The Platinum Privilege Program was designed as a result of compelling feedback from members regarding the need for recognition of membership loyalty from the Australian Football League. The initial approach to this program targeted a loyalty recognition program for AFL Members with 20 or more years of consecutive Membership, with a focus on the Foundation Members.
The positive response so far has been overwhelming and we are appreciative of all feedback and support of the initiative.
The research for this project was conducted across a range of Membership years to establish what benefits would be significant to Members with such longevity, without impacting on the current product offered to AFL Full and Silver Members.
Our research shows that as a sign of appreciation, these Members do not want token gifts or special events to recognise their loyalty, the key benefits sought related to the provision of a better match day experience and cost reduction to the football – which is why the three benefits of the program have been selected. There are currently over 7,000 AFL Members that have been active for over 20 years and to provide an active program to this number of people without the appropriate research and testing would not be in the best interests of the entire Membership group at this point in time. However the AFL is committed to the recognition of those members with more than 20 years, how this can be achieved is a work in progress.
This is why in its inaugural year, the Platinum Privilege Program is limited to 2,500, with the Members in this group ranging from Member 6 through to 27,645. The 2,500 capacity incorporates the 1,200 remaining Foundation Members and also allows the induction of an additional 1,300 who have been active members for 25-36 years. The capacity of 2,500 will allow AFL Membership to carefully measure the usage of benefits and potentially increase the capacity for this ongoing program in future years.
This program is not a new membership category of the AFL- the AFL Membership structure will remain as two categories- Full and Silver. As they stand, the AFL Membership Full and Silver membership products remain the best value football memberships available in the market, with the best access to the game, the flexibility of being able to attend any clubs matches at both the MCG and Telstra Dome and the opportunity to financially contribute to your club. Members who are entitled to receive the Platinum Privilege benefits will still be classed as ‘Full Members’, they will just have access to the additional benefits (at no additional cost) in appreciation of their loyalty to the game.
As mentioned previously, the benefits collated into the loyalty program were carefully researched so that the current entitlements AFL Membership were not impacted. The 100 Level N seats that are available for each MCG match for Members with access to Platinum Privileges do not affect the walk up areas for AFL Members- there will still be approximately 600 seats available for walk up on Level N for each MCG match (excluding Anzac Day). Given the 44 matches at the MCG in 2006 where this allocation is available, we believe that 100 spaces will cater for these members on the occasions where they would like to attend with another member or guest. Administration procedures will be set, so that a fair allocation system is put in place should the demand exceed the availability.
The Platinum Privilege Program details were sent to the entire membership base via email last week and not just Members who would be invited to join the program to establish the overall opinion of the AFL Membership group. These benefits have been built so as not to affect the current Full and Silver membership entitlements and it is important that all Members are aware of the initiative and have the opportunity to provide their comments.
The attached PDF provides further information which has been collated based on the common enquires received by the Membership Service Centre regarding the initiative.