Sarah Fulham’s Doxa Community Club Journey
Doxa Community Club (DCC) isn’t just about providing exceptional venues – it’s about creating a sense of community and purpose. At the heart of this mission is Sarah Fulham, whose background in Tourism Management and Marketing has shaped her approach to building meaningful connections with members and the broader community. In this exclusive interview, Sarah reflects on her journey at DCC, the highlights of her career, and the exciting launch of Miss Gunn’s Basement Bar. She also shares how DCC’s supportive and inclusive culture empowers women and fosters a dynamic work environment.
What inspired you to work at Doxa Community Club?
What drew me to Doxa Community Club (DCC) was the connection to the Doxa Youth Foundation and the strong values they uphold. The opportunity to manage well-established brands in the heart of Melbourne’s CBD – Clocks at Flinders and Central Point, was also very appealing and felt like a great next step in my career growth.
DCC offers the unique opportunity to share the story of why we exist as a club. From a marketing perspective, that’s incredibly important. It’s not just about promoting what we offer; it’s about connecting our members and the community to the very core of who we are and why we do what we do. That narrative is something I’m proud to be a part of.
What motivated you to work for a club?
My background and degree in Tourism Management and Marketing provided a strong foundation for my interest in hospitality, and I’ve always been fascinated by human behaviour, particularly in the context of marketing. Understanding consumer behaviour dynamics has been something I’ve found compelling throughout my 13 years in marketing roles across the Real Estate and Sport industries. Both industries are heavily service-oriented and always involved some form of loyalty program, which I see as a crucial transferable skill into “Club Land”.
Club environments, especially here in Victoria, are driven by innovation and a constant desire for improvement. It’s an exciting atmosphere to be part of, and I’m fortunate to work with supportive colleagues who are always looking to contribute and bring fresh ideas to the table (shoutout to our Venue Managers; Rakesh, Camill, Claire, and Liam!) That sense of camaraderie and ownership are essential to presenting the club in the best light possible. Contributing to such a dynamic and innovative environment at DCC is incredibly fulfilling. It’s inspiring to see how, as a team, we consistently strive to punch above our weight in delivering exceptional experiences and being part of that vision is something I’m truly passionate about.
What have been some of the highlights of your time at Doxa Community Club?
There have been so many highlights in my time so far at Doxa. Firstly, our Head Office team took a trip out to the Doxa Youth Foundation Malmsbury Camp to experience firsthand what Tom Kelly and the team are doing up there, it was great to see it all in person for an understanding of the outcomes of our efforts at venue-level.
Secondly, a personal highlight was opening Miss Gunn’s Basement Bar. It was such an exciting project to be involved with, and seeing it come to life was incredibly fulfilling. The positive reception from members and guests has been fantastic, and it’s been exciting to witness its evolution.
Finally, and what continues to be something I’m grateful for on the daily – are the people that I surround myself with at DCC. At every level of the Business – our people are our biggest asset. The team we have right now at DCC are such a good group of humans. The culture that exists here and that has evolved over the last short while has made it an enjoyable place to show up every day.
During my interview, I had the chance to connect with my now manager, COO – Anthony Simioni, and quickly recognised that we would work well together. Anthony’s leadership is grounded in strong principles, which I respect.
How does Doxa foster an inclusive work environment for women? Are there any specific programs or initiatives in place?
At DCC, we’re proud to have a diverse range of women in leadership positions across various departments. From Marketing and HR to Venue Management, Front-of-House, and even our culinary team, our women play a vital role in driving the success of our organisation. This representation reflects our commitment to creating an inclusive environment where all employees, regardless of gender, can grow, lead, and make a significant impact.
As a mum of two young daughters (five and three), I truly appreciate DCC’s flexible work arrangements and the incredible support I receive from my team. This flexibility allows me to balance my career and family life. I get to be there for the important moments in Ayla and Lucy’s lives. Support like this makes a real difference for so many people who are trying to juggle work and family responsibilities. It not only helps us be present for our loved ones but also allows us to stay engaged and committed in our roles. Having this balance makes a huge difference, both personally and professionally.
How does Doxa foster an inclusive work environment for women? Are there any specific programs or initiatives in place?
At DCC, we’re proud to have a diverse range of women in leadership positions across various departments. From Marketing and HR to Venue Management, Front-of-House, and even our culinary team, our women play a vital role in driving the success of our organisation. This representation reflects our commitment to creating an inclusive environment where all employees, regardless of gender, can grow, lead, and make a significant impact.
As a mum of two young daughters (five and three), I truly appreciate DCC’s flexible work arrangements and the incredible support I receive from my team. This flexibility allows me to balance my career and family life. I get to be there for the important moments in Ayla and Lucy’s lives. Support like this makes a real difference for so many people who are trying to juggle work and family responsibilities. It not only helps us be present for our loved ones but also allows us to stay engaged and committed in our roles. Having this balance makes a huge difference, both personally and professionally.
What was your role in bringing the Miss Gunn project to life? What challenges did you face and how did you overcome them?
Miss Gunn’s Basement Bar offers a one-of-a-kind experience, tucked away in the heart of Melbourne beneath Flinders Street Station. The venue beautifully blends history with modern indulgence, retaining the original bluestone foundations from the 1909 construction while
introducing a contemporary and stylish space for guests to unwind. Named after Ada May Gunn, a pioneering woman who ran The Lounger’s Club under Flinders Street Station in the early 1900’s, Miss Gunn’s captures the essence of her legacy – combining warmth, hospitality, and timeless sophistication. Whether for a quiet drink or a private function, it’s quickly becoming a must-visit destination in Melbourne’s nightlife scene, with praise from notable Melbourne food writers and websites amplifying its reputation (which we love to see!)
The reception to Miss Gunn’s has been incredible. Since opening, the venue has been consistently busy, with both members and guests eagerly embracing the new addition. The feedback has been overwhelmingly positive, particularly regarding our signature cocktails. Our Senior Mixologist, Raven, brings a wealth of experience and expertise to the bar, and it’s clear that our patrons really appreciate her craft. The unique and innovative cocktails, along with the sophisticated atmosphere, have made Miss Gunn’s a sought-after spot for both pre- and post event drinks.
I was lucky enough to take the lead on bringing Miss Gunn’s to life. I made sure all the pieces came together, from creating the brand identity and organising the content shoots to choosing the décor and working with external partners to stay on track with our timeline.
There were a few challenges along the way but we remained solution-focused throughout the process, we managed to meet our opening deadline and deliver the venue on time, which was a great achievement for everyone involved. It was an exciting challenge, ensuring that everything came together smoothly and on brand – come and see us next time you’re passing through Flinders Street Station!
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