IT IS INTERESTING to explore the state of private golf clubs in the domestic market and ask, specifically: What factors of the experience are indicators of success? Consider the amenities that may correlate positively to a memorable experience, including: the golf course, the amenities, location, club history and/ or other key factors.
For the purposes of the exercise, let’s start with the course, which is the centerpiece of most golf and country clubs. A recent study of prospective members for private golf communities in Florida cited the factors they correlate with a good experience, ranking in order as follows: 1) conditioning; 2) design and strategy; 3) logistics; 4) rates/dues; 5) weather; 6) prevalence of caddie program; and 7) pace of play.
Some properties—many of which are quite successful—are limited to golf-only. These older, more established communities are rich in tradition and have developed a certain culture. Yet today’s modern societal landscape has driven courses to adopt and offer various amenities, broadening the reach of their prospective customer audience.
It is not uncommon for residents to live in a golf community with a general disinterest in golf, instead acting on their attraction to other amenities offered such as tennis, fitness, pool and spa amenities. Younger generations, especially those individuals who have started families, are equally inclined to be attracted to these offerings. They have limited time and try to find activities that would interest all members of the family.
All that said, when you look at the success of a golf club, it usually goes beyond the amenities offered and the golf courses alone. This is the “intangible” element of the experience.
Words and phrases such as “experience” and “wow factor” are perhaps used too much to describe the intangible at a certain club. What makes the time at the club more memorable and enjoyable for the member versus another? It is the “vibe” you get when you arrive—your interactions with members and staff, and all the way through various touch points at the club.
This goes far beyond the physical structure of the property. Generally, clubs that have a positive vibe and culture have positive members or guests playing their facility. If prospective members are making a choice between three or four clubs in the area, why would they choose yours?
If you feel as a board member, general manager or member that you are losing out to the competition, you may want to look closer at your club. Is it the facility or is it the intangibles? Ask yourself: Why are properties like Topgolf so successful? They are the right product, accessible at the right time, offering golfers (and nongolfers) of all abilities and ages a chance to play a game that is fun, quick and enjoyable with their friends in a welcoming, casual environment. People have limited time and want to be entertained and feel good about their day. You are in the “entertainment” business!
If you are trying to decide on what change to make at your club, start by polling your members. Look at the successful clubs in your market and other markets that you may have experienced in the past. Why are they gaining so many new members or players? There may be some minor things that need to be enhanced as quick wins, and/or you may need to do more short- and long-term planning to reinvent your club. There is no question in today’s market, people want to be entertained and join a club with a good “vibe.”
Paul T. Stringer is executive vice president, Nicklaus Design. He can be reached at [email protected]. For more information, visit nicklaus.com.