It needed to be modern, stylish and
sophisticated and it needed to have
an aspirational feel.
Streamline the identity
A major consideration with the
rebrand was the club wanted
patrons to immediately know who
they are and what they do.
They wanted to be easy to relate to
and not to confuse their audience.
The club also boasts a very
successful functions centre,
however, there was a disconnect
in the old branding, with many
patrons from the function centre
not recognising it was part of the
club, which resulted in the club
not maximising the flow on from
this resource.
Along with technology upgrades to
bring the venue up the best of city
standards, the rebrand has been
extended to incorporate the York
Events space as well.
Rocky Massaria, CEO of Club York
said, “Following our strategic
planning session in 2016, the club
held a series of focus group sessions
with members and staff which led to
a number of recommendations being
submitted for Boar consideration.
Amongst these, it emerged that
the club had a bit of an identity
crisis and that we’d become and
address, like many other “…on York”
businesses in the street. “
“We wanted to have our own identity
as a club and hence the name ‘Club
York’. This, coupled with the new
style of food offerings has proved
very successful, resulting in record
F&B sales in the opening month and
a substantial spike in new members”,
Mr Massaria added.
Broaden the appeal.
The club knew they needed to
revitalise its image and broaden its
appeal. The club’s city location is
also one that is highly evolved and
innovative. It needed to keep pace
and be noticed in a very congested
and competitive market.
Think we only
do ATMs?
Think again.
The new identity needed to become
more relevant to it city audience.
The club has engaged and worked
with its members and staff along
each step of the rebranding process.
They may have a new name, a new
look and new food and beverage
offering - but they have retained
their friendly staff and high
standards of customer service which
research showed were one of their
major assets.
For a preview of the new look
and feel, check out the Club York
website here >>
www.clubyork.com.au
A total in-venue payment and
cash management solutions
provider, offering a broad range
of Gaming Integration
products and services.
•
•
•
•
Cashier Assist Terminals
Secure Smart Safes
EFTPOS Terminals
Cash Redemption
Terminals (CRTs)
Call Toll Free:
1800 764 409
Come and see our full
range of products on
Stand 322
at the ICC Sydney
Darling Harbour
15-17 August
Delivering more
banktech.com.au