PinTuna

Membership and loyalty platform operating Pride of Our Footscray’s “Pride Perks” membership programme. Primary holder of venue member data and largest consented email database for customer engagement.

Current Programme Status

Programme name: Pride Perks

Member base: 572 total memberships issued; 510 active, 62 inactive/expired

Membership revenue: A$8,225 collected in membership fees

Membership format: Digital QR codes issued automatically upon sign-up

Loyalty component: Set up but never activated (0 customers, $0 spend, $0 rewards issued)

Membership Configuration

Numbering: Custom format starting at 10000301 (sequential)

Auto-renewal: Enabled (no expiration dates set; members never lapse)

Email consent: Explicit consent required via membership T&Cs (Instagram follow + email newsletter opt-in); compliant with Australian Spam Act

Key fields captured per member:

• Full name (verified)
• Email address (verified)
• Australian mobile number
• Date of birth
• Account status (Active/Inactive)
• Membership plan (all “Pride Perks”)

Data quality: Comprehensive and verified; clean dataset for engagement

Membership Trends (2026)

January 2026: ~170 new members (sharp spike; likely event-driven promotion)

February 2026: ~50 new members (sharp drop)

March 2026: ~40 new members (partial recovery)

Key insight: Sign-ups are highly event-driven rather than organic baseline demand

Platform Capabilities

Active features:

• Memberships: Primary use case
• CSV data export: Available from Members list
• Digital cards: In-wallet capability

Untested/unconfirmed:

• Square integration: Status unknown; critical gap (without Square sync, loyalty spend data is unavailable)
• Email campaigns: Email campaign UI present but usage history unclear
• Gift cards, store credits, ticketing, coupons: Available features not assessed

Strategic Value

PinTuna holds Pride’s largest verified, consented email database:

• 572 members with explicit email opt-in
• Complete name and contact data
• Engagement history (membership tenure, renewal patterns)
• Demographic data (DOB, location via phone number)

Combined with TryBooking customer emails (1,974 real addresses) and shareholder register (206 names), PinTuna represents the foundational asset for member re-engagement and customer lifecycle marketing.

Critical Data Gaps

1. Loyalty programme status: Set up but never used. Decision required: activate to drive repeat visits or remove to eliminate confusion.

2. Square integration: Not verified. If PinTuna doesn’t sync with Square POS, spend data per member is unavailable, rendering any loyalty programme ineffective.

3. Inactive member definition: 62 members marked “inactive” but auto-renewal is enabled and no expiration dates exist. Inactivity status unclear (manual deactivation vs bounced sign-up).

4. Email campaign history: No visible history of campaigns sent to members. Unclear whether email capabilities have ever been used.

Recommended Actions

Priority	Action	Effort	Owner
P0	Export full 572-member CSV	10 min	Shae
P0	Cross-reference with shareholder registry	1 hr	Shae
P1	Verify Square POS integration status	15 min	Mat/Shae
P1	Test email campaign capability	30 min	Shae
P2	Clarify inactive member definition	30 min	Operations
P2	Decide: activate loyalty programme or remove	Decision	Mat/Shae

Platform Assessment: Under Review (April 2026)

Tech Stack Research (April 2026)

Per Melbourne Venue Tech Stack Research, PinTuna was initially eliminated from the loyalty platform shortlist as Shopify-first and irrelevant for a standalone venue without Shopify e-commerce.

Loyalty Programme Research (June 2025 report, ingested April 2026)

Per Loyalty Programme Research, PinTuna is reassessed as the only Square-native platform bundling gift cards, memberships, and event ticketing — a genuine competitive advantage. However, its core weakness is the 5% flat discount mechanic, which is the weakest loyalty model for an LGBTQ+ community venue.

Cost comparison:

• PinTuna Third tier (current): ~$2,328/yr (USD $125/mo)
• Square Loyalty via Square Plus: ~$480/yr — saves $1,848/yr
• Square Plus + PinTuna First tier (gift cards only): ~$1,416/yr — saves $912/yr

Decision gate: Audit which PinTuna features are actively in use (gift cards, event ticketing, memberships). If gift cards and ticketing are not active, migrate fully to Square Loyalty. If gift cards are used, downgrade to PinTuna First tier + Square Plus.

Sign-up friction issue: PinTuna requires email AND Instagram follow. Square Loyalty requires phone number only — materially lower barrier that will grow the database faster.

Shareholders as Highest-Return Loyalty Audience

The Founders Programme (see Loyalty Programme Strategy and Shareholder Engagement) frames Pride’s ~207 shareholders as pre-qualified super-loyalists — they don’t need to be acquired, only recognised and activated. The shareholder database is the seed audience for the loyalty programme’s highest tier.

At 25% member penetration across the full customer base, the loyalty programme projects ~$17,000 net annual benefit (69.9% ROI). The shareholder database — already invested financially and emotionally — represents the fastest path to achieving this penetration target. Founders Programme actions (72-hour presale, monthly newsletter, annual event) cost near-zero and generate disproportionate engagement.

See Loyalty Programme Strategy for the full redesigned programme and Tech Stack Optimisation for broader stack recommendations.

Related Pages

• Loyalty Programme Strategy — redesigned loyalty model (tier-based, experiential)
• Loyalty Programme Research — source: platform comparison, ROI modelling, community ownership models (June 2025)
• Email Marketing Strategy — using PinTuna email list for campaigns
• Shareholder Engagement — member communication and re-engagement
• Square POS — POS integration opportunity and loyalty replacement path
• TryBooking — complementary customer email source
• Tech Stack Optimisation — loyalty platform recommendation
• Melbourne Venue Tech Stack Research — source: loyalty platform evaluation