2 021- 2025 STRATEG I C PLAN PUR POSE We bring together our community and support local causes, sport and the Parramatta Eels to promote wellbeing, happiness and pride.
M ISSION
VI S I O N
We offer welcoming hospitality and positive community initiatives to maximise the experiences of our Members and our community.
To provide a network of premium hospitality, entertainment, sporting, complementary businesses and services for the benefit of our community.
OU R VALUES
ROUSE HILL
( S.P.O.R .T )
DURAL NORTH KELLYVILLE
BEAUMONT HILLS SCHOFIELDS KELLYVILLE
NORWEST KINGS PARK
S ERVI C E
CASTLE HILL
PENNANT HILLS
BELLA VISTA
WEST PENNANT HILLS BAULKHAM HILLS
BLACKTOWN
We are here for the benefit of our Members and our community.
NORTH ROCKS SEVEN HILLS CARLINGFORD
NORTHMEAD
OLD TOONGABBIE GIRRAWEEN EASTERN CREEK
WENTWORTHVILLE SOUTH WENTWORTHVILLE
GREYSTANES
PASSIO N
We are ambitious, strive for excellence and love what we do.
HARRIS PARK HOLROYD
MERRYLANDS WEST
HORSLEY PARK
PARRAMATTA
WETHERILL PARK
AUBURN
GUILDFORD BOSSLEY PARK
YENNORA
FAIRFIELD WEST
LIDCOMBE
FAIRFIELD ENDENSOR PARK
CANLEY HEIGHTS
BONNYRIGG
CARRAMAR
CABRAMATTA YAGOONA BANKSTOWN LIVERPOOL
HOXTON PARK
OP EN NESS
We demonstrate integrity and commitment through transparency and accountability.
MILPERRA
PRESTONS CASULA
OU R CO MMU NIT Y Our Club is intrinsically linked with the Parramatta Eels. Our community includes the Parramatta District Junior Rugby League catchment area and those who are engaged with our brand, community groups and sporting teams.
RE SPEC T
We are welcoming, inclusive and respectful.
TEAMWOR K
We are united, collaborative and succeed together.
STRATEGIC INITIATIVES
PILLA R S
Clubhouse Refresh Driven by Member feedback to increase social space, entertainment experiences and upgrade gaming, food and beverage facilities across our venues.
Engaged Employees Be an Employer of Choice, attracting and retaining high performing employees. Having the right people is critical to how we generate revenue and attain financial resilience, allowing us to deliver on our strategy and provide value to our people - employees, Members, and the community.
Digital Transformation Modernise business operations and patron experience through an expansion of our data and technological capabilities. This will be underpinned by a data infrastructure initiative and the roll-out of improved data analysis capability throughout the organisation.
PE OPLE & C U LTU R E Our service led culture is built around investing in our staff and leadership to demonstrate passion, respect and commitment for our Members and community.
FIN A N C IA L ST R E NGTH Generate financial capability to invest in new Member services and initiatives, without compromising future viability.
Increase Non-gaming Services Build our existing non-gaming businesses as well as explore new complementary business opportunities. Our objective is to increase our cashflow from non-gaming sources to both improve our risk profile and better align with our overall purpose of providing value to the community.
Maximise Community Impact
M E M BE R E XPE R I E NCE Find new ways to deliver value to our Members and increase our engaged Membership.
Be the heart of our community. Leveraging our amenities and our affiliation with the Eels to provide value in our catchment area. Our objective is to maximise the impact of our contributions.
Diversify Our Business Diversify and invest in options that align with our business needs and purpose and set our business up for future success. This involves pursuing various expansion and development opportunities. Decisions will be based on data-driven feasibility studies.
OPE R ATI O NAL E XC E L L E NCE Leverage data, technology and operational excellence to enhance Member experience, business profitability, stability and longevity.
Create Master Brand Consolidated view of our brand to resonate across the Parra Leagues group to better reflect and communicate our purpose, values and mission.
Governance & Compliance We aim to operate ethically, to ensure a sustainable financial model and a robust governance and risk management framework.
COM M U N IT Y I M PACT Develop programs and initiatives that positively impact and improve our local community.