Murifield Village Golf Club 5750 Memorial Drive Dublin, Ohio 43017 April 10-11, 2011
The First Rule of Marketing! You need to have something good to sell.! If you want to attract and retain members, provide a membership experience that people want. What s the Context?! Challenges for Private Clubs well documented prior to Great Recession.! Forces at Work Include: " Aging of Baby Boomers " Changing Lifestyles " More Diverse Society " Lack of Corporate Support for Memberships " Competition " Lack of Marketing Mindset Sharon Heights Golf & Country Club Menlo Park, California What s the Answer?! Each club must have an individualized strategy, not a knock- off of the icons.! Keys to Success: " Know your members " Know your marketplace " Strong sense of mission and purpose Menlo Country Club Redwood City, California 2
We Must Be Relevant! Clubs: " Traditional " Exclusive/Male " Symbol of Affluence " Reserved " Formal " Special Occasions " Leisure " Dictate Standards! Society: " High Tech " Diverse/Female " Perceived Value " Fun " Casual " Drop-In Place " 24/7 Lifestyle " Give People What They Want Lifestyle Trends!"#$! %&'(!)*"'$+" (&%"$!, -$*.!-"/" 0$..'$(( %-*'1"'1")&.$" &2"0&#$' ($'($"&2" %&##3'"!, Clubs must provide services and programs attractive to today s s busy members and their families. Need to offer facilities that satisfy members desire for health, fitness, wellness and active aging. Women today are major decision makers. Clubs need to make sure women are involved with club governance. Club leaders must foster a sense of community by understanding what members want to help bring them together. Addressing Time Constraints! Golf/Recreation: " Practice Areas " Pro Outreach " Programs " Juniors " 1-day member-guests " On-line tee times " Fun 3
Bellerive Country Club St. Louis, Missouri Addressing Time Constraints! Club/Social: " Drop-in spaces " Quick, Casual Dining " Short Duration Events " Can t Miss Signature Events " Involve the Family " Clubs-within-the-Club 4
Wellesley Country Club Wellesley, Massachusetts The Briar Club Houston, Texas Role of Women! Joining A Joint Decision: " Focus on family activities " Food and beverage program " Social events " More females in club leadership and management " Introduction to Golf Programs " More female golf pros 5
Reasons to Join by Gender North Hills Club Raleigh, North Carolina Health and Wellness! Full service fitness center mandatory " Workout area " Exercise studios for aerobics, yoga, etc.! Focus on Wellness " Health Screenings " Physical Therapy " Nutrition! Expansion of sportspecific training! Certified golf trainers 6
The Briar Club Houston, Texas The Briar Club Houston, Texas The Generation Gap! Lowest satisfaction exists among members under age 46.! Barriers to satisfaction among young: " Limited access and appeal to family " Excessive formality " Lack of suitable entertainment options " Gender issues " Lack of social programming " High costs " Dress code, dining and technology issues! What do they want? " How family-oriented is the club? " Where s s the Fitness Center? 7
Hitting on All Cylinders! SIGNIFICANT ENHANCERS QUALITY DRIVERS Very High Satisfaction Swimming Private Parties Golf Dining High Satisfaction Fitness Tennis Family Social Activities Adult Social Activities Skating/Hockey Junior Programs Croquet/Lawn Bowling VALUE BOUNDARY Moderate Satisfaction MISSED OPPORTUNITIES PRIORITY IMPROVEMENTS Moderate Importance High Importance Very High Importance Time to Get Focused! SIGNIFICANT ENHANCERS QUALITY DRIVERS Very High Satisfaction Golf Tennis Club Social Functions Private Parties Dining High Satisfaction Business Meetings Bridge/Card Playing Youth Activities Swimming Moderate Satisfaction VALUE BOUNDARY Fitness MISSED OPPORTUNITIES PRIORITY IMPROVEMENTS Moderate Importance High Importance Very High Importance Understanding the Marketplace! The best predictor of a club s s success might simply be the affluence of its location. " The Future of Private Golf Clubs in America, 2008, The National Golf Foundation! Take what the market gives you. 8
Distance From Home to Club 4-7 Miles 30% 8-15 Miles 19% Over 15 Miles 7% 0-3 Miles 44% 9
Source: National Golf Foundation Strategic Management Process Mission Vision and Values Strategic Plan Board and General Manager SWOT Analysis Strategic Issues Goals Strategies Strategic Management Process Objectives and Action Steps Schedule Operational Plan General Manager and Staff Resources Accountability/ Responsibility Evaluation Criteria 10
Membership Q&A! Top reason given for not previously joining by new members responding to a membership drive? " No one ever asked before! Who is the number one source of new member referrals? " Recent joiners: 80% of sponsors have been members for five years of less. New Member Development! First provide value, then communicate that value to members on an ongoing basis.! Building community and engagement is the key to successful marketing.! Club must continuously encourage members to invite friends and associates to join.! Must get the right people involved in the process. Age When New Members Joined 11
Building a Club Membership! Unique appeal! Engaged membership! Sufficient source of prospective new members New Membership Model Membership Pipeline Contacts must become more personal as prospects move through the process. Membership Organization Structure! Membership Committee Overall strategy and member processing group.! Ambassadors Networking Group to conduct outreach and to facilitate new member assimilation.! Membership Director Professional facilitator of programs, communications, promotions and networking. 12
Membership Chairman! Encourages development of a marketing mindset.! Assures Membership Process is understood and user friendly: " Review new member admission process " Nomination forms easy to complete and readily available to sponsoring members " Review eligibility and rules for Sponsors " Makes certain Membership Committee and Board meet frequently to approve nominations " Streamlines procedures regarding number of required forms, posting, etc. Get the Right People Involved! 80% of new member referrals come from relatively recent joiners 5 years or less.! Ambassador Committee " Conduits to friends/relatives and business and community leaders " Broad coverage! School and church involvement! Occupations (high net worth advisors, real estate brokers, mortgage brokers, professional association leaders, medical and legal professionals, corporate leaders, etc.) Ambassadors! Be on the lookout for new member prospects.! Meet periodically to discuss market and prospects.! Participate in club organized activities for introducing the club to new people.! Meet and participate in recreational activities with individuals at the request of the Membership Director.! Participate in new member orientations, serving as a Big Brother/Sister contact for new members in their first year of membership.! Assist with development of programs to welcome new members and get them involved.! Assume the role of Ambassador during special events where guests are involved.! Promote and elevate the image of the club in the community.! Encourage congeniality among the members by serving in other capacities as needed. 13
Educate Your Originators! Answer the Why of Membership to motivate networkers. " Club Story: Vision-Values Values-Mission " Improves lives " Helps the community " Brings people together " Promotes sports and recreation! Get them to tell their own story " Friendships " Activities " Family " Personal growth " Volunteering Educate Your Originators! Answer the How they can be involved.! Slot people where they can best help: " Awareness " Recruitment " Engagement " Retention Governors Club Chapel Hill, North Carolina Membership Development! Market the Club: " Create a Membership Information Kit and identify groups to receive this kit. " Use electronic material as much as possible to control costs. " Majority of younger prospects will view website for initial inquiry. " Identify and host special golf events that generate positive perceptions. " Take steps to network with groups active in real estate and new residents. 14
Membership Development! Consider Experience of Each Guest as Marketing Opportunity: " Evaluate all aspects of guest experience from arrival through departure to assure it is memorable experience. " Collect contact information on guests to follow up. " Encourage members to invite guests to attend events. " Periodically offer special events where guest invitation is encouraged. Membership To Do List! Full time Membership Director.! Get Organized: Use Membership Sales and Relationship Software.! Mine utilization data to get nuggets of info.! Meet personally with members expressing intention to resign.! Develop Retention program. Get members that have not visited in 30 60 days to come to club. Summing Up! Understand your environment " What s s Your 20? " How satisfied are your members?! Have policies, fees and practices that reflect your culture.! Customize your offering.! Marketing the club is everyone s job, but it goes better when you have something to sell and a lot of the right people are involved. Country Club of York York, Pennsylvania 15
Portage Country Club Akron, Ohio Thank you for listening. 16