Medallion Club celebrates a season
as big as the Bulldogs
It was a big year in AFL with Etihad Stadium tenant club Western Bulldogs taking home the Grand Final trophy. But there was another tenant club that celebrated a successful 2016, Medallion Club.
Colonial Stadium, Telstra Dome, or Etihad Stadium as we know it now, has been a Melbourne events landmark since its first game in 2000. It’s hosted some of the biggest live performances in the last couple of decades. And it’s also home to seven tenant sports clubs, five AFL, one A-League and one BBL. Medallion Club isn’t one of them.
Medallion Club is Etihad Stadium’s premium sports and hospitality membership. But membership doesn’t stop at a guaranteed seat. Members get reserved level two seats to every AFL, A-League and BBL game at Etihad Stadium, exclusive access to a fine dining restaurant, a carvery, bars and a huge terrace that overlooks Docklands. They even get reciprocal rights to other sporting grounds, golf courses and so much more. Come AFL Grand Final day, you get guaranteed tickets to that too.
Unfortunately, by 2015 Medallion Club had begun to lose its appeal. Membership numbers were not what they ought to be and attendance was on the decline. That’s when Town Square was brought in.
Town Square, undaunted by the task at hand, focused on the one thing that makes Medallion Club more special than any other club in Melbourne. It’s the only place where you can go and watch a live game of football from the best seats in the house while enjoying fine food, hospitality and culture. There’s nothing more Melbourne than that. They called it ‘Only in Medallion Club’.
In 2016, to remind members just how good it is, Town Square created a calendar of culturally influentially events inside Medallion Club (exclusive to members and their guests). Events included Melbourne International Comedy Festival comedians, Melbourne International Jazz Festival musicians and hatted guest chefs like Scott Pickett creating custom menus in Medallion Club’s fine dining restaurant, The Grille.
By focusing on the member experience rather than running a meaningless advertising campaign, Town Square and Etihad Stadium helped Medallion Club to one of its biggest years since the stadium opened in 2000, with membership numbers already looking positive for 2017.Published 20 October 2016