7 minute read
FEATURE: SPORTS BAR ESSENTIALS
More than a game
Clubs are taking cues from American sports bars to create concepts that appeal to the next generation, drive repeat visits, and deliver unforgettable live viewing.
AUSTRALIANS MAY LOVE their sports, but when it comes to designing the perfect sports bar, American venues have long set the standard and increasingly, Aussie clubs are taking note. From huge screens to smartly zoned spaces and immersive design, clubs across the country are rethinking how they deliver the best possible live viewing experience.
The market we need to attract now, they’re looking for more bang for their buck.
That was certainly the case for The Doylo on the NSW Central Coast. Its sports bar, Ready’s, was the result of a major rethink of an area the club consistently struggled to activate, according to chief marketing officer Scott Purcell.
“It used to be a big open barn split in two. One side we branded the beer garden. Over time, the beer garden was too hot in summer, too cold in winter, so we had challenges with the ambience,” he said.
“The other side was the Smokehouse restaurant, which worked really well but then it became less market relevant. We also had challenges around operational costs and being able to manage the kitchen efficiently. It was time for a refresh.”
The result? Ready’s, a pub-style venue in a club environment, with a strong focus on attracting a younger crowd – aged 25 years and older – and delivering a casual dining experience in a social and fun environment.
“We needed to be more relevant to the market and engage with the younger crowd that didn’t see clubs as a place to socialise,” Purcell said.
He conceded that clubs can face barriers to entry compared to pubs, where patrons can simply walk in without the need to sign-in or become a member. While The Doylo is proud of its RSL heritage, he said there was a need to reposition the club to better meet market expectations.
“This space is right out the front of the club, so it gave us an opportunity to break down those barriers. When people enter the club, immediately to the left is this new fun space with pockets of different spaces that would resonate for different segments of the market,” he said.
Purcell acknowledged that while the Sydney and Newcastle pub scenes set a high benchmark, local pubs are also lifting their game – and the market is demanding more.
“The market we need to attract now, they’re looking for more bang for their buck and a more holistic experience; it’s more than just about a cheap drink and cheap feed, they’re looking for a quality experience.”
Ready’s features five distinct spaces, all centred around sport, to appeal to different demographics. On one side, there’s a family-friendly sports viewing and dining area set up with booths and their own screens for intimate viewing and nearby the kids’ playground.
On the other is a more traditional sports bar setup, with what Purcell calls an “inside-out space”, designed to be a little quieter and with female patrons in mind.
“Our point of difference is a 360-degree viewing experience,” Purcell said.
“Good sports bars have big bold multi-viewing options – that real American-Las Vegas sports wall. But with the nature of our space, with high ceilings, we’ve got a huge screen built around that. We’ve basically done it in such a way we’ve created five different pockets of spaces, but it doesn’t matter which pocket you’re sitting in – you can view sports.”
The space also connects directly with the club’s new SportsPlus simulator experience, which was also introduced as part of the redesign. The experience gives patrons the chance to practice their shots for cricket, tennis, baseball, and lacrosse in the same lane through the multi-sport batting experience. Patrons can also practice their swing in virtual golf, as well as augmented reality darts or racing.
“We wanted to become more of a destination; Sports Plus offering gives that uniqueness where people will travel to partake in it and look for us. Our vision was to create the Central Coast’s social hotspot – it’s got something for everyone,” Purcell said.
That attention to zoning and comfort is something Mint Furniture general manager Ally Jago said is key to encouraging guests – whether they’re groups, couples, or solo punters – to stay longer. She pointed out how a great layout will encourage guests to settle in, order another round, and stay for the next game.
“A great sports bar strikes the perfect balance between comfort and energy. It’s all about zoning – mixing high tables and stools for that lively, social vibe near the bar and screens, with more relaxed lounges or low seating in quieter pockets,” she said.
“Dining-height tables are a key ingredient in any great sports bar – but often overlooked. They offer comfort, accessibility, and encourage guests to settle in for longer. They’re ideal for enjoying full meals, making them perfect for groups and big events.
“And don’t underestimate the power of great lighting and layered textures – they elevate the space without stealing the spotlight from the big screen.”
Since opening Ready’s in October 2024, The Doylo has already seen an uptick in visitation.
“It’s been really encouraging,” Purcell said.
“Thursday to Sunday are our peak times, but we’re looking at strategies to activate the space during the week as well.”
Appealing to the next-gen
Not only are clubs looking at how they design their sports bars differently, but they’re also setting them up to run as standalone destinations that just happen to be housed within a club. It’s this deliberate shift that Chatswood RSL took when it opened Yogi’s in November 2024.
“Clubs are opting for the venue-in-venue model because it attracts a broader audience by offering more than just one type of experience,” Chatswood RSL CEO Andrew Hoschke said.
“The model allows you to market to an audience different to what is perceived as ‘the traditional club market’.”
Five ways to boost dwell time
Entain Venues managing director Mark Sturdy offers some tips on how to increase dwell time and boost engagement at your venue.
1. Create the ultimate pre- and post-game vibe. Offer reasons to arrive earlier, stay longer, and engage more while they are in the venue.
2. Turn every game into a big event. Build a full event atmosphere around major games, pre-game content, live tipping competitions like SportsPick, post-game analysis, and opportunities for customers to interact and compete socially all help to drive longer stays. Customers are more likely to remain engaged when they feel part of a bigger event rather than just passive viewers.
3. Get creative with screens. High-quality, purpose-built LED screens such as those from the Adrenalen Vision range create a more dynamic viewing environment. By using screens creatively, showing multi-game feeds, key statistics, or behind-the-scenes access, venues can add layers to the experience and hold attention beyond the main broadcast.
4. Add variety. Offering different types of content before and after the main sporting event, such as highlight reels, interviews, or venue-specific promotions, helps avoid the natural drop-off once a game ends.
5. Design matters. Simple things like seating layouts, sound quality, and ensuring easy visibility of screens from different parts of the venue make a big difference. When customers are comfortable, entertained, and feel part of the action, they will naturally stay longer, and spend more.
