Most Venue Renovations Focus on Looks, Not Revenue. Here’s What High-Performing Venues Do Differently.
We review a large number of club renovation briefs, and most miss the same commercial lever.
The biggest renovation cost is not overspend, it is under-performance
Across venue renovations we review, one pattern appears again and again. Projects are often driven by aesthetics first and commercial performance second. But boards and executives are measured on utilisation, member growth, and return on capital, not finishes.
High-performing renovations usually prioritise:
Space utilisation across multiple day parts
Multi-demographic appeal
Spend-per-visit uplift
Cross-traffic between zones
Staged delivery to reduce operational risk
Outdoor dining at Club Catalina
When these are built into the design brief early, renovation outcomes change significantly.
We recently applied this revenue-first framework to a golf club renovation delivered without structural change and without a full redevelopment program. The renovation included: reception, retail golf store, lounges, bars, cafe, function, dining and outdoor areas.
For many venues, the opportunity is not more floor area, it is better performing floor area.
Dining and Lounge at Club Catalina