Question

Topic: Strategy

I Am Looking For Ideas To Help Build Membership In A Premier Private Golf Club, Not Yet Built.

Posted by Anonymous on 1/21/2004 at 12:32 PM ET 125 Points
The initial base of founders and first tier members have already contacted members from other private clubs and select low-handicap golfers. Each member has invited personal contacts to visit the current clubhouse for open house events and one-on-one tours. It's time to take it to the next level, but we wish to promote this discreetly to separate this club from the other local country clubs. This course will not be completed for another year or two. Are there any suggestions for types of socials or open house events that would create a sense of excitement for higher income families who would see private club membership as a plus?
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RESPONSES

  • Posted by ReadCopy on 1/21/2004 at 1:01 PM Member
    Not sure when the club is! But if its the Uk you could try to promote it with the Institute of Directors (low key, high income business people).

    Also look into the hospitality market, and generate awareness around there, not purely for hospitality reasons (but thats a good source of revenue), but the links from there may also lead to the type of members you are looking for.

    I wish you luck
  • Posted by ReadCopy on 1/21/2004 at 3:41 PM Member
    OK, then I would suggest the National Association of Corporate Directors (https://www.nacdonline.org/default.asp). They have regional chapters, and should make a good starting point for you.
  • Posted by ReadCopy on 1/22/2004 at 11:52 AM Member
    Mmm, another idea, do you have an exclusive stores close by that would attract a similar type of customer that you are looking for (i.e. a Rolex jeweller, Rolls Royce garage etc).

    You may be able to discuss a joint marketing campaign.
  • Posted by Blaine Wilkerson on 1/23/2004 at 2:29 AM Accepted
    First of all, if getting the names is not a problem, I would suggest contacting specialty surgeons. I have worked with surgeons for over a decade and it is no news that they are not only in the high income bracket, but most are avid golfers as well. Just a suggestion I''m sure you already thought of.

    Regarding approach and intimacy:

    1. I would reccomend hosting a semi-casual Open-House with food, open bar, etc.

    2. Have BRIEF vocal presentation, with blueprints, architectual artwork, benefits of membership etc in a "classy" display on easels throughout the clubhouse.

    3. Have brochures and applications arranged on a table with a person there to answer questions.

    4. As far as approach: Mail invitations much like the ones you would use to announce a wedding...very nice stationary, ink, print, personalized, and perhaps a little picture card of the club/course. Request an RSVP so you can plan your catering.

    By sending the "wedding" style personalized invitations, you will exude class and intimacy. The semi-casual attire will make people feel comfortable to "come as they are" ( Given your target demographic, I doubt you risk anyone showing up in flip-flops and cut-offs)!

    Give a short welcoming speech and a summary of the future plans, inform everyone where the information and applications are located and there will be staff available throughout the event to answer questions. Perhaps the staff can all where the club golf shirts for identification.

    Then, just let everyone mingle, eat and check it out!

    I hope this is along the lines of what you are looking for.

    Good Luck!
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