For what it’s worth here is my opinion on some of things that contributed to a disappointing crowd.
1. Marketing/Media: The marketing of the game seemed very limited; I saw very little advertisement around the city, especially around the University Campus (where I work). There was also very little in the media prior to the game that I saw.
2. Ticketing: No Zoo, the Yellow Fever Zone advertised (from memory) in a corner. The Zoo marketed as cheap “student” party
area, seems to me, to be the key to attracting a decent crowd. It worked brilliantly for the Warriors game, I would never sit there but talking to others who were there it was essentially about people being there to be part of an event, with many not concerned about the game at all. A shame the North Stand wasn’t able to be used, there has been good feedback about the Speights’ Stand, but the North Stand is one of the best places to watch football from. If the Zoo as cheap party zone (especially for students) the All Whites game could
suffer the same fate.
3. Lack of involvement from the local football community: As the game is outside the local season there was little opportunity
for the game to be marketed through local clubs.
4. Late Sunday afternoon game: Traditionally this is a bad time for Dunedin crowds, and even worse those out of town (the 15,000 crowd was bolstered by people from across the lower South Island). Saturday night, even Saturday afternoon would be perfect.
5. Other events on down here: Warriors, Concerts, Test Match, All Whites, and dare say it Rugby are all on (and have generated a far bigger buzz)
6. 3rd game in 18 months: The novelty factor had probably worn off and I think with Christchurch getting far fewer events Dunedin casual fans are a lot more blasé about events (also see point 5)
7. Nix performances of late: Although we played well on the day, recent performances from the team have been a tough watch.
8. Public Apathy: The biggest let down is the apathy of the public. This is not just here, it seems Kiwi crowds only turn up in numbers to watch winners and sometimes only if it suits.
Some of these are not controllable and some aren’t easily fixed but all contributed in my opinion to a poor crowd.
It wasn’t all negative, the prices were reasonable, the venue is great (even though the best Football stand I have ever been in was closed), the team played well and got a result and my personal highlight the great effort by the team interacting with fans after the game.
I also think there will be a few people kicking themsleves that they didn't go