The word “connectivity” is synonymous with the word “club.” Connectivity takes a club beyond being a commercial provider of services, programs and facilities. In today’s world where instant gratification is often the goal, the concept of connectivity among members can easily get lost. A club is not a place for individual members to use in isolation, to dine alone and shun social interaction. Connectivity is one of the primary benefits of club membership and sets it apart from other commercial entities.
The Lifetime Non-club
A very good example of a non-club type of recreation facility is Lifetime. It is one of the most aggressively marketed recreation providers in the country, and it is growing. It offers extensive wellness, fitness, swimming and recreation offerings at reasonable prices, but few features that promote connectiveness for its customers like good dining areas, coffee shop-type lounge areas and social activities that bring members together as friends. This is why Lifetime is not a “club” and its many brands show this with names like Lifetime Fitness, Boutique and Athletic—but not Club.
A private, recreation city or country club must have a different mission/purpose of serving its membership. The important distinguishing characteristic is the connectiveness a club provides, not to the club itself, but the member to member connections.
True Clubs Connect Members
One of the primary reasons individuals and families join clubs is to be with like-minded people—people in which they have something in common. Joining reasons could have been passions for golf or tennis, but they also wanted ways to bond beyond the primary organizing purpose. Throughout history, clubs of like-minded people with common values, sports interest, education, incomes and family situations became perfect melting pots of social interaction. They morphed beyond the original game of golf or tennis that got members interested in joining in the first place. This special connectiveness of friendships achieve private club success. It’s what makes the difference in truly great clubs.
Magic Bullets for Driving Membership Connectiveness
A club’s “sense of community” for its members is an essential trend in today’s ever-changing society. People want places where they can be with other similar people—think “Cheers,” (where everyone knows your name)—a place where you are loved and can love. Private clubs have a special opportunity for making connectivity happen.
Magic Connectivity Bullet One: Bars – The club bar and lounge is one such gathering place. Of course, bars need a little good food sprinkled in, a good bartender, the proper flow of spirits, all mixed together in a room full of friends. This was the “Cheers” of yesteryear, but still the setting for connectiveness today. In clubs, the bar is the first place for connectivity, and fortunately many clubs do the bar scene well. This is where connectiveness begins. Many clubs have great bar/lounge areas that work the connectiveness advantage to perfection. The new 14th floor, lighted transparent marble, U-shaped bar at The Saint Louis Club is a shining example. This go-to-place for members’ social camaraderie has become the best bar scene in the city.
Magic Connectivity Bullet Two: Outdoor Bars and Dining – The outdoor bar/dining area at a club is another place where members connect. Two great examples are the patio at Old Warson Country Club (again in St. Louis) and at Chicago’s University Club with its parliament top floor indoor/outdoor bar/dining and its living room hangout floor.
Magic Connectivity Bullet Three: The Coffee/Cyber Lounge – Members need places to relax and spend time—much like Starbucks provides for the mobile generation—working and playing away from homes and offices. The club should be the “third place”—where members go when they are not at home or work. What better place to unwind than in one’s own club? To accomplish third place, a club must provide the right space to allow this social atmosphere to grow. A great example of this is at Soho House in New York.
Magic Connectivity Bullet Four: Swimming Pools – Almost every country club has the potential for swimming pool social connectivity success by attracting families with children, that facilitates bonds in friendships among children and parents. This is where the social and friendship connectivity is at its best. The Briar Club in Houston or Interlachen Country Club in Edina, Minn., are good examples.
Magic Connectivity Bullet Five: Wellness/Fitness/Spa Facilities – An interesting finding is that the offering providing the most connectivity in private clubs for all membership interests is the wellness/fitness facility—and it may surprise you as to why. It is not on the machines or in the classes, but the before and after periods when members work out. Members of all ages from every sports and recreation activity like to exercise, but the secret driving connectivity among members is the waiting before and relaxing afterwards where members get to socialize together. It is this time when friendships are made. Members get to know one another and connect. Be sure your club has a togetherness lounge or coffee/juice hangout as a critical part of your wellness/fitness facility.
Magic Connectivity Bullet Six: Sports-Specific Lounges/Warming Huts – Most major sports offerings for clubs (e.g., golf, tennis, paddle tennis, squash, etc.) should have a sports-specific gathering area assuming there are enough member participants. These are places of strong connectivity among members where friendships are built. For golf it is the 19th hole bar/grill. For tennis it can be in the outdoor viewing area overlooking the courts. For paddle tennis this is always the warming hut. For squash and indoor racquet sports it is where you wait to get a court and where you refresh after playing. In some cases where very definite gender participation is dominate in a sport, these gathering spaces will be gender specific to maximize connectivity.
Magic Connectivity Bullet Seven: Member Gathering Events – Bringing members together in card playing, special events, golf or squash tournaments, or even member service on club committees and board meetings can be very effective in building member-to-member connectivity. These are good ways to build and maintain club loyalty.
Connectiveness Does Not Happen by Accident
Like everything in life, nothing of lasting value happens by accident. Connectiveness in a club must be promoted and instilled in a club’s culture, promoted by the club’s mission, board, management and the members. Club communications, programs, sport directors, children’s activities and the facilities must promote bringing members together to create bonds of friendship. It is interesting to see how club facilities can bring members together—and one of the best ways to encourage social interaction among members is through facility design.
Admission of members is where it should all begin. The key is attracting the right members who fit together with good values but with some needed diversity to keep the membership from getting stale and keeping up with the next generation members. New members are the raw product from which all clubs grow and where member connectivity programs should build lasting friendships. Make your club a place where friendships are nurtured, and you will have a successful club.