FOR THE CLUB community, 2020 has been a year only Charles Dickens could love: the best of times and the worst of times. We’ve faced a complex set of issues that have shown us there are no blanket statements or simple answers. Golf and country
This is the third and final article on member loyalty based on a research partnership between the National Club Association and researchers at Iowa State University. If you’ve read the first two articles in this series, you already know that member loyalty is arguably the
The Brand Guide of the Detroit Athletic Club (DAC) is an intricate tapestry covering mission statements and visions and typography and color selection and seemingly every possible permutation and scenario—except for a pandemic, which provoked a rewriting of the playbook here and there. But what
Telling Club Stories Imagine a husband and wife who are considering making a significant investment: a membership at Medinah Country Club. The husband wants to join. His wife, though, is less sure. They visit Medinah’s grounds and take it all in: a broad green canvas
Member loyalty is arguably the most important part of club leadership. Loyal members means a full roster and that makes your job easier. A full roster means higher dues revenue. More capital projects get funded and maintenance bills are no longer such a concern. You do not
MILLENNIALS ARE INDIVIDUALS born between 1981 and 1996; there are approximately 83.5 million people in this group, according to the U.S. Census. Much attention has been given to this emerging market for today’s private clubs. In fact, millennials are the future of most private clubs.
Prevented from offering their members a refuge during the quarantine phase of the pandemic, clubs will be positioned to thrive in the Phase I reopening of the economy. A return to their roots providing social and recreational activities solely for the benefit of their members
There are significant regional differences in the severity of the COVID-19 outbreak and a wide range of emotions surrounding the shelter in place rules associated with it. For most people, the uncertainty of the entire pandemic experience has been the biggest challenge. We know that
AS 2020 begins, we always like to focus on the outlook for the future. What trends are emerging? What innovations are happening at clubs across the country? What is driving member engagement and recruitment? Private clubs are continuing to evolve. From back-in-the-day as they catered to
Late Thursday afternoon Pete finished up his daily routine and peeled off to visit his club. He followed a light snack with a squash lesson—charging both to his account—before he headed home. Pete is a relatively new dues-paying member at the Country Club of Virginia