Simon Devlin

And, uh, we're testing, you know, how much people would actually pay, uh, for it as well. Um, Then I guess the next evolution was, so that was in 2003. In 2006, the smoking laws were changing. We built a joint venture with a private club in Western Australia, which was the oldest private club at the time, and we built a cigar lounge as a joint venture with them called Churchill's.

And, uh, we're testing, you know, how much people would actually pay, uh, for it as well. Um, Then I guess the next evolution was, so that was in 2003. In 2006, the smoking laws were changing. We built a joint venture with a private club in Western Australia, which was the oldest private club at the time, and we built a cigar lounge as a joint venture with them called Churchill's.

They had a membership business. They were a private club. The smoking laws were changing, and we weren't going to be able to have it there anymore. We'd opened another store in Subiaco. So that was in 2003 that I was talking about before. And we worked out we needed another location and there was an opportunity across the road.

They had a membership business. They were a private club. The smoking laws were changing, and we weren't going to be able to have it there anymore. We'd opened another store in Subiaco. So that was in 2003 that I was talking about before. And we worked out we needed another location and there was an opportunity across the road.

They had a membership business. They were a private club. The smoking laws were changing, and we weren't going to be able to have it there anymore. We'd opened another store in Subiaco. So that was in 2003 that I was talking about before. And we worked out we needed another location and there was an opportunity across the road.

And I thought, okay, maybe we build a private club at the back of the retail store. And we make it really, really discreet. And I, as often us marketers do, I sold it before I made it and sold these memberships. So I sold these founding memberships, which were based around the keeps. We had originally 60 odd keeps in there. And

And I thought, okay, maybe we build a private club at the back of the retail store. And we make it really, really discreet. And I, as often us marketers do, I sold it before I made it and sold these memberships. So I sold these founding memberships, which were based around the keeps. We had originally 60 odd keeps in there. And

And I thought, okay, maybe we build a private club at the back of the retail store. And we make it really, really discreet. And I, as often us marketers do, I sold it before I made it and sold these memberships. So I sold these founding memberships, which were based around the keeps. We had originally 60 odd keeps in there. And

You had one of these keeps, you had access to a private lounge behind the retail store, which has swipe cards and like nondescript doors, you know, it was kind of get smarty and it's how you get through to the next thing and the next thing and the next thing. And that became our private club. And so 2010 I had this private club, but we had one level, you know, and I hadn't really worked out.

You had one of these keeps, you had access to a private lounge behind the retail store, which has swipe cards and like nondescript doors, you know, it was kind of get smarty and it's how you get through to the next thing and the next thing and the next thing. And that became our private club. And so 2010 I had this private club, but we had one level, you know, and I hadn't really worked out.

You had one of these keeps, you had access to a private lounge behind the retail store, which has swipe cards and like nondescript doors, you know, it was kind of get smarty and it's how you get through to the next thing and the next thing and the next thing. And that became our private club. And so 2010 I had this private club, but we had one level, you know, and I hadn't really worked out.

No, I mean our, our initial membership was like $550 a year. Right. We hadn't really worked out that whole thing. And, uh, And then learning for the first time about ascension and, you know, ascension equals retention and, you know, and the different ladders and, you know, that sort of thing. And then going, oh, okay. So I need to stop making this about the keep, about the product.

No, I mean our, our initial membership was like $550 a year. Right. We hadn't really worked out that whole thing. And, uh, And then learning for the first time about ascension and, you know, ascension equals retention and, you know, and the different ladders and, you know, that sort of thing. And then going, oh, okay. So I need to stop making this about the keep, about the product.

No, I mean our, our initial membership was like $550 a year. Right. We hadn't really worked out that whole thing. And, uh, And then learning for the first time about ascension and, you know, ascension equals retention and, you know, and the different ladders and, you know, that sort of thing. And then going, oh, okay. So I need to stop making this about the keep, about the product.

And now I need to make this about an offer, you know, all the different things that we actually add into that offer stack and call it a membership rather than just your locker, right? Your locker.

And now I need to make this about an offer, you know, all the different things that we actually add into that offer stack and call it a membership rather than just your locker, right? Your locker.

And now I need to make this about an offer, you know, all the different things that we actually add into that offer stack and call it a membership rather than just your locker, right? Your locker.

So you'd sell them the cigars and then they would place it in the locker. The store, when you come hang out with those. Absolutely. And when you come out and they could put a bottle of whiskey in there or they could put, you know, some would have their locker absolutely full of cigars.

So you'd sell them the cigars and then they would place it in the locker. The store, when you come hang out with those. Absolutely. And when you come out and they could put a bottle of whiskey in there or they could put, you know, some would have their locker absolutely full of cigars.

So you'd sell them the cigars and then they would place it in the locker. The store, when you come hang out with those. Absolutely. And when you come out and they could put a bottle of whiskey in there or they could put, you know, some would have their locker absolutely full of cigars.