Armidale City Bowling Club is poised to invest over $4 million to overhaul its clubhouse in the new year, pending council approval.
The planned renovations, which are expected to take up to eight months, will see the bar, cafe, and lounge areas upgraded, while the flow of the gaming room and outdoor spaces are enhanced.
“What is coming is something that has not been seen anywhere in the area. We believe this to be a game changer going forward and [it will] appeal to a wide demographic group,” CEO Walter Sauer told Club Management.
As part of the club’s forward-planning strategy, Sauer said they identified the need to “reclaim” and reconfigure internal spaces, such as the TAB area and verandah. In its current form, the club already offers a modern, contemporary facility with abundant daylight, comfortable lounge areas, a cafe, a bustling restaurant, and multiple function and meeting room options.
“[We want] to inject new life, as well as attract a new demographic and further explore the family market share,” Sauer said.
He noted the importance of challenging stereotypes about bowling clubs.
“I feel that it is very important to look at options [for] how to broaden our appeal, as traditionally clubs, particularly a bowling club, seem to have a stigma of being old and crusty, full of honour boards and old people,” Sauer said.
“Far from the truth nowadays, with modern healthy food options, great coffee, and an overall family-friendly setup being the reality. It will still take time to overcome this perception, and we are working on this one via our upcoming development.”
Sauer highlighted that the revamped customer experience will be “immersive, engaging and fun”.
“After the recent installation of a new kids’ room for toddlers, we continue to build on being attractive and relevant to a wider customer base as we go forward and to diversify the business offering,” he said.
The 110-year-old club will team up with Paynter Dixon on the renovations.