A golf course may be what brings members to a club. Increasingly, it’s everything else that keeps them coming back.
Brookfield Country Club (Clarence, N.Y.) recently completed a $27.5 million renovation designed to give members more reasons to use the club throughout the year. According to General Manager/COO Mark Maier, utilization has increased across the property since the new spaces opened.
“The primary goal of the renovation was to remain competitive in an evolving market and to ensure the long-term success of Brookfield,” says Maier. “Modernizing the facility and creating amenities that appeal to both individuals and families have made the club more functional year-round and turned it into a lifestyle destination.”
Completed in April 2025, the project included more than 49,000 square feet of renovated and newly constructed space. New amenities include a wellness center, golf simulators, expanded dining venues, private event spaces, a wine tasting room, cigar lockers, outdoor patios, fire pits, and redesigned locker rooms.
Maier says the impact has been visible in how members use the club day-to-day.
The wellness center, simulators, dining venues, outdoor gathering spaces, and expanded food-and-beverage program have helped create activity throughout the day and throughout the year. Family participation has increased, younger members are spending more time at the club, and dining has become a larger part of the overall member experience.
The project also addressed operational challenges behind the scenes. A centralized kitchen now supports service across multiple venues and events, allowing staff to serve more than 1,000 guests while improving efficiency and communication between departments.
Perhaps the clearest indication of the renovation’s impact is the level of activity throughout the property.
Utilization is up across the club and banquet business continues to grow. Brookfield is positioning itself for a record-setting year with more than 25 weddings and 13 charity golf tournaments on the calendar. Demand for both golf and sports-social memberships remains strong.
Those results reinforce a lesson many club leaders are wrestling with as they plan capital projects. The question is no longer simply what to build. It is how those spaces will be used once they open.
“Focus on where the market is going,” says Maier. “Take calculated risks, and ensure every decision supports both the member experience and long-term operational success.”
