2021-2025 Strategic Plan

2 021- 2025 STRATEG I C PLAN PUR POSE We bring together our community and support local causes, sport and the Parramatta Eels to promote wellbeing, happiness and pride.

M ISSION

VI S I O N

We offer welcoming hospitality and positive community initiatives to maximise the experiences of our Members and our community.

To provide a network of premium hospitality, entertainment, sporting, complementary businesses and services for the benefit of our community.

OU R VALUES

ROUSE HILL

( S.P.O.R .T )

DURAL NORTH KELLYVILLE

BEAUMONT HILLS SCHOFIELDS KELLYVILLE

NORWEST KINGS PARK

S ERVI C E

CASTLE HILL

PENNANT HILLS

BELLA VISTA

WEST PENNANT HILLS BAULKHAM HILLS

BLACKTOWN

We are here for the benefit of our Members and our community.

NORTH ROCKS SEVEN HILLS CARLINGFORD

NORTHMEAD

OLD TOONGABBIE GIRRAWEEN EASTERN CREEK

WENTWORTHVILLE SOUTH WENTWORTHVILLE

GREYSTANES

PASSIO N

We are ambitious, strive for excellence and love what we do.

HARRIS PARK HOLROYD

MERRYLANDS WEST

HORSLEY PARK

PARRAMATTA

WETHERILL PARK

AUBURN

GUILDFORD BOSSLEY PARK

YENNORA

FAIRFIELD WEST

LIDCOMBE

FAIRFIELD ENDENSOR PARK

CANLEY HEIGHTS

BONNYRIGG

CARRAMAR

CABRAMATTA YAGOONA BANKSTOWN LIVERPOOL

HOXTON PARK

OP EN NESS

We demonstrate integrity and commitment through transparency and accountability.

MILPERRA

PRESTONS CASULA

OU R CO MMU NIT Y Our Club is intrinsically linked with the Parramatta Eels.

Our community includes the Parramatta District Junior Rugby League catchment area and those who are engaged with our brand, community groups and sporting teams.

RE SPEC T

We are welcoming, inclusive and respectful.

TEAMWOR K

We are united, collaborative and succeed together.

STRATEGIC INITIATIVES

PILLA R S

Clubhouse Refresh Driven by Member feedback to increase social space, entertainment experiences and upgrade gaming, food and beverage facilities across our venues.

Engaged Employees Be an Employer of Choice, attracting and retaining high performing employees.

Having the right people is critical to how we generate revenue and attain financial resilience, allowing us to deliver on our strategy and provide value to our people - employees, Members, and the community.

Digital Transformation Modernise business operations and patron experience through an expansion of our data and technological capabilities. This will be underpinned by a data infrastructure initiative and the roll-out of improved data analysis capability throughout the organisation.

PE OPLE & C U LTU R E Our service led culture is built around investing in our staff and leadership to demonstrate passion, respect and commitment for our Members and community.

FIN A N C IA L ST R E NGTH Generate financial capability to invest in new Member services and initiatives, without compromising future viability.

Increase Non-gaming Services Build our existing non-gaming businesses as well as explore new complementary business opportunities. Our objective is to increase our cashflow from non-gaming sources to both improve our risk profile and better align with our overall purpose of providing value to the community.

Maximise Community Impact

M E M BE R E XPE R I E NCE Find new ways to deliver value to our Members and increase our engaged Membership.

Be the heart of our community. Leveraging our amenities and our affiliation with the Eels to provide value in our catchment area. Our objective is to maximise the impact of our contributions.

Diversify Our Business Diversify and invest in options that align with our business needs and purpose and set our business up for future success. This involves pursuing various expansion and development opportunities. Decisions will be based on data-driven feasibility studies.

OPE R ATI O NAL E XC E L L E NCE Leverage data, technology and operational excellence to enhance Member experience, business profitability, stability and longevity.

Create Master Brand Consolidated view of our brand to resonate across the Parra Leagues group to better reflect and communicate our purpose, values and mission.

Governance & Compliance We aim to operate ethically, to ensure a sustainable financial model and a robust governance and risk management framework.

COM M U N IT Y I M PACT Develop programs and initiatives that positively impact and improve our local community.