MAKING A DOLLAR or MAKING A DIFFERENCE? INCREASING ROI FOR CLUBS .

MAKING A DOLLARor MAKING A DIFFERENCE?

INCREASING ROI FOR CLUBS

www.bigdave.com.au

Business Background

2000 weddings over 15 years

56% W.O.M.

99% Satisfaction

Best Reception Centre in Vic.

3 years in a row.

MAKE A CLUB POSTER!

NAME & CLUB & PHONE

SOFTWARE &

TECHNOLOGY YOU USE!

BEST TIPS & TRICKS

HOW A CLUB REALLY WORKS

GAMING

FOOD BAR CAFE ENTERTAINMENT

FUNCTIONS EVENTS SHOWS CONF

BILL FREEDMAN RULES!

This 20-year research project Concluded that

interior design and equipment layout have a greater impact on

player counts than marketing, management, and operations combined.

FREEDMAN’S DESIGN RULES

1. Segmented Venue NOT OPEN

2. Machines Near Lobby

3. Short Sight Lines NOT LONG LINES

4. The MAZE Effect!

5. Compact & Congested

6. Organised Equipment

7. Segregated Machines

8. Low Ceilings! NOT HIGH

9. Gaming Equipment is the decoration

10.Standard Decor NOT Themes

11.Avoid WIDE AISLE walk throughs

12.Multiple Gaming Ambiences

KNOW YOURGAMING PLAYERS

HIGH ROLLERS $50k p.a.

SERIOUS PLAYERS $5k - $50k p.a.

REGULARS $500 - $5k p.a.

DABBLERS < $500

ATTRACTING HIGH ROLLERS

• LONELY LADIES

• WILD BUSINESS MEN

• SHIFT WORKERS / FIFO WORKERS

• EMBEZZLERS & MONEY LAUNDERERS

• ETHNIC MARKETS – ASIAN etc

KNOW WHAT GAMERS WANT & DON’T WANT

• SAFE & SECURE• ANONYMOUS• EASY & EFFORTLESS• COMFORTABLE• GOOD SERVICE• OUTDOOR SMOKING• LUCKY • FREE

• LINKS• TIERED REWARDS• WINNING• SOUNDS• DECOR & DESIGN• CLEAN• SPECIAL VIP FEELING • CARPARKING

SERIOUS GAMING AMBIENCE

CLUB TARGET MARKETS

• Oldies 65+• Wealthies 45-65• Tradies 25-55• Sporties 18-35• Reps/Biz People• Ladies Group • G2 – Parent & GranP• Yuppies 25-35

• Tour Groups• Travellers• G3 – Parties 3 Gens• Backpackers• Families – D,M & Kids• Mummies (w/Kids)• Kids < 18• Young 18-25

GAMING FOOD STRATEGY

Food is an Attraction for Gamers

Value priced COMFORT FOOD

Fast & Functional

CARBS, FAT, SALT & SUGAR!

Machine Snacks are Critical!

CAFE - CCC

• Coffee, Cakes & Couch Area

• Fast Service, Quick Coffee

• Adjacent to Gaming Area

• Comfortable Couches – TV watching

Attracts Ladies Market and Gaming Orphans

ENTERTAINMENT OFFER

• Poker

• Mahjong

• Bingo

• Bridge

• Keno

• Tab

CROSS SELL TO GAMING

ATTRACTS INTRAVERTED

YOUNG GAMERS

FUNCTIONS & EVENTS

AVOID Shows, Events & Functions that

are DETRIMENTAL to Gaming

TOO BUSY, TOO ROUGH, TOO ROWDY

NO NIGHTCLUB! NO FIGHTS!

WEBMARKETING RULES!

THE SNOWBALL EFFECT

Your Function Space – Asset or Liability?

Your Functions Database?

Function Sales Effort (Targets)?

Function Delivery - Promise & Deliver?

Follow Up!!!

“On a Roll……”

FIX YOUR UGLY BITS FIRST!

NEGATIVE

WOW!

OUCH!

EXPECTATION

GREAT

FIRSTImpression

LASTImpression

BADGet the BUGS Out!

REDUCE WAGES –ENGAGE YOUR TEAM

ENGAGED

NOT ENGAGED

ACTIVELY DISENGAGED

CLUB DIVERSIFICATION

• Accommodation• Gym / Fitness• Aged Care• AMF Bowling• Aqua Golf• Food Franchises• Butcher• Car Wash• Ice Making Machine

• Childcare Centre• Kid’s Play Room• Holiday Rentals• Retirement Village• Retail Rental Properties• Commercial Property Dev• Cemetery / Crematorium• Entertainment Centre• Nightclub

MAD or MAD?

Making a Dollar then

Making a Difference

Valued Donations

Intra Clubs

DEALING WITH CHANGE