Over the years, Bankstown Sports Club has sharpened its focus on delivering tailored experiences around live events, with CEO Michael Clancy at the helm of a strategy that brings together sport, hospitality, and inclusivity.
“Bankstown Sports has always been somewhere that our members and guests can come together to watch their favourite sporting events and entertainment, live and free, in a safe and welcoming environment,” he said.
“Over the years, I think we have paid closer attention to what our patrons are interested in when it comes to sport, and how they like to come together to celebrate those special events, and we have been able to cater accordingly.”
A prime example of this was during the NRL Magic Round, when the club hosted a special fan day event in the heart of Bulldogs territory, complete with a live footy panel, giveaways, and appearances by NRL legends, that led into the Bulldogs’ showdown with the Titans.
Where once the typical footy fan was a group of mates watching from the bar, today’s audiences are more diverse, and Bankstown Sports has responded accordingly.
“I think there has really been a shift towards inclusivity when it comes to sport, especially with female participation, and that has been reflective in the way our members and guests are choosing to come together in our club,” Clancy explained.
“Instead of men coming in with their mates to watch the game, it’s now families and groups of women enjoying a night out together, with a sporting game or live show included in their plans. So, we’ve made sure to cater for everyone in our sport and entertainment programming.
“The Olympics and the Matildas especially, were a great example of that. It was such an even spread of men, women and children watching those events here.”
This inclusive and adaptable approach underpins the club’s broader philosophy to stay versatile when it comes to its offerings.
“If we can offer something for everyone, we make it an easy choice for our members and guests to choose us for their next family dinner or special event,” Clancy said.
“It’s about providing our community with a venue that always has something new and exciting to offer, whether it be our restaurants, live entertainment, or special sporting event activations.”
The impact of these activations is measurable, not just in terms of atmosphere and community spirit, but through real data on attendance, dwell time and social engagement.
“When we have run similar events in the past, we have seen foot traffic into the venue increase, and those members and guests are staying for longer when they visit. We also see a lot of return patronage in the weeks and months that follow,” Clancy said.
“While on socials, our engagement improves and we see more reach on posts with people liking, commenting and sharing, which gives us even greater exposure within the community.”
Looking forward, Clancy believes suburban clubs need to keep innovating if they want to remain relevant for future generations.
“I think it’s all in the offering. If you want to attract a younger audience, you must cater to their interests and keep them coming back for more … and it’s important to listen to what your members and guests want,” he advised.
“We could host a fantastic event with all the bells and whistles, but if our community isn’t interested in it, there’s no point. It’s about delivering what our community wants to be involved in.”
