Clubs of all sizes, in every state, are struggling to recruit new members in this economy. Knowing that it’s less expensive to keep an existing member than it is to get a new one, many clubs are turning their limited resources to keeping their current members happy, recognizing recent and long-time members who are sticking with the club through the tough times. “Member Appreciation” programs are being implemented at clubs large and small across the country. And it doesn’t take a lot of time or money to show your members that you appreciate them.
At the National Club Conference in Washington, D.C., in April, Kathy O’Neal, Senior vice President of ClubCorp, described a member appreciation dining program at several of their country and city clubs. Members received two $50 dining certificates, one good for the month of February, the other valid in March. As these are typically slow usage months in the clubs, the idea was to generate F&B traffic, increase member usage of the club, thereby increasing member retention, and possibly introduce new members to the club through the existing membership.
Did it work? In the country clubs, the redemption rate was 25 percent; in the city/athletic clubs, it was 10 percent. The results of this very simple program were remarkable. Members in both categories spent well in excess of the value of the certificate, resulting in the desired increase in food and beverage sales and an increase in member usage at the clubs. Additionally, 40 percent of the certificates were redeemed by members who had not used the club in more than 90 days, helping to reduce the risk of resignations by members who were not actively engaged in the club before the program was implemented. Recruitment efforts were also successful: 40 new members were enrolled in the clubs as a result of the program.
Member Appreciation Year Round
At Mount Vernon Country Club in Alexandria, Va., member appreciation has turned into a yearlong series of events. The idea of General Manager and Director of Golf Pete Van Pelt, member appreciation extends from the clubhouse to the golf course, with new events added specifically for the program, and discounted pricing for other club events. To drive traffic on traditionally slow nights, the club offers free kids meals every Tuesday and Sunday night. The monthly wine tasting that was $8 per person is now a free event as part of Member Appreciation month. Every Thursday evening is Happy Hour, with complimentary appetizers and $1 draft beers. On the golf course, members are encouraged to bring guests (and potential new members!) on Thursdays with a reduced greens fee of only $25 (more than half off the regular $60 weekday greens fee).
To help promote the Member Appreciation message to the members, every staff member—managers, service staff, golf pros—wears a “Member Appreciation” button while on duty, and the artwork is incorporated into the monthly newsletter and signage throughout the clubhouse.
While “Member Appreciation Year” has only been in place for four months, the club has been pleased with the results, which have been positive. For the first two months of the promotion, sales were up an average of 15 percent over the same period last year. While many people are cutting back on dining out in the current economic climate, the club is seeing an increase in sales on what are usually slow evenings in the dining room.
How to Implement “Member Appreciation” at Your Club
Think about what you hope to achieve with a member appreciation program:
- Do you want to increase club usage overall or just on certain days?
- Is there a specific segment of your membership (older members, young families) that may not be as engaged in the club and at risk of resigning?
- Do you want to reduce your attrition rate?
- What events could get members more engaged in the club, i.e., meeting fellow members and facilitating relationship building?
A member appreciation program, like any program at your club, has to be specific to the wants and needs of YOUR members. Think about what events, activities or discounts would YOUR members appreciate. Is there an event your members have expressed an interest in but you haven’t yet implemented? You can use ideas from these clubs, or develop something unique to your own club and members.
The budget for this program can be as much as you want to spend, or as little as you can afford. Club Corp spent a significant amount having gift certificates professionally printed and mailed to thousands of their members, but your program can be done on a much smaller scale and for much less. At Mount Vernon Country Club, costs included the free kids meals (average $7 per child), the staff buttons ($1-2 each), plus absorbing the F&B costs on the discounted Happy Hour pricing and wine tastings. You may be able to negotiate with your vendors for discounted pricing or special promotions.
Members join private clubs for many reasons, but one of the main reasons is for a sense of camaraderie and belonging to a special community. Using a member appreciation program to help foster those feelings will help ensure satisfied, engaged members that will see your club through the rough time.