building a new era for west coast eagles

Updated: Mar 11

Unique public private partnership transforms community precinct in inner Perth

Gary Gray (SMC), Digby Moullin (West Coast Eagles), Ben Tatterson (SMC)

SMC Strategies was successful in assisting the West Coast Eagles to achieve the largest training and community facilities project in AFL history. The $68 million development in inner Perth also provides a home for the Wirrpanda Foundation, a respected leader in delivering programs for Indigenous people.

SMC Strategies was integrally involved in working with the West Coast Eagles, their local government project partners and community stakeholders to shape and realise the project.

SMC Strategies had key responsibility for the development of the Business Case and development of the stakeholder engagement and advocacy program with State and Federal Governments.

SMC Strategies achieved a $25 million funding commitment by Government as a direct result of the advocacy program undertaken in collaboration with the West Coast Eagles.

The facility opened in 2019.


West Coast Eagles


Australia’s largest AFL Club headquarters and community facility investment

Key Roles

  • Business Case development

  • Project partnership development and funding strategy

  • Government relations and advocacy

  • Stakeholder engagement and management

  • Strategic and media communications

Funding achieved

$25 million

SMC Main Logo - inverted.png