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How do you attract new members today?

With “reinvented dining facilities, dazzling pools and aquatic centers, and top-of-the-line fitness centers, in that order” according to data collected by Frank Vain, president of the McMahon Group, a consulting firm that helps private clubs figure out how and when to invest their capital.

We’ve seen this trend firsthand with many of the projects we’ve completed over the past 15 years.

At Fishers Island Club, where the membership is getting younger, there was increasing demand for more family-friendly amenities. By renovating the clubhouse and creating an informal bar and grill room, the Club has increased its food and beverage revenue.

The owners of GreatHorse left the idea of a traditional country club behind to create a lifestyle club. After buying a distressed country club, the new ownership overhauled and rebranded the property. We worked with them to build a high-end 25,000 sf clubhouse modeled after two Jackson Hole resorts. Within five weeks of starting their membership drive, GreatHorse had 100 members. This far exceeded their expectations. Almost everyone who came to look signed on.

Brae Burn Country Club’s membership was getting younger and there was a cultural shift to elevate the role of Food and Beverage at the club. We transformed the dining room, bar, kitchen and patios, while the club brought in new leadership to modernize the dining experience. Once the transformation was complete, usage grew by 40% in the first year and member satisfaction with the dining program increased from 38% to 73% being satisfied or very satisfied.

Shelter Harbor Golf Club was the first private club to open in Rhode Island’s South County in over 50 years. We were hired to build their clubhouse and cottages. Before construction was complete or the first nine holes of the golf course were even open, 80% of the club’s memberships were already filled. Shelter Harbor’s goal was to become an extension of its members’ homes with a focus on community.

If your club is considering any updates to your facilities, here are some keys to a successful project. 

Creating a Master Plan

Club boards should be focused on strategic plans and building the club’s net worth. Country clubs are constantly challenged with modernizing their facilities to ensure they maintain the highest quality experience for their members. Aging facilities can be burdensome and added maintenance costs can pile up. The market is getting more and more competitive and the toughest part can be figuring out where to start. Having a trusted partner in such a niche industry can be one of the many keys to success.

Creating a comprehensive master plan for capital improvements is important. Working with an experienced architectural team to provide an overall vision helps to minimize interference with ongoing club operations, club staff, and member services. Creating a master plan allows you to explore different phasing options, which can provide insight that helps eliminate disruptions over the construction process.

Realistic Budget Early in the Process 

Another key area to success is getting a realistic budget early in the design process. In most cases, gaining member and board approval can be a large hurdle, and a surprise cost increase in the 9th inning can be a deal breaker. It’s important for the golf club General Manager and club building committee to bring on a construction manager/general contractor early in the design process to provide detailed Preconstruction Services, such as estimating, scheduling, constructability reviews, and logistics planning. This gives you the pertinent information to make early and informed decisions for your project.

Continuous Communication 

Once the project has been approved and is underway, scheduling and extensive communication is key. During all phases of construction, we schedule weekly project meetings that keep all stakeholders informed. Efficient project meetings help to monitor schedule progress and from there, we can determine whether construction needs to be modified or accelerated to finish on time and on budget. In addition to these meetings, we’re communicating with your staff continuously, so nothing is overlooked in your day-to-day operations.

The ultimate goal for most clubs is to maintain and grow your club’s net worth, while keeping your members happy. Making improvements is unavoidable and we try to make this process as pain-free and enjoyable as possible. Fit matters – to our team, our clients, and the work we do together.

Contact us to learn how we can help you with your next construction project. We can also recommend experienced architects to help you kick off your master plan.