What’s the perception of your club’s food and beverage operation? A quiet, boring dining room with Mel Tormé crooning softly in the background? Meatloaf and mashed potatoes warming under a heat lamp in the kitchen? Mr. and Mrs. Havercamp from “Caddyshack” sipping vodka gimlets?
It’s easy for club F&B to fall victim to this type of monotony, which hardly encourages member and guest participation. To get out of the rut, you need a why-didn’t-I-think-of-that concept that’s too good not to try.
One such idea is proving to be a huge success for five private clubs in western New York. These clubs normally compete with each other—but every two years, they come together for an event called “Mixed Greens.” And in one night, they completely kill the notion that clubs are stuffy and have boring F&B. Best described as a non-traditional adult frat party, the event turns the five normally quiet clubs, and their members, into something much more outrageous. In the process, it gives each property’s image—and bottom line—a welcomed shot in the arm.
As a club member myself, “Mixed Greens” sounds like the type of event I would make sure I didn’t miss—and just as importantly, that I’d try to take friends to who might not yet be members. Here’s how it works: Each club comes up with a theme for its part of the party. This year, the clubs (and their themes) were Locust Hill CC (“Carnival”), Irondequoit CC (“The Playboy Mansion”), Monroe GC (“British Invasion”), Oak Hill CC (“Roaring 20s”), and the Country Club of Rochester (“Dublin”). Each club’s staff spends months—sometimes years—preparing for the festivities, including innovative, theme-appropriate menu and beverage selections, extravagant décor, and over-the-top entertainment.
Over the years, a healthy competition has grown between the clubs, with each trying to “out do” the other. This year, members paid $75 per ticket, and non-members paid $85. Revenues go into a pool for expenses, including the rental of buses that shuttle guests from club to club throughout the evening. The event also raises a significant sum for a designated charity.
This year, total attendance came in at around 2,700. That’s right; these blue-blooded private clubs hosted 2,700 members and guests (who represented a significant percentage of the total) for a distinctly non-club-like food, beverage, and entertainment extravaganza (for pictures and other details, go here)
After shared expenses were accounted for, “Mixed Greens” put $40,000 of income (before costs) on each participating club’s top line that did not include what each club also took in through its own beverage sales. But just as importantly, think about how this event not only transcended other typical “themed” events, but also simultaneously enhanced other areas of club operations:
Reputation. From a community-wide perspective, any perception of clubs as stale, snooty and predictable was quickly dispelled.
Food & Beverage. In addition to the realized income, each club’s culinary team was motivated to develop new items that could then become ongoing specialties on their menus and at their bars.
Communication. Pre- and post-event communication was enhanced both in print (club newsletters) and online (websites and e-blasts)—all serving to create valuable buzz and interaction throughout each club.
Membership Recruitment and Retention. Non-members got exposure to the clubs in an atmosphere they never thought possible—much less allowable. And current members took great pride and satisfaction in showing off their clubs in this exciting new light.
For any club or resort property—private, semi-private, or daily fee—envelope-pushing ideas like “Mixed Greens” that step out of the comfort zone are imperative for continued growth and success. A platform built around “fun” is not a challenge, but a great opportunity. So let your hair down, take some chances and have fun. It’s what makes our industry so great.
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