The work was the final part of a three-phase member-engagement project at the Middleton, Wis. club.  Changes from previous phases have already driven increases in food-and-beverage revenues, according to the club, while also boosting membership sales and member utilization.

Bishops Bay Country Club in Middleton, Wis. has finished work on a $3 million renovation to its main clubhouse as the final part of a three-phase member engagement project.

Jeffrey T. Murray led the construction phases of the project after being hired by the club’s Board of Directors to oversee club operations as Chief Operating Officer.

The first phase of the project, which kicked off following an in-depth member survey in 2016, included a 3,000-sq. ft. outdoor patio with seating for 110 overlooking Lake Mendota. It also includes outdoor fire pits, a covered outdoor bar for 17, and all of the amenities of a bar. Club members also can take advantage of an 18-slip boat dock.

The patio project was completed in June 2016 and club officials report that it resulted in a 30 percent increase in member dining, while also driving membership sales.

The second phase of the member-engagement project included the development of a separate facility to house weddings, with the goal of driving additional revenue for the club.

As part of this phase, a 20,000-sq. ft., clear-span structure was erected on a lakefront concrete slab to handle weddings, special events and club functions for up to 300 people.

According to the club, the estimated return on investment for the space was 18 months, and the location is slated to host 14 weddings during this summer.

The club’s historic club house is a manor once owned by John O’Connell, founder of Common Wealth Telephone Co. It was later sold to the local Catholic Diocese and was the home of the church’s bishop for more than six decades.

The club hired Madison, Wis.-based Iconica to design the renovations that would meet members’ needs while retaining the building’s historic aspects.

In October 2017, the club broke ground on a six-month renovation of the clubhouse that included the addition of a lakeside dining room to provide a casual dining environment for 80 members, complete with a 24-person bar.

Features of the bar include a 16-bottle, Napa wine-by-the-glass system. Bathrooms were added along with a connection to the outdoor banquet structure via a strolling path.

The project also included renovations to the main dining room and the addition of a private boardroom.

The design also makes use of the view of Lake Mendota, offering a view of the lake from member dining areas.

According to the club, the renovation has resulted in a 65 percent increase in food-and-beverage revenues, with the Napa wine system increasing wine sales by 97 percent.

The project has also resulted in an increase in profitability, the result of an increase in memberships and member utilization.

The first two phases of the project were funded by the club’s cash flow and donations from members,  while the final phase was funded by a small monthly capital assessment from the membership.

With an attrition rate of 2.7 percent, the club reports that it has a stable membership that has enabled it to fund additional capital projects in excess of $350,000 annually over the last three years.