In London clubs, dress codes are rigidly enforced. Since they, too, have membership marketing issues, they may have to revisit this.
I’m currently reporting from London, where I’ll be pursuing an academic degree over the next few months. I’ll be back stateside in March (and will see many of you at the 7th annual Chef to Chef Conference, to be held at the Westin Savannah Harbor Golf Resort & Spa in Savannah, Ga., March 1-3, 2015—see www.CheftoChefConference.com).
But while I’m here in London, I’ll keep on the lookout for club issues, to see what American and European clubs have in common, how they differ, and what we might be able to learn from the club experiences that currently exist on this side of “the pond.”
I have now been to three classic London clubs, the kind that you see portrayed in the movies (“Around the World in 80 Days” with David Niven being the best example). One in particular is quite famous and has a more than 200-year history, with a “who’s who” list of members from families dating back to 18th-century London. It was famous as a place where the scions of wealthy London families would go to gamble away their inheritances (or their lives). While historic, it is showing its age.
But here is what that club, and two others in London that I’ve been to, all have in common:
• They all have the look and feel of our city clubs, but are about 20 years behind the curve on décor and convenience. They may want it this way, but it highlights the fact that they value history and tradition more than fun.
• Like us, they all are aggressively pursuing banquet and wedding business. And like our clubs, you don’t necessarily have to be a member to experience this amenity. But contrary to what we normally hear about British food, it is surprisingly good.
• Dress codes are rigidly enforced. Coats and ties are de rigueur, and there doesn’t seem to be any movement toward lightening up on this. Since they, too, have membership marketing issues, they may have to revisit this.
The UK is going through a bit of an economic expansion right now, and it remains to be seen if this will have an impact on club membership and marketing. Most of the clubs seem to have some sort of theme that binds the members together. The notion of a “city club” open to all (who can afford it) doesn’t seem to be prominent here, or at least I haven’t noticed it yet.
I haven’t been to a golf club yet, but plan to visit one over the next few months. I’ll let you know what I see.
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