Singleton Diggers has rebranded its second venue – originally known as Singleton Diggers Alroy Park – to Club Dorsman.
It was an idea that began during covid, with club’s management and board wanting to create some differentiation between the two venues that are a ten-minute drive apart, on the fringes of New South Wales’ Hunter Valley region.
“In the middle of covid, we were getting much distortion between the two venues. One is Singleton Diggers, and the other one is Singleton Diggers Alroy Park. So the rebrand came about to alleviate any customer confusion, in the first instance, but also to give the venue an identity that it deserves as a standalone venue,” explained Singleton Diggers CEO Michael Titow.
Titow and his team worked with consultants Brand Partners out of South Australia on the new name and branding for Club Dorsman, which is named after the street the club is located on.
“[Brand Partners] did some focus groups for us, they did up some logos, they tried to get the essence of the club, what we were trying to achieve and went out to that target market to see what was best representative and what they felt, would fit with the club.”
It’s been just over a week since the Club Dorsman branding has launched, and while members and guest are still adjusting, Titow believes the new branding is in the best interested of both club venues.
“There’s always pushback with any change. And, of course, change is a scary thing. But the staff have picked it up well, and they’re trying to lead the clientele and the members down the correct path of why we’ve decided to change the name. It’s a hard transition from something that people have known for 35 years.”
As part of the rebrand, the Alroy Bistro has also been renamed Ei8ht, and serves up both Asian and western meals. The name Ei8ht is a play on words, referring to the club’s address, a number considered lucky in Chinese culture, as well as a reference to eating.
Being relatively close together, the two clubs will target different demographics, with Club Dorsman’s aiming to attract 25-40 year-olds and their families with new offers focused on encouraging socialisation. That includes The Arbor, a beer garden which can seat 140 people, and the Arbor Café, which can host 40 people indoors. Both are expected to open on 12 December, weather permitting.
“We’re trying to invite socialising again, getting people together. So the Arbor Café itself is going to be doing only a share menu. You won’t be able to get a chicken schnitzel out of there. You will be getting beef cheeks that’s shared and pizzas that’ll be shared between groups of four to six people. So it’s trying to get that socialisation back into hospitality,” stated Titow.
“The right name is critical to effectively and evocatively reflect the beautifully, natural connection flowing from within the club, out into an enticing green space, complete with two resplendent cabanas. The fact the food will be a shared plates emphasises the outdoor space’s purpose: socialise, connect, experience good food.”
Club Dorsman will also be opening a new sports bar shortly, which includes a 9mx2m LED wall by Digital Signs Australia that can be divided up into three 150-inch screens showing sport. Club Dorsman worked with architecture firm EJE on the new-look.