Hawthorn president Jeff Kennett has labelled the club's season unacceptable but urged fans to 'hold their nerve' as all at the club work towards a more successful 2011.
The Hawks crashed out of contention for this year's premiership with a 30-point loss to the Dockers in Saturday's elimination final and Kennett believes the performance was an apt reflection of the club's 2010 campaign.
"The game against Fremantle was not good, and our opponents deserve congratulations for their win, and I wish them luck next week," Kennett said in his latest letter to Hawthorn members, published on the club's website.
"And while a lot of the statistics went our way, the scoreboard did not."
"Simply expressed, one goal 11 points by half time does not represent a Grand Final team."
"So we probably finished the year where our home-and-away position indicated."
"We were not consistent enough, at times our endeavour lacking, and our kicking needing serious attention."
"It was in short a disappointing end to a season when we held such high hopes."
Already looking ahead to next year as an 'eternal optimist', Kennett said no one at the club is happy about what happened this season.
"The board, coaches and the players do not accept our performance this year," he added.
"We are united in doing better next year."
"We will work together, dig deep and do the hard yards to justify your continuing support."
"And there is still a lot to do this year in preparing for next year. We have the draft and trade week."
"We have the Gold Coast making their selections, and there will be some shocks and maybe disappointments."
"But hold your nerve and remember no one person makes or owns the Hawthorn Football Club."
Favourite son Campbell Brown has been the subject of much speculation about his future beyond this season throughout 2010, with plenty of reports linking him to a move to the Gold Coast and it may be an issue such as that one that Kennett was referring to.
"I will keep writing to you over the next few weeks as issues unfold," Kennett wrote.
"For now we keep living the dream, proud and passionate Hawthorn members."