While expensive initially, capital projects and renovations can give a significant boost to your club’s bottom line in the long run. Peacock + Lewis Architects and Planners has a strong history of creating amenities that not only give members more memorable experiences and reasons to come back, but give clubs increased revenue.
Below are a few examples of how major renovations increased membership and engagement to generate more revenue.
Woodfield’s Children’s Facility
When the membership of Woodfield Country Club in Boca Raton, Fla., voted to build a stand-alone children’s clubhouse, making them the only club in Florida to do so, they expected that the investment was made to promote more children’s events. Instead, many parents now drop off their children for babysitting and children’s activities and stay on property to enjoy happy hours, adult-centered special events, dinner or spa and fitness sessions. They have also seen an increase in members inviting guests with children to take advantage of the services and partake of the events. And, they have seen an increase in babysitting services. All these activities equate to more money being spent at the club as well as more inquiries for property sales.
For their efforts Woodfield Country Club won first place for “Amenities of the Year,” by Golf Inc. magazine.
The Lifestyle Center at Harbour Ridge
Yacht & Country Club
While it is difficult for Palm City, Fla.’s Harbour Ridge Yacht & Country Club to measure specific growth in membership, the club is experiencing one of their top three to four best-selling years in their club history and believe that the new Lifestyle Center is the amenity driving new prospects, who rave about the new facility. The consensus from club members is that the new wellness amenities have greatly enhanced their community lifestyle.
By elevating their fitness and spa programs to the high standards of the other club facilities, the general manager believes that the club is in a better position to now compete with other South Florida clubs.
The Beach Club’s Aquatics Complex
The Beach Club in Palm Beach, Fla., has enjoyed improved member satisfaction and increased revenues on property as a result of adding a new aquatics complex—and was awarded “Honorable Mention” by Golf Inc.’s “Amenities of the Year” awards.
Members satisfaction is high and the complex is regarded as the club’s most valuable asset. Those members who had previously objected to the change from “Old Palm Beach” traditional facilities to a first-class amenity have changed their minds, indicating that the aquatics complex more-than-exceeds their expectations while maintaining the classic Palm Beach trademark feel. Both new members and long-standing members are proud to show off their club as it is an extension of their home for entertaining.
The new facility helped boost fee pricing and increased engagement opportunities. In 2016 the initiation fees to join the club were increased $15,000 in anticipation of the opening of the pool in 2017. Additional alfresco evenings have been introduced to offer more club dining options. Several events previously held inside the clubhouse have moved to the outdoors, increasing attendance and F&B revenue. Overall, the renovation has elevated the club’s status as one of the best in Palm Beach.
Sanctuary Golf Club’s Wellness Center
The Sanctuary Club in Sanibel Island, Fla., is a destination golf club community in a coastal barrier island preserve of Southwest Florida where members enjoy an active and healthy lifestyle. The new fitness center compliments this desire for a healthy lifestyle by offering full fitness programming and spa services.
The club has had one of their best years in attracting membership since the 2017 amenity was added. Additionally, member satisfaction increased significantly, scoring 4.89 (on a scale of 1 to 5) in 2017 compared to 3.74 in 2016 and 3.55 in 2015.
The wellness director has reported that there was an increase in member usage from less than 20 percent of members using the old facility to 70 percent of the members now using the new facility for workouts, massage therapy, fitness classes and swimming. This equates to more than a 250 percent increase in member usage.
Members are so pleased with the new addition, they agreed to membership price increases. The Social Membership increased from $20,000 to $25,000 in 2017 and the club’s Equity Membership increased from $110,000 to $120,000 in 2018. Dues have also increased from $400 to $500 per member phased-in over two-years. Further, there is a three-year wait-list for Social/Sport Membership.
Brian Idle is president of Peacock + Lewis in Naples, Fla. He can be reached at 561-626-9704 or [email protected].