McSweeney (33) started in the role this week, and is busy meeting staff, reviewing what has been happening on and off the field and getting the feel of the city.
McSweeney said though it was early days, he felt rugby was still a big part of Dunedin and Otago, and people remained interested in the game.
"I think we need to make it more about the game.
We want people to come along and support Otago and the Highlanders firstly - not because they might be playing against Auckland or the Crusaders are in town," he said.
"Part of the experience is coming to the game and that may include a band or some bagpipers, which adds to the atmosphere. Canterbury at a franchise level do it quite well with the horses, and it all adds to the experience.
"But it is about going to a game of rugby, and the focus maybe needs to be on that."
McSweeney was born and bred on the West Coast, then attended Canterbury University, where he gained a commerce degree, majoring in marketing.
He initially worked in public health, while doing a few volunteer jobs in sports administration.
That led to him gaining a job in Canterbury cricket in operations, before he eventually moved up to the role of marketing manager.
Last year, he was the general manager of Canterbury Golf, before he moved into his new role.
His new boss, Otago Rugby Football Union chief executive Richard Reid, used to be in charge of Canterbury cricket.
McSweeney said the new role was one that excited him, but he was still getting used to the position and it was too early to say what was needed to get more people along to Carisbrook.
"But I think maybe we have to get the team and the people more closely involved. I know if the crowd really gets behind the team, then the team really plays well."
He admitted a team winning was always helpful, and as a marketing person rather than a coach, he could not do much about that.
He felt there was still a lot of interest in rugby in Otago.
"A winning team really does make a difference. But we need to tip those over the edge who are maybe in two minds about coming along. Sure a winning team helps, but so does wanting to get along and support your team."
A rugby and cricket player at senior club level, McSweeney said he had been to Carisbrook over the years, for both tests, Super 14 and provincial games.
He said no city did a test better than Dunedin, and he was looking forward to being involved next year.
Dunedin is yet to be formally allocated a test, though it is expected to host Wales next year.
He is engaged to Andrea Tappenden, and the pair plan to get married next year.
