The QVM and MCG
are two of Melbourne's icons. The MCG
has undergone substantial renewal in recent years, and while quite different in its purpose and relevance
to its customers, the
process that was undertaken could provide a very useful template for QVM's
renewal.
The MCG is steeped in tradition much like our market with the
world's first cricket test taking place in 1877, just a year before the QVM was
officially opened. When the MCC proposed the dismantlement of the members stand
as part of a major renewal in the early 2000's there was an outcry. How could
they contemplate dismantling this iconic structure and all the tradition that
went with it? A short time later, we marvel at the facilities on offer and the
retention of many original features. It could be said that tradition simply has
a new look.
Fans who visited the ground during those renewal years were
greeted with large areas
under construction but that didn't stop the main game
from continuing. Construction and normal stadium operation were carefully
scheduled to ensure that both continued, a bit like the assurances we have been
given for the QVM renewal. It is true that QVM probably has to function more
often through the week than a sports stadium but presumably the same methods
could be used to minimise disruption.
The MCG has continued to thrive and prosper as a sports stadium
despite a radical transformation. It has retained its core focus of providing
entertainment for fans and in the eyes of many it is doing a better job than
ever. It has upgraded, introduced new technology, and changed the face of
sport. The efficiency of its operation, the staggering way that it converts
from one sporting code to another and its ability to remain at the forefront of
sporting entertainment is a tribute to meticulous planning, and a well held
vision for constant improvement and assessment.
We have written on many occasions about the neglect of QVM over
the last 20 years or so. If the rigorous standards adopted at the MCG had been
applied to our own market, we probably wouldn't be in quite the same
predicament we are now. Fortunately, QVM renewal now has the intent and the
financing to correct the situation. Can we learn from our iconic city
neighbour?
It is time for
another Melbourne icon to get the transformation treatment. Studying the
MCG experience may make it a little easier for traders to overcome the fear and
uncertainty of transforming our market into a truly relevant shopping
experience going forward. It is probably no coincidence that the immediate past
president of the MCC is also on the Board of QVM.
The MCG is not a shopping destination but the relevance of its
successful transformation should not be lost on all those who love QVM and
particularly those who earn a living from it. The MCG renewal shows us that
transforming our market in a significant way, and meeting the modern needs of
our customers, whilst enhancing traditional relevance, is achievable.
