For me a big factor is the lack of engagement with the local footballing community. There seems to be a lot of engagement with kids who play football but practically none with adults who do. There are heaps of guys in their 20s and 30s in Wellington who play football, play FIFA, have at least a passing interest in English and European football, but who barely ever or never go to a Nix game? Why is that? I think there's a lot of factors but one of them seems to be that club has never really made a push to get those guys on board. Obviously there's Eurosnobbery involved but I think the club could even address that in marketing if it was smart. So much of the marketing seems directed at families and kids too, which plays into the "Nix aren't cool" Eurosnob attitude too. If I was doing the marketing I'd try to drive home the party atmosphere of the zone and the games and directly target registered footballers - discounts for season tickets, free Phoenix gear to clubs to give away to players, things like that. It might not work but it is worth a shot. Some of this may have been done before though, I will admit that I don't know what specifically the club has tried to do too engage this demographic. I just know they haven't managed to do so.
I like the idea of turning Eurosnobbery on its head - the live experience of supporting your local club at a home game is football fandom at its purist - not following a megaclub on the other side of the planet which you have no connection at all to.*
*Not a dig at people on here who support European clubs, but at the attitude of a lot of guys who claim to be fans of big clubs when it suits them and act all snobby about the A League without even giving it a chance.