Also, night games at the Stadium are so much more fun than the Sunday afternoon games. The crowd is a lot more rowdy, and a lot louder. It's looking like the families that the Sunday afternoon games are aimed at are just not turning up. We should try having more night games and market them to the students and young professionals next season.
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.