THE Port Adelaide Football Club is looking to turn AAMI Stadium into a ‘Power Cauldron’ in 2010.

Under a plan unveiled by the club today, the venue will go ‘back in black’ at Port Adelaide’s home matches.

Power Chief Executive Mark Haysman says the club wants to make the Stadium look and feel a much different venue to that which the Crows use.

“Our 2009 member research has reaffirmed that one of the biggest concerns for our fans is how AAMI Stadium feels as a ‘home’ venue,” Haysman said.

“The club has taken this on board and is tackling the problem of how we can add to the atmosphere at the stadium, providing a better experience for our supporters, and also making it more intimidating for visiting teams.

“This has included looking at other AFL clubs and experiences from overseas markets.”

Initiatives the club is adopting include:

- Further revamped entrances and ground branding on the outside of the venue

- More fan engagement outside and inside the Stadium

- Large ‘Back-in-Black’ guernsey themed covers over 12 underutilised seating bays

- Use of ‘The Hanger’ for post-match events to cater for more Power members

The seat bay covers will predominantly be black with the teal and white ‘V’, as in the example designs attached, but will also display some advertising to cover costs.

Haysman says the use of themed bay covers provides a great way to rebrand the inside of the stadium.

“The seat bay covers will really change the whole look and feel at the stadium and create a very unique atmosphere,” Haysman said.

“This has been successfully done overseas and we feel as a club this could put us in a ground breaking space within the Australian sports market.

“When we combine the covers with the crowd being encouraged to wear predominantly black, it will be a great new feel.

“Ironically we can do this because the stadium is too large for the club’s current needs; this gives us the opportunity to turn a disadvantage into an advantage.

“The initiative also provides flexibility to cater for larger crowds - we would simply remove the bay covers.”

The club will cover 12 seat bays which total 7,000 seats, temporarily reducing the Stadium capacity on game days from 51,500 to 44,500.

Haysman said the use of the old Crows Shed - which has been rebranded by the SANFL as ‘The Hanger’ - will be terrific for post-game functions.

“The Hanger provides a terrific opportunity for up to 10 times the number of members to attend our post-match functions with players - until now we have only had access to the Magarey Room, which was proving too small for our post-game members’ events last year,” Haysman said.

“The Hanger will be completely decked out as a Power venue on our game days, and we’ll be making sure we put on a great post-match event for kids and families as well as adult supporters.”

Haysman said the potential move away from AAMI for Adelaide Oval and new incentives to attract bigger crowds meant an even greater focus on making the most of the West Lakes venue.

“We’re determined to make the most of AAMI Stadium and really want our supporters and members to embrace the venue,” Haysman said.

“The SANFL and AFL are very supportive of us exploring all options to improve our supporters’ experience, and we have been working very closely with them on these initiatives.

“We commenced last year with initiatives such as singing the song on-ground after a win and renaming and branding the entry gates, while the SANFL changed the name of the ‘Crows Tavern’ to the ‘Checkside Tavern’.

“It was a good start - but now we really want to take this to a whole new level.”

Bays affected:

- 101
- 104
- 111
- 114
- 117
- 121
- 124
- 126
- 135
- 137
- 139
- 144