[/quote] Saw that after my post above. I don't think splitting them is a good idea - you're effectively splitting the fan base in 2. You want people to get in the habit of going week in week out. The club should market to one demographic and build a brand around that idea. You can't be a team for rowdy drunks on Friday and Saturday nights and then swap to being a family funpark on Sunday afternoons halfway through the season. It'll just confuse the public about what the experience of going to a Phoenix game is.
As I see it the point of difference for the Phoenix compared to other sporting and entertainment options is the atmosphere - basically the Fever singing and chanting and the general "buzz" of the crowd that you get more at football, than say rugby. Branding the club so that they seem family-friendly is just competing with too many other things and ignoring the main thing that makes a Phoenix game a different experience for the average kiwi - the atmosphere!
The Phoenix brand/matchday experience should be built around the idea of partying and having a good time - look at how well the 7s does out of that idea. It should be tied into Wellington tourism and marketed as a unique aspect of the city. Families can go to all sorts of places for a fun Sunday afternoon time but there's no equivalent experience to a boisterous crowd under lights on a weekend evening in Wellington anywhere in New Zealand.