ESSENDON'S proposed move from Windy Hill to a new facility at Melbourne Airport will cost approximately $30 million with half of that to be funded by supporters, Bombers chief executive Ian Robson said on Wednesday.

The Age reported on Thursday that the club has already secured $6 million in federal government funding and is currently in negotiations with the state government for $6-$7 million and the AFL for $2-$4 million.

"Failure isn't an option," Robson said.

Bombers chairman David Evans called the move, set to take place in 2013, "bold and exciting ... and incredibly critical" at Wednesday's lunch for the Dick Reynolds Club.

"If we can't get this done, and I am confident we can, we would have failed future generations of families and supporters."

The move will certainly be welcomed by the football department and the players, with James Hird labelling the facility at Windy Hill below-standard.

"Essendon is a great club, but the facility there at the moment is, putting it nicely, second-rate," Hird said.

"If I was a player at Essendon, I would wonder whether the club is totally serious - that's where we have to train."

Evans supported Hird's assessment, calling the current facility the worst in the competition.

The proposed new complex will include MCG-sized and Etihad Stadium-sized ovals, two buildings housing all staff members and an extensive indoor training area, plus recovery swimming pool.