Experience the Tradition
Tweed Heads Seagulls Strategic Plan – 2017-2022
Table of Contents
- Message from the Chairman and CEO
- About this Plan
- History and Profile
- Our Purpose, Vision, Mission and Values
- Environment and positioning
- Key Performance Areas
Message from the Chairman and CEO
We are excited to present Tweed Heads Seagulls Rugby League Football Club five year strategic plan – a blueprint for the Club’s operations from 2017-2022.
Over the next five-year period, The Plan will provide a roadmap for Seagulls to build partnerships to achieve our goals.
Seagulls is at a critical juncture. Established in 1908 we are one of the oldest sporting clubs of any code in Australia and we have a rich and proud history and tradition. Our foundations are strong but as the world changes around us, some need shoring up to ensure we thrive – we cannot survive on history and tradition alone. The direction we take over the next five years will define Seagulls future for decades to come.
When Seagulls was formed 110 years ago people led simpler lives with fewer sporting, lifestyle and leisure competitors to Rugby League. Nowadays there are a multitude of ‘footy’ codes and a plethora of other sports and activities that we are competing for people’s time with.
Many of our competitors are visionary, strategic and sophisticated in their approach to attracting participants and Rugby League has been slow to respond – for us to survive we need to lift our game.
Seagulls need to moderninse, understand the latest trends in sport, our environment and society in general and harness the latest strategies, tools and technologies to engage better with our community and create sustainable long term partnerships.
We have many strengths, none more so than our First Grade’s participation in the Intrust Super Cup (Queensland State Cup) competition and our official NRL affiliate feeder club relationship with the Gold Coast Titans. This means Seagulls is the only official regulated pathway for players in Northern NSW to get into the NRL system.
However, despite top four finishes from our lower grades in recent seasons, our on field performances have been below expectations. Our off field performance – commercial and financial operations and fan and community engagement – has also been below the standard that a club, playing at our level expects.
This strategic plan aims to change that and to take The Seagulls to the next level on and off the pitch.
At the forefront, our overarching purpose is to create sustainable pathways and opportunities for Rugby League Players to play at the highest level of Rugby League possible. Our strategy is focused on delivering consistent and sustainable performances which will provide perennial opportunities for State Cup Success.
The strategy is underpinned by six Key Performance Areas which provide the fundamental framework for delivery of the Club’s objectives.
Key to our success will be our ability to offer pathways for more players from the local community to get involved in Rugby League with view to becoming Seagulls, and potentially NRL players. To support this the plan focusses on engendering a high performance culture for Seagulls players and staff which will provide greater opportunities for on field success which will attract higher profile players to the club.
In addition we also have a strong focus on encouraging participation – both on and off the field – from women and players from ethnically and culturally diverse communities. A key objective is to launch a Seagulls Female Rugby League Program for the 2019 season.
Everyone needs a good home and we are committed to playing at Piggabeen Sports Complex for the duration of this plan and beyond. However, great players need great facilities and one of our priority objectives is to turn Piggabeen into a leading regional sporting facility. We have already commenced work with key partners including, Tweed Shire Council to achieve this
This plan identifies ways that we will develop strong, sustainable partnerships with key stakeholders and partners because working collaboratively means we can not only offer sustainable pathways for Rugby League players but can address important societal issues such as ethnic diversity, obesity, mental health and the growth in women’s’ sport in the process.
Separate Annual Operational Plans will be developed to support the implementation of this Strategic Plan and the specific actions required to deliver it. In addition a number of separate strategies and plans will be developed to focus on specific areas identified within the Key Performance Areas.
As a Club we are positive about our future and with a new management team, coach and development staff in place for the 2018 season we will be passionate and relentless in delivering all elements of this plan – we invite you to be part of the journey.
About this Plan
This strategic plan has been developed by staff with input from partners under the guidance of the Club’s Board.
The plan recognises that whilst there are and will always be individual needs within the club there is the need to share common goals.
The plan has 4 key components
- Our History and Profile
- Our Purpose, Vision, Mission and Values describes and define why we exist, what we aim to achieve, how we aim to achieve it and the foundation for how we behave and interact with others, and ultimately how our partners and the wider community perceive us
- Environment and Positioning – An overview of external factors that directly or in directly affects the Club and how we are generally perceived in the community (this includes a SWOT analysis reviewing the strengths, weaknesses, opportunities and threats to the Club)
- Our Key Performance Areas translate our goals and our approach into action. Each year, our goals and these strategies will be operationalised by the clubs Annual Operational Plan
History and Profile
Tweed Heads Seagulls Rugby League Football Club (RLFC) was established in 1908. The first team was formed in 1909 and entered the Tweed District Rugby Union Competition until Rugby League was later introduced into the Tweed region.
In 1922 Tweed Heads Seagulls won their first ever Premiership in the Rugby League Competition. The success of the club continued with a number of winning seasons in the competition including 1939 and 1940.
The 1960s and 70s saw many accomplishments for the now established club including: a stellar sling of seasons as undefeated Premiers, the purchase of the Club’s first piece of land and the completion and opening of the first ever Tweed Heads Seagulls Club House.
The 1980s and 90s saw the Club receive the opportunity to represent Australia and the sport in the United States as well as touring Papua New Guinea, purchasing their second piece of land on Piggabeen Road, converting The Gold Coast Giants into the Gold Coast Seagulls and entering the Winfield Cup Competition to become the Gold Coast’s first professional Rugby League team.
Some of Rugby League’s finest players have played in the black and white butcher stripes for Seagulls over the years including Wally Lewis, Henry Horace, Barry Muir, Col Hayes, Henry Kafoa and Elwyn Walters.
The late 90s in to the new millennium were a tough time for the Club. Seagulls were accepted into the Queensland Cup in 2003. In 2007, Seagulls were premiers in both the Queensland Cup and Colts competition. That year, the Gold Coast became home to its first National Rugby League Team; the Gold Coast Titans.
Queensland Cup / Intrust Super Cup
Tweed Heads Seagulls are participants in the Queensland Cup, also known as Intrust Super Cup, competition. The foundation of our success in this competition is due to our faith and commitment of our talented juniors. The Cup team plays 24 games per season, not including the final series.
The Intrust Super Cup is one of the most premier rugby league competitions in Australia. There are 14 competing clubs in the competition which covers the major Queensland areas including Cairns, Mackay, Townsville, Rockhampton, Sunshine Coast and outer suburbs of Brisbane and the only International team Papua New Guinea.
Many clubs participating in the Intrust Super Cup feed into the National Rugby League (NRL). Tweed Heads Seagulls RLFC is a proud ‘feeder’ club to the Gold Coast Titans. This feeder club agreement can result in players from the NRL coming back to play in the Intrust Super Cup and players from the Intrust Super Cup being moved up to play in the NRL. This arrangement has allowed for many now NRL players to have their start in the competition. Tweed Heads Seagulls has provided many players to the NRL including, David Mead, Ryan James, Cody Nelson, Tom Kingston, Dominique Peyroux, Will Mathews, Kayne Lawton and Ben Ridge. Luke O’Dwyer, Michael Gordon and Jeremy Smith played in the foundation Queensland Cup team. The founding idea of the feeder club arrangement is to ensure the quality of the Intrust Super Cup competition is of a very high standard as a second tier to the NRL.
The Intrust Super Cup provides great exposure for its participating clubs, players and associated with televised matches, television replays and radio broadcasts. Please see the next page for more information.
The state wide Colts competition is classified as an under 20s team. Our Colts side act as a development side for the Gold Coast Titans under 20s. As a part of the feeder club agreement we have players who are moved backwards and forwards between the Titans’ National Youth Competition (NYC) side and our Colts team. The Colts play 22 games per season, not including the final series.
Our under 18s team is the first step for juniors to play against men an is a development squad for our colts. The under 18s competition is a Queensland state wide competition featuring 15 clubs competing for the title in a quick fire seven round competition followed by knockout semi-finals and a gran final.
The A Grade side is essentially the feeder team for the Queensland cup squad. The A Grade team plays in the Gold Coast competition.
Feeder Club to The Gold Coast Titans
Tweed Heads Seagulls RLFC is a proud NRL affiliate feeder club to the Gold Coast Titans NRL Club which means that we are the only official regulated pathway for players in the local region to get into the NRL system. The Gold Coast Titans put their trust in The Seagulls to nurture, develop and grow their players who are working to breakthrough into the Titans team.
Seagulls Rugby League Participation Pyramid
Seagulls provides pathways for players from the local region into the NRL system. The above Participation Pyramid shows the pathways for clubs from Northern Rivers & Gold Coast Rugby League and Tweed Byron & Gold Coast JRL into the Seagulls and from Seagulls into the NRL and onto State of Origin or Country representation.
Our Purpose, Vision, Mission and Values
To create sustainable pathways and opportunities for Rugby League Players to play at the highest level of Rugby League Possible.
To be a competitive and sustainable club that is successful and respected amongst the community.
- Provide pathways to nurture grassroots and elite football talent for on-field success
- Be seen as the club for children and seniors from the region to aspire to play for
- Attract and retain the best athletes by providing first rate player conditions and career pathways
- Employ the best people and harness technology to become a professional and efficient organisation
- Provide friendly, exciting and inspiring experiences for members, fans and local communities
- Develop programs to promote healthy lifestyles with a particular focus on obesity and mental health
- Valuing the importance of every decision and every action
- Striving to improve and innovate in everything we do
- Setting clear goals against which we measure success
- Inspiring the highest standards in ourselves and others
- Engaging and empowering everyone to feel welcome in our game
- Reaching out to new participants and supporters
- Promoting equality of opportunity in all its forms
- Respecting and celebrating diversity in culture, gender and social back ground
- Standing up for our beliefs and empowering others to do the same
- Being prepared to make a difference by leading change
- Putting the game ahead of individual needs
- Having the strength to make the right decisions, placing fact ahead of emotion
- Encouraging and supporting others to achieve common goals
- Committing to a culture of honesty and trust
- Motivating those around us to challenge themselves
- Respecting the contribution of every individual
- Engendering discipline on and off the field
- Employing the highest standards in everything we do
- Being professional, accountable and transparent in our decision making
Environment and positioning
This section is an overview of external factors that directly or in directly affects the club and how we are generally perceived in the community. A summary of these factors includes:
- Numerous Rugby League Clubs exist in the region (region includes Tweed and Southern Gold Coast)
- Situated in a growing area of the region – 40% population growth in Tweed over next 20 years
- Strong Rugby League culture in the region
- Seagulls has strong history and brand within Rugby League but not strong in the broader community
- Other codes and clubs are dominant in media, sponsorship and recruitment
- A lot of Clubs and codes are competing for the same sponsorship dollars
- No formal strategic linkages and pathways programs with other clubs in the region
- Sub-standard training and playing facilities
- Potential and current players at all three grades
- Past players
- Seagulls Junior Rugby League Club and other junior clubs in the region
- Northern Rivers and Southern Gold Coast Rugby League Clubs
- Schools & Universities
- Local Community
- Women and Culturally diverse communities
- Potentials sponsors
- Business community
- Oldest Club in the competition – rich history and tradition and a friendly club
- Not a wealthy Club – to be successful we need to punch above our weight
- NSW club playing in QLD – how do we turn this into an opportunity
- Relies heavily on funding from QRL and Norths (Seagulls)
- Other football codes draw from same player base
- Other sports
- Other Rugby League Clubs
- Work commitments
- Professional incentives from others sports
- Club maintained website
- Access to QRL resources
- Quality coaches
- Recruitment of new staff members
- Vision and Strategic Plan to lift the club to the next level
This reviews the Strengths, Weaknesses, Opportunities and Threats for the Seagulls.
Key Performance Areas
Our Key Performance Areas translate our goals and our approach into action.
We have identified six key performance areas that underpin the success of the club for future development:
- Football Operations
- Commercial Operations
- Finance and Governance
- People and Culture
- Fan and Community Engagement
- Facilities and Infrastructure
Below we have addressed each Key Performance Area and articulated each one’s specific:
- Goals – the overarching principles that guides decision making
- Strategies – the approach taken to achieve the goals
- Objectives – the measurable steps to achieve the goals
A separate Annual Operational Plan will be developed to support the implementation of this Strategic Plan and the specific actions required to deliver it. In addition a number of separate strategies and plans will be developed to focus on specific areas identified within the Key Performance Areas.