Forsyth Country Club’s New Member Orientation
Forsyth Country Club (FCC) in Winston-Salem, N.C., wanted to attract younger families to the club and developed a 10-year plan to help attract and retain this demographic. In addition to creating a tiered membership plan geared toward younger members, they renovated and refreshed the facilities related to recreational amenities—including building an 18,000-square-foot state-of-the-art fitness center and resurfacing the decks of the resort-style pool—and transformed the dining experience to appeal to young couples and families with young children. Once they garnered the interest of this demographic, they knew they needed to demystify the FCC experience and culture for new members so that they could dive right in and get the most out of their club membership.
FCC Membership Director Melinda Bailey explained that the club’s approach to onboarding members has ramped up in recent years and has really contributed to the convivial culture for which the club strives. “People want to belong and feel like they know what is expected of them, so they do not stand out in a negative way or inadvertently breach the acceptable protocols,” says Bailey. “Forsyth Country Club’s orientation program for new members aims to educate them on the rules and customs, familiarize them with the vast array of amenities, and ensure that from the get-go they feel confident and comfortable to fully immerse themselves in the range of experiences available at the club.”
Each month, the board votes on new member applications that have the requisite paperwork along with three sponsors, a nominating sponsor and two endorsing members. They host a board social for the potential members to meet and get to know the board just prior to the vote. In the days following membership approval, Bailey contacts the new members with a congratulatory welcome email and an invitation to set up a mandatory orientation for both the member and spouse where she and Chief Operating Officer Lee Smith, CCM, CCE, review financial matters and club protocols and take a facility tour. And with that, the new member onboarding has begun!
Mandatory New Member Orientation Meeting
During the two-hour meeting, the members receive a personalized copy of FCC’s comprehensive Member Handbook, as well as their membership number, locker number, and username and password for the FCC website and app, which Bailey helps them download and set up on the spot. They go through the handbook and highlight rules, policies, procedures, hours of operations and fees. The new members fill out a “preference form” indicating, for example, how they prefer to be contacted, what activities most interest them, preferences on beverages, food, any allergies or conditions they should share, etc. These go into the member profile and help the staff provide an even more personalized experience.
“Lee likes to emphasize that they are not just members of the club with a rich history and a lot to offer, but that they’re now owners of this 108-year-old club. Hammering home this sentiment contributes to their sense of belonging and encourages them to take a real vested interest in the club’s success,” Bailey said.
When the members leave the orientation, they should feel comfortable to be at the club, confident that they won’t breach any written or unwritten protocols; knowledgeable about the array of amenities for their entire families; and excited to celebrate that their lives will be enriched as members of FCC.
Welcoming Outreach
The orientation program consists of the in-person meeting where all things FCC are discussed, but a large component of the program is an email outreach campaign. The current campaign replaces their traditional FCC New Member Passport and comes in the form of a series of very thoughtful and well-done emails. Each is personalized on FCC electronic letterhead and includes a photograph of the sender and fun incentives to get the members active:
- Greetings from My Family to Yours: From the club president on behalf of the board, introducing himself and encouraging them to feel welcome in the FCC family.
- Our Promise to You: From COO Lee Smith on behalf of the FCC staff welcoming them and pledging to provide an excellent member experience and telling them they will receive emails from department heads in the coming weeks.
- Welcome, from the Happiest Place at FCC: From the family activities director describing the many kids’ activities and events. Includes a complimentary one-month pass to the kid’s club with a one-year expiration.
- Fitness that Specializes in Something for Everyone: From the fitness director describing the fitness center features, amenities, seasonal activities and classes. Includes a complimentary one-month individual group exercise pass and one fitness goal session with one-year expirations.
- Teeing Up an Exceptional Experience: From the head golf pro explaining all levels of golf programs and events and encourages them to set up their handicap and range plan. Includes one complimentary golf lesson, one complimentary guest fee, complimentary golf locker for one year, and complimentary men’s and ladies golf association membership for one year.
- Serving Up a Vibrant Tennis Program: From the director of tennis describing the tennis program and facilities. Includes one complimentary tennis clinic, one complimentary Tennis Night, and three complimentary guest passes.
- We’re Cooking Up Something Special Just for You: From the executive chef with a friendly overview of their services. Includes a complimentary dinner for two with a one-year expiration.
FCC’s new member outreach campaign sets the tone for members and reflects FCC’s deep ongoing commitment to effectively communicate with members—whether in-person or via newsletters, videos, or emails—and encourage frequent engagement. Launching new members into the FCC experience with an excellent orientation program is a great way to start.