While private clubs braced for devastating losses in revenue as they closed their club doors and shuttered their cart barns in March of this year, who could have predicted any positive results? Who would have guessed that the pandemic would have focused on golf as an "essential", socially distancing sport, and the liberating salvation for so many who had played golf, wished to one day play golf, or who had a cocktail at Top Golf and found themselves empowered with golf club in hand? Not only was there a huge boost in golf rounds played, but private clubs were forced to limit golfers to member-only play and even struggled for tee times to meet that demand. Membership recruitment soared for most clubs as working from home provided flexible hours and get-away opportunities for golf. Families were in search of "safe-cations" and joined clubs to take advantage of the pools, dining-to-go, and even virtual benefits that many clubs launched to provide greater member value. With travelling being barred or discouraged, private clubs became safe havens where pandemic safeguards were strictly adhered to and members felt safe. General Managers found their membership recruitment and golf round goals targeted for year-end 2020 were being blown by in August.
This session is going to explore what clubs are doing to prevent this windfall of recruitment and usage in private clubs from being grains of sand falling through their hands, diminishing as vaccines and cures are rolled out in 2021. Interviews of club managers and other club professionals as to why this COVID-19 experience has been "transformational" for their club. Enhancing the overall member experience and forming strong bonds of relationships are retention strategies that will be covered. What's new, what's different, and what will "stick" as private clubs and members look to 2021? |
