THE MCG will become the focal point of a Grand Final week extravaganza under a long-term plan unveiled by the AFL.
AFL.com.au can exclusively reveal the League will break its long running association with Federation Square to set up a brand new live site in Yarra Park outside the MCG.
The plans, which have been more than a year in the making, have only recently been signed off by the AFL Commission and have required delicate negotiations with the Victorian Government.
The route for the Grand Final Parade has been redrawn, and it will now finish in the shadows of the 'G.
Using ideas gathered from America's Super Bowl build-up and the Australian Open tennis, the new live site is aimed at catering to a much broader audience, with family friendly activities and social zones aimed at an after-work crowd.
The new look football themed carnival will begin on the Wednesday of Grand Final week, and rather than ending by 5pm each day, will stretch into the evening.
The League has begun planning for a variety of events and activities aimed at capturing a broader spectrum of the community, including:
- Tastes of Football – a food and wine festival to showcase Melbourne's leading chefs
- Film festival – featuring a competition for fans to enter their own footy-themed short films, plus replays of old Grand Finals throughout the week
- A hospitality precinct – based on Flemington's 'domain' during Melbourne Cup week
- Music festival – featuring existing and up and coming Australian artists appealing to all demographics
Detail of the new live site area
"We have a very broad range of demographic of our fans, football for some of them is only a small part of their interest," League corporate partners and business manager Richard Simkiss told AFL.com.au.
"So if we can attract a broader range of fans to come in, experience elements in their interest around food and music and film in social environment, on the doorstop of the MCG, free activity, with a public holiday leading into Grand Final day, we think it provides a wonderful platform for us.
"There is still some work to be done, but we're looking forward to continuing to work with government to bring these plans to life throughout Grand Final week."
The AFL is making no apologies fortaking ideas from overseas and local success stories like tennis and horseracing.
"For us to broaden our program and try and replicate some of those elements makes a lot of sense," Simkiss said.
Fans of the competing Grand Final teams who can't get a ticket to the big game will be invited to watch the match for free at the live site, and will then be able to access the already established post-game concert and team presentation inside the ground.
There'll also be a greater mix of corporate offerings for the day of the game, with some packages to be priced below $1000.
