If you're a gaming or fantasy lover, you may already be familiar with Fortress, an entertainment powerhouse that expertly blends gaming, dining, and events. Co-founder and CEO John Satterley said it was thanks to strategic planning that his basic business idea led to the flourishing of flagship stores in both Melbourne and Sydney. . Here's the story of Fortress' rise and how Telstra's business-grade fiber makes it a force to be reckoned with.
Understand your business vision
Inspiration struck Satterlee in 2004 when she encountered a large crowd of fans at a stadium in South Korea. Working at a record company at the time, he encountered an amazing scene where more than 10,000 people gathered together, not for the music, but for the music. e-sports.
“All these people were there to watch teams play computer games for esports. It was unbelievable,” he says. As you can imagine, this sparked a business idea that changed his life.
Recognizing the huge potential of the gaming industry, Satterlee dreamed of creating an outdoor experience that blended gaming, fantasy, science fiction, and heavy metal culture. The brainchild of Fortress, the first flagship venue opened in his Melbourne location in 2020, followed by his Sydney location in 2023. Each venue boasts his 2,500 square meters of immersive entertainment space.
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Beyond esports and a rapidly evolving cultural phenomenon
Satterley said Fortress started with esports as its primary focus, but has since evolved into a broader “culture company.” These venues include fantasy-themed dining experiences and his sci-fi-themed bar, and Satterley says Fortress is a sanctuary for like-minded people who transcend the boundaries of gaming. He welcomes a wide audience of fantasy and science fiction fans.
The Fortress venue, called The Tavern, is a fantasy-themed dining and bar experience where patrons can enjoy drinks, food, and themed events in an atmosphere tailored to their interests. We hold a variety of events for beginners and beginners alike. Dungeons & Dragons From sessions to trivia nights, game tournaments, themed promotions and more.
“People who love that culture just say, 'Wow, this was made for me.' This is my culture. They're my people,” Satterlee says.
Membership benefits and business growth
As part of its latest strategic move, Fortress recently launched a membership scheme to improve customer loyalty. Regular customers receive additional discounts on drinks, PC games, and even free board game rentals. Satterley says this drives customer retention and increases brand loyalty. He also says the membership benefits are carefully structured to make joining “easy” for people who come every week or every two weeks.
“We’ve designed discounts and benefits to make membership easy if you come at least twice a month,” he says. “We are also considering exclusive promotions and nights to provide even more value to our members.”
Chart a path to future growth
Given the great success of its Melbourne and Sydney locations, Fortress is now exploring new growth opportunities. Two of his concepts are currently under consideration: a standalone tavern and a guild. Taverns will be themed experiences without an esports arena, but smaller guilds than flagships could be set up in places like local pubs.
Mr. Satterley envisions an exciting growth strategy that will tailor our approach to meet the demands of different markets. His team is also considering moving overseas, with licensing, franchising and direct ownership options all on the table.
Telstra business-grade fiber: Power your Fortress connectivity
As Fortress aims to expand globally, reliable connectivity is one of our must-haves. By partnering with Telstra and leveraging the company's business-grade fiber solutions, Fortress was able to ensure a robust and scalable network infrastructure. It's a great fit for the size and type of Slattery's business, providing him and his team with both the reliability and speed they need to support Fortress' unique operations.
At the end of the day, Fortress is all about capturing the imagination of the community, and Telstra's business-grade fiber is helping businesses achieve just this. By leveraging fiber solutions that allow him to connect directly with passionate but underserved populations, Satterley not only builds venues, but keeps customers in the heart long after the event ends. We are confident that we can create an amazing experience that resonates with people. As the business continues to grow, and Telstra's business-grade fiber grows with it, he hopes to bring that unique “fortress feel” to more fantasy and sci-fi fans of his.
“That’s the connective tissue of our business,” Satterley says. “We don't just run a pub. We capture the imagination of people who love this culture. It’s about giving them a feeling.”
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