Caulfield RSL

What Caulfield RSL does

Caulfield RSL is a community-based, member-supported sub-branch of the Returned and Services League of Australia, operating from a single venue at 4 St Georges Road, Elsternwick, Victoria. Founded in 1917, it serves past and present members of the Australian Defence Force and Allied Armed Forces, their families, and the broader Elsternwick community through a combined welfare, hospitality, and commemoration mandate. Core products and services include the Caulfield Rewards membership program (with 1-year and 3-year subscription tiers across Service, Affiliate, Social, Associate, and Community categories at $45 and $75 respectively), a full-service bistro and café lounge, a TAB sports bar with large-format viewing monitors, an outdoor dining area called The 4 Court, function and event hire through the ANZAC Room, gift cards in fixed denominations, and a dedicated welfare department providing financial, mobility, and commemorative support to veterans.

The underlying technology footprint is modest and characteristic of a small hospitality venue: an online table booking widget, a basic WordPress-based e-commerce storefront for memberships and gift cards, TAB digital terminals, and a website content and newsletter subscription system. No proprietary platforms, APIs, mobile applications, or AI/ML capabilities are disclosed. The club also operates the adjacent NZ Sub Branch Victoria, which extends services to New Zealand veterans residing in Victoria.

Caulfield RSL generates revenue through a mix of recurring membership subscriptions, food and beverage sales, TAB commission-based gaming transactions, function room hire, and gift card sales. Go-to-market is overwhelmingly direct-to-consumer via walk-in traffic, online table reservations, phone-based function enquiries, and the club's e-commerce shop, supported by an email newsletter and word-of-mouth within the local and veteran communities. The 5km Victorian club licensing rule effectively mandates membership for local residents, providing a structurally captive customer base within the Elsternwick catchment.

Name

Caulfield RSL

Legal name

Caulfield RSL

Website

https://crsl.com.au

Company type

Private

Founded year

1917

Operating status

Operating

Headcount range

11–50 employees

Short description

Caulfield RSL is a community sub-branch of the Returned and Services League of Australia, operating a hospitality venue in Elsternwick, Victoria. It serves veterans, defence families, and the local community through membership subscriptions, dining, function hire, TAB sports bar, gift cards, and welfare services.

Ownership category

akta.pro rank

Headquarters

HQ city

Elsternwick

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Supply Chain, Infrastructure, Marketing or Sales, Others

Revenue model

1. Membership Fees: Annual and triennial membership fees charged to Service, Affiliate, Social, Associate, and Community members. Covers both Caulfield RSL Card and RSL Victoria Card.
2. Food and Beverage Sales: Bistro dining, café lounge, bar service, and outdoor dining at The 4 Court. Kitchen open Tuesday to Sunday for lunch and dinner service.
3. Gaming - TAB Sports Bar: TAB sports betting facilities with state-of-the-art viewing monitors for sporting events.
4. Function Room Hire: ANZAC Room available for events including sit-down lunches, cocktail parties, presentations, and conferences with customisable food and beverage packages.
5. Gift Cards: Gift cards sold in $25, $50, $75, and $100 denominations, valid for 12 months for food and beverage purchases.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels4 records

Core offering

Caulfield RSL is a community RSL club operating a hospitality venue with a bistro, café lounge, outdoor dining at The 4 Court, and a TAB sports bar, supported by an ANZAC Room function venue for events. It sells annual and triennial memberships (Service, Affiliate, Social, Associate, Community tiers) bundled with the Caulfield Rewards loyalty program, alongside gift cards in fixed denominations. The club also delivers welfare services to veterans of the Australian Defence Force and Allied Armed Forces, including welfare assistance, hospital visits, transport, and commemorative activities.

Product overview

Caulfield RSL operates as a community RSL club offering a unified portfolio of membership services and venue amenities. The core offerings include the Caulfield Rewards membership program (with Service, Affiliate, Social, Associate, and Community tiers), gift cards, bistro dining, function/event spaces, TAB sports bar, café lounge, and outdoor dining at The 4 Court. Additional services include online table booking, newsletter subscription, and welfare support for veterans and the community. The venue also provides gaming facilities (mentioned in membership context) and hosts the NZ Sub Branch.

Differentiator

Problem solved

Functional benefit

Brands

• Caulfield Rewards: The club's membership rewards program that replaced the previous membership system, offering points and member discounts

Products and services

• Membership (New and Renewal) Annual and triennial membership program with Service, Affiliate, Social, Associate, and Community tiers at $45/year or $75/3 years, providing member discounts, points earning, and promotional access through the Caulfield Rewards program. Available to ADF veterans, relatives of service/emergency services personnel, and local residents within the 5km radius.
• Gift Cards Prepaid gift cards valid for 12 months from issue date, available in $25, $50, $75, and $100 denominations, redeemable for food and beverages at the venue.
• Bistro/Dining Full-service restaurant offering locally sourced produce with a curated wine list. Kitchen operates Tuesday to Sunday with lunch (12:00pm-2:30pm) and dinner (5:30pm-8:30pm) service, Sunday lunch only.
• Functions/Event Spaces (ANZAC Room) Flexible function spaces including the ANZAC Room (divisible into smaller spaces) for events such as birthdays, engagements, seminars, wakes, sit-down lunches, cocktail parties, presentations, and conferences. Includes private bar, projector, microphone, lectern, parquetry dance floor, and music system.
• TAB Sports Bar Sports bar with TAB betting facilities, state-of-the-art viewing experience featuring BIG screen and 75-inch monitors, offering live coverage of AFL, soccer, cricket, and major sporting events.
• Café Lounge Casual lounge area adjacent to the outdoor dining area, featuring lounges, tables, couches, and chairs in natural light, serving coffee, sandwiches, cakes, and slices throughout the day.
• The 4 Court (Outdoor Dining) Outdoor dining area with spacious seating using old-school wine barrels, suitable for families with children, located adjacent to the Café Lounge.
• Online Table Booking Online booking widget allowing patrons to reserve tables by selecting date, time, and party size for dining at the venue.
• Welfare Services Comprehensive veteran and community support including welfare assistance (food, medicines, clothing), financial assistance, mobility and rehabilitation support, emergency services, home maintenance assistance, and commemorative services.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Nine partnerships are on record, tiered minor.

• Beyond BlueminorOthersExternal mental health support organisation linked as useful resource. Provides information and support for mental health to all Australians.
• Buddy Up AustraliaminorOthersConnects Veterans and First Responders to communities through physical fitness, social activities and purposeful volunteering.
• Carry On VictoriaminorOthersEx-Service charity providing 85+ years of support to Veterans and their families across all divisions of ADF veteran community.
• Department of Veterans' Affairs (DVA)minorOthersGovernment agency providing support and information for veterans, ADF personnel, war widows/widowers, and other eligible groups.
• LegacyminorOthersCharity providing services to Australian families suffering after injury or death of spouse or parent during or after defence force service.
• Open Arms - Veterans & Families CounsellingminorOthersAustralia's leading provider of mental health assessment and clinical counselling services for Australian veterans and their families, available 24/7.
• Vasey RSL CareminorOthersNot-for-profit offering Home Care, Independent Living and Residential Aged Care with strong tradition of supporting veterans and war widows.
• NJF WellnessminorOthersVeterans Exercise Program with Accredited Exercise Physiologists providing bulk-billed services for ex-servicemen, women, their partners and caregivers.
• RSL VictoriaminorOthersState-level RSL body. Caulfield/NZ RSL members receive blue RSL Victoria card for use at other Victorian RSLs. Note: Caulfield/NZ RSL members are now separate from RSL Victoria promotions program.

Scale indicators1 record

Recent moves6 records

Expansion highlights4 records

Direct peers

• Oakleigh Club: Oakleigh Club is a suburban Melbourne community club operating hospitality, gaming, and function services with a similar local membership model. Directly comparable in scale and value proposition.
• Brunswick RSL: Brunswick RSL is another Melbourne metropolitan RSL sub-branch operating a similar hospitality venue (bistro, bar, functions, TAB) with a membership-based model serving veterans and the local community. Directly comparable as a peer RSL in the same geographic market.
• Bentleigh Club: Bentleigh Club is a Melbourne suburban community club with bistro, bar, gaming, and function venue operations. Operates a comparable membership and community-based model in a similar geographic profile.
• Sandringham Club: Sandringham Club is a Melbourne bayside community club offering dining, bar, gaming, and function venue hire with membership-based access. Comparable community club archetype with overlapping hospitality and event offerings.
• Chelsea Heights Hotel: Chelsea Heights Hotel is a Melbourne suburban venue offering bistro dining, bar, sports viewing, and function hire with a comparable local community positioning. Comparable hospitality venue operator serving a similar suburban Melbourne demographic.
• Richmond RSL: Richmond RSL is an inner-Melbourne RSL providing dining, bar, gaming, and function facilities with a membership-driven community model. Comparable in format, customer base, and offerings to Caulfield RSL.

Regional players

• Glen Eira Sports and Entertainment Club: Located in the same Glen Eira local government area as Caulfield RSL, this club offers comparable dining, gaming, and entertainment facilities. Regional peer with overlapping catchment.
• Windsor Castle Hotel (Melbourne): Windsor Castle Hotel is a Melbourne suburban pub offering dining, bar, and event venue services with a similar local community positioning. Comparable hospitality venue archetype though not an RSL.

Others

• RSL Victoria: RSL Victoria is the state-level body that Caulfield RSL is a sub-branch of. Comparable as the overarching membership organization, though primarily an advocacy and coordination body rather than a venue operator.

Emerging players

• Vasey RSL Care: Vasey RSL Care is a not-for-profit providing home care, independent living, and residential aged care focused on veterans and war widows. Comparable as a veteran-focused organization in the RSL ecosystem, though not a hospitality venue.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/caulfield-rsl

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Caulfield RSL