It is important that it becomes a strong food and beverage expansion model that drives positive net outcomes to the bottom line of the group finances. 

Our Growers’ staff are dedicated to the concept and don’t rotate within our other venues. The real treat for us is our location and accessibility to the wonderful fresh produce that the area provides. 

We get local mushrooms, oysters from Greenwell Point only 10 mins away, olives from Kangaroo Valley and local Nowra cheeses. This is all topped off with fantastic wines from local estates such as Silos, Coolangatta Estate, Cupitts and beers from Jervis Bay Brewing, Flaming Galah, Bentspoke from Canberra and Southern Highlands Brewing.

How did you arrive at that concept to develop for the Club?

Not long after I started at the group I could see the potential in the Worrigee Sports site as an opportunity to really develop into a true multi-faceted operation taking full advantage of the well-presented property and available spaces.

We began looking at options for an additional outdoor food space and partnered with Tully Heard to develop the concept. 

A large amount of research went into the project in the early stages especially around our target demographic. We took apart our membership and identified a gap in the 30-year-old female cohort, they just were not coming to the club, yet made up a large portion of the local market and were well represented in the local area demography.

"The concept was designed to be fully self-sufficient from the rest of the Club's operation..."

We conducted focus groups with members and non-members as well as concept research including a trip to the US touring Seattle, Portland, San Francisco and perhaps the most influential aspects of the Napa Valley area which reflects similar traits to the Shoalhaven. Local venues that we checked out and took inspiration from included Cupitt’s Estate Ulludulla, Acre at Camperdown, Greens North Sydney, Easy Lane at Windsor, The Grounds Alexandria and other innovative F&B operations. 

Opportunities also arose to test the concept with “pop up” events on the grassed areas using a food truck concept. It was also very important for us to locate the right people to align with the project, so we made some strategic appointments including Group COO Andrew Gunn who came to us with extensive food experience. Andrew has been the driving force behind the project as well as taking over our other food operation Pepper Trees 12 months prior to Growers opening which proved to be a sound strategy. 

"We had an amazing marketing campaign which started well before we opened to build anticipation...""

All in all, it was a 3.5 year research and strategy concept, from development to open.

You've engaged a lot of local producers, farmers and breweries for The Growers, was this a big task to undertake?

Our Chef Patrick was employed early on, about 4 months prior to open with the challenge to align with local suppliers. 

He took advantage of this and visited farms and production sites, local markets and regional food events to source the best of the area.

Most producers were excited to hear about a new eatery and were eager to jump on board. 

We have also included a small retail space where patrons can take home local goods that we use within our kitchen. Andrew put together the beverage component which also meant sampling (the good part of research) and meeting with potential suppliers. 

Post opening many new suppliers have attended the site keen to get on to the menu.

The offering appeals to a much younger market than most clubs traditionally attract. How have you marketed the new space? 

We had an amazing marketing campaign which started well before we opened to build anticipation. You only get one crack at it (opening) so it’s important to get right. 

We had a large budget which included attracting social media influencers, photography and branding. Prior to opening we had reached a million people with targeted articles in Broadsheet, SMH Good Food Guide, Concrete Playground as well as industry journals and local media exposure. Our total campaign reach has now exceeded 12 million people. 

Influencer Jules Sebastian has visited multiple times with family (and Guy) and Neil Whittaker enjoyed his Birthday lunch with us too. 

We’ve had comments that the venue is comparable to a Hemmes venue which is a strong accolade. 

"Align yourself with the right people that you need to execute the project."

Probably the most important aspect was the branding. It was deliberately branded away from the club and pre-opening had no linkages to the Club. This was important as the targeted market are not traditional Club members or even visitors, they are restaurant goers and looking for trendy venues to enjoy. 

Sadly, Clubs over the years have been seen as old and dark and not very welcoming, it’s tough to break that mentality within the non-Club going community. The Growers has its own website, socials and team which has worked well and continues to drive visitation.

What has been the biggest lesson you've learnt/ taken out of this experience? 

Building a kitchen from scratch you must get it right, spend a lot of time with a chef, ensuring it is efficient and contains quality, up to spec equipment. When you think the design is right, double it…lol!

Any advice for anyone looking to undertake a project like you've done?

Get stuck in and have faith in your ideas. That said, underpin and back your ideas with solid strategy, research and budgets. Align yourself with the right people that you need to execute the project.

What's next for the venue? 

We will now look to expand our gaming offering again due to demand and investigate opportunities for further estate development including an indoor heated pool in concert with Shoalhaven City Council.

Thank you for sharing your story and insight Bernie.