With all the renovations and expansions currently taking place in the Queensland club industry, one critical business driver is being overlooked in many cases: parking. There is little point in spending millions of dollars to improve a club’s facilities and amenities if members and guests cannot find somewhere to park—especially during peak times. For many sporting clubs, parking issues are further compounded by training sessions or game days, which can be particularly costly from a gaming revenue perspective. The phrase “park and punt” has been around for quite some time, and it still holds true—if members and guests cannot easily park, they will simply move on to another venue.
Many clubs in Queensland that grew from smaller venues soon discovered they were landlocked—not just in terms of expansion, but especially when it came to parking. Some of these clubs are still struggling today, as the cost of acquiring adjacent property has increased dramatically. Unfortunately, many local councils are not supportive of expanding parking facilities, particularly in residential areas. Despite these challenges, it’s important to recognize that available parking is a key driver of success in the club industry, especially given the older demographics many clubs serve.
One question we’re often asked is, “How much parking do we actually need?” Some time ago, DWS conducted extensive research into parking requirements to help clubs maximize opportunities. This research led to significant investment in parking development. Over the years, DWS has been able to assess the outcomes and validate the original findings. Their data clearly shows that clubs which implemented the recommended parking strategies saw significant revenue increases—more than enough to cover the cost of the parking developments over time.
Car parks play a crucial role in the overall business improvement strategy of a club. Not only do they meet the necessary demand for member and guest parking, but they also present a valuable opportunity to gain a competitive advantage. When car parks are clean, well-lit, attractive, and perceived as safe, they are more likely to be preferred by patrons over those of competing venues. In recent years, clubs have also recognised the added value of covered parking—not only does it enhance the member experience, but it also creates space for solar panel installations. This can reduce power costs and partially offset the expense of constructing the car park. Promoting all-weather, safe parking is a strong marketing point.
However, large car parks can present challenges, particularly the walking distance to the club entrance. While they provide ample space, this distance may pose difficulties for elderly patrons. Many clubs have addressed this issue by offering golf cart shuttle services, especially during busy periods—an initiative that adds both convenience and excellent customer service. Alternatively, some clubs have opted to build multi-storey car parks that deliver patrons directly to the front entrance. Examples include Pine Rivers Bowls Club, East Leagues Club, Lions Richlands, and Maroochydore RSL—the latter being the first club in Queensland to construct a multi-storey car park.
Research conducted a few years ago—still highly relevant today—identified a clear relationship between Electronic Gaming Machines (EGMs) and parking availability. EGMs can contribute up to 80% of a club’s bottom line. Based on this, the minimum parking target is 2 bays per EGM, while the ideal target is 3 bays per EGM.
However, clubs with extensive sporting facilities or large function rooms—both of which significantly consume parking—may require a higher ratio of parking per EGM. This is because these additional activities can occasionally reduce EGM revenue due to parking competition.
Additionally, clubs that maintain a higher parking ratio per EGM tend to show a higher Average Daily Revenue (ADR) compared to clubs with similar numbers of EGMs but fewer parking spaces.
Calculating your club’s parking needs is not overly complex. Start by estimating the following:
- 75% of your gaming area occupancy
- 75% of your dining seats
- An average estimate of bar and lounge foot traffic
This will give you a rough number of patrons. Research shows that, on average, between 2.5 to 3 patrons travel to the club in a single car. So, divide your estimated number of patrons by 2.5 to get a general idea of how many parking spaces are needed to maximise the club’s opportunities.
If your club has a large function room or regular sporting events that compete for parking, you’ll need to account for additional spaces accordingly. In many cases, the number of extra bays required to support these activities may be more than you expect—but they are crucial for maximising the club’s overall potential.
DWS has conducted several research assessments for club parking over the years and John Dickson would be happy to assist anyone seeking more information on parking requirements and opportunities.
About the Author
John Dickson is the Founder and Executive Chairman of DWS Hospitality Specialists. With over 40 years of senior management and consulting experience in the hospitality and leisure sectors, John specialises in:
- Strategic Planning
- Corporate Governance
- Business Structure & Compliance
- Workshop & Training Facilitation
📩 Learn more about John here, or contact John Dickson at john@dws.net.au to discuss your Club’s governance and strategic planning needs.
