Back to the future: ACT Brumbies change membership cost to 2009 prices

Brumbies officials and Canberra Stadium staff will host a fan forum on Wednesday night, chief executive Phil Thomson desperate to show supporters they are listening to feedback.

Membership package prices will be cut to the same cost of a 2009 deal and seats are being recategorised after a major change led to some members walking away in previous years.

The Brumbies called members and supporters to Canberra Stadium this week to hear their concerns about the club and why it had fallen behind in popularity.

The club could officially add the "ACT" back to its name as early as 2021 after almost 70 per cent of people said they supported its return.

Brumbies coach Dan McKellar also spoke at the meeting as the club addressed several issues, including kick-off times, cost to go to games, concerns about Canberra Stadium and a lack of community engagement.

Australian rugby has struggled for support over the past three years following a series of off-field dramas in Canberra and at the top level.

Crowds have dropped to record lows in the capital despite the Brumbies returning to the finals this year.

Low attendance numbers have a major impact on the club's bottom line, with the Brumbies expected to report a financial loss this year and ongoing deficits are unsustainable for the code.

"We've listened," Thomson said. "We did a survey of our fans and members at the end of the season and we've got the results, we want to show we've listened.

"We want to engage with people. We got some really good feedback. The next step is to invite people to the forum to look at the areas we can address for 2020.

"We've had a lot of feedback about pricing and we realise in the past there have been price rises for probably not the right reasons.

"We want to say to current and former members we've heard that and realigned our membership pricing. Hopefully that encourages people to continue on with us, or come back if they've lapsed."

One of the biggest disconnects has been between the Brumbies and the amateur ranks, with Thomson and his staff to hold a separate forum with players, coaches and administrators from clubs.

MORE BRUMBIES

The new membership packages will see a drop in price of up to 30 per cent for top categories and family deals, which equate to $30 for four people per game next season.

Rugby Australia has also given the Brumbies access to a database of former members, with the club to reach out in the hope of luring them back.

"A very important part of our business model is members, tickets, hospitality. All of those are vital to the long-time survival of the Brumbies," Thomson said.

"We need people to be engaged with the Brumbies and be at the stadium supporting the team, and we're changing a few things from the past."

The Brumbies are facing a transition period on the field after the departure of David Pocock, Henry Speight, Christian Lealiifano, Sam Carter and Rory Arnold among others.

Coach Dan McKellar has invested in rising stars rather than recruiting big names from other teams or from overseas.

A group of former junior Wallabies will get their chances to impress, including Noah Lolesio, Mack Hansen, Tom Ross, Bayley Kuenzle and Nick Frost.

The Super Rugby draw was finalised this week, with the Brumbies to play their first three home games in January and February as well as hosting day games in March and April. Night-time kick-off times have also been moved to 7.15pm.