From Food Stalls to Fairways: Morley Local Backs Suburb with $2M Play

MORLEY, WA – A local entrepreneur who famously turned a struggling market into a multi-million dollar asset is shifting his focus from retail stalls to golf simulators. Dean Petrie is doubling down on the north-east corridor with the launch of a $2 million sport-entertainment venue, set to open its doors later this month.

Located at 129 Russell Street—directly opposite the Galleria Shopping Centre—the new 900sqm X-Golf Morley facility arrives at a pivotal moment for the suburb. As the Galleria undergoes its major redevelopment, Petrie is betting that Morley’s shifting demographics are hungry for more sophisticated leisure options.

The Midas Touch: From Wanneroo to the Green

Petrie is no stranger to high-stakes revitalisation. Before pivoting to indoor sports, he was the driving force behind the dramatic turnaround of the Wanneroo Markets. Under his leadership, the site reached full occupancy and was sold earlier this year for nearly $10 million—almost double its previous valuation.

“That experience showed me what’s possible when you combine strong business fundamentals with a genuine focus on community,” Petrie said. Now, alongside his wife Sarah and their three-month-old son Rory, he is applying that same community-centric logic to Morley.

Riding the Population Wave

The investment is backed by hard data. Morley’s population has surged by more than 10% since the 2021 Census. Petrie noted that while the City of Bayswater’s Activity Centre Structure Plan has paved the way for growth, the “fun” factor has lagged behind.

“The scale of investment into the Galleria clearly shows that Morley is changing, but entertainment options haven’t really kept pace with how people want to spend their time now,” Petrie explained.

With inflation squeezing household budgets, Petrie believes the “staycation” style of entertainment is the future. “More people are opting for accessible, local entertainment experiences… that don’t require flights or full-day commitments.”

What’s Under the Hood?

Part of the X-Golf Group’s 33-venue network across Australia and New Zealand, the Morley site is designed to be a “one-stop-shop” for socialising:

• State-of-the-Art Tech: Six ultra-realistic simulators featuring patented ball retrieval and sensor technology.
• The 19th Hole Lounge: A full-service bar and kitchen for post-game refreshments.
• More Than Just Golf: Overhead projectors for live sports, plus free pool tables and dart boards.
• Professional Edge: One-on-one coaching with PGA-qualified professionals and competitive leagues like X-League.

Lowering the Barrier to Entry

For Petrie, a former representative hockey and cricket player, the move is about democratising a sport often seen as time-consuming or expensive.

“Indoor golf maintains the competitive and social side of the game but makes it a lot more accessible,” he said. “It opens the door for people who might never step onto a traditional golf course.”

X-Golf Morley opens to the public on 27 March, bringing nine new jobs to the local area and a fresh suburban hub for “Ladies Nights” and junior programs.