What Cronulla RSL does

Cronulla RSL Memorial Club Limited is a member-owned registered club operating under the NSW Registered Clubs Act 1976, located beachside at 38 Gerrale Street, Cronulla, NSW. Founded in 1942 as a sub-branch of the Returned Sailor's Soldier's Airmen's Imperial League of Australia (RSSAILA) and incorporated in June 1953, the club has grown from 500 founding members to a current base of over 30,000 members. It operates a multi-venue hospitality and entertainment complex that includes the Bonfield restaurant, 1942 private dining venue, Bites by the Bay cafe, three bars (Deck Bar, Migaloo's, Bay Bar), a gaming room with TAB wagering, the Sunroom entertainment space, and Esplanade Events function facilities.

The club's revenue model is diversified across food and beverage sales (primary), gaming machine and TAB wagering revenue, function and event hire, membership subscriptions ($15/1yr, $35/3yr, $50/5yr), branded merchandise, and promotional competitions. Distribution is direct-to-consumer through on-site venues, an online merch shop, the SevenRooms reservation platform, and a mobile app providing digital membership cards. Its go-to-market is anchored in member engagement (discounts, points accrual, exclusive promotions, reciprocal rights across 315+ RSL NSW sub-branches) plus community-driven foot traffic from live entertainment, sports viewing, and events.

Technology is non-proprietary and commodity: standard hospitality management systems, electronic membership cards, ID scanning, facial recognition security, gaming machines, TAB, and a mobile app. Governance is provided by an elected Board (President John Brown, Vice President Peter Kerr, and seven Directors) with operational leadership by Acting CEO Bradley Bishop. The club also maintains a Sub-Branch for veterans and a community arm (Cronulla RSL Community), and operates a courtesy bus service within a 5km radius to drive local visitation.

Name

Cronulla RSL

Legal name

Cronulla RSL Memorial Club Limited

Website

https://cronullarsl.com.au

Company type

Private

Founded year

1942

Operating status

Operating

Headcount range

51–100 employees

Short description

Cronulla RSL Memorial Club is a member-owned beachside hospitality and entertainment club in Cronulla, NSW, operating a restaurant, bars, cafe, gaming room, function spaces, and live entertainment for its 30,000+ members and local visitors.

Ownership category

akta.pro rank

Product category

Registered Club Hospitality

NAICS

Full-Service Restaurants (722511), Drinking Places (Alcoholic Beverages) (722410), Caterers (722320), Food Service Contractors (722310)

SIC

Services-Membership Sports & Recreation Clubs (7997), Retail-Eating & Drinking Places (5810), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Ethnic & Regional Cuisine Restaurants (THAFACAD)

akta.pro secondary industries

Rooftop Bars & Beach/Pool Bars (THAFAEAJ), Conference & Convention Center Catering (THAHAKAB), Catering Coordination & Bar Service Management (Non-restaurant) (HSACAAAH)

Keywords

• Registered club hospitality
• Beachside dining venue
• Veterans community club
• Gaming and entertainment
• Function event hosting

Headquarters

HQ city

Cronulla

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Food and Beverage Sales: The club generates revenue through its restaurant Bonfield, three bars (Deck Bar, Migaloo's, Bay Bar), Bites by the Bay cafe, and private dining venue 1942. Revenue comes from food orders, alcoholic beverages, coffee, and specialty drinks. Members receive discounted pricing and earn points on purchases.
2. Membership Fees: Annual membership fees: $15 for 1 year, $35 for 3 years, $50 for 5 years. Membership provides access to club facilities, member-only promotions, voting rights, and reciprocal rights with other RSL clubs in NSW.
3. Gaming and Wagering: The club operates gaming machines and TAB facilities, generating revenue from gambling activities. The Bay Bar hosts sports viewing with TAB facilities for wagering.
4. Function and Event Hire: Revenue from hosting events including weddings, corporate functions, birthday celebrations, and special events at venues like Esplanade Events, 1942 private dining, and various function spaces. Catering HQ provides official catering services.
5. Merchandise Sales: The club operates a merchandise shop selling branded items including Bucket Hats ($25), Tote Bags ($20), Caps ($30), Hoodies ($60), and Heritage Tees ($40).
6. Promotional Activities and Competitions: The club runs various promotional competitions where members earn entries through beverage and food purchases. These include footy tipping competitions, cocktail promotions, and seasonal giveaways that drive engagement and spending.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels6 records

Core offering

Cronulla RSL is a member-owned Returned and Services League (RSL) club operating a multi-venue beachfront hospitality complex in Cronulla, NSW. The club offers food and beverage services through its restaurant Bonfield, three bars (Deck Bar, Migaloo's, Bay Bar), Bites by the Bay cafe, and 1942 private dining, alongside gaming machines, TAB wagering, live entertainment, and function/event hosting. It sells annual memberships and operates a complimentary courtesy bus and an online merchandise shop.

Product overview

Cronulla RSL is a beachside Returned and Services League (RSL) club offering a diverse portfolio of hospitality and entertainment services. The club operates multiple food and beverage outlets including Bonfield restaurant (casual beachfront dining), 1942 private dining (exclusive events), three bars (Deck Bar, Migaloo's, Bay Bar), and Bites by the Bay cafe. Entertainment offerings include a gaming room, live sports viewing with TAB facilities, live music programming, weekly activities (bingo, Zumba, raffles), and ticketed special events. The club maintains a membership program with benefits including discounts, points accrual, and exclusive promotions, plus a dedicated Service Recognition Card for veterans. Digital services encompass the 'Friends By the Beach' community podcast, a mobile app for digital membership cards, and an online merch shop. Events services include wedding and corporate function hosting through Esplanade Events. The club also provides a courtesy bus service within 5km radius.

Differentiator

Problem solved

Functional benefit

Brands

• Bonfield: The club's newly renovated restaurant named in honour of Beryl Bonfield OAM, offering casual dining with ocean-front views. Features Australian cuisine with a focus on fresh, quality products.
• 1942
• Bites by the Bay
• Deck Bar
• Migaloo's
• Bay Bar

Products and services

• Bonfield Restaurant Beachfront restaurant offering casual dining with water views, featuring a menu of quality products. Named in honour of Beryl Bonfield OAM, serving breakfast, lunch, and dinner to members and visitors.
• 1942 Private Dining Exclusive private dining room accommodating 20-38 guests with select menu, sommelier wine selection, and full table service. Ideal for special occasions and corporate events with expansive ocean views.
• Deck Bar Premier outdoor bar perched atop the park with panoramic views across Cronulla to Boat Harbour. Features cocktails, craft beers, and lazy lunches with weekend happy hour specials.
• Migaloo's Bar Level 4 bar servicing Bonfield restaurant and Sunroom venue with panoramic views of Bate Bay. Open 7 days from 10am.
• Bay Bar Level 2 bar hosting sports lounge, TAB facilities, members lounge, and outdoor terrace. Features big screen sports viewing and operates 7 days.
• Bites by the Bay Cafe on The Bay level offering cafe favorites with scenic Bate Bay views. Features cake, coffee, and light meals.
• Membership Program Club membership with benefits including discounted pricing at bars and restaurants, point accrual on purchases, exclusive promotions, $15 parking vouchers, complimentary Wi-Fi, sub-club access, and voting rights at AGM. New members: $15/1yr, $35/3yrs, $50/5yrs.
• Gaming Room Gaming facilities with poker machines. Restricted to members and guests aged 18 and over.
• Wedding & Events Services (Esplanade Events) Wedding, birthday, corporate, and special event hosting through Esplanade Events. Includes venue hire, catering packages, beverage services, and vendor coordination across multiple function spaces.
• Merch Shop Online merchandise store selling branded items including Bucket Hats ($25), Tote Bags ($20), Caps ($30), Hoodies ($60), and Heritage Tees ($40).
• Courtesy Bus Service Free courtesy bus service within 5km radius for club patrons. Bookings essential, departures on the hour from reception.
• Service Recognition Card Special membership card for current and ex-serving Defence Force members featuring a red poppy. Includes exclusive offers and recognition days throughout the year.

Quantifiable outcome

• Over 30,000 members served
• +2 more outcomes

Named customers1 record

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration13 records

Partnerships

Five partnerships are on record, tiered minor and core.

• Nashdale Lane WinesminorOthersFeatured wine partner for the Urban Wine Walk event at Cronulla RSL. Nashdale Lane Wines showcases cool-climate wines from the Orange wine region. Multi award-winning, sustainably produced, single vineyard wines.
• Catering HQcoreImplementation/ SI/ Consulting PartnerOfficial caterer at Cronulla RSL. Steve and Leon Sidd lead Catering HQ which provides catering services for events and functions. Marked one year of culinary excellence at the venue in 2024.
• ED Media ManagementminorOthersPodcast production company that records and edits the 'Friends By the Beach' community podcast series for Cronulla RSL.
• Rep ReadycoreStrategic or Co-development PartnerCronulla RSL Sub-Branch partnered with Rep Ready to deliver a dedicated exercise program designed to support the health, fitness, and wellbeing of local veterans. Program is free for Sub-Branch members and local veterans. Sessions held on Fridays at the club.
• RSL NSWcoreStrategic or Co-development PartnerRSL NSW is a member-based charity with a network of more than 315 sub-Branches and chapters across NSW. Cronulla RSL Sub-Branch is part of this network providing support for veterans and their families.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Mounties Group: Large multi-venue NSW registered club group operating hospitality, gaming, fitness, and entertainment venues across Sydney. Directly comparable as a member-owned club group with similar F&B, gaming, and function revenue mix.
• Revesby Workers' Club: Suburban Sydney registered club offering restaurants, bars, gaming, live entertainment, and functions. Directly comparable membership-club operating model and venue portfolio to Cronulla RSL.
• Club Marconi (Bossley Park): Large western Sydney registered club with restaurants, multiple bars, gaming, events and entertainment. Closely comparable member-owned hospitality and gaming venue operating model.
• Cabra-Vale Diggers Club: Registered club in Sydney's south-west offering dining, gaming, entertainment and event facilities. Comparable member-owned club with overlapping dining, gaming, and function revenue lines.
• Rooty Hill RSL (Club Parramatta group): Western Sydney RSL club offering dining, bars, gaming, and live entertainment. Comparable as a Sydney-area RSL with similar F&B and gaming revenue structure.
• Wests Group (Wests Tigers): Member-owned Sydney club group combining hospitality venues, gaming, events, and live sport. Comparable multi-venue member-club model with similar entertainment and F&B orientation.

Others

• Catering HQ: Event catering partner that delivers catering services at Cronulla RSL. Directly tied to function/wedding revenue and represents a comparable specialty food-services operator in the Australian events space.
• RSL NSW (peak body): Peak body representing 315+ RSL sub-branches across NSW. Relevant as the parent network and shared regulatory/reciprocal framework under which Cronulla RSL Sub-Branch operates and accesses reciprocal member rights.

Market position

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/cronullarsl
• Instagraminstagram.com/cronullarsl
• LinkedInlinkedin.com/company/cronulla-rsl

Compliance8 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

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 Cronulla RSL