Spring 2011 issue of Horizons

In recent years, less discretionary spending has left some unable to afford belonging to a club at all. Others cannot justify the cost per round and opt for high-end public courses instead. With today’s fast-paced, around-the-clock work ethic, many value their time with family above spending the afternoon at the club. In addition, not having the ability to check email or make phones calls is almost not an option. Regarding technology, potential members are more likely to research information online about a potential club before visiting in person. And, when visiting the club, there is now an emphasis on the uniqueness of the experience as opposed to experiencing the most expensive. Focus on the Family Valuing time spent with your family doesn’t have to be a handicap to today’s club memberships. In fact, many clubs are finding that offering more family-friendly activity alternatives gives them the opportunity to have a unique marketing strategy. Value-added considerations for clubs include family-friendly golf, video game rooms, exercise and wellness and food for convenience and health. Clubs must be able to offer value to members through family programs, menu offerings and experiences. Another consideration for a family friendly club is dress code. An NCA survey found that 58 percent of clubs believe changes in dress codes could increase club usage and revenue. While 34 percent still require a jacket for formal dining, and twice as many do not allow jeans or denim for formal dining, 28 percent indicated a high likelihood of adopting a more relaxed dress code in the next year. Casual and outdoor dining consistently ranked most important in all age groups.

might be the decision maker in obtaining a club membership is also changing. Women are considered by many to be an untapped market in the club industry. This does not necessarily indicate a need for a world class spa facility (although 70 percent of spa users are women) or superb pool amenities. Women spend just as much as men on golf equipment and apparel according to several studies, and a National Golf Course Owners Association study concluded that women would be willing to pay a premium of 8-15 percent for a premier golf facility. In order to pique the interest of potential female members, clubs could consider player development programs, more league play and women-friendly special events to give them the opportunity to meet enjoyable golfing partners. In the end, retention of members is higher if the spouse is a golfer. Technology Policies Generation X brings a new twist to the traditional club facilities, growing up in a world engaged in technology. Should clubs consider relaxing their electronic device policies to sway these new members?

The Changing Roles For Women As the income-earning structure of traditional households changes, consideration of who

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