Jazzing up an outdoor space doesn’t require a huge investment—sometimes new furniture and accessories can show them in a whole new, appealing light.
If a major remodel of your outdoor spaces isn’t in the budget anytime soon, fear not. Many club properties find that purchasing furnishings and accessories (including fire pits, umbrellas and overhead shades) is an affordable way to make their outdoor spaces more appealing to members. And their investments are paying off in multiple ways.
Steven Gonzalez, CCM, CCE, General Manager/COO of St. Clair Country Club in Upper St. Clair, Pa., says recent changes to the property’s dining terrace have brought an unexpected benefit: increased food and beverage revenues.
SUMMING IT UP • New furniture is a relatively inexpensive way to revive an outdoor area. Consider adding things such as soft seating, fire pits, arbors and other accessories to create an attractive, welcoming place for members. • It is worth investing in the best outdoor furnishings the club can afford. Look for items that are comfortable, attractive, weatherproof and made by a reputable manufacturer. • Consider pairing a casual food-and-beverage menu with a new laid-back seating area. Done correctly, this can become a great source of new revenue. |
Making the Outdoors Greater
When St. Clair made the decision to purchase new furniture, it was motivated by member feedback. The club conducted a comprehensive survey in 2012, and Gonzalez reports that “Seventy-six percent of respondents said that providing additional outdoor dining space with enhanced views and shading was extremely important to them. It was very clear that our members were looking for those casual outdoor spaces where they could gather before golf, or for cocktails before dinner.”
St. Clair CC had furniture on the terrace, but it was made from heavy teak and obstructed the view of the golf course. And while the tables had umbrellas for shade, the wind had a tendency to whip them around.
The club overcame the first problem by replacing their outdated tables and chairs with black metal furnishings that have “a more open feel,” Gonzalez says. They also replaced a thick banister on the deck’s railing with metalwork. The new pieces do much less to obstruct the view for diners sitting inside and out.
To provide patrons with more shade, the club installed a canvas awning with taupe- and cream-colored stripes. Paddle fans keep the air circulating during hot summer days.
The muted colors still bring in light, which was a high priority. “We wanted people to still feel connected to the outside,” Gonzalez says. The awning also prevents the sun from shining in people’s eyes—especially during the beautiful sunsets visible from the west-facing terrace. It also makes diners less skittish about eating outside if a brief rainfall is in the forecast.
The results stemming from the changes are even better than Gonzalez expected. “This year we’ve seen a 14 percent increase in casual dining revenue within the club,” he says. “The relevant thing is that a large portion of that came from outdoor dining. We saw a huge uptick with the new furniture and the shade awning. In season, it’s by far the most popular space for dining.”
When looking at furniture options, Gonzalez and his member committees took into account qualities such as comfort, durability and longevity. He also notes that it was important to make sure the furnishings fit with the rest of the club’s appearance. “It’s important to be true to who you are,” he says.
Their decision is certainly paying off. “We’re seeing a huge return on our investment, and one that will continue into the future,” Gonzalez says.
Small Investment, Big Payoff
Even a small outdoor space can add to a club’s overall appeal. Take the patio at the new paddle tennis courts at Ruth Lake Country Club in Hinsdale, Ill.
A deck on the 1,300-sq. ft. warming hut creates a welcoming place for members to cool off after a rousing game or to socialize with friends. Central to the small area is a stone-topped fire pit accented by the same multi-colored stone that covers the building.
A Fitting Fabric One of the most important parts of picking great outdoor furniture is getting the right fabric. Here are a few classic choices, along with some newer entries into the outdoor furnishings market—each option is waterproof to one degree or another. Cotton canvas is a heavy-duty fabric that’s relatively inexpensive, dyes easily, and is hard-wearing. Acrylic is a synthetic fabric that resists mildew and is easy to clean. It is UV-resistant, which means it won’t fade even if left in the sun for a long time. Good acrylic fabrics are soft to the touch and breathable, so they will feel nice on bare skin. Crypton® has a built-in moisture barrier that helps furnishings dry off quickly after rainstorms. The barrier makes the fabric stiff, but if you live in an area that gets lots of wet weather, it can be hard to beat its ability to resist water, mold and mildew. Duck cloth, aka duck canvas, is a very tightly woven, smoother version of canvas fabric. It is also made with all-natural cotton. Although it can feel slightly stiff at first, it is attractive and quite durable. Olefin is made with interwoven plastic fibers that give the material a rough texture, but also make it quite durable and simple to wash. Like acrylic, it resists mold and mildew and will last for a long time, even if left in direct sunlight. Polyester is perhaps the most affordable fabric for outdoor furniture. It is stain-resistant and available in a huge range of colors and patterns. However, it does not feel as nice to the touch and will fade if left in direct sunlight. Textilene is woven polyester with a polyvinyl chloride (PVC) coating. It is used for sling seating and sun shades, and is fade- and mold-resistant, as well as flame-retardant. However, the impact of PVC on the environment and on health have been a subject of debate for decades. |
The fire pit is surrounded by lounge chairs made of a brown, weatherproof woven material. Club members sought furniture that was aesthetically pleasing, appropriately sized for the area and comfortable, reports General Manager Kevin S. Kennebeck, CCM, and that could hold up to the tough Midwestern winters. They chose chairs that came with cushions but could also be quite comfortable without them. Staff members store the cushions in the winter and bring them back out on warm or dry days.
The patio has several uses. “Paddle tennis is pretty rigorous,” Kennebeck says. “You get warm and might want to stand outside. This provides a good lounging area.”
And, he adds, “for those that might want to have a cigar, it’s a good spot to hang out.”
The whole facility can also be rented to members for social events. It has a rustic appearance and is great for casual, more intimate parties. “We foresee people utilizing that area for beverages and hanging out by the fire,” Kennebeck says.
Staying Social
“We have a very social club,” says Michael Ferguson, General Manager of Rockaway River Country Club in Denville, N.J. “People meet new friends very easily.”
That fun, friendly atmosphere is something everyone at the club wants to encourage. Rockaway River opted to do a small patio remodel that included new furniture as part of its recent renovation (“The Great Escape,” C&RB, October 2014).
The club doubled the size of the dining terrace, taking the total area to around 2,250 sq. ft., with additional dining tables and chairs for people who want to eat outside. The club also added couches, chairs and portable fire pits to create a more casual seating area.
All of the furniture is made of black metal with a lattice pattern. The chairs have cushions and the soft seating features plusher pillows. Jaunty, yellow-beige umbrellas provide shade for diners who can’t find a seat under the black-and-white awning.
“It’s very appealing,” Ferguson says. “We wanted a space that, when people came off the golf course, they’d think, ‘I want to go there.’”
The space is also quite functional when the club hosts events. “We don’t have the luxury of a large ballroom or large patio, so we had to be very versatile,” Ferguson notes. For weddings or golf tournaments, the staff often pushes the fire pits together and creates larger seating areas. For very large events, all of the furniture can be moved into the grassy area at the edge of the patio. On holidays and during other busy times for the club’s restaurant, the soft seating can be removed and extra dining tables and chairs can be added.
For clubs thinking about buying new outdoor furnishings, Ferguson has three pieces of advice: use a reputable dealer, buy quality, and take good care of what you have.
“You want to make an investment in something you don’t have to replace every year,” he says.
Rockaway River placed a priority on furniture that was comfortable and waterproof, Ferguson notes. “We get big thunderstorms in the afternoon, and in a half an hour everything is dry,” he says. Even the fire pits (which are powered with bio-ethanol) are waterproof and can stay outside all year long.
The small fireplaces don’t give off a lot of heat, but they do add ambiance. “It’s a nice look at night when you’re outside and the flames are up,” Ferguson says. “It gives you the feeling that you’re out in nature.” To keep people from getting too cold, the club hands out complimentary blankets.
As a result of all of these enhancements, people tend to stay at Rockaway River longer and make more purchases from the kitchen’s new small-plates menu, Ferguson reports. “It’s kind of like you’re on your patio at home,” he says.
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