Re-Building Canberra Public Golf Course | Founder & Shareholder
Led the transformation of a traditional public golf venue into a culturally driven sports venue. Built community led programming content and experiences that positioned golf as accessible social and youth relevant. Used physical space as a content and culture engine rather than a venue.
• Repositioned Canberra’s only public golf course from a traditional municipal venue into a culturally relevant, design-led lifestyle platform, delivering 250% revenue growth within six months and establishing it as the highest-participation course in the region.
• Shifted core audience from legacy demographics to a majority 18–40 consumer base by redefining visual identity, merchandise strategy, and experiential programming.
• Developed and led a cohesive brand and graphics system across apparel, on-course environments, retail touchpoints, and digital channels— transforming sport participation into a lifestyle-driven cultural ecosystem.
• Created scalable event and content frameworks blending competition, music, and social connection, increasing repeat visitation and community engagement.
• Activated cross-industry partnerships and collaborations to expand the relevance of heritage sport into youth culture, supporting non- traditional athletes, creators, and community leaders.
• Led merchandise development and visual direction to commercialize brand equity, turning sport participation into a consumer-driven product and identity system.
• Reframed public sport from an exclusive institution into an inclusive cultural platform—prioritizing participation, self-expression, and community-led growth.
