Case Studies

The SCG Trust were experiencing a decline in hospitality, characterised by falling sales numbers, static price points, and lower levels of repeat business – particularly from the winter codes of football, rugby league, rugby union, and AFL. Revenue had dropped from an average $5.5m per annum during years 2006–2008 to an average $2.1m pa during years 2012–2014. Profit margins were consistent at 45%. To address the decline, the SCG Trust invited MatchPoint to manage initially the ‘Casual’ (match by match) hospitality programme, and shortly after also the ‘Annual’ hospitality programme. MatchPoint turned the $2.1m pa hospitality business (2012–2014) into a $10.5m pa hospitality business (2022–2024), increasing the previous $1.1m annual profit into $5.8m annual profit, with the additional benefits of higher occupancy and client satisfaction as demonstrated by high levels of repeat business.