Through a “reimagining” and focus on “extreme hospitality,” the Oklahoma City, Okla. club has added 400 new members since January and seen more than a 25 percent growth in revenue, with projections to hit 35% in the next six months, according to its new management firm, Innovative Club Management.
Innovative Club Management (ICM), a management firm formed in 2017, has reported that its “reimagining” of The Greens Country Club in Oklahoma City, Okla., has helped that club add 400 new members since January 2018.
“Our blueprint touched areas that resonated with [The Greens CC’s] members and local community, and focused on ‘extreme hospitality’, which has resulted in an 26.1% increase in revenue over the last twelve months, with projections to hit 35% in the next six months,” said Alex Hammill, ICM’s Founder.
Hammill was previously a regional manager for ClubCorp and also served as Vice President of Food and Beverage with Arcis Golf, and also has experience with restaurant groups and large operators of boutique hotels. He is now leading ICM, which he says is backed by well-capitalized, Australian-based partners, in a quest to “actively and aggressively seek to acquire distressed clubs or portfolios that require a non-traditional approach.”
The management firm was close to completing a “very sizeable transaction on a portfolio of clubs” earlier in October, Hammill says, but the parties couldn’t come to agreement on a mutually acceptable closing date.
ICM “was founded after recognizing a significant void in the industry when it came to fresh, forward-thinking ideas that resonate with today’s demands,” Hamill says. “Having worked at the corporate level for two of the largest owner-operators in the industry, I was frustrated with the ‘traditional’ approach that is recycled and continues to be the ‘playbook’ for the main players in the industry.
“After observing the ‘one size fits all’ mentality, Innovative Club Management was formed to break from the traditional model of country clubs by providing unique experiences and amenities for members both old and new, with services geared specifically to the changing times and current market demands,” Hammill continues.
“We believe innovative hospitality is the cornerstone of an industry desperate for new, fresh and forward-thinking operators who have experience in multiple hospitality fields and disciplines,” he says.
The management firm’s website, www.innovativeclubs.com, lists a variety of available marketing services, including creative and design services, interactive and social media, event management, mixology and culinary, research and strategy, training, marketing and promotions and media communications.
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