MAKING A DOLLAR or MAKING A DIFFERENCE? INCREASING ROI FOR CLUBS .
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Transcript of MAKING A DOLLAR or MAKING A DIFFERENCE? INCREASING ROI FOR CLUBS .
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MAKING A DOLLARor MAKING A DIFFERENCE?
INCREASING ROI FOR CLUBS
www.bigdave.com.au
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Business Background
2000 weddings over 15 years
56% W.O.M.
99% Satisfaction
Best Reception Centre in Vic.
3 years in a row.
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MAKE A CLUB POSTER!
NAME & CLUB & PHONE
SOFTWARE &
TECHNOLOGY YOU USE!
BEST TIPS & TRICKS
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HOW A CLUB REALLY WORKS
GAMING
FOOD BAR CAFE ENTERTAINMENT
FUNCTIONS EVENTS SHOWS CONF
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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.
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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
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KNOW YOURGAMING PLAYERS
HIGH ROLLERS $50k p.a.
SERIOUS PLAYERS $5k - $50k p.a.
REGULARS $500 - $5k p.a.
DABBLERS < $500
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ATTRACTING HIGH ROLLERS
• LONELY LADIES
• WILD BUSINESS MEN
• SHIFT WORKERS / FIFO WORKERS
• EMBEZZLERS & MONEY LAUNDERERS
• ETHNIC MARKETS – ASIAN etc
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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
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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
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GAMING FOOD STRATEGY
Food is an Attraction for Gamers
Value priced COMFORT FOOD
Fast & Functional
CARBS, FAT, SALT & SUGAR!
Machine Snacks are Critical!
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CAFE - CCC
• Coffee, Cakes & Couch Area
• Fast Service, Quick Coffee
• Adjacent to Gaming Area
• Comfortable Couches – TV watching
Attracts Ladies Market and Gaming Orphans
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ENTERTAINMENT OFFER
• Poker
• Mahjong
• Bingo
• Bridge
• Keno
• Tab
CROSS SELL TO GAMING
ATTRACTS INTRAVERTED
YOUNG GAMERS
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FUNCTIONS & EVENTS
AVOID Shows, Events & Functions that
are DETRIMENTAL to Gaming
TOO BUSY, TOO ROUGH, TOO ROWDY
NO NIGHTCLUB! NO FIGHTS!
WEBMARKETING RULES!
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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……”
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FIX YOUR UGLY BITS FIRST!
NEGATIVE
WOW!
OUCH!
EXPECTATION
GREAT
FIRSTImpression
LASTImpression
BADGet the BUGS Out!
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REDUCE WAGES –ENGAGE YOUR TEAM
ENGAGED
NOT ENGAGED
ACTIVELY DISENGAGED
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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
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MAD or MAD?
Making a Dollar then
Making a Difference
Valued Donations
Intra Clubs
DEALING WITH CHANGE