The Baltimore, Md. club unveiled an $18 million clubhouse update of its Five Farms campus last September. “BCC’s leadership recognized the need to invest in the future of the club beyond its golf courses,” explains General Manager/COO M. Kent Johnson.
To add greater membership value to its Five Farms campus while maintaining a presence at the Roland Park facility, Baltimore (Md.) Country Club unveiled an $18 million clubhouse update last September with tremendous results. Significant improvements were made to the two front entrances, as well as the indoor and outdoor dining, resulting in multiple venues to further the club’s lifestyle amenities portfolio.
“BCC’s leadership recognized the need to invest in the future of the club beyond its golf courses,” explains General Manager/COO M. Kent Johnson.
After culling input from focus groups, town halls and surveys conducted by the McMahon Group, the need for a restructured facility at Five Farms became evident.
“The clubhouse would serve as a hub for socializing and gatherings, equipped with enhanced food and beverage facilities, to cater to the growing needs and demands of the membership,” Johnson adds.
The club’s myriad food and beverage areas were reconstructed to expand occupancy for indoor and outdoor dining. The Trophy Bar was outfitted with 22 seats, high-top bar tables and four televisions for year-round usage. Meanwhile, the indoor/outdoor Adirondack Bar sports the same seating capacity, but features mobile sides, infrared heaters, a wood-burning fireplace and six televisions.
Members have several options for dining inside: the 1924 Grille casual eatery with five banquettes and additional tables, the Elm Room that was formerly an outdoor patio, or the Oak Room whose moveable walls can open the space between both rooms to hold 200 people. Regulars also have the luxury of hosting a private event for up to 12 guests in the wine room, or they can enjoy a cocktail al fresco on the newly constructed rooftop terrace.
Thanks to these refreshed venues, total dining capacity rose from 160 to 335 seats across all indoor/outdoor and bar facilities. Flexibility in the layout of the event spaces can support 400-500 members when seating is not required.
“We aimed to create spaces that seamlessly integrated with one another, avoiding the segmentation of members and guests in separate rooms,” explains Johnson.
During construction, BCC relied upon its city campus in Roland Park for a la carte dining services and introduced a casual bistro at the Five Farms pool complex.
“The Petite Farms Bistro utilized our pool café kitchen [before the pool season] and a system of clear tents and accent lighting to provide an inviting space for our members and guests,” notes Johnson.
Access was provided via a temporary entrance, enabling patrons to visit the bistro with ease. After the pool was opened, the bistro concept was integrated into operations until the project was completed.
Before the final nail was hammered into the clubhouse, members were given a sneak peek of the overall project. BCC’s Digital Content Coordinator Rachel Barnes provided weekly vlogs of the progress, and hard hat site tours were offered periodically to interested members. But one month before the expected completion date, tours were suspended and the finishing touches were kept under wraps to heighten the suspense.
And it was well worth the wait; BCC’s members have embraced the new spaces wholeheartedly. According to Johnson, Five Farms’ clubhouse and dining facilities have seen an 80-percent usage increase year to date and are continuing to satisfy membership’s needs while propelling the overall brand forward.
“BCC has been fortunate to be recognized among its peers, and the completion of this project only helps to reinforce that recognition not only with our peers, but also with guests who visit from other clubs,” notes Johnson.
The Goal:Update clubhouse with a full roster of lifestyle amenities.
The Plan: Undergo a Phase I renovation that enhances multiple dining facilities and social spaces.
The Payoff: Member satisfaction with notable revenue increases.