The moment a guest steps into a club, the design, hospitality, and overall fitout set the tone for their experience. From intuitive layouts to carefully curated aesthetics, clubs are using design to enhance comfort, encourage social interaction, and create a sense of belonging. At the same time, food and beverage offerings, seamless technology integration, and thoughtful guest services are shaping the modern club experience.
For Cabra-Vale Diggers, fitout and design are central to shaping the guest journey.
“A well-executed fitout isn’t just about aesthetics; it’s about understanding how people move, interact, and feel within a space. It’s the key to creating a truly immersive and memorable experience,” said chief commercial officer Vicki Le.
The experience at Cabra-Vale Diggers begins with a grand, airy lobby where guests are welcomed by the club’s signature scent and living elements such as lush greenery and a fishpond, before it flows through to multiple, easily accessible venues.
“We’ve prioritised comfort and flow,” Le explained.
“We’ve created numerous meeting areas for social connection, ensured modern, well-lit spaces, and implemented clear wayfinding so guests can effortlessly navigate between interconnected areas.
“Every detail, from the sensory welcome to the intuitive layout, is designed to make our patrons feel welcomed, comfortable, and eager to return.”
For some clubs, even small design changes can have a major impact. Coledale RSL president Melissa Ellery recalled how renovating on a shoestring budget helped transform what was once a tired space with what she described as pasty yellow walls and brought the club back to life after it had shut its doors.
“We painted the RSL with a bright colour to welcome people back,” she said.
“We painted the walls blue … and got these beautiful blue velvet acoustic curtains. It was about making the place feel warm again and to bring character back to the venue that had been lost. Before this, it was a bit sterile.”
Ellery understands the power of design first-hand, given her interior design background.
“It’s really around zoning. When you’re thinking about the different zones and what you’re trying to create in that zone, it’s important to think about how the furniture helps, the colors, and even the lighting.”
Carina Leagues Club has taken this holistic approach to fitout, ensuring that when it was renovating its space, every design element contributed to enhancing the guest experience. Dine. Restaurant, for instance, is an open-plan, relaxed space with a pizza oven and seating for all group sizes to create an “elevated but familiar home-away-from-home feeling”. Over at Arties Bar, the club has mixed its new colour palette – a rustic blend of burnt orange and forest green – with lounges and booth seating.
“Central to the entire renovation process was a desire to bring the outdoors in – from the lush nature surroundings in our Evergreen Gaming Lounge to featuring plants and Australian natives throughout the club; it’s made the finishing touches extra special,” Carina Leagues Club CEO Adam Wiencke said.
“The new spaces were designed for how we want our members and patrons to feel and interact, from the very first moment they walk in the door.
“Every detail in the club was carefully chosen to evoke a certain emotion – from warm lighting to emanate relaxation to vibrant colours, wall textures and comfy seating that encourage belonging and community.”
Beyond aesthetics, practical considerations were crucial.
“Balancing aesthetics with practicality has ensured we can offer luxurious spaces that are both functional and cost-effective in the long run,” Wiencke said
“We’ve chosen materials that will maintain their vibrancy and stand up to heavy foot traffic, while making sure the layout itself keeps cleaning and maintenance simple and efficient so the club stays looking its best.”
As Materialised CEO Belinda Price puts it, it’s important for venues to understand trends, but also marry that with appropriate, fit-for-purpose furnishing products when it comes when comes to deciding on appropriate design solutions.
“Work with providers and partners that have a solid understanding of both. They will have researched all sorts of products, finishes and colour palettes to deliver the very best to market,” she said.
“Look at common issues that affect the design and experience of club spaces and patrons. Worn or dirty upholstery and furniture can be avoided by selecting the right product in the first place, and avoid early replacement – look for waterproof fabric, and ones with stain resistant finish, or a good quality faux leather.
“Noise can be managed so effectively through acoustic window coverings and wall panels. Not keen to obscure a stunning view? No problem – we developed an acoustic sheer for that!”
She added it’s important to understand the requirement of the fabrics and wall covering in the space, to deliver high performance and on-trend product ranges.
“They will need to be fire retardant, cleanable and durable,” Price said.
“A well-executed fitout isn’t just about aesthetics; it’s about understanding how people move, interact, and feel within a space.”
Vicki Le, Cabra-Vale Diggers chief commercial officer
Other growing trends that Materialised has observed include clubs embracing a bold new era of design, where dark and moody tones, rich textures, and deep colour saturation set the stage for a more immersive experience.
“Abstract wall coverings add dynamic movement, while Indigenous prints bring a powerful connection to culture and storytelling. It’s all about creating spaces that feel both dramatic and deeply engaging,” stated Chloe Rose, head of creative and design at Materialised.
Wow guests on arrival
Even before guests set foot inside, their experience should begin in the car park.
“For many customers the car park is the first and last experience they have of the club, and it needs to be efficient,” Park Agility general manager Brad Burrows said.
“Getting people in, and subsequently out, of the car park without having to circle at a crawl to find an available spot or facing congestion, is one of the best customer experiences that can be offered. Guests [will] feel respected, becoming advocates and loyal visitors wanting to come back again.”
To streamline parking, some clubs have introduced real-time guidance systems that help guests find a spot quickly. At Cabra-Vale Diggers and Dee Why RSL, for instance, Park Agility has implemented sensor-based solutions that indicate available bays, including designated parking for EV charging and accessibility needs.
Park Agility also installed and made both physical and configuration changes to the parking guidance system during different stages of development work at both clubs, with minimum car park closures to ensure guests can still park easily.
“This means guests feel confident upon entry that they will be able to park quickly and get inside,” Burrows said.
Winning with humble hospitality
Food and hospitality are also key pillars of the guest experience, particularly as more clubs shift their focus from gaming-first venues to culinary and social destinations.
“Clubs operate in a landscape flooded with food and beverage options. From grab-and-go to chef-driven dining destinations, our well-informed, media-savvy customers are spoiled for choice. To win in this environment, clubs must rethink their hospitality offering,” says Future Food’s Allan Forsdick.
He points out that exceptional hospitality, memorable food, genuine service, and thoughtfully designed spaces will help distinguish leading clubs in today’s competitive market.
An example, he says, is Greenbank Services Club. The club now features a revamped, modern 130-seat steak and seafood restaurant operating for lunch and dinner seven days a week, alongside its Marketplace dining precinct. The Marketplace takes a multi-faceted approach to an eat street-style experience large enough to cater for 320 people.
“Instead of maintaining separate full-scale kitchens for each concept, Greenbank refined its model to use a central production kitchen with finishing lines at each station,” he said.
“As a result, they’ve enhanced efficiency, improved customer choice, and elevated the overall dining experience, resulting in increased foot traffic across the club, higher spend per visit, and a stronger competitive edge in a crowded market.”
The era of never-changing, laminated menus is over, Forsdick added.
“Even the most traditional patrons are now seeking innovative options, customisable dishes, and new flavours, without losing the sense of personal service they value,” he pointed out.
“These customers – Baby Boomers and Gen X – grew up with high-touch hospitality, and they reward venues that deliver it. Personalised service, qualified teams, and genuine engagement don’t just build loyalty, they drive higher spend and repeat visits.
“Meanwhile, younger customer segments lead busy lives, and seek value, choice, speed and convenience. All-day menus, anytime dining, and experiences that fit around their lifestyles, not the other way around, are essential.”
Equally important is pricing. According to Forsdick, recent trends show the average spend per head was rising, largely driven by inflation.
“Yet not all segments are flourishing,” he said.
“Fine dining and smart casual are softening, while quick-service, impulse buys, and casual dining are holding strong [because] value-driven, flexible offers are winning.
“Customers, particularly those with established spending power, are willing to invest in venues they trust, prioritising standout food, service, and atmosphere over price alone.”
Screening for success
As clubs invest in creating more immersive guest experiences, technology is playing a bigger role than ever before. LED screens, once a functional addition, have now become foundational in shaping atmosphere, engagement, and even revenue opportunities.
“It’s no longer just about showing content – it’s about amplifying emotion, excitement, and engagement,” said Peter Teremi from Octopus LED Screens.
When incorporating LED screens, considerations such as purpose, content strategy, location, viewing angles, screen size, audio integration, and structural and power requirements play a crucial role in ensuring every patron enjoys a seamless experience.
Advancements in display technology, such as higher brightness, faster refresh rates, and customisable content management, now allow clubs to use screens in more dynamic ways – from immersive LED walls to interactive, personalised displays.
“Ultimately, it’s about creating memorable experiences,” says Teremi.
The impact of getting the guest experience right is tangible. Since renovating, Carina Leagues Club has received feedback that guests feel more relaxed and engaged, with many choosing to spend more time in the club.
“During Cyclone Alfred, in a time of uncertainty for our community, we saw members and guests choose to visit the club – when it was safe to do so – using our spaces as a place to unwind, recharge and connect with others in the aftermath of the storm,” Wiencke said.
“They told us how welcome and comfortable they felt during a time of uncertainty for many – that feedback means the world to us.”