The American Club 2023/2024 Annual Report

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OUR MISSION To be the Members’ Club and employer of choice in Singapore, striving to continuously improve Member engagement and satisfaction, while embracing our unique American and Canadian cultures within our Singaporean community. OUR CORE VALUES Safety . Respect . Integrity OUR VISION A world-class Club offering Members a “home away f rom home” with excellent service and facilities.

THE AMERICAN CLUB SINGAPORE ANNUAL REPORT 2023 / 2024

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CONTENTS

04

MESSAGE FROM THE PRESIDENT

06

MESSAGE FROM THE TREASURER

08

GENERAL COMMITTEE

09

THE SENIOR MANAGERS

10

YEAR IN REVIEW

37

MANAGEMENT DISCUSSION AND ANALYSIS

49

FINANCIAL REPORT

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MESSAGE FROM THE PRESIDENT

Daniel Gewirtz President The American Club Singapore

Reflecting on the past year, I believe that we can aptly describe the theme as “Energizing and Revitalizing.” This truly encapsulates the essence of our collective efforts at The American Club in FY2024 – a year marked by dynamic changes, strategic initiatives, and a continuous commitment to enhancing the Club experience.

discerning membership and execute a refreshed strategic vision for our Food & Beverage operations.

New Marquee and Dining Events

In the continuous pursuit of creating memorable experiences for our Members, the Club introduced several new marquee events throughout the year. These events, which ranged from the lively Viva Las Vegas Show Night to the sophisticated TAC Wine Fair 2024, were not only well-received but also played a crucial role in keeping our community active and engaged. The Great American Brunch Buffet and the Weekend Salad Bar Buffet were particularly popular, offering diverse culinary delights that were enjoyed by all.

Leadership Renewal

Our journey of revitalization began with the appointment of our new General Manager, Christine Kaelbel-Sheares, whose vision and leadership have been instrumental in steering the Club forward. Under her guidance, we have welcomed key additions to our Senior Management team, including Shah Bahari as Director of Food & Beverage, Audrey Lim as Director of Finance, and Michael Teoh as Director of Information Technology. Additionally, we created a new role, Head of Culinary, to focus on culinary innovation and development, and we are thrilled to have Craig Riker in this position. These leaders, along with expanded support staff, are poised to meet the growing demands of our

Refurbishment and Upgrading Projects

Maintaining and enhancing the Club’s physical amenities remains a top priority. This year, the Club embarked on several refurbishment projects aimed at improving the comfort and

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Looking Ahead

sophistication of our facilities. These projects included retiling the steps of the staircase and the Lobby flooring, resurfacing the carpet in The Galbraith Ballroom, and upgrading the Tennis Courts with new flooring and improved lighting. Additionally, we installed vortex fans in the non- air-conditioned areas of the Lobby and sports facilities, further enhancing the overall comfort of the Club. In celebration of our brand’s identity, the Club expanded its house brand product range to include new retail offerings, such as fine homemade jams, cheese and charcuterie boards, artisan pickles, and shrimp cocktail platters. These additions reflect the Club’s commitment to providing Members with premium, high-quality products that enhance Members’ dining and entertaining experiences. New Retail Offerings

As we look to the future, our focus remains on ensuring that The American Club continues to be a world-class destination for our Members. We are committed to delivering exceptional experiences, continuously improving our facilities, and maintaining a leadership team that embodies our core values of excellence and innovation. The year ahead promises to be one of continued growth and exciting new initiatives, and we look forward to sharing these moments with you.

Thank you for your continued support and for being a part of our vibrant community.

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This fiscal year, the Club focused on strengthening bonds within our community and adapting to a diverse and challenging environment. We focused on enhancing the experiences of our Members through innovation and dedication. By harnessing the collective strength and resilience of our Team Members and nurturing creativity, we have tackled challenges head-on and remain committed to striving for continued success. As we look ahead, we remain united as One Club, One Team, prepared to continue our journey towards becoming a world-class organization, with determination and enthusiasm.

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EXCLUSIVE LIMITED RELEASE OF ASSOCIATE MEMBERSHIP A membership at The American Club is highly coveted for many reasons. Culture and values, modern amenities, location, signature hospitality and brand reputation are just some of the things that attract many potential members to our community. In October 2023, 20 slots of Non-Transferrable Associate were made available, a membership category that has been closed since 2005. This membership type is a lifetime membership for non-US and non-Canadian citizens. For this campaign, the main target group was the friends and family of active Club Members. Within a week of its release, all 20 slots were sold and a waitlist followed. An additional 6 slots were sold as approved by the General Committee bringing the total. Non-transferable Associate membership sold to 26. This campaign generated $1.6M in additional membership revenue.

A Club for the whole family

Click here to inquire about Membership

Keeping The American Club membership legacy within the family

NEW MEMBER ENROLLMENT PROCESS

Under the Club’s objective of constant improvement, a new Member vetting process came into effect in February 2024. The more stringent application process is meant to attract upstanding potential members who can contribute positively to The American Club community and to protect the Club from potential harm to its reputation. Among the new requirements is that potential members will need to submit two endorsement forms by existing The American Club Members. Furthermore, they will need to wait until the Membership and General Committees have elected them to become full-fledged Members before having Club access.

New Member vetting process

View the full list of requirements for potential new member

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JOINING AND TRANSFER FEE INCREASES

Starting August 2023, entrance fees were increased by approximately 10% across all membership types. Likewise, the Transfer Fee for Transferable Associate also increased by a similar increment. Five years after redevelopment and two years post-COVID, the Club is dealing with financial challenges to keep up with the rising cost of operations and inflation. These increases were necessary to keep the Club financially sustainable while preserving a world-class Member experience.

NICHE GROUP REWARDS

Niche Group Members always look forward to our annual themed parties. In July 2023, VIP Members attended a Hawaiian Luau. The island vibe filled The Galbraith Ballroom as VIP Members socialized, danced and feasted on a delectable tropical spread. Elite Members were transported to Havana for a night in March 2024 with Cuban cocktails and a buffet spread of scrumptious Latin dishes. Everyone was on their feet, dancing the night away to Latin dance favorites. In addition to the parties, VIP Members who have been part of the community since 1980 received a hamper during the Chinese New Year. Elite Members received a bottle of The American Club (TAC) house wine and a solid wood cheese board. The boards were made from sustainably-sourced Singapore timber engraved with The American Club logo. 10K and 15K Members received a pair of TAC house wine.

July 2023 VIP Hawaiian Lūʻau Party

March 2024 Elite Havana Night Party

VIP Exclusive: Chinese New Year hamper gifts for members since 1980

Elite Exclusive: TAC house wine and a solid wood cheese board

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MARKE T ING & COMMUNICAT IONS

ENHANCING MEMBER OUTREACH & ENGAGEMENT AND BOOSTING BRAND VISIBILITY

In recent years, The American Club has made significant strides in enhancing Member outreach, boosting brand visibility, and fostering a vibrant community atmosphere. Key highlights include remarkable growth in digital platforms and social media engagement, improvements in website discoverability through strategic Search Engine Optimization (SEO) initiatives, targeted educational campaigns promoting Club etiquette, and strategic advertising efforts to reinforce our position as a premier hub for American and Canadian activities in Singapore. These initiatives reflect our dedication to providing a modern, responsive, and inclusive environment that enhances Member satisfaction and strengthens community bonds.

DIGITAL GROWTH AND SOCIAL MEDIA EXPANSION

In FY2024, the Club achieved remarkable digital growth and social media expansion, significantly enhancing online presence and Member engagement. A key highlight was the 204.6% surge in website traffic compared to FY2023. This substantial increase resulted from efforts to create a more dynamic and accessible online platform, providing Members with valuable resources, updates, and an engaging user experience.

The Club’s social media channels also experienced substantial growth, further broadening reach and Staying closely connected with Members through various digital platforms strengthening connection with Members. On Facebook, the follower count grew by 4.5%, while Instagram saw a 24.8% increase in followers. LinkedIn also demonstrated significant growth, with a 21.3% rise in followers. These expansions reflect the strategic focus on leveraging social media to engage with the community, share important Club news, promote events, and foster a sense of belonging among Members. Through these digital and social media initiatives, the Club has not only amplified its brand visibility but also enhanced Member engagement, ensuring that Members stay connected with Club activities and offerings. These efforts are part of ongoing commitment to providing a modern, responsive, and engaging environment for all Members.

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IMPROVED WEBSITE DISCOVERABILITY Concerted efforts to improve website discoverability in the last fiscal year have paid off significantly. By consistently optimizing the website for search engines, the Club achieved higher rankings in Google’s SERP Local Pack, greatly enhancing online visibility and accessibility for both current and potential Members. Key to this success has been the regular upload of relevant blog articles, each crafted to include keywords pertinent to the audience’s interests and search behaviors. These articles not only provide valuable content to Members but also ensure that the website remains a trusted and authoritative source of information within the community. Beyond blog content, the overall SEO strategy was reinforced by enriching various sections of the website with keyword-rich information. This includes detailed descriptions of Club events, services, and amenities, all designed to align with the terms and phrases that the Club’s target audience is likely to search for. Additional focus has been placed on optimizing meta tags, headers, and image alt texts, ensuring that every element of the website contributes to improved search engine rankings.

EDUCATIONAL CAMPAIGN TO IMPROVE CLUB ETIQUETTE In March 2024, a targeted educational campaign was launched to address an increasing number of complaints regarding less-than-desirable behaviors within the clubhouse. Understanding the importance of maintaining a respectful and pleasant environment for all Members, we introduced Eli the Eagle cut-out standees featuring safety and etiquette messages that were placed in high-traffic areas and near facilities where undesirable behaviors were most frequently reported. Each standee carried clear, concise messages emphasizing safety, respect, and community spirit. These messages were reinforced on weekly publications such as What’s On and Notes from the General Manager. The impact of this campaign has been significant. Members have responded positively to the reminders, and noticeable improvements have been observed in the number of complaints about improper behavior. This initiative not only improved the atmosphere within the clubhouse but also reinforced the Club’s commitment to fostering a welcoming and respectful community for all Members.

Eli standee containing safety and good etiquette messages in the Gym

Eli standee containing safety messages in the Lobby

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CELEBRATING TAC’S 75TH ANNIVERSARY In 2023, The American Club marked a significant milestone – its 75th anniversary. To commemorate this occasion, a series of celebratory initiatives were launched to honor the Club’s rich heritage and to delight Members.

In July 2023, there was an exclusive launch of a 75th anniversary merchandise collection featuring a diverse range of items such as apparel, accessories, and limited-edition keepsakes. Complementary to this, the Club was transformed with thematic décor that vividly brought our rich history to the forefront.

Members posing at the entrance arch

This included floor and wall decals, banners, and memorabilia boards placed throughout the Club. These displays showcased photographs, narratives, and artifacts, spotlighting pivotal moments from our past, including the invaluable contributions of our longest-serving Team Members. This immersive décor not only enhanced the Club’s aesthetic appeal but also forged a meaningful connection to our heritage, fostering a profound sense of pride and belonging among Members.

Exhibition panels in the Lobby showcasing Club memorabilia dating back to the 1960s

Grab cash game for Members to play

Members and Guests gathered on the dance floor for a night to remember

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FOOD & BEVERAGE

FY2024 was a year of innovation, experimentation, and transformation for the Food & Beverage department. New menu items, promotional campaigns, and cutting-edge dining events generated significant buzz around the Club’s culinary offerings; while the hiring of key personnel in roles such as Director of Food & Beverage, Head of Culinary, and Chinese Head Chef signalled a greater focus on aligning the team’s vision for creating exceptional gastronomic experiences. TRADEWINDS Serving up popular local favorites, modern international cuisine, and delectable buffet spreads; Tradewinds offers a casual, all-day dining experience designed to delight families, couples, and everyone in between. To create more of a buzz around its offerings, the outlet supplemented its attractive monthly promotions with an exciting line-up of on-trend dining activities and events. The Great American Buffet Brunch, showcasing a sumptuous spread of culturally-authentic American fare, and held over three months to accommodate high demand, was a resounding hit with Members. The Weekend Salad Buffet was similarly well-received, attracting Members seeking healthy buffet options

Bringing back old favorites

Launch of a new dining event at Tradewinds

In keeping with the aim of staying current, Tradewinds also launched fresh initiatives such as the Culinary Crossover Brunch and Buffet Dinner. Featuring an exchange program of chefs between The American Club Singapore and The American Club Tokyo, the unique event saw Members relishing a selection of contemporary Japanese dishes over the course of a week.

Chef Nobukazu Toyama (third from the left) with the Tradewinds team

A life-size standee of Chef Nobu was displayed outside Tradewinds during the Culinary Crossover program

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THE 2ND FLOOR A sophisticated restaurant specializing in elevated cuisine from both the East and West, The 2nd Floor has been instrumental in the positioning of the Club as an upscale dining destination, continuing to impress with its gourmet selection of culinary and lifestyle offerings across both regular and private dining events. Monthly wine dinners remained highly sought- after by the wine connoisseurs of the Club, and was the most successful event series for the outlet. The introduction of the Sunday Semi- buffet proved popular for the refined and elegant dining experience it provided, and the weekday Executive Set Lunch found favor with Members looking to connect over business lunches. The 2nd Floor was also a highly sought-after venue for private events; offering exquisite, intimate spaces for Members to celebrate important milestones and occasions, with 20 of such functions held over the FY2024 period.

Reviving beloved classics

Sunday Semi-buffet Lunch

CENTRAL The perfect spot to settle down with a good book or catch up with friends, Central is a cozy cafe serving up specialty coffee brewed on the spot by its friendly baristas, delicious cakes and other confections fresh from the oven, as well as a delightful selection of salads and high-protein meals. Known for putting an innovative spin on healthy meals, the outlet delighted Members in August 2023 by launching a signature DIY croissant, featuring the option to customize the flaky pastry with a selection of fresh, premium ingredients. The move was made to cater to a wider palette and also optimize service processes.

Launch of DIY croissants at Central

To further ensure that the menu at Central was aligned to the lifestyle needs of the Club’s savvy Members, new high protein and gluten-free breakfast items such as healthy paninis and wraps, pastries, and tea flavors were introduced from early 2024 to an encouragingly favorable reception.

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GRILLHOUSE

The home of American BBQ, Grillhouse is synonymous with the sensory delight elicited by being in the midst of boisterous backyard parties, smokehouse spice, and all things nice. Popular among families and Junior Members, Grillhouse offers sanctuary from the scorching sun with shaded al fresco seating, and easy access to the refreshing waters of the Club’s pool. But it is for special occasions such as Oktoberfest, Cinco de Mayo, and the 4th of July that Grillhouse truly comes alive with themed BBQ buffets, live performances, and a lively atmosphere laced with mirth and merriment. Private poolside parties were also in high demand, with 32 of such events held during the year.

Cinco de Mayo celebration at Grillhouse

UNION BAR

An inviting watering hole to unwind after a day of work, Union Bar has taken its identity as the quintessential American sports bar to greater heights with a range of initiatives specifically designed with the sports and spirit enthusiast in mind. With live screening events across sports such as Formula 1, NBA, Super Bowl and MLB alongside weekly treats like Whiskey Wednesday, Margarita Thursday, and Sunday Gins, the bar saw increased patronage across FY2024 as compared to the previous year. The availability of limited-edition specialty liquor from all corners of the world was also a draw for Members, and contributed to Union Bar’s increased revenue. Topping off the initiatives launched over the past year, the outlet redesigned its menu to feature familiar American snacks with a local twist, a heartfelt homage to the Club as a home away from home for Americans and Canadians.

Super Bowl LVIII Live Screening at Union Bar Super Bowl LVIII Live Screening at The Galbraith Ballroom

2023 Annual Satisfaction Survey

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BANQUET & EVENTS

Dedicated to creating memorable experiences through bespoke events, the Banquet team achieved noteworthy results across a range of initiatives. The Festive Takeaway promotion led with an impressive $245K in revenue, while Mid-autumn Festival mooncake sales generated a healthy revenue of $29K.The team also hosted several highly-successful events over the course of the year, including the beloved annual Premier Wine Tasting, which garnered a total revenue of $91K.

Marquee events such as Viva Las Vegas Show Night and The American Club Wine Fair, the latter of which spanned three days and was held in collaboration with other outlets, received overwhelmingly positive feedback from Members who expressed an appreciation for the exciting, vibrant experiences designed for them.

Cabaret performance at the Viva Las Vegas Show Night event

Members enjoying non-cash casino table games the Viva Las Vegas Show Night event

Mid-autumn Festival mooncake in September 2023

The American Club Wine Fair in May 2024

Members’ satisfaction with Club events in 2023

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THE GOURME T PANTRY

A YEAR OF NEW ADDITIONS AND FLAVOR This year, The Gourmet Pantry continued to dazzle with exceptional offerings and a fabulous line-up of new products. In March 2024, the outlet commemorated Easter with a charming selection of bunny-themed chocolates from See’s Candies, a cherished American confectionary brand. This delightful treat evoked fond memories for Members who grew up with this iconic confectionary brand back home.

See’s Candies product launch during Easter

In May 2024, The American Club launched its own line of Homemade Jams and Pickles at The Gourmet Pantry. These morsels of gastronomic delights provided Members with a taste of true artisanship, adding a touch of homemade goodness to their pantry. The expansion of the outlet’s deli section further enhanced its premium culinary offerings, presenting a diverse array of gourmet cheeses to cater to every palate. Coupled with the continued success of other delicacies and festive merchandise, these new additions have played a key role in the outlet’s remarkable success this year.

TAC Shrimp Cocktail

TAC Homemade Cucumber Pickles

TAC Homemade Mango and Strawberry Jam

TAC Charcuterie Board

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FRONT OFF ICE & THINKSPACE

FRONT DESK OPERATIONS – SERVICE WITH A SMILE Over the past year, the team at the Front Desk handled a total of 46,624 calls, showcasing the Club’s commitment to and competence in supporting its Members with first-rate service. Additionally, the Club welcomed a total of 838 Reciprocal Members; a testament to its strong network, brand appeal, and ability to engage communities beyond its own.

BETTER FIRST IMPRESSIONS For the comfort of the Club’s Members and their guests, a 10-foot ceiling fan was installed at the Club’s Claymore entrance to enhance air circulation in the area. The visitor waiting lounge was also furnished with sleek, bladeless Vortex fans.

Bladeless Vortex fans to provide extra comfort to Members

ACOUSTIC TREATMENTS FOR THINKSPACE

Acoustic treatments for the phone booths and meeting rooms were completed, optimizing sound quality and privacy in these spaces.

OPEN BOOKS, OPEN MIND

The Library saw a total of 56,822 book loans over the year; an indication of thriving interest in the Club’s literary resources. Regular activities such as storytelling and monthly craft contests were similarly popular and instrumental in engaging Members and their families, with the latter garnering a total of 199 submissions in the same time period.

Thinkspace boardroom

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F I TNESS & LE ISURE

AQUATICS The American Club is proud to be home to the only SwimAmerica program in Southeast Asia, with three members of the Aquatics team – Head Coach Greg Fasala, Aquatics Coordinator Zack Leong, and Assistant Coach Hariz Zailani – certified as SwimAmerica Program Directors. The successful implementation and management of this prestigious learn-to-swim program and the Club’s premium facilities were key factors contributing to an uptick in Member participation and satisfaction around Swimming-related activities. High coaching standards also had a favorable impact on the growth and development of the Club’s Junior, Senior, and Masters swim squads. This, alongside the expansion of the Water polo program to include new classes and competitive opportunities, continues to bolster the Club’s reputation as one of the leading venues at which to engage in Aquatics-related pursuits – both in Singapore and around the region.

Australia Swim Camp 2023 in Gold Coast, Australia

The Senior Swim Squad training at the Australia Swim Camp 2023

In 2023, 16 Junior Members from our Senior Swim Squad represented the Club at the Australia Swim Camp 2023 in scenic Gold Coast, Australia. Between October 16 – 20, 2023, the swimmers embarked on a five-day intensive training program designed to enhance their swimming skills and teamwork The delegation included Head Swim Coach Greg Fasala, Assistant Swim Coach Hariz Zailani, and Director of Spa & Retail Services Eleen Yap, who served as the team’s chaperone and manager.

SAFETY FIRST

With safety remaining a top priority, the Aquatics lifeguarding team was recently assessed by the Club’s authorized lifeguarding training partner, Safety Skills Training (a regional affiliate of aquatic safety and management consultancy, Ellis & Associates), with Team Members passing the audit with high honors.

Aquatics team training audit

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NEW FITNESS PROGRAMS, PROFESSIONALS AND EQUIPMENT Over the course of FY2024, the Club transformed its gym amenities through a series of enhancements aimed at improving the overall fitness experience for Members. To better support the diverse health and physical wellness goals of Members, the Club invested in the acquisition of state-of-the-art equipment, including the StairMaster and Pec/Rear Delt machines. Additionally, new group fitness classes for seniors were launched to specifically address mobility and flexibility concerns. In line with the Club’s commitment to providing a safe and comfortable environment for its Members, efforts were made to upgrade the quality of Club’s fitness facilities. One such project focused on resolving wear-and-tear issues affecting the old floor mats located in the Gym; an issue which presented a potential trip hazard and sub-optimal workout conditions. High-quality, durable mats were installed in place of the old flooring. Designed to provide enhanced support with shock-absorbing cushioning, these new mats reduce mechanical impact on the body when used, making engaging in intense physical activity safer and more comfortable.

Stair Master and Rear Delt Machine

Refurnished Gym flooring

SQUASH FY2024 saw a period of significant growth and innovation for the Club’s Squash department. The team procured a new squash ball machine and also launched dynamic coaching programs targeted at Junior Members. The Club also continued to expand its network of partners, promote skill development, and strengthen community ties by collaborating with other clubs to organize events for the benefit of Members.

Squash Masterclass with Mostafa Asal, the World’s Youngest No. 1 Squash Player

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TENNIS Over the course of FY2024, the Club’s Tennis program has focused on revitalizing its offerings with the introduction of new personnel and initiatives to enhance its reputation as a premier destination for Tennis activities.

2023 Mixed Doubles Tournament

Junior Mini Tennis and ¾ Court Tournament

JUNIOR TENNIS The Junior Tennis program was revamped based on feedback from both coaches and Members. This mainly constituted redesigning classes to better cater to a combination of skill level and age, with the aim of establishing a more effective curriculum and intuitive training environment for students.

Parent-Child Tennis Tournament

INTRODUCTION OF THE UTR In April, the Tennis team introduced the Universal Tennis Rating (UTR) system to the Club, ensuring that Members seeking a more competitive and comprehensive Tennis experience or, at the very least, a more in-depth understanding of their proficiency in the sport, would gain easier access to the UTR. A globally-recognized Tennis player rating system intended to produce an objective, consistent, and accurate index of one’s skill level, the UTR was launched at the Club to meaningfully augment the overall credibility of the Club’s Tennis program in a way that would support the Club’s Members in the development of their skills and sporting performance.

The Club now offers the UTR program to Members

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NEW COACHING STAFF The Club welcomed Coach Muliyadi Jamal to the Tennis team in May 2023. Hailing from Malaysia, Coach Muliyadi brings 23 years of coaching experience to his role at the Club. As a player accredited by the International Tennis Federation (ITF), he has represented his home country in numerous tournaments across Asia, and also served separate stints as captain and coach for various national teams fielded to participate in the Davis Cup.

LADIES PROGRAM The Club’s Ladies Tennis program continues to thrive with a vibrant community and myriad of events. In 2024, the Club formed five teams to compete in Women’s International Tennis Singapore (WITS) league tournaments; with one doing the Club proud by progressing to and winning the C-division Spring Season Finals of the WITS tournament.

Winners of the Ladies Doubles Intermediate in April 2024

EVENTS The very popular mixed double social, Sip & Serve, was revived in January 2024, and was received very favorably by Members. Held on the last Friday of every month, the event series features casual matches alongside a hearty selection of finger food, bubbly, and other beverages.

Members at the Sip & Serve: French Open Special event

The American Club and NUSS Tennis Friendly

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SÊN SPA

NEW PRODUCT LAUNCHES To keep the Club at the forefront of wellness and beauty developments, the sên Spa team has worked to source and introduce an exciting array of new products and services over the past year. This fresh wave of offerings highlights the Spa’s dedication to providing the best experiences while staying current with the latest trends. By expanding its repertoire of services, The Spa aims to ensure that every visit is a luxurious and personalized experience for Members. Against the backdrop of a fast-paced, urban existence, setting time aside for wellness is often considered as much a luxury as it is a necessity for the attainment of a healthy and fulfilling life. And it was the cognizance of this perspective that sên Spa embarked on major renovations such as lighting improvements and wallpaper replacement, in mid-2024, transforming its facilities and services to embody the quality of rejuvenated sophistication.

• New Nail Art Designs: The Gel Bottle’s Chrome and Cat Eye Collections • New Jewellery Items: EDEN + ELIE Handcrafted Jewellery and Bellatrick Versatile Silver Jewellery • New Skincare Product Range: Reveel by MedSkin Solutions

New Handcrafted Earrings by EDEN + ELIE

New Gel Bottle chrome nail design

MAKEUP WORKSHOPS In May 2024, the Spa hosted a Summer Makeup and Skincare Workshop conducted by renowned makeup guru Ellie Sakrzewski, showcasing the latest trends and tips for achieving flawless Summer beauty in the tropics. Participants enjoyed an engaging and interactive experience, trying their hand at expert techniques for makeup application, and exploring skincare routines and products designed to protect and nourish sun-kissed skin.

Summer Makeup and Skincare Workshop for Members

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UPGRADING WORKS To enhance comfort at the Spa, several key upgrades were implemented. Existing memory foam cushion backrests at the nail salon were upgraded and replaced with a new model designed to provide better support for the physique by conforming to the body’s contours, creating a more enjoyable experience for Members getting pedicures.

Additionally, to improve scheduling coherence and reduce last- minute no-shows or cancellations, the Spa implemented a system to send WhatsApp confirmation messages three days in advance for selected treatments. This proactive approach has allowed the Spa to confirm appointments ahead of time, ensuring the efficient reallocation of any available slots to other Members. The team also resolved hot water issues in the changing rooms by installing individual heaters in each stall, guaranteeing a reliable and consistent supply of hot water and ensuring a more pleasant experience for all Members.

New backrests at the nail salon

AWARDS & ACCOLADES In FY2024, sên Spa was awarded Corporate Wellness Program of the Year by the Asia Pacific Spa & Wellness Coalition (APSWC) at the 2nd Annual APSWC Awards held in The Salil Hotel Bangkok on March 21, 2024. This prestigious accolade recognized the Club’s commitment to enhancing the mental and physical well-being of Team Members through a range of innovative initiatives.

Director of Spa & Retail Services, Eleen Yap (third from the left) receiving the award on behalf of the Club at the 2nd Annual APSWC Awards held in The Salil Hotel Bangkok

UPSKILLING AND CONTINUOUS LEARNING In 2024, the Spa team concentrated efforts on enhancing its Team Members’ expertise through various training programs. The Spa team participated in the following training sessions to refine their skills and elevate overall service standards across roles:

• Aveda Training for Botanical Repair and Curly Techniques • Olaplex Training for Brazilian Blow-out & Keratin • Customer Service The positive results of these training sessions were reflected in Member reviews and satisfaction surveys; a testament to sên Spa’s ongoing commitment to delivering exceptional service and a top-notch experience for every Member.

Training session for the Spa team

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YOUTH & BOWL ING The Club’s Youth & Bowling programs play a vital role in inspiring and educating young minds in the community with a plethora of stimulating events and activities designed for a range of age-groups and interests. From seasonal camps, workshops, and classes to festive celebrations and themed parties, the team is committed to ensuring that our youngest Members have lots of fun at the Club, and are treated to engaging and enriching experiences throughout the year.

CAMPS AND PARTIES In the Fall of 2023, the team rebranded its youth camp event series from Youth Camp to Camp Eagle Explorers. The rebranding effort was accompanied by the launch of The American Club-branded merchandise, including dry bags, cutlery sets, and camp t-shirts; all designed to enhance the overall camp experience and foster a sense of belonging to the community.

Eagle Explorers Summer Camp for Junior Members

An exciting month packed with wholesome activities, September 2023 kicked off with the Welcome Back Party to celebrate the return of the Club’s youths from their Summer break. The event was filled with fun and games, including popcorn and cotton candy giveaways, balloon sculpting, face painting, a juggling performance, and a full-day of complimentary arcade play. Additionally, the Youth & Bowling and Fitness & Leisure departments collaborated to organize an Open House showcasing the Club’s new recreational and fitness classes alongside other programs and offerings, which was an enjoyable way for Members to get a sneak peek at the slew of recreational activities available for both adults and children.

A Youth, Fitness & Leisure Open House was conducted to showcase the variety of recreational classes available for both adults and kids

Members at the YFL Open House

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FESTIVE CELEBRATIONS The festive season of October and December 2023 was a whirlwind of joyous activity and celebration. Halloween was a particularly spooky affair, featuring the much-loved Nebbercracker’s Monster House – an interactive storytelling experience for children aged five to 11 years old – at The Quad Studios, and a thrilling murder mystery challenge at The Quad Poolside. The Wickedly Sweet Trick- or-Treat adventure in the Lobby offered a Monopoly-inspired twist on traditional trick-or-treating, with different game cards for varying age groups and adorable Eli the Eagle plushies as rewards for those who completed the challenge.

Junior Members and Team Members dressed in Halloween costumes at the Nebbercracker’s Monster House event

To capture and revel in the year-end holiday spirit, the Club organized a series of festive events; The Yuletide Magic Family Fun Day brought families together for a day of wonder and enchantment. Activities included a DIY Christmas Stocking Workshop, Carnival Train Ride, Glitter Art Tattoo, Snow Cone Station, Hot Chocolate, Movie Screening, and a magical Snow Fall session. The Youth Express: Christmas on Wheels added a touch of excitement with an enthralling bus ride from Orchard to Gardens by the Bay, complete with a Christmas-themed amazing race challenge that delighted all participants. In early 2024, the Club was abuzz with festive joy and family-friendly events. The Easter Eggstravganza took centerstage with a delightful egg hunt at The Quad Studios, culminating in treats from a chocolate fondue station that provided a sweet finale to the fun-filled day. Come May 2024, the Club celebrated Mother’s Day with a heartwarming Family Fun Day at The Galbraith Ballroom, featuring an array of activities for adults, their little ones, and the young at heart. A kids-only section was set up to keep children entertained and engaged, allowing parents to unwind and enjoy some time to themselves. It was the perfect opportunity for families to come together to create cherished memories together.

Members taking a photo with Santa at the 2023 Tree Lighting event

Mother’s Day Celebration at The Galbraith Ballroom

Games and activities set up for the young ones

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CELEBRATING MUSIC AND FUN

This year, the Club turned up the volume with two spectacular events celebrating musical legends. First, Swifties Wonderland transformed the Club into a vibrant, Taylor Swift-inspired extravaganza, where fans gathered for a lively sing-along and dance party in conjunction with the pop superstar’s concert in Singapore. In April, Members enjoyed a thrilling evening at Bowl the Night Away to Bruno’s Greatest Hits, where they danced, bowled, and revelled in a musical tribute to Bruno Mars. These events brought the Club’s community together through the joy of music and entertainment.

Taylor Swift-inspired extravaganza

DIY friendship bracelets

Junior Members gathered for a sing-along and dance party as confetti cascaded from above

A REFRESHED LOOK – SPRUCED UP SPACES

For the amusement and entertainment of the Club’s Junior Members, the team introduced a new Pinball machine and Foosball table at The Quad. At the same time, rectification works were also initiated at several Youth facilities; this included replacing the carpet floors with sports vinyl flooring and fitting padded leather on the interior walls of The Quad Studios. Additionally, the team retrofitted a magnetic wall at the entrance of The Quad and also removed the sliding doors in the Multimedia Room to enhance the facility’s safety and functionality.

New Pinball machine at The Quad

New sports vinyl flooring at The Quad Studios foyer

New interactive magnetic wall at The Quad entrance

New Foosball table at The Quad

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FACI L I T I ES & SECURI TY

At The American Club, the safety, comfort, and satisfaction of Members are paramount. The Club is dedicated to continuously reviewing and upgrading its security systems and facilities to ensure they meet the highest standards. By investing in infrastructure enhancements, The Club aims to create a secure and inviting environment, offering Members peace of mind as they enjoy all that the Club has to offer.

NEW INSTALLATIONS TOWARDS A SAFER CLUB

In April 2024, The Club embarked on a major upgrade of its CCTV system, which was completed in June. The new system features state-of-the-art surveillance technology, with enhanced recording quality and live viewing capabilities. With the addition of fish-eye cameras, the upgraded infrastructure now provides an all-encompassing view from multiple angles, ensuring top-notch security coverage.

Upgraded CCTV system at the Carpark

NEW IMPROVEMENTS ENHANCING EXPERIENTIAL FEATURES

The car park barrier system has received a high-tech overhaul. The upgraded system boasts faster response times and advanced features, including the ability to detect both Inbound and Outbound Vehicles (IUs and OBUs). New License Plate Recognition (LPR) cameras now capture and record vehicles as they enter and exit. These improvements are set to slash waiting times by 30-40%, making the entry and exit process smoother and more efficient for Members.

New in-line water heaters have been installed in sên Spa to enhance the hot water supply. Previously, nail technicians had to wait a few minutes while flushing out residual water from the pipes before receiving a steady hot water supply. With the new system, hot water is produced instantly, eliminating the need for flushing, and significantly reducing water waste.

New water heaters at sên Spa

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Bladeless Vortex Fans have been installed in the Gym, Pilates Studio, and Lobby waiting areas. With enhanced air circulation, Members and their guests are now able to enjoy significantly improved levels of comfort in these spaces.

New bladeless Vortex fan at the Claymore Hill entrance

New bladeless Vortex fans installed at the Pilates Studio to enhance Members’ comfort

New bladeless Vortex fan at the Lobby guest waiting area

New flooring has been installed in several key areas to improve durability and maintenance. Flooring at The Quad Studios waiting area has been converted from carpet to sports vinyl, enhancing durability and ease of maintenance in this high-traffic zone.

Refurbished broadloom carpets at The Galbraith Ballroom

The Galbraith Ballroom has been refurbished with carpet tiles as a replacement to broadloom carpets. The new flooring is made from environmentally friendly materials, and also easier to maintain.

New sports vinyl flooring installed at The Quad Studios

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UPSKILLING & CONTINUOUS LEARNING Ensuring the safety of Members and optimizing their Club experience remain top priorities for the Facilities and Security Department. To uphold these standards, the team sent several Team Members for upskilling training to serve the Club better.

• Hazrin and Azlan from the Engineering team graduated with a Diploma in Building Engineering and Fire Safety from Ngee Ann Polytechnic; and have successfully registered as Fire Safety Managers with the Singapore Civil Defence Force. • Housekeeping Supervisors Muru and Mogan have completed the Computer Enrichment and Supervisory course conducted by the Singapore National Employers Federation. • Shirley, Jennifer, and Yvone from the Housekeeping team underwent an English Enrichment Course conducted by the Institute of Technological Education. • Housekeepers Zainab, Badariah, and Sarinah completed the WSQ Workplace Safety and Health Practices Implementation course. • A total of 112 Team Members attended the Fire Fighting training during Staff Orientation and Refresher Trainings.

Azlan (left) and Hazrin (right) at the Ngee Ann Polytechnic Graduation Ceremony

Mogan (left) and Muru (right) with their Computer Enrichment and Supervisory Training certificate of completion

Fire Fighting training during the Staff Orientation

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HUMAN RESOURCES

BUILDING FOR THE FUTURE: STRATEGIC RECRUITMENT AND LEADERSHIP ENHANCEMENTS Recruitment has always been a key focus for the Human Resources (HR) team in maintaining high service standards. In FY2024, the HR team conducted a salary benchmarking exercise to evaluate the Club’s job market competitiveness. With the findings, the team made strategic adjustments to align some Team Members’ salaries with industry rates, helping retain valued talent. The team also continued to nurture a close working relationship with the Attractions, Resorts & Entertainment Union (AREU), and conducted an in-house recruitment drive in partnership with both the AREU and Employment & Employability Institute (e2i) in 2024. The initiative was a successful one, resulting in several frontline and back-of-house positions being filled. In FY2024, the Management team welcomed new leaders: Audrey Lim as Director of Finance, Michael Teoh as Director of IT, and Craig Riker as Head of Culinary. Each brings exceptional expertise in their respective fields. Under the leadership of our General Manager, Christine Kalbael-Sheares, their combined strengths and dedication will be instrumental in elevating the Club to new heights of excellence.

SAFETY AND SERVICE CULTURE

The Club maintains a zero-tolerance policy towards workplace harassment. To create awareness and equip our Team Members with the necessary knowledge, the team organized an in-house training session on the topic of Anti-Harassment at the Workplace across four sessions. The initiative was initiated in part as a response to the Government’s recent augmentation of the Protection from Harassment Act 2014.

The HR team has also worked hard to ensure that the Club operates with a strong safety culture, and Team Members are equipped with the necessary competencies and regulatory training – such as Food Safety & Food Allergies, Occupational First Aid, CPR & AED, andWorking from Heights, are Safety Culture at the Club – to support the Club in keeping safety across work practices and procedures front of mind.

Occupational First Aid, CPR & AED Training

Additionally, our frontline Team Members

receive continuous training in service excellence, encompassing topics such as Service Verbiage and Managing Customer Expectations. This commitment to training ensures that the team is well-prepared and able to provide exceptional service to Members.

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CARING FOR OUR TEAM MEMBERS

The Club organized two bazaars in FY2024, delighting Team Members with a variety of food stalls offering snacks, pastries, cakes, and fruits. The team also engaged various vendors and suppliers across the verticals of cosmetics, footwear, and insurance; to name a few, allowing Team Members to indulge in a spot of retail therapy in the comfort of the Club.

Team Members at the Staff Bazaar

The financial year culminated with the Annual Team Members Dinner & Dance Plus Awards Ceremony at Sheraton Towers Singapore. A total of 333 Team Members came dressed in their snazziest Hawaiian outfits, staying true to the night’s theme of “A Hawaiian Paradise”.

Our longest serving Team Members receiving their Long Service Award

Team Members delivered a spectacular performance during the talent show segment

Highlights of the event included appreciation awards for the Club’s Long Service Team Members, Employee of the Year Awards, and a Talent Show. The evening concluded with a lucky draw segment and dancing, embodying the One Club, One Team mantra of the Club.

Team Members dressed in their Hawaiian outfits

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FOR THE YEAR ENDED JUNE 30, 2024

FINANCIAL HIGHLIGHTS

The Club continued to face another difficult year in Fiscal Year 2024 (FY2024) with sluggish global economic recovery as well as persistent geopolitical and trade tensions.

While inflation seems to be easing in the second half of FY2024, a tight labor market in the service industry and a reduction in foreign worker passes resulted in a significant upward pressure in wages. The elevated wage costs were partially mitigated with a lower energy rate on renewal. Overall, the Club delivered an underlying Gross Operating Loss before bonuses of $2.0 million.

It should be noted that the increase in utility costs has already started to taper off in FY2024, and we expect to see a further reduction of $0.3 million in FY2025.

-5% GOP Before Bonus

59% Payroll Ratio

24% OPEX Ratio

78% Gross Profit Margin

FY2023 S$ ‘000

% of Total Income

FY2024 S$ ‘000

% of Total Income

INCOME STATEMENT

100%

Total Income

36,961

100%

36,371 8,305 28,066 19,865

23% 77% 55% 18%

Cost of Goods Sold

8,111

22% 78% 59% 18% 0% 6% -5%

Gross Profit Payroll Costs

28,850

21,901 6,835

6,563 1,638 2,716

Opex (excluding utility costs)

5% 7%

Gross Operating Profit before utility costs

115

Utility Costs

2,116

(1,078)

-3%

Gross Operating Profit/(Loss) before bonus

(2,001)

1,986

5%

Variable Bonus

1,770

5%

(3,064)

-8%

Gross Operating Loss after bonus

(3,771)

-10%

THE AMERICAN CLUB SINGAPORE ANNUAL REPORT 2023 / 2024