Case Studies

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“Having the opportunity to work with a team of experienced industry professionals has ensured our transformation has run smoothly. We now have an opportunity to ensure our gaming floor is appealing with up-to-date products and our facilities second to none.”
Shane Scanlon-Keevers – CEO, Club Condell Park

Outcomes

  • New club name and visual identity of Club Condell Park
  • Design and build of a fully responsive website
  • Installation of new exterior signage and upgrade to the venue’s exterior
  • Improved venue flow with centralisation of customer service points and altered layout of club facilities
  • Modern furniture and fixtures to provide a more comfortable customer experience
  • Injection of contemporary gaming product, along with a refined configuration of electronic gaming machines
  • Newly constructed outdoor gaming area with substantial increase in outdoor gaming machine numbers
  • Introduction of IGT Advantage Club to replace dated loyalty system
  • External signage requiring replacement, with façade requiring attention.
  • Dining offers that required refinement and diversification
  • New café and refined dining options for guests, with the addition of a children’s interactive play area

Club Condell Park

Formerly known as the Bankstown Trotting and Recreational Club, Club Condell Park in Sydney’s west commenced a commercial agreement with Tabcorp Gaming Solutions (TGS) which has resulted in the extensive upgrade to the 182 machine club. This transformation has included a substantial redevelopment of the club’s interior and a regeneration of the entertainment offer. The newly named Club Condell Park is now home to a gaming floor with a contemporary product mix, newly developed and constructed dining and bar facilities, and a premium TAB offer.

CEO Shane Scanlon-Keevers and the team at Club Condell Park have often been challenged with remaining competitive in an evolving and dynamic industry. Surrounding clubs have invested in ensuring facilitates remain modern and are aligned with the ever-changing tastes of customers. Club Condell Park looked to TGS to provide direction and formulate a comprehensive action plan to reinvent the previously-named Bankstown Trotting and Recreational Club.

Club Condell Park previously housed a disjointed gaming floor with a number of gaming areas spread out across the club, a small outdoor gaming offer and a sunken internal gaming pit. A key focus for the venue’s new internal layout was the improvement of the club’s flow, along with providing more efficient and defined service points for customers to access food and beverage, Keno, TAB and cashier facilities. The new gaming floor is now concentrated in a central area with a modern layout and expanded outdoor gaming area, whilst customers now have the ease of access to a central bar that also houses the new cafe, TAB and Keno services and cashier. This centralised approach means greater efficiencies for staff and members.The working relationship with TGS has delivered a diverse entertainment offer that has resulted in the club’s ability to provide the community with a contemporary, up-to-date facility where they are able to connect socially with each other.

The new brand, refurbishment, modern gaming product and refined food and beverage offer has catapulted the venue into the modern era. Such a transformation has breathed new life into the club, and reinvigorated the spirit of the club and their members.

Opportunities

  • Outdated visual brand identity and website
  • Disjointed overall footprint of club and layout of services and facilities
  • Dated gaming product, TAB and Keno offer, systems and technology
  • Multi-level and multi-area gaming floor
  • Disproportionate outdoor to indoor gaming ratio
  • Modern Furniture and features that
  • External signage requiring replacement, with façade requiring attention.
  • Dining offers that required refinement and diversification

Steelers

Located in Wollongong, Steelers is a 102-gaming machine club with a rich history and strong ties to the local and sporting communities. Having held preliminary discussions with Tabcorp Gaming Solutions (TGS) in 2014, the board and management undertook an extensive due diligence process that saw the club join the TGS network in 2015.

Upon confirmation of the new arrangement, Steelers and TGS began planning for not only a structural redesign of the premises but also a redesign of its gaming and promotional offerings. An in depth review of the club’s ‘brand’ and marketing strategies were also undertaken.

Since officially relaunching in October 2015, members and guests of the club have been reaping the rewards of a contemporary club design, the introduction of a new catering offering and a new promotional structure. The gaming floor now has the latest offerings – an area Steelers previously struggled to keep up-to-date.

Acting General Manager, Luke Barker, couldn’t be more pleased with TGS’s approach and the refurbishment of the club. Reaction from existing members has been positive with members being simply ‘blown away’, he says.

From an operational perspective TGS provides ongoing support and has worked hard to develop a close working relationship. While Steelers’ board and management make the final decisions in relation to the venue’s operation, including what product is utilised on the gaming floor, it’s a collaborative arrangement. Both Steelers and TGS work together to fulfil Steelers’ business objectives, by TGS providing expert advice to assist the board and management in making informed decisions.

Opportunities

  • Archaic gaming product, systems and technology.
  • Disjointed furniture and features that did not align with a modern entertainment offer.
  • Dated TAB and sports bar offer.
  • Inadequate signage, with an entry and façade requiring attention.
  • A dining offer that did not appeal to a wider demographic.

Outcomes

  • Injection of the latest gaming product with a more efficient gaming machine layout to minimise dead space.
  • A better club facilities layout zoned to better cater for a number of demographics from families through to sports lovers.
  • Opulent and on-trend pendant fixtures that provide ambient lighting and defines entertainment and dining zones.
  • Construction of a centralised bar with decorative tiling to provide wow-factor, with the bar’s layout having a focus on functionality to better service customers and increase efficiency of staff. Clear delineation between restaurant and café, bar and cashier station, with the use of different materials along the bar face helping the service area transition in function from the café through to the TAB.
  • New furniture across the dining areas, lounges, sports bar and gaming areas to provide each zone with a unique look and feel, modern pops of colour and extra comfort for members and guests.
  • Refurbished reception area with marble counters, clad with wood panelling and new auto-sign technology to provide customers with a sleek and welcoming interaction with the club.
  • Introduction of a venue hospitality and gaming loyalty program to gain a better understanding of customers, visitation patterns and member behaviours.
  • Design, production and installation of new illuminated signage at the club’s entrance and update of existing signage opportunities to highlight the club’s new brand.
  • External painting of the building to modernise the façade.

Steelers

Steelers

“Upon the completion of the new club design and renovations which included a new gaming floor and catering facility Steelers has experienced immediate growth. Through our collaborative approach with Tabcorp Gaming Solutions we are able to provide a more customer-led gaming and club product offer. Ongoing support with our marketing and promotional activity, which included a tiered rewards program has further assisted us to drive member engagement and we continue to see our performance lift every month.”
Luke Barker – Acting General Manager, Steelers

Auburn Tennis Club

“We have been able to upgrade almost everything we do. The club now has a very promising future. The club looks terrific, is well run, offers a great product mix and is now very strong in gaming. The members realise this and are spending more time in the venue as a result.”
Glenn Fraser ACCM – General Manager, Auburn Tennis Club

Auburn Tennis Club

Auburn Tennis Club

The Auburn Tennis and Recreation Club is a small to medium sized club with 53 gaming machines, located in the inner western suburbs of Sydney. Auburn Tennis and Recreation Club joined the TGS network in July 2014 with a key focus on gaining market share within their local area and increasing profitability.

Opportunities

  • Dated gaming product and technologies
  • Crowded and disjointed gaming floor
  • No TAB waging facilities – limiting gaming experience and total club offer
  • Uninviting reception area
  • Outdated furniture and features
  • Office area restricting venue space
  • Bistro area and food offering inadequate

Outcome

  • Redesigned gaming rooms to cater for the local demographic and incorporating a refreshed colour palette to attract new customers
  • Strategic machine layout and introduction of new products to create a spacious, modern and exciting gaming floor
  • Improved gaming furniture and privacy screening to increase player comfort
  • Redesigned entrance and reception to make customers’ first contact a memorable experience with a positive vibe
  • Build of a new café and bar to create a modern, inviting and relaxed zone for members with a new food and beverage offering
  • Addition of a new sports zone and TAB with a focus on digital information and self service
  • New carpet, paint, lighting and furniture throughout to define venue zones.

Kogarah RSL

Kogarah RSL joined the TGS in January 2014 with the goal of improving service offering and patron experience. Kogarah RSL has been in operation for 65 years and has 65 EGM’s.

Opportunities

  • Crowded gaming area with lack of privacy and old machines
  • Entertainment and TAB located in gaming space
  • Unwelcoming entrance and reception area which was uninviting to patrons
  • Dated and unused furniture and fixtures
  • Bistro menu not suited to local demographic tastes and preferences

Outcome

  • Reconfigured gaming room with new gaming machines to provide a modern, comfortable and exciting gaming experience
  • Addition of a new high denomination gaming area, including multi-terminal games to increase gaming appeal
  • Installation of a New Platinum TAB and Sports Zone
  • Refacing of existing reception desk to create an appealing first impression
  • New carpet, paint and lighting throughout and re-upholstery of existing gaming stools to reinvigorate customer experience
  • Implementation of a new kids play zone and iPad technology to bistro space to build appeal as a family destination
  • Design and build of a new bar and café to service new lounge
  • Introduction of Yum Cha restaurant to attract target demographic

 

 

Kogerah

“TGS provided us with a ‘whole of venue approach’ and has assisted us in many areas, each of which has been equally important to the strong turn-around in the club’s financial position.”
Grant Amer – General Manager. Kogarah RSL Club

 

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