By Frank Enright
With nearly 50% of the population coming from homes where a language other than English is spoken, rugby league club Canterbury-Bankstown has decided to reorient its promotion of the game.
Easter Monday was the third multicultural day organised by the club. With dance by Chileans, Lebanese, Greek, Irish and Polish performers, it was another triumph. Only the parachuting Easter bunny missed the target.
Marketing manager Lynne Anderson, who is responsible for the multicultural initiative begun last season, explains: "We tracked our crowds over the eight or nine years, and there was a very definite downward trend, so we decided to address the problem and the starting point was the Australian Bureau of Statistics. We got statistics that showed there'd been a significant population shift in the area." The area now has a diverse cultural make-up and one not naturally "knowing or loving rugby league".
The predominant nationalities shared by both districts covered by the club, in addition to the long-established Anglo-Saxon working class community, are Greek, Lebanese, Italian, Chinese, Vietnamese and Korean.
"We started last year and our first day was a resounding success, perhaps too successful, putting strains on the comfort factor", says Anderson. That day patrons pushed the turnstiles over 27,000 times, a club record. Gates had fallen to an average of 9000, but with the turn to the ethnic community, attendance rose to an average of 17,000.
"What we've decided to do at every home game is to have a segment devoted to a multicultural tribute", Anderson continues. "We've looked at the various social calendars of each of the groups, and any date that coincides or is close by, we acknowledge in our match day promotions."
At the first game of this season, Irish dancers celebrated St Patrick's Day. The game on April 9 celebrated Royal Thai day. Traditional Australian themes are promoted too.
The Bulldogs plan to produce a simplified version of the rules of the game, to be translated into several languages and passed out.
Already second and third generation Lebanese and Greek players are coming through the club's grades, but the more recent Asian communities are only just starting in the game, and their numbers are very small — although the club has a Japanese ball boy who loves the game.
The Rugby League headquarters is backing this initiative 100%. "They've been fantastic. On our multicultural days they get in and give direct help, from the promotion of the event to the running of the day."
Anderson reports that the league is encouraging other clubs in the same direction. Illawarra has been in close contact with the Bulldogs and is planning its first multicultural day soon.
The other spin-off for the club so far is that, spurred on by the big crowd at each of the three major multicultural days, the first grade team has won. Canberra fell victim to the doggies on Easter Monday, going down 17-12.
Anderson expects it to be 20 years before the full effects of the Bulldogs' plan are evident. "We see this as a long-term strategy. The short-term up is that we get crowds coming back to the game. But we're concerned with getting future supporters and future players."