Club in Focus: Perth Bowls & Rec Club secures its future
The future of Perth Bowling and Recreation Club has been secured, with the City of Perth unanimously approving a seven-year lease and committing $300,000 in co contribution capital works funding.
The decision, confirmed on Tuesday February 24, brings to an end more than a decade of uncertainty and provides the foundation for long term planning and growth.
Established in 1892 as Western Australia’s first bowls club, Perth Bowls Club had been operating under a month-to-month peppercorn lease for the past 15 years while the City evaluated the broader East Perth precinct and Ozone Reserve area near the Swan River.
Club President Peter French, who has been at the helm of the club for the past five years, played a central role in securing the outcome and welcomed the recognition of the club’s community value.
“Whilst the land is worth millions it is great that the Council recognise the social and community benefits of the club,” French said in media interviews with ABC Radio Perth and The West Australian.
“The lease now provides us with certainty which ensures we can secure potential grants, sponsors and make longer term plans around an ageing clubhouse.
“We are investing our own funds, growing membership rapidly, activating a City owned asset and welcoming the broader community, and a seven-year lease allows us to do this responsibly, confidently and sustainably.”
A key priority during the uncertainty period was growing local membership, particularly within the club’s inner-city catchment.
The club worked closely with Bowls Australia’s Club Support Manager in Western Australia, Troy Kinnane, to complete a CLUBMAP Health Check and utilise a Kinetica Gap Maps report to better understand the surrounding demographic profile.
With a markedly different population mix compared to suburban bowling clubs, the insights allowed Perth Bowls Club to tailor targeted social media campaigns that attracted more than 300 new members in just a few months.
The rollout of BowlsLink’s online sign-up function proved pivotal, with QR codes enabling prospective members to join via a mobile phone in minutes and pay instantly through the integrated payment gateway.
Membership funds were deposited directly into the club’s bank account within two business days, streamlining administration and improving cash flow.
Volunteers also letterboxed targeted apartment buildings within walking distance of the club, prompting new local members to discover a venue many had previously assumed was exclusively for competition bowlers.
One new member, who had lived directly behind the club for more than 50 years, returned the following day with two friends who also joined.
New members are now welcomed through automated BowlsLink email campaigns, with invitations to collect membership cards and participate in weekly activities and events.
The club distributes both a weekly bowlers’ newsletter and a monthly social newsletter through BowlsLink, ensuring consistent engagement across its growing database.
As part of the new lease agreement, Perth Bowls Club will soon finalise an updated strategic plan incorporating a formal Activation Plan aimed at broadening community use of the venue.
The club already hosts the Vision-Impaired and Blind Bowlers Association, Perth Ladies Darts Association, Hash Harriers, Probus groups, Lions Club events and a Stay Sharp program promoting gentle exercise and mental stimulation for seniors.
Further partnerships with not for profit and community groups are planned, with a focus on diversity, inclusion and maximising utilisation of the facility.
A Wednesday night summer scroungers competition has been deliberately targeted at a younger demographic and has already attracted up to 20 new participants, many of whom the club hopes will transition into regular competitive bowlers.
With Bowls Australia’s Participation Plan set for release in the near future, the club is exploring additional short format playing options to suit time poor inner-city residents.
Strong corporate demand has also underpinned the club’s financial position, with between 5,000 and 8,000 corporate visitors attending functions annually.
Revenue generated from these events will fully fund the installation of a new synthetic green from existing cash reserves.
The City of Perth’s co contribution funding will also support upgrades to the kitchen, carpets, air conditioning and cool room within the next six months.
A new caterer will commence in March, with plans for expanded social bowls offerings and live entertainment to maintain strong engagement throughout the winter period.
With certainty restored and momentum building, Perth Bowls Club is now positioned to honour its 130-year legacy while confidently planning for its next chapter.
