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Is your club membership on the slide – or do you have a waiting list?
Private clubs are feeling the pressure. Recruiting and retaining members for golf clubs, country clubs, exclusive health clubs and other private clubs has been a major challenge in the last few years. The recessionary economy hasn’t helped, but changing demographics and expectations have changed as well.
Have you looked over your list of benefits recently?
Private clubs are all about social ties. Clubs are, by their very nature, collections of people who share similar interests and backgrounds. So expand your offering of group activities to include leisure activities your members would otherwise do on their own.
One strategy that club managers can employ to turn around club retention is to offer group travel programs. Alumni associations have been using travel programs for years to lubricate the gears of social interaction. The result is increased loyalty and stronger relationships among the members as well as with club management.
Loyalty is the #1 goal of all private clubs.
Loyalty increases exponentially as members move up the satisfaction ladder. Highly satisfied members use the club more, make membership referrals and of course, provide financial support. Satisfaction is the direct result of specific experiences that members have with a product or service. Clubs need to drive more members to this peak level.
Country clubs in particular must allow members to maintain and expand social networks that are important across all kinds of activities and interests. Providing a premium golf course and tennis court isn’t enough now days.
The country club provides the backdrop and anchor for the lifestyle choices that define the values and aspirations. Leisure travel is a major aspiration of club membership ~ in fact, the more exotic the trip, the larger the bragging rights!
They may be satisfied with the club, but are they really delighted with the club?
Chan ging member expectations requires private clubs to be attuned as never before.
How many members value their membership to the point that they are steadfastly loyal and promote the benefits of membership to their friends and associates?
Take action to not just meet, but exceed those expectations by offering an experience that separates you from the many recreational and entertainment options available to members.
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