Hawthorn Unveils Permanent Sensory Space at Kennedy Community Centre

Hawthorn Football Club and the Hawks Community Foundation have officially opened a permanent sensory space at the club’s new $100 million Kennedy Community Centre.

Developed via The Inclusion Project and in partnership with Variety – the Children’s Charity Victoria, the facility marks a shift from temporary match-day activations to a structural commitment to neurodiversity in sports infrastructure.

The space was co-designed by allied health professionals, occupational therapists, and staff with lived experience of disability. Unlike standard stadium quiet rooms, this world-class “sensory offering” is built to clinical standards while remaining integrated into the club’s headquarters. It will be professionally staffed by qualified occupational therapists and Inclusion Project Officers, which provides a meaningful employment for individuals living with a disability.

Noting that the permanent space is essential to making the new facility feel like “home” for all families, Variety CEO, Peter Bruce, said: “Together, we are breaking down barriers to ensure every child can experience the magic of the game in a place where they truly belong.” 

The Inclusion – project ambassador, Ned Brewer Maiga emphasised the power of belonging, stating that the environment is designed to accept and support the diverse needs of the modern fanbase.

A Commercial and Community Benchmark

The Inclusion Project, established in 2019, has evolved into an industry-leading consultancy and service provider. Its expansion across multiple codes highlights a growing commercial trend where “inclusion” is treated as a core operational requirement rather than a peripheral CSR activity.

The project now services major properties including the Australian Open, Melbourne Storm, Melbourne Victory, and the Melbourne Stars, having supported over 45,000 people since its inception.

In the last year alone, the project generated 2,260 hours of meaningful employment for 39 staff members living with a disability, facilitating 156 match-day activations.

By lowering barriers to attendance, Hawthorn is effectively expanding its addressable market. The club has launched a dedicated Variety Inclusion Membership and “virtual seats” to fund grants for children in need, creating a sustainable revenue model for community initiatives.

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