"We're getting bigger crowds than the [Wellington] Lions rugby team is and, at times, we've had remarkably bigger crowds than the Hurricanes as well. But it's just not consistent, it's patchy."
Morgan wants 15,000 at every game, achievable if they take the team to other parts of the country. However, games outside Wellington have produced mixed results. Apart from the 20,000 who turned up to Eden Park on a November Saturday when the Phoenix drew with Adelaide, a midweek match against defending champions Brisbane attracted 4600 at Dunedin's new Forsyth Barr Stadium. A pre-season clash at the same ground attracted more than 15,000.
There are two issues here. One is the puzzling apathy over attending events at major sports grounds and stadia. The other is the access granted to top events by Sky TV.
All sporting codes in New Zealand suffer from flimsy attendances at grounds, even the Great God Rugby. Various reasons are advanced for this - ticket prices; lousy food and drink at major stadia, gained only after prolonged exposure to the overrated pastime of queuing; a surfeit of sport - meaning many take it for granted; a lack of big names and really big events in some sports; other many and varied sporting and leisure distractions which do not involve sitting in a stadium; drunken, uncouth patrons; some curmudgeons even blame the loud music played whenever there is a halt of even short duration - apparently in the belief that the great unwashed can't possibly be entertained unless they are having their hearing threatened by a bass which causes ripples in their beer.
Surely the biggest contributor to non-attendance is Sky. The beer is colder and of personal choice, not limited to the sponsor's product; the food is better; no queues; a bathroom break means you don't miss the key moment; and, it has to be said, Sky's production values are good enough to persuade many that they get a better view staying at home. Plus you don't have to buy tickets.
The old argument used to be that "the atmosphere" justified attending in person but, Rugby World Cup apart and the hardy souls at the Warriors, there's precious little atmosphere in empty seats.
The Phoenix have the option of taking matches elsewhere - or they have to screw more money out of the broadcasters who pay large fees for the privilege of screening the action and persuading many who would otherwise attend to stay home.
The English Premier League do not broadcast live their Saturday matches; delaying them instead to drive ground attendance. Can the Phoenix really afford to have their cake and eat it too?
If the Phoenix want to put the squeeze on the broadcasters for more revenue, there are a couple of problems. Let's face it - they are a boring side who maybe don't quite live up to Morgan's understandably skewed statement that "we're third in the league, we have an absolutely fabulous team".
To those of us weaned on English premiership football for many years, the action often seems pedestrian by comparison. That's not totally fair, of course, and it must be said that the A-League has improved a lot in a short time.
Added to a defensively-minded team is a coach, Ricki Herbert, who is so measured in thought and word that many of us nod off before he finishes his sentences.
In a sport which, in other lands, inspires hyperbole, over-reaction and occasionally hysteria, the football scene in New Zealand is as bland as custard. There is little of the fodder that the football masses love - contract negotiation arguments, transfer disputes, salary outrages, managers sacked, sleazy agents, players up on racism counts, club vs country squabbles and the like.
None of these things are desirable, of course - except in a marketing sense. They create an atmosphere of rivalry and contention that just might drive people to the grounds.
The Yellow Fever are committed fans but they have also seen that the Phoenix aren't planning to buy anyone. They won't spend money to try and win the league every year; balancing financial realities with the practical reality that no one wins every year. However, such statements hardly holler "ambition".
The Melbourne Victory, whom Morgan fondly references, have hired a key player - former Premiership star Harry Kewell - and a controversial manager (after a vexed manager-merry-go-round) in former Northern Irish and Premiership midfielder Jim Magilton. In just his second game in charge (a 4-1 loss), Magilton swore to change the culture of the club.
The Phoenix need to keep winning and maybe get a star who excites the fans; when Herbert moves on, maybe attract a manager of more colourful disposition.
And get some issues going; anything to fire up the scene and drive people to games.
Threats and even shopping the Phoenix round various venues in this country may not be enough long-term.
