From Club to Culinary Destination: How The Growers Transformed Shoalhaven RSL

 

Project Overview

The Growers at Worrigee Sports, a collaboration between Shoalhaven Ex-Servos and Tully Herd Consulting, is a groundbreaking hospitality initiative that has transformed the club’s offering and significantly elevated its appeal. Recognizing an opportunity to maximize the potential of the club’s stunning location, the project sought to redefine dining and social experiences through an innovative, locally inspired food and beverage concept.

Shoalhaven Ex-Servos acquired the Worrigee site in the late 1990s, which includes a golf course, bowling greens, a turf cricket oval, and 44-unit on-site accommodations. However, the full potential of the space remained underutilized. The vision for The Growers was to create an authentic, regionally inspired hospitality experience that celebrated local produce, drew in a younger demographic, and enhanced the club’s connection with both residents and tourists from Sydney and Canberra.

Design and Implementation

From the outset, the project was built around a strong commitment to sourcing and showcasing local produce. The menu was carefully curated to highlight fresh, regional ingredients, and the food concept was positioned as modern Australian with diverse influences. To achieve this, the team engaged in an extensive research and sourcing process that involved:

  • Visiting local farms and producers

  • Establishing partnerships with oyster growers, wineries, and breweries

  • Developing a menu that emphasized a ‘coast-to-country’ experience

  • Designing a casual-yet-premium smokehouse concept with a street food influence, featuring tacos, empanadas, sliders, and wood-fired meats

A key design element was the seamless integration of indoor and outdoor spaces to capitalize on Worrigee’s picturesque surroundings. The space was structured to allow flexibility, enabling private functions, family gatherings, and casual dining to coexist harmoniously.

To attract a younger, more experience-driven demographic, The Growers was deliberately branded separately from the traditional club. This decision proved pivotal in broadening its appeal beyond typical club-goers and drawing in a vibrant, younger audience.

Community Engagement and Branding Strategy

One of the fundamental aspects of The Growers' success was its focus on community engagement. The project took a hyper-local approach, ensuring that the produce, beverage selection, and overall experience resonated with Shoalhaven’s identity. The branding strategy positioned The Growers as a destination dining experience rather than just an extension of the club. This was executed through:

  • A modern, fresh visual identity that diverged from traditional club branding

  • Strong storytelling around local producers and suppliers

  • Active social media marketing targeting younger demographics

  • Events and activations designed to showcase regional flavors and experiences

By fostering deep relationships with local suppliers, The Growers was able to offer a unique and ever-evolving menu while also stimulating the local economy. This commitment to regional authenticity and sustainability resonated strongly with customers, further reinforcing the brand’s credibility and desirability.

Results and Impact

The Growers has had a profound impact on both Shoalhaven Ex-Servos and the broader community. Key outcomes include:

  • Demographic Expansion: A significant increase in younger patrons, particularly within the 30-year-old female market, which had traditionally been underrepresented in club demographics.

  • Tourism Growth: Positioned as a destination venue, The Growers has successfully attracted visitors from Sydney and Canberra, reinforcing Shoalhaven as a key regional tourism hotspot.

  • Membership Growth & Club Utilization: A marked increase in new memberships and greater utilization of existing club facilities, particularly for pre-dining drinks and social gatherings.

  • Revenue Uplift: Strong financial performance, demonstrating the viability of premium yet approachable dining experiences within club environments.

  • Community and Economic Benefits: Strengthened relationships with local farmers, producers, and artisans, fostering a sustainable local food ecosystem and creating employment opportunities.

The success of The Growers has provided a blueprint for how clubs can evolve to meet changing consumer expectations. By embracing innovation, prioritizing experience-driven offerings, and engaging deeply with the local community, Shoalhaven Ex-Servos has set a new benchmark for the future of club hospitality in Australia.

With an exciting trajectory ahead, The Growers is poised for continued growth, serving as a beacon for clubs looking to modernize and diversify their offerings while maintaining their community-centric ethos.