360 degree feedback drives music strategy
Attempting to satisfy a wide range of musical tastes across varied entertainment areas is the Club Marketing Manager’s daily challenge. Nicole Burchett, Membership and Marketing Manager of University of Western Australia (UWA)’s University Club, is committed to sourcing experienced, proven Western Australian live performers and casting her eye over background music playlists to curate the soundscape across the Club’s entire space.
Imagine navigating through the musical tastes of members who hold doctorate degrees, alongside senior bureaucrats, researchers, CEOs of large corporations while still managing to please a group of 21 year old Bachelor of Arts graduates. This is the challenge relished by Nicole Burchett for almost ten years.
The University Club boasts a membership of 4,700 members consisting exclusively of staff and alumni of UWA and their spouse/life partners. With UWA recently celebrating a centenary, the Club has become as an essential component of its operations, providing a life-long culture of social and professional affiliation to the institution.
From Tunes on the Terrace to atmospheric soul-influenced live music every Friday and Saturday night in The Club Restaurant and Lounge Bar though to literary breakfast events, Saturday High Tea, monthly themed dinners (Bastille Day, Cuban Salsa and Cantina, Brazilian BBQ, Wine Dinners) and even date night specials, this Club is as much about diversity as it is branding.
“Many of our current members have travelled widely, so the music needs to not only be of a high standard, but culturally authentic. We road-test the performers long before we book them, going to live shows ourselves, watching the audience engagement, as well as listening to recordings they supply. The Cathrine Summers Trio, a regular for three years, have been really well received by our members. Cathrine is part Ella Fitzgerald, part Diana Krall with a husky tone and a huge jazz repertoire. The Trio are the perfect backdrop for weekend fine dining or cocktails and the shows sell out. We always know if the music selection has worked, as the members are very generous and prompt with their feedback,” said Nicole Burchett.
“While we have successfully entertained our current members musically, we are now looking to recruit members who have more recently graduated. We know they are out there and are living and working in Perth, so it’s just about applying our successful strategy of ambient, sophisticated live music with a more contemporary twist, something like a ‘Ministry of Sound chill-out feel,’ to raise their awareness and interest,” said Nicole Burchett.
The University Club overlooks Matilda Bay and was redeveloped more than a decade ago to provide UWA with an iconic design housing a function centre, a banquet hall, a lecture auditorium and 16 conference, meeting and dining facilities.
It is no surprise that, under the direction of Gary Ellis, General Manager who has been Executive Chef at several luxury Hotels in the UK, South Africa and Asia, University Club’s Executive Chef, Costa Simatos, has taken out Restaurant and Catering Australia’s Gold Plate Awards in 2013, 2014 and 2015. “All Clubs trace their roots to the strong contributions made by individuals to create an environment where camaraderie flourishes and friendships begin,” said Gary Ellis, General Manager, “Keeping members engaged though music and fine food compliments the experience of reconnecting with old friends and developing relationships with new ones.”
The University Club: phone 08 6488 8770 or web www.universityclub.uwa.edu.au
University Club holds a Live Artist Performances licence, a Music In The Workplace licence, a General Halls and Function Centres licence, a Hotels Background Music System licence and a Hotels Background Music TV Large Screen licence with APRA AMCOS.
Not sure which licence your Club needs? Want to know how to get more out of the music you play? Want to know what the implications are if you play copyright music without a licence? Visit www.apraamcos.com.au or phone 08 9382 8299.