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Sorrento Beach Club rebrands to The Waterfront with year-round focus

Published by YuToday Staff

0 views · 2 hours ago · 3:47 read · September 2, 2026

Perth’s northern suburbs have a new year-round destination for dining, sport, and live entertainment. The Sorrento Beach Club, a popular waterfront venue at Sorrento Quay in Hillarys, has officially rebranded to The Waterfront, marking a significant evolution for the venue. Owners ELG Australia, known for managing other beach clubs like Hillarys Beach Club and Yanchep Beach Club, have transformed the space into a permanent hospitality hub after a successful year as a seasonal pop-up.

Key takeaways

The Sorrento Beach Club has rebranded to The Waterfront, shifting from a seasonal pop-up to a year-round venue.
ELG Australia, the venue’s owner, aims to expand its hospitality portfolio with this transformation.
The Waterfront will focus on dining, sport, and live entertainment to attract a broader audience.
The rebranding reflects a growing trend of versatile waterfront venues in Perth.

Why did Sorrento Beach Club rebrand to The Waterfront?

The rebranding of Sorrento Beach Club to The Waterfront reflects ELG Australia’s strategy to expand its portfolio of year-round hospitality destinations in Perth. After operating as a summer pop-up for a year, the venue’s management decided to evolve its concept to attract visitors beyond the peak season. The shift aims to position The Waterfront as a versatile venue offering dining, sport, and live entertainment, aligning with the group’s broader vision for its Applecross and Hillarys locations. This move also underscores the growing demand for multi-purpose waterfront venues in Perth’s northern suburbs.

What can visitors expect at The Waterfront?

Visitors to The Waterfront can expect a refreshed experience that retains the venue’s signature waterfront charm while introducing new features tailored to year-round appeal. The venue will continue to offer waterfront dining and entertainment, but with an expanded focus on sport and live performances. While specific details about the new offerings remain unconfirmed, the rebranding signals a commitment to providing a dynamic and engaging environment for guests. The transformation aligns with ELG Australia’s track record of delivering high-quality hospitality experiences across its venues.

How does The Waterfront fit into ELG Australia’s portfolio?

The Waterfront joins ELG Australia’s growing portfolio of beach clubs and hospitality venues, including Hillarys Beach Club, Yanchep Beach Club, Bar Olé Applecross, and The Heart Applecross. The group has established a reputation for curating vibrant dining and entertainment destinations in Perth, and The Waterfront represents another step in its expansion strategy. By diversifying its offerings and extending operations beyond peak seasons, ELG Australia is positioning itself as a key player in the city’s hospitality scene. The rebranding also reflects the group’s ability to adapt to changing consumer preferences and market trends.

What’s next for The Waterfront and Perth’s hospitality scene?

The rebranding of Sorrento Beach Club to The Waterfront sets the stage for a new era of year-round hospitality in Perth’s northern suburbs. While specific future plans remain unconfirmed, the venue is expected to host a mix of dining, sport, and live entertainment events to attract a broader audience. This shift could inspire similar transformations across Perth’s hospitality sector, as venues seek to capitalize on the city’s growing appetite for versatile and engaging experiences. For now, The Waterfront is poised to become a must-visit destination for locals and tourists alike.

How does this rebranding impact local businesses?

The rebranding of Sorrento Beach Club to The Waterfront is likely to have a positive ripple effect on local businesses in Hillarys and the surrounding areas. By extending the venue’s operational period, ELG Australia is contributing to the local economy by creating jobs and driving foot traffic to nearby establishments. The venue’s expanded focus on sport and live entertainment could also attract new visitors, benefiting surrounding restaurants, shops, and service providers. This development aligns with broader efforts to enhance the economic vitality of Perth’s northern suburbs.

What happens next

The Waterfront is poised to become a year-round hub for dining, sport, and live entertainment in Perth’s northern suburbs. While specific future plans remain unconfirmed, the venue is expected to host a variety of events to engage the community. This transformation could set a precedent for other venues in the region, as Perth’s hospitality scene continues to evolve. For now, locals and tourists alike are encouraged to explore the refreshed space and experience what’s on offer.