Hamilton Workingmen's club bucks trend

Hamilton Workingmen's Club manager Ken Marcum with some of The Conservatory staff team (from left) Dee Tengu, head chef Angela Donaldson, and sous-chef Mark Slade.

Hamilton Workingmen's Club is expecting a few new membership applications as it takes a step into the future of club dining this week with opening of its à la carte restaurant The Conservatory.

The 80-seat restaurant is the fruition of a three-stage project as the club works hard to maintain a high standard of services and facilities for its current members and those still to come.

But it is not particularly about attracting new members, says club manager Ken Marcum, although they would be welcomed. The Conservatory dining experience is about offering more than the traditional club environment, says Ken.

As well as all the usual club facilities, including a full TAB agency, there's a bistro restaurant offering buffet and carvery meals, and now the new table service à la carte restaurant. In addition there's an outdoor bowls club and The Pavilion — with a full bar and kitchen and everything else for special events.

There are also 14 other active subsections of the club, both sporting and social, offering the likes of line dancing, poker, fishing and golf. "We want to encourage our existing members to come to the club more often for more reasons," he says.

Ken is modest about the achievements of the club. But there is no arguing with numbers; the HWMC in Frankton tops 7000 members with 50-80 new applications each month at a time when some clubs face a challenge to retain members, let alone attract new ones. The club has an 84 per cent take-up of annual membership renewals and that usually rises to 92 per cent by the end of the year.

"Yes, we are a club that is bucking the trend," Ken admits.

"Common thinking is that all clubs are struggling; yes, some are — some are finding things difficult," says Ken. "You've got to have good quality food at reasonable prices and good quality refreshments at reasonable prices."

Which may sound simple, but Ken says the challenge is trying to attract and retain members. "Yes, Hamilton has a large retirement market, but we are actively encouraging people aged 30-55; to be relevant 10 or even 20 years from now we have to adapt, to offer more than the traditional club environment," says Ken.

"Some clubs may have facilities that are ageing. Facilities that are not used frequently means they are not generating the revenue that allows for upgrade work and additions," he says.

Ken, with 29 years in the hospitality industry, came to HWMC four years ago. "I was lucky in that I inherited a good club, the previous manager put the club in a good position and that is what I took over. In short we are a great club offering great facilities, one of the biggest things we have going is our members who sell our venue very well, they are very proud of the place.

"It is attractive to them because we have high standards of service and product and reasonable prices, plus a safe environment. The Conservatory will, we hope, attract people who have a special occasion to celebrate, a wedding anniversary, a birthday or other special anniversary," says Ken.