A few years ago, a club’s event calendar might have featured a holiday brunch, the club championship and a handful of signature dinners.
Today, it’s common to see something happening every week, sometimes every day.
Members can choose from bourbon tastings, concerts, trivia nights, fitness classes, pickleball leagues, junior camps, wine dinners and themed family events. The variety reflects how clubs have changed. They’re no longer places members visit for a round of golf or dinner. They’re places where people spend an afternoon, an evening or an entire day.
That’s a positive shift, but as calendars continue to expand, it’s worth asking whether every new event adds value.
Every program requires planning, promotion and staffing. Departments coordinate schedules. Culinary develops menus. Marketing fills seats. Before one event ends, the next one is already on the calendar.
Members have limits, too. No one can attend everything. And when every weekend features another marquee event, it becomes harder for any one experience to stand out.
The clubs with the strongest programming may not be the ones with the fullest calendars. They may be the ones that have learned how to connect the right members with the right experiences.
