Philadelphia Area Clubs: Experiencing High Demand for Golf
By Bridget Gorman Wendling
While many have lamented the demise of golf, many of the 152 members of the Golf Association of Philadelphia gave a slightly different narrative. Clubs in this metropolitan area are enjoying a tremendous demand for golf and golf programs. Weather, the economy, location and local demographics can all factor into golf’s success at any given club; however, a great course and robust golf programming can make it an easy product to sell.
The Upswing
As we have seen in this issue, there are many statistics that offer encouraging signs regarding the industry’s health. These statistics are, of course, good news for the club industry as golf is central to the culture at many clubs. Innovative outreach, creative and nontraditional golf events, and broad-reaching coaching programs all can go a long way in engaging members and engendering a love of the game that keep the tee times booked. We asked some Philadelphia-area clubs to identify the main reason their club’s golf course is bustling.
Radley Run: Family-Friendly Focus Keeps Members on Course
Golf’s surge in junior participation represents the largest jump in total volume compared to other youth sports, including soccer, basketball, football and baseball, according to the Sports Fitness Industry Association and National Golf Foundation.
Radley Run Golf and Country Club in West Chester, Pa., has found that its family focus is what has kept it thriving. Members join the club—and use it frequently—because it is an elegant environment that is decidedly family-focused. The club experienced a lull in its golf outings and tournaments during the recession from 2008 to 2010. But, they consciously invested their efforts in cultivating a successful junior golf program to entice families and to inspire future golfers. They are proud of the results.
Joe Mendez, CCM, general manager/COO, Radley Run Country Club, says that in 2007, the club had 70 junior golf members; in 2016, that number had risen to 202. Their popular junior golf academies focus on teaching students proper technique and skills in—and this is key—a really fun environment. And, to increase the reach of the junior golf program, they opened it to non-golfing members, and that has been a positive change.
“We’ve found that our families really want to get out on the course and play together. Once we worked with some of the junior members, they were clamoring to get on the course and play. So, many of our non-golfing members have transitioned to golfing memberships because it’s a family activity that they can now enjoy together.”
When asked how Radley Run has weathered the downturn in golf, Mendez cited their commitment to families and juniors as their focus. The club made sure its course was accessible and enjoyable to all members by using the tools offered by the U.S. Kids Golf program to adapt the course and ensure the coaching curriculum was both aggressive and effective.
“Because we engaged our juniors and developed a youth culture, we have kids between 12-17 years-old at the club playing golf seven-days-a-week in the summer,” Mendez says, happily.
Manufacturer’s Golf and Country Club: Golf at All-Time High
Mary Dwyer, CCM, general manager/COO at Manufacturer’s Golf & Country Club (MGCC) in Ft. Washington, Pa., reported, “MGCC did not experience declining rounds. In fact, we experienced our highest rounds ever—coming in at 23,000-plus rounds.”
With the club’s deep historical heritage and 250-acre property, MGCC is a highly esteemed club and well-regarded course. Dwyer says she can attribute the consistent high volume of play to a couple of factors. The golf course has a great reputation the club members are very proud of it. She adds, “Our golf professional staff consistently develop and offer great programming to engage all ages and abilities. We have a lot novice and beginner programs focusing on both women and children.”
Philadelphia Cricket Club
The Philadelphia Cricket Club—the oldest country club in America—is seeing an uptick in its golf numbers as well, largely the result of a years-long effort to restore the course, enhance the experience, and increase the profile of the course. General Manager/COO Tim Muessle, CCM, CCE, has been with the club for six years. When he arrived, the membership numbers were at an all-time low. During his tenure, the club has gone from 1,200 resident members to 1,450, and from 600 to 750 golf members. They currently have 200 national members on the roster as well.
This success is a result of the club’s commitment to return the course/club back to the high standards of the past. When Muessle was hired, he knew that the club had a vision and the members were eager to support the effort and undertake a renovation that would help reach their goals. They completely restored the classic A. W. Tillinghast-designed Wisshickon golf course (the architect’s home course), added five squash courts, designed a new platform tennis pavilion, and improved and added to the aquatics complex.
All of these things equate to a much improved member experience on The Cricket Club’s two campuses, which are nearly five miles apart. Six years ago, the club was operating on a budget of under $12 million in revenue, which made sustaining the vast operation difficult. Today, thanks to member support, strategic marketing and 45 holes of quality golf as well as other activities, the club is realizing $23 million in revenue.
When asked to what he’d attribute the success of their current golf demand, Muessle said the membership was committed to the vision and investing the money to get there. He cited that he hired a great membership marketing director, and together they strategically implemented an aggressive long-term marketing plan that defined their brand and developed an incremental plan to reach their numbers and goals.
“We are unique and lucky in that we had the ability to become a destination club,” he says. Part of the club’s strategy was to become nationally ranked and to host prestigious tournaments. The Philadelphia Cricket Club hosted the 2015 PGA Professional National Championship and the 2016 Constellation SENIOR PLAYERS Championship, and will host the 2020 U.S. Amateur Four-Ball Championship.
Club Trends Spring 2017