Executive Summary

The committee review found that the current strategy is appropriate for the Club and identified ideas and opportunities for improvement, which are now being fed into our operational plans.

In essence, the strategy is:
1. Improve our Food & Beverage and Athletic Department attendance by providing a broader variety of offerings Members requested – particularly in wellbeing and community
2. Grow membership through Members bringing friends to enjoy our events and activities. Our recent membership growth is a direct result of members sharing the privileges of members with their friends and family.
3. Manage our capital to deal with risks and preserve our service levels to members and income streams from our rented spaces. In particular, the committee is aware of an upcoming requirement for a service lift upgrade.

Most importantly, we discovered Members’ readiness for higher levels of community interaction. The problem is that our subclubs and activity frequency dropped through the lockdown, and it is now time to step things back up.

Survey and Group Findings

Overall, the review demonstrated how important it is for the Club, in conjunction with Members, to plan and create more opportunities for members and friends to interact and attend the Club.

Members remain satisfied with the Club’s offer and see it as distinct from other institutions. They see the Tattersalls Club as distinctive in Sydney and associated with athletics.

The main motivations for membership are 1) Wellbeing/Health, 2) Community, and 3) Relaxing place/Oasis in the CBD

When they were asked what they would do instead of the Club, members often said they would have to combine various other memberships, restaurants, gyms and communities – indicating how special the club is as a complete private Members Club offer.

Members know we are more than just a gym and a restaurant. The communities at Tattersalls Club make it a special place. The combined tradition of the Athletic Department, Members Bar and Dining offer our Members a Club of consequence, supported by our amazing and dedicated service team.

Members Love

  • The friendliness and personalities of staff;
  • Quality bar and dining offers, including lunch and evening menus;
  • Complimentary breakfast;
  • BYO wine Wednesday;
  • The pool, sauna and steam room;
  • Gym facilities, classes, and early morning sessions;
  • Club provision of towels, swimwear, and exercise gear on-site;
  • Personal lockers to store belongings and laundry service to wash clothing;
  • Poolside loungers;
  • Affiliated club access;
  • Newspapers and magazine subscriptions.

Opportunities

Your survey and interviews allowed the Secretary and his team to identify specific segments of membership and how we might be able to increase value to these segments – sometimes, at minimal cost. Examples of the hundreds of opportunities mentioned include:

  • Better communication of sub-club events and communities;
  • More events for Members in the Athletic Department and Dining Room;
  • Improved change-room amenities for female and male changing areas;
  • Options for parking in the city to access the Club;
  • Increased reciprocal club and accommodation offers;
  • Dining options catering to well-being (low carb beer, healthy options);
  • Improved workspace facilities and quiet areas for reading.

Participation and Segments

During the review, we were able to segment the membership and analyse the needs of different Member types (for instance, for different life stages and male and female Members). These findings drove a complete review of Will and his team’s priorities for activities and focus. You will see these come to life soon!

We also looked at participation rates with different Club services. As you can see, the email newsletter and website are very important, so we will continuously improve the information you get through these critical channels, including the ability to see what’s on and reserve your spaces.