Race day ready
Delivering a VIP experience for all seasons
Crafting a standout activation for major race day moments rests on more than good odds — it takes strategy, creativity and a touch of flair.
BonBon partnered with TAB and Gold Coast Turf Club to deliver a legacy project for racegoers. TAB Clubhouse is a customisable space that embodies the VIP experience — without the velvet rope.
Starting with a standalone room, BonBon knocked down walls and gutted the interior to create TAB’s very own sports bar. With nods to retro charm and classic sports bars, BonBon seamlessly integrated TAB’s branding throughout. The TAB Clubhouse featured large screens for race-day action, plenty of photo moments — including a life-sized horse — plush seating and a private bar for Club members.
BonBon kept the good times rolling, sourcing and managing promotional staff, coordinating giveaways, and curating a live DJ set for Magic Millions. The best part? The TAB Clubhouse is designed as a multi-purpose venue, allowing TAB to use it for functions, media moments, VIP experiences and more across the racing calendar.
FROM CONCEPT TO CREATION
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BonBon transformed a bare room into the fully immersive TAB Clubhouse, blending retro sports bar aesthetics with modern brand integration to create a standout, photo-worthy race day destination.
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BonBon collaborated closely with TAB and Gold Coast Turf Club to deliver a legacy activation that elevated the race day atmosphere and provided TAB with a long-term, multi-purpose venue for VIPs, media and brand activations.
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BonBon managed the end-to-end execution of a high-energy final event at the penthouse, coordinating over 60 finalists, sourcing prizes and delivering a seamless, on-brand experience.