Located outside of Boston, Wellesley is a 350-year old college town dotted with proud old trees, handsome pre-World War II architecture, stately colonial homes, restored Victorian estates and beautifully understated Arts and Crafts bungalows. Real estate is expensive, the schools are nationally ranked, and the community is highly educated, civic minded, and among the wealthiest in the nation. The 108-year old Wellesley Country Club (WCC) has grown and thrived in its beloved New England community, and is currently one of the most prosperous club in its marketplace. In fact, WCC maintains a five- to six-year waiting list of more than 100 members even with a substantial entrance fee in a highly competitive market.
When asked what the secret to their success is, General Manager Marty Ryan doesn’t pause to reflect on his 28-year tenure or hesitate to consider how to best answer the question. He immediately launches into an animated explanation as to how WCC has been lucky to have an extremely forward-thinking board of governors that recognizes and cherishes the prominence of the club and its place in the community. Over the past several years, the board has understood the importance of keeping the club’s facilities and amenities top-notch and consistently appealing to families.
The Catalyst – Renovating the Clubhouse
The board of governors put together a 10-year strategic plan in the early 2000s to fund a complete clubhouse renovation that finished in 2008. All board and committee members rallied and put forth an ambitious plan to the membership for consideration. Ryan then punts his praise to the membership, stating earnestly: “Wellesley is blessed with a very active, very engaged membership, and after three votes, the old clubhouse finally came down and we started our $21 million renovation.”
The new 56,000-square-foot clubhouse emulates the classic wood-framed architectural style of the stately residential properties around it. The clubhouse integrates three restaurants, a banquet hall, a private dining room, two commercial kitchens, a variety of parlors and sitting areas, an outdoor terrace and deck, a fitness facility, locker rooms, pro shops, a snack bar, and golf cart and bag storage.
This massive undertaking was achieved through a member assessment and its success was the catalyst for planning and implementing several subsequent projects, all of which were funded through operations and cash reserves.
Ryan says the club’s success in maintaining a satisfied and engaged membership and attracting so many eager prospects is due to the leadership’s dedication to regularly scheduled planning meetings, consistent two-way communication with the membership and the foresight to engage the services of well-regarded industry consultants who can provide a fresh, third-party perspective. He cites the example that many members understood that the fitness center was part of the renovation but were not convinced it was an integral part of the overall plan. However, once they could grasp the scope of amenities, 535 of the club’s 720 families became certified members of the fitness facility. Taking this strategic and communications-focused approach has given the club a member-supported long-range plan for improvement that touches virtually every aspect of operations.
Timeline of Club Improvements
- Modernizing the Pool. In 2014, the club reconstructed what they referred to as the cement pond, a 50-year-old, six-lane pool that had served the members well, but after several minor renovations, was ready to be completely replaced. The infrastructure and equipment were dated, and the aesthetic of the pool house and deck were neither pleasing to the eye nor did they match the elegance of the new clubhouse. The new, $6.5 million pool area has a resort feel and features a zero-entry shallow end, eight swim lanes, a 12-foot diving well, a beautiful pool house and sunset terrace.
- Maintenance Facility Upgrades. The next phase of renovation tackled the greens buildings and maintenance facilities. The $6 million project included upgrading and modernizing these necessary stations for efficiency, but also utilized available space in an innovative way. On the roof of the greens building, members can now enjoy four paddle courts complete with a warming station.
- Fueling Comfort Stations. The club’s fueling station was updated and its comfort station on the 13th & 14th hole was renovated. These improvements have positively impacted both the operation and the member experience.
- New Short Course. WCC is proud to note that they are the rare club that has 24 holes of golf. Part of the initial strategic plan in 2010, the eight-acre Carriage Course was constructed in 2016 and is comprised of six par three holes varying from 50 to 150 yards on a hilly site. Designed to complement the club’s Donald-Ross/Geoffrey Cornish course, it is perfect for both children and busy executives to play as well as for instruction.
What’s Next?
The club’s current long-range plan looks out 10 years with a strategy that will see a retooling of the golf course, irrigation and drainage systems, the renovation and expansion of the indoor tennis facility in keeping with the campus design as well as renovations to existing racquet facilities. Plans are underway for renovations to the popular clubhouse: the first-floor bar and dining rooms were recently modernized for increased utilization and the second-floor party, meeting and banquet rooms will undergo a similar update in the near future.
Ryan says all these upgrades have aided in WCC increasing its waitlist and enjoying a thriving club. In such a competitive market, having new facilities and amenities and being modern and refreshed makes a difference. The key is to have an Executive Committee and board who care about the club into the future, not just what they want from it today. Constant communication, informational meetings, small group discussions, and educating members on financing options and the big budgetary picture are all integral parts of the strategy to propel the club forward successfully.