David Crute will become one of the first people in more than a century to move from a WAFL coaches box to the front office when he takes on the West Perth chief executive's job.
The former Claremont reserves coach identified a career path from the AFL back to the State league when he was appointed yesterday to replace the departing Gerry O'Dea.
Crute is Fremantle's community development manager but received the Dockers' blessing to take charge of the WAFL's most progressive club.
West Perth will soon start a $15 million revamp of their Arena Joondalup premises.
Their energetic presence in the northern suburbs is helping convert a strong migrant population base into an emerging football heartland.
Crute was excited by the prospect of joining the Falcons on the cusp of their most significant development since moving to Joondalup two decades ago.
And he said he was eager to help convert the commercial potential of the burgeoning northern growth corridor.
"This redevelopment will put them in a really good position for years to come," Crute said. "But there are also a lot of opportunities in the district.
"Having a tertiary institution (Edith Cowan University) in your backyard has some real advantages while the Lakeside Joondalup shopping centre is going to become one of the largest in Australia."
Despite his record as a reserves coach and league assistant at the Tigers, Crute said he would not be interfering in football matters. He would leave coach Bill Monaghan to get on with his job.
Crute joins the Falcons just as they made a strong start to the season with a big win over arch rivals East Perth last Saturday.
"You won't see me in the back of the coaches box," he said.
"I know Bill pretty well and my role is to provide the background support so that he can do the job he is employed to do."
Crute said that O'Dea, who had become general manager of the Perth Flying Squadron Yacht Club, had left the club in ideal shape.
"They have a very strong brand, they are one of the historically stronger clubs and have a really strong and loyal supporter base and sponsorship base," he said.West Perth president Brett Raponi said Crute was ideally suited to run a WAFL club.
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