The club's board took part in a telephone hook-up on Tuesday morning where the latest version of the club's 'vision statement' for the future was discussed.
AFL.com.au understands a sub-committee, led by Andrew Thompson, is completing a wide-ranging assessment of where the club is positioned on and off the field.
While the public focus has been on the club's football department and rumoured tensions between coach Scott Watters and head of football Chris Pelchen, the review is casting a much broader net.
St Kilda is looking to:
- Establish itself as Melbourne's bayside club
- Shift the culture and attitude within some parts of the club
- Rid itself of misconceptions about its Seaford base being an outpost
- Ensure all sides of the club, football and commercial, are working towards unified goals
More details are expected to be released to members and fans in a few weeks.
AV Jennings boss Peter Summers recently took over from Greg Westaway as president, while chief executive Michael Nettlefold has signaled his departure, and long-time footy manager Greg Hutchison was made redundant.
The Saints have been keeping a low media profile in recent months - apart from a mad Monday incident which saw the club receive some unfortunate publicity.
At the start of October, they were also forced to deny a rumour (started by former president Andrew Plympton) that Watters had been sacked.
Watters is out of contract at the end of 2014.
The Saints finished 16th this season having won just five games.
Twitter: @MattThompsonAFL
