On a picturesque parcel of prime real estate on the shores of the Long Island Sound in Westchester County, N.Y., Beach Point Club (BPC) members enjoy a variety of recreational and social activities, a private beachfront and busy marina, pools, a waterfront pavilion, outdoor bar and dining areas, a fitness center, a tennis and paddle tennis complex, and a stately clubhouse that dates back to the 1890s. Beach Point was “founded on families” in 1924 and has always remained dedicated to providing social and recreational activities to engage all the generations represented in its community.
On a Friday, Saturday and Sunday in mid-March 2020, members gathered at the club to celebrate the grand opening of its casual outdoor dining areas, which had been renovated during the last two years. The grand opening became a last hurrah of sorts; within a few days, state mandates forced the club to close for eight weeks as nearby New Rochelle had been identified as the U.S. epicenter for the coronavirus. Throughout the next year, the club remained operational as it continually enhanced and gradually integrated new versions of its treasured amenities, keeping its members engaged with a semblance of normalcy that was hard to come by elsewhere.
CURBSIDE SERVICE
As the lockdown began BPC leadership immediately hammered out a plan to offer a to-go meal service program for its members. The valet station was converted into a curbside food lane and menus were planned to give members ready-to-eat or take-and-bake dining options that would travel well. It was a great success, and 150 families enjoyed an extremely well received Passover to-go meal in early April, 120 members ordered the festive Cinco de Mayo Taco packs, and Sunday nights offer traditional family meals. The program remains very popular.
As the health crisis unfolded, it was common to see helicopters patrolling overhead or news crews trying to catch BPC members in the act of being unsafe—the combined pressures of fearing the virus, being shut down for violations, and negative press were motivational to members and staff to enjoy the improvised atmosphere safely.
To plan for a rollout of more club amenities and to maximize the use of club facilities that would adhere to the fluid new health protocols, contact tracing and capacity limits, BPC encouraged members to use the Beach Point app to reserve virtually every club activity and space. Using strategic time slots, more members were able to enjoy more activities more often, with approximately 800 members being safely allowed on site at a time.
Logan Irons, CCM, director of member services, reflects, “Those first few months felt like we were starting a new business every day and we had to face each aspect of our operations with an entrepreneurial spirit. We knew that the app and reservation system were going to be critical in helping us maximize the use of the facility and responsibly manage our spaces.” The Beach Point app previously had been in sporadic use, but within a few weeks, about 80% of members were on board, and by the end of the summer BPC had done $500,000 in sales through the app.
TENNIS
Club leadership took advantage of the shutdown and, for the first time in 20 years, BPC’s tennis courts were professionally regraded to prepare for what would be one of the busiest tennis season in the club’s history. The tennis program exploded, and thousands of hours of instruction were logged throughout the extended May-November season.
Although the pro shop had to close to its members, the staff’s creativity flourished, and the floor-to-ceiling windows were adorned with displays that could rival any on 5th Avenue. Not only did the displays drive sales, but they also boosted morale. Incidentally, the club’s next capital investment will be in the pro shop. Although funds had been allocated prior to the pandemic, the new design will now incorporate features and spacing considerations that had not been identified until COVID-19 brought them to light.
FITNESS
BPC revamped and expanded the fitness center, including upgrading the floor and changing the layout. The reservation system allows for members to book usage for socially distanced training, and members can book the entire room every three days for an hour by themselves. During the warm weather, Fitness on the Beach classes were popular, accommodating 25 members per class. Once the weather turned, the instruction moved to a large room in the clubhouse that allows for appropriate distancing.
POOLS AND BEACH
The pools were able to open in June and the deck chaises were arranged into methodically spaced pods. Previously, members could only eat in designated indoor dining areas and food was not consumed on the pool decks or the grounds at all. However, in a reversal of policy, members have enjoyed eating only outdoors by the pool and on the grounds where they can order food and drink through the app, and orders are delivered packaged as to-go items with all appropriate disposable items needed to enjoy it.
DINING
New York enjoys four distinct seasons, so to elongate the outdoor dining season BPC invested in some partial enclosures to protect diners from the wind in some areas as well as heaters on the terrace and veranda, and firepits for comfort and ambiance throughout the outdoor spaces. The popular cafeteria-style waterfront pavilion was converted to a massive food prep area that services all the to-go orders and outdoor dining through BPC’s App N’ Tap menu. From June-August 2021, monthly revenue exceeded $150,000. Once the indoor space was opened, up to 50 members at a time were able to enjoy theme dinners. Buffets have been eliminated, and reusable items such as ceramic plates and metal cutlery have been removed from service, vastly reducing the need for employees to touch objects touched by others. Back of the house operations have been adjusted so that single employees are stationed at one task throughout the shift to avoid cross-station contamination.
ZOOM ROOMS
With club governance activities going virtual as well as an increased need to update members on changes, BPC’s management team converted a banquet area into a professional studio with professional quality lighting, audio/video equipment and teleprompters. The studio is used to produce high quality videos and hold interactive virtual club meetings in a professional setting.
BPC’s General Manager Randy Ruder, CCM, CCE, isn’t surprised the club has thrived throughout the challenges this past year: “We just did it! We understood the disease, followed the regulations and rapidly evolved while keeping everyone safe. Best of all, the president and board partnered with the management team to help make everything happen.”