The story below was submitted by John Roehrig. Originally penned in 1998, it tells of the decision to form the Burleigh Beach Club (our supporter's club) and the philosophy behind its development as a Burleigh icon.

So attention turned to existing premises.  A number of factors were driving this project.  The Clubhouse was getting older and membership was increasing.  There was serious concern by the Committee that the facilities were fast becoming inadequate to meet the demands of existing membership let alone attract new members.  Also the "bank" that had been built up via the 89 Aussies was slowly diminishing.  While the Club was breaking even on its operational expenses, it needed to increase its savings to fund any renovation.  A licensed Club (without pokies) was seen as an option.  The male bunkroom was seen to have the best ambience with panoramic views for about 270 degrees of the Gold Coast.

The concept of a staged development received wide acceptance by the members so plans were made and a business analysis done.  A building committee was formed under the Chairmanship of Life Member Kev Hoskins and local builder Barry Woodland volunteered his services as project manager.  Tradesmen within the club membership were also enlisted to help.  Plans and specifications were drawn up and a works program developed.
 
Applications were made to the Gold Coast City Council and the State Government for financial assistance and the local Bank Manager lobbied for a loan.  The State Government approved a grant of $50,000 through its Minor Facilities Program and the Gold Coast City Council approved an interest free loan of $30,000.  With the Club's well established reputation, the bank had no hesitation in granting it a loan.
 
A Marketing Committee was also formed to promote the new Club.  It was one thing to have a nice building, but customers were need to help pay the bills.  The first task of this Committee was to identify possible customers and what was needed to not only attract them but keep them coming back.  A number of points were made that were considered to best suit our circumstances.

• The need to attract non-lifesaving people to the Club.  Everyone who is not a member of BHMP is a likely customer.
• The premises should not be threatening to customers by giving them the impression it was for lifesavers only.
• There was a need to attract families and provision needed to be made for children.  
• The Burleigh area was seen as a family holiday destination and we needed to keep with this theme.
• A good quality dining facility was needed and a well equipped kitchen was a must.
• A theme of "Burleigh Heads Beach" was to be promoted, not just a Burleigh Lifesavers theme. 

Local businessman and former Manager of the Burleigh Hotel, Michael Jones, was recruited as Manager.  He was given a simple brief to enlist the staff and get the Beach Club up and running.  He would report to and be responsible only to the President of the Beach Club.  It was considered important that he be given as much freedom as possible to get the Club working.
 
A business plan was developed with again the emphasis on quality service and product.  A friendly family environment in the Club was to be adopted and this was identified in the Business Plan and children were to be provided for.  Budget targets were also set as well as membership targets and meal numbers were projected.
 
During construction workers and staff were often queried by passers-by as to what was happening and when would it be open.  In excess of 100 applications for membership were received even before the building was completed and there was an obvious interest in the local community in the new Club.
 
After some frustration with gaining the appropriate Government approvals for the license the premises opened on Friday 19 September 1997.  While success was not immediate it did not take long for word to get around.  An emphasis had been placed on quality service and good meals and this was paying off as all our projections were continually surpassed.
 
The original plan had been to install Sails over the deck to provide much needed protection from the sun for patrons.  However this was expensive and could not be fitted into the budget.  The premises traded for the first couple of months without a roof on the deck while another more economically acceptable style was determined.  A thatched roof was proposed and after much haggling a price that was within our means was established.  The thatched roof has proved to be a real bonus to our image and is fast becoming an icon at Burleigh. The headland and the nesting of the Lorikeets in the pine trees are the visions often viewed as symbolic of Burleigh and the Beach Club with the thatched roof may soon join these images.
 
An membership target of 2,000 was set for the first year of trading and this was considered ambitious.  It was determined that we would need a long term membership of around 5,000 to provide the returns we desired.  The target of 2,000 was surpassed in early January and was pushing towards 3,500 towards the end of June.
 
The Committee however has not rested on its laurels and has looked and continuously reviewed its operations and identified areas for improvement.  Outside experts were invited to Board meetings to keep Board members up to date.  It was recognised that much of what was happening was new to Board members needed to expand their knowledge.  The concept of quality was also to be installed in administrative procedures.  Monthly reports of the highest standard were established to provide appropriate controls.  Administration of membership has been under constant review in order to provide members with suitable identification within an acceptable timeframe.
 
Also membership of the Registered and Licensed Clubs Association and the Restaurant and Caterers' Association was applied for and obtained as a means of keeping in touch.  An application was made for Club of the Year and everyone was thrilled when we were nominated as finalists in the Gold Coast Division and Best Food Outlet Division.
 
A review in the local Gold Coast Bulletin gave the Club a very favourable three and three quarter star rating which provided a further boost to business.  Feedback from visitors has always been positive and it is very rare for diners to leave the Club with anything other than a favourable attitude.
 
The Club passed another significant milestone in early June when it surpassed $1 million in sales in less than nine months.  This has surpassed even the most optimistic projections and has been a credit to the efforts of management and staff.  It is also a tribute to those who had the vision to do this.  While much of the emphasis for licensed clubs in recent times is to look to poker machines for revenue, the success of the Burleigh Beach Club has been against this trend.  Management actually promotes the fact that they don't have gaming machines to add to their family appeal.
 
There are not too many more pleasant ways to spend an afternoon than swishing a couple of cold ales with a good meal on the deck overlooking the best spot in Australia.
 
John Roehrig
8 July 1998