Mollymook Golf Club’s Stroke Of Genius During Lockdown

The unprecedented life of COVID lockdowns saw many businesses shut their doors entirely, while others made the decision to pivot their strategy. With indoor gatherings being banned or restricted for much of 2020 and 2021, the hospitality industry copped one of the hardest hits.

At Mollymook Golf Club, they saw this as an opportunity to not only give the Club a complete refresh but to expand their footprint slightly. 

“Shutdown happened and when the industry reopened, they had venue capacities and patron capacities,” says Mollymook Golf Club Operations Manager Jason Clay.

“We have an unusually high-volume food operation for a coastal club, so all of a sudden, we couldn't put out what we normally would. While we had a restricted venue capacity, we decided to serve customers outside of the Club to try and maintain a reasonable level of revenue.

“The function room located downstairs was considered to be underutilised because it's only used sporadically and it's the best room for hospitality on the South Coast as it’s overlooking Mollymook Beach.”

Now, downstairs, locals and the numerous tourists can enjoy meals and great coffee at the Salt & Spencer café, just a few steps from sand. 

“So, the hole in the wall coffee machine soon expanded to now be a seven-days-a-week café inside our old function room,” Jason says. 

“At night, we operate the same room with premium food and beverage offerings.

“Every club has a little café inside it at the end of a bar and these models are more for members’ satisfaction rather than a valuable revenue stream. Salt & Spencer is a proper and genuine café. It has its own kitchen, its own toilets, its own bar. They've got different uniforms. They've got a different manager.”

From something to try during COVID restrictions, it has become one of the biggest revenue streams for the Club’s catering department.

“The first year it turned over close to 500 grand,” Jason says. 

“Now it’s bumped up to $1.5 million. 

"It has attracted people who probably wouldn't have come to the Club before because they're purchasing from outside and not through the main entrance of the Club. So, we’ve attracted an entirely new market, and it was only meant to be a seasonal activation.”

Back upstairs in the main areas of the Club, a full refurbishment was undertaken as well, and the results complement the coastline views perfectly.

“People didn't think it looked bad to begin with,” Jason says of the Club before the renovations. 

“But we just needed a complete refresh of the building to make sure that we're up to date and relevant in a very competitive environment.

“The direction of the interior design set out to bring outside elements in. The carpet, for example, has elements of the waves crashing and the coastal theme goes right through the venue.”

The response from members was fantastic and Mollymook Golf Club has become one of the most popular destinations for diners on the South Coast.

“It’s an unusual situation for our industry, but our catering department is forecasted to do more revenue than our gaming room this year — I mean top-line revenue, not bottom-line income, of course,” says Jason. 

“Our Club revenue ratios are completely different to industry benchmarks. We will exceed $11 million just in the food and beverage business alone.

“I think it's a good message for the community that we're not just a gaming club, and the club industry in general. Without clubs, people throughout communities would be looking where to go.”