A Club where you are expected
Winning new members matters. Keeping them matters just as much.
People stay in a club when they feel they belong. When members are greeted by name, meet one another and have a reason to come in, they renew and they bring their friends. When they stand alone at the bar they drift away, and the cost of replacing them falls on everyone who stays.
Most of what fixes this costs very little. What it takes is attention.
The welcome
- Greeted by name. Every member recognised when they arrive.
- Introductions. Your experience is wanted, and there are members in this building who should have met you years ago. I want to make those introductions happen.
- The members' bar is for members.
- A What's On you can rely on, so no member hears about an event after it has happened.
The small things
In a great club, everything has been thought about. At the moment, one of the first things a guest can see as they come in is a folded wheelchair. Around the Club there are tables and chairs that do not belong together, old chairs pushed under the desks in the Business Centre, and pictures on the walls with no story told about them.
None of this needs a big budget. It needs someone to notice, and to care that it matters. The Royal Automobile Club in London shows what that kind of attention looks like.
- Every room tells its story, drawing on the Club's heritage and collections.
- Rooms that feel designed, with furniture and fittings that belong together.
- Technology that just works. The app, the website, bookings and billing.
More value from your membership
Fees matter to members, and so does what you get for them. I will bring in partnerships that give members more, at no cost to the Club.
- A tailoring house for men's and women's suits, with member pricing.
- Benefits for members who hold their wedding at RACA.
- Travel, theatre and concerts.
Every partnership I bring will be declared to the Board, will cost the Club nothing, and will pay me nothing.
Something worth coming in for
Fireside chats, dinners and salons, with the Club as the stage. More of the evenings members love, AI workshops and talks, and events with motoring and other groups around Sydney.
The best kept secret in Sydney
RACA is one of the finest clubs in the city, yet too few of the right people know about it. The answer is not advertising to everyone. It is reaching the right people, in the right places, the way Sydney's newer private clubs do.
The next generation matters too. Our members' children and grandchildren should want to join.
Open books
Every member should be able to see how the Club is really doing. The numbers sets out what the Club's own accounts show, and my commitment to a plain English financial update every quarter.