Maximising Revenue Per Square Metre: How One Hospitality Venue Increased Capacity and Performance Without Expanding
80% of venues are under-utilising their space, and most are sitting on revenue capacity they’ve already paid to build, but aren’t fully leveraging.
Many venues assume meaningful revenue growth requires structural expansion, major capital works, or a full masterplan redevelopment.
Reception and Retail at Club Catalina
What we targeted
• Under-performing zones that were visually dated but structurally sound
• Spaces used only at limited times of day
• Areas serving only one member demographic
• Poor adjacencies between retail, hospitality and lounge areas
• Missed opportunities for dwell time and repeat spend
Bar Lounge at Club Catalina
What changed
• Created clearly defined experience zones within existing floor plates
• Designed settings for different member groups — golfers, families, younger visitors, couples and functions
• Improved flow between arrival, retail, food and beverage and lounge areas
• Upgraded finishes and identity without structural works
• Staged delivery so the club remained operational
Communal dining at Club Catalina
Commercial outcomes clubs typically see from this approach
• Higher spend per visit
• Increased cross-use between zones
• Broader demographic appeal
• Better day-to-night utilisation
• Lower capital cost compared to rebuild strategies
• Reduced operational disruption during works
For many venues, the opportunity is not more floor area, it is better performing floor area.
Lounge area at Club Catalina
Check out how we applied these principles to Catalina Club HERE.
Outdoor dining at Club Catalina