In this issue we covered family-oriented clubs from many angles. The case studies have considered how families find their fit at all kinds of private clubs:
· Full service country clubs: The Country Club of Virginia
· Country clubs with “everything but golf”: The Bel-Air Bay Club
· Gated communities: The Landings
· Yacht clubs: The Annapolis Yacht Club
Programs, facilities and people all combine in a variety of interesting ways in a true family-friendly club.
As you lay the various case studies side-by-side, one common theme is how smart these clubs have been in maximizing the opportunities presented to them by their distinctive location. Yes, the conventional wisdom in both real estate and retailing is that success commonly depends on three factors: location, location, location.
But it would be a mistake to think that any location—however prime—guarantees success. The clubs featured in this issue of Club Trends have taken their distinctive physical location and then adapted their club offerings to take full advantage of this geographical fact of life. They have also been alert to the changing winds of opportunity.
Let’s illustrate:
Bel-Air Bay Club complements its spectacular natural beauty with a design and architectural style that epitomizes the casual California lifestyle. At the same time, the club’s location just beyond the urban hustle-and-bustle (and traffic snarl) that is Los Angeles gives the club an ideal atmosphere for families to escape and enjoy a relaxing respite from the time pressures and work demands that are so often part-and-parcel of modern life. Thus Bel-Air is smart to arrange many of their family-centered activities in easily-scheduled, outdoor-oriented doses that are typically simple in concept and relatively inexpensive to pursue or equip.
In its original incarnation, The Landings was primarily a retirement community that featured gracious residential living and a variety of top-notch golf courses, all surrounded by an inviting climate in one of the most beautiful spots in the South. This was a strong concept, what with the good security, the quality country club amenities and the relatively low cost of housing. Over time, however, this approach to real estate development and its allied private club offerings has slowly changed, adapting to a range of shifting lifestyle and economic realities. The Landing has changed and taken full advantage of its proximity to Savannah, Georgia—just as other successful gated communities and developer clubs close to major metropolitan areas have done. The winning move has been to provide younger families with the sort of amenities and atmosphere that would appeal to them and their kids. Typically this has meant moving beyond golf and onto offerings such as new pools, tennis, fitness, casual dining and child care.
Annapolis Yacht Club’s location defines its identity a world-class club organized around a distinctive boating heritage. The club is quite clear about its mission and purpose. Yet it also recognizes that sustainability, fiscal soundness and its appeal to future generations will be powerfully leveraged by augmenting its current programs and facilities. A new pool facility, a well-equipped fitness center and a strong and varied approach to dining all combine to dramatically enhance its growing appeal to families. All these changes reinforce the image and symbolism and lifestyle associated there in the midst of Chesapeake Bay and Annapolis Harbor.
The Country Club of Virginia is impressive in both its scale and scope. Indeed, the history of CCV reminds us that location itself can be a variable, that as clubs grow and expand (or seek to grow and expand), location itself can be augmented or changed. The Country Club of Virginia, like many clubs, has more than one site. The Westhampton Clubhouse is closer to the Richmond city center than the James River Clubhouse. Westhampton tends to be more of the hub for family-centered activities, while James River is more golf-oriented. As our case study explained, The Country Club of Virginia has succeeded with families for many reasons, but one big contributing factor to the success of its after school activities and programs has surely been its proximity to two of Richmond leading private schools: St. Catherine’s and St. Christopher’s.
As clubs seek to strengthen their family-orientation, they must take their location as a key starting point. They must understand what it implies in terms of members needs, both currently and in the future. At the same time, clubs should recognize that location is not necessarily destiny, but rather a source for inspiration, innovation and strategic direction. All of the clubs we featured here provide useful examples of how location offers opportunities, but it’s the leadership and members that ultimately seize it.
Club Trends Spring 2014