r 225 238 253 268 25 Small Sticks Primary Schools Number of schools 100 200 300 400 Primary School Children (U13) Number of childen 20,000 40,000 60,000 80,000 Associations Fun Sticks 24 32 32 32 Associations Small Sticks Total 16 32 32 32 Active Coaches Growth 4% 24% 7.4% 4% Total Whole of Hockey # 4,152 4,318 3,762 3,912 4,068 4,231 New Target 4,461 4,639 Active Umpires Growth 3% -13% 10.3% 3% Total # 1,232 1,489 1,359 1,400 1,579 1,627 1,676 * Umpire database updated/cleansed 2010 Hockey Turf Full Sized Turf in NZ # 67 73 71 r 77 80 13
5 MAJOR MILESTONES MAJOR MILESTONES Strategies Yr 2 2011 Yr 3 2012 Yr 4 2013 Yr 5 2014 1. Build The Hockey Community Small Sticks Pilot Coach development Market Small Sticks Grow hockey in schools Promote summer hockey Elite coach development Market Summer Hockey Develop Youth Review Regional Development Expand regional network 8 Community Sport Managers 71 Hockey Turfs 76 Hockey Turfs 80 Hockey Turfs X Hockey Turfs 2. World Class High Performance Developed Regional Talent Set up Future Black Sticks Upgraded Senior High Performance Develop 3 Regional Talent s Strengthen Strengthen - Olympics Develop 3 Regional Talent s Junior World Cup Strengthen World Series World Cup 3. Present Spectacular Events NHL Step1 Confirmed National Domestic Competition Calendar NHL Step 2 Upgrade Home Tests Four /Six Nations NHL Step 3 Upgrade Home Tests Four/Six Nations NHL international link Upgrade Home Test s Four/Six Nations Hosted Champions Trophy Oceania Cup FIH Event [World Series] FIH Event 4. Create Value Secured principal partner, vehicle partner, print and production partner Build relationships with partners Small Sticks sponsor Secured major donations National fundraising initiatives Future Black Sticks Fundraising Major uplift media and comms Set up new website and member management system Develop broadcast/streaming model Player registration and national database Upgrade merchandising programme National Supply deals x 1 Expand retail channels National Supply deals x 1 5. Strong Leadership and Organisation Confirmed Regional Model Regional Community Sport Plans Partnerships with RST s formed Strengthen HNZ capability Build regional capability Administration of hockey online Build regional capability 14
6 KEY RISKS Financial resources: sustainable income from funders in particular, which is required if we are to be able to invest in the capability required to advance the sport, in all aspects of the strategy. Regional capability: the Regions, Associations and clubs need to have the capability and capacity to deliver and administer the sport. Besides sport delivery, they need strong governance, leadership and management skills, as well as the ability to attract, harness and support the many volunteers who are vital to our sport, and moneytise their properties. Auckland vs Rest of New Zealand: A sense that its all happening in Auckland in terms of events and high performance. Key people: Loss of key people at management and Board level. Buy-in and ownership of the plan: That HNZ s plan is owned by the Board, staff, and wider hockey community. Results from national teams: That the teams are making progress on the world stage in terms of winning and world rankings. Relative Regional Strength: That the eight regions also include weak regions from a competitive perspective on the field, and organisationally off the field. Funding risks by bucket: That income generated from one activity is subsidising another activity or part of our business. Organisational reputation: That Hockey New Zealand and hockey as a code are continued to be recognised, both perception and reality as a well governed and managed sport. 15