For nearly five years, Nick Sidorakis, CCM, general manager/COO at Southern Hills Country Club (SHCC) in Tulsa, Okla., has been contemplating creating a mobile app for club members. He knew he wanted something that would integrate with the club website and member database and would enable members to schedule tee times and receive push notifications on their phones. However, other priorities superseded doing the due diligence and legwork to get such an endeavor off the ground.
When Sidorakis hired Liz Stallings as the marketing and communications director to oversee all the club’s communication channels roughly three years ago, her first two directives were to enhance and improve the club’s website and start making the SHCC app a reality. Stallings had previous experience with developing apps and had learned a few valuable lessons, not the least of which was to work with a company that would be around for the long-haul. In a previous position, her employer had worked tirelessly with a developer to build and launch an app for their business. Once the app was built, however, the company moved on to other clients and was not available to assist with updates, changing technologies and emerging needs.
Stallings’ experience and exhaustive research brought her back time and again to Clubessential, an established company with the ability to integrate club technologies and deliver the kind of tech support, customer service, and design elements that Southern Hills desired. Clubessential developed their website, which went live 2012. The app was launched in 2016 and integrates seamlessly.
Essential Features for Both Front- and Back-of-the-House
Stallings and Sidorakis knew they wanted features that would enhance the member experience, so they worked with Clubessential to build a customized app—for both Apple and Android—that would be pleasing to the eye, easy to navigate, in line with the Southern Hills brand and allow members to access many of the club’s tools at their fingertips. Sidorakis notes that nothing will ever take the place of face-to-face hospitality and member/staff interaction, but as people become more accustomed to managing their schedules, appointments and personal business on the go, the club needs to keep pace.
From a back-of-the-house perspective, integration with the member database and website was a crucial factor. Stallings wanted to be able to edit content and make updates to information in real-time and across multiple platforms. Because the website and app are both Clubessential products and integrate seamlessly, Stallings simply makes edits and changes to the website, which are automatically reflected on the app. Additionally, the SHCC brand and the communication’s style are consistent.
From a front-of-the-house perspective, Stallings and Sidorakis note that their members’ ability to use the same username and password for the website and the app make it more accessible and easier for members. The only time members need to enter their login information is the first time they login to the app, thereby eliminating the burden of creating and remembering another unique login.
What Members Can Do with the App
Members can download the free app from the Apple or Google Play stores to receive vital club news and up-to-the-minute announcements and updates and manage their reservations. The club’s app and content are protected by member login. The app interface is designed with six main components:
- The Club Calendar – A calendar of events and a convenient way for members to register for them. Any event on the SHCC website automatically appears in the app for member registration.
- Tee Times – Members quickly book tee times that push through to the administrator’s tee sheet and trigger confirmation emails.
- Tennis – Members reserve courts, check availability and see the schedule.
- Fitness Schedule – Members can stay on top of fitness offerings and reserve a spot in a class or time with a trainer.
- Guest Arrival Form – Members can conveniently get this necessary administrative task accomplished from anywhere, prior to hosting guests. This is a popular feature.
- Member Directory – Members can connect with their fellow members through a quick, easy to use directory.
One of the most beneficial aspects for club staff is the ability to send push notifications and reminders to members. These messages may announce an upcoming social event, but can also serve the members and club in more practical ways. Stallings recalls a busy, hot summer day shortly after launching the app when the pool’s pump had mechanical issues that necessitated it be closed to the members. She used the app to send a notification to members, alerting them prior to their arrival and mitigating on-site disappointment. Word spread quickly and staff realized the power in communicating via the SHCC app.
Implementation and Member Usage
The members were excited for the app and have embraced it, albeit with some predictable patterns: Some demographics began using it immediately; other demographics simply needed to attend the orientation sessions and make a few reservations before they felt comfortable; and yet others laud the ability to utilize the app and appreciate the notifications, but are still likely to pick up the phone to speak to a friendly staff member for certain things.
Sidorakis and Stallings note that member education and exposure to the club’s technology is an ongoing process as members become comfortable with another avenue to engage with the club. More than 700 members use the app and they estimate that 40 percent of all reservations are made through the app. “We are really happy with the app. Our members appreciate the convenience and we are glad we can give them one more way to stay connected to the club and our community,” Sidorakis said.
Club Trends Summer 2018