Newly appointed Wests Tigers chief executive Scott Longmuir outlines his vision for the joint venture to Daniel Lane.
The Sun-Herald: What is your first priority now you are in the hot seat?
Scott Longmuir: My mandate is to ensure the Wests Tigers are financially strong. We have worked our way into a good position based on good business practice - we drive our business hard - and we must go to the next level. Over the past year we have minimised our reliance on the leagues clubs because we are driving our brand. Strong business equates to strong environment and that allows people to do a variety of things. We have to perform on the field, we have to be competitive. If we want to be dominant off the field, we have to be dominant on the field. That has been the success secret for sporting clubs like Manchester United and the Brisbane Broncos.
SH: Does the club have an advantage in having three leagues clubs?
SL: It increases our viability. We're also fortunate because they are great supporters of the football club. It means even if we do well with our business, their grants can be invested in infrastructure, the team and facilities to provide us with an edge.
SH: Politically, it must be hard having to answer to two different camps - Magpies and Tigers.
SL: The relationship is good. I believe in the early stages of the venture there were difficulties, but it has settled down. The premiership win in 2005 united everyone but we're also in a healthy position where people can debate issues and express opinions on the club's direction. The great thing is, despite any boardroom disagreements, I respect everyone does what they believe to be in the best interest of the Wests Tigers.
SH: As the Tigers' general manager of sales and marketing, you worked under your predecessor Steve Noyce. What did you learn from him?
SL: A lot. He is a great communicator. I've seen him handle difficult situations very well. His people skills are second to none and he's an innovator.
SH: How does the club rise above the doom and gloom currently engulfing the game?
SL: Financially, we've taken the approach to try and minimise the reliance on the leagues clubs' funding. Our merchandising is a massive business and we're also diversifying our business into other areas. We also have a good brand. Geographically we are well represented - we have a broad fan base while Macarthur and Balmain are our heartland. When we played a game at Gosford we found a lot of people who turned up were Wests Tigers fans. We benefit a lot from the fact the Magpies and Tigers have 100 years of history.
SH: How do you keep Benji Marshall at the Tigers in light of the French rugby and Super League threats?
SL: He hasn't expressed any interests in those options. He loves playing football under Tim Sheens; he's been a great mentor for him.
SH: Noyce was keen for the players to experience life and he didn't ban them from certain nightclubs. What is your take on that?
SL: We all want to be treated like adults, and I'm keen to follow that. Some situations, when someone might not act like an adult, would be taken into consideration. I'm aware players can be targetted by people looking for attention but there is a lot to be said for being smart enough to keep clear of problem areas. The club has plenty of good role models here, Tim Sheens and Royce Simmons, and should look at them as examples. Senior players need to also take responsibility. When I worked at Cronulla [as football manager and marketing manager] there was what [former coach] John Lang called "the ET look" which indicated the player may have been overstepping the mark. The player would feel it and either tone it down or go home. That is the clout I think all NRL club administrators would like to see the senior players have over the younger players. That and the willingness to handle the responsibility of being a leader. Fortunately, the Wests Tigers have those kind of players.
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