Historic Richmond, Va. Club Changes Name to Broaden Reach

Lakeside Park Club—formerly Jefferson Lakeside Country Club—was rebranded to honor its past with an eye on the future, while remaining private. “We want to be inclusive, not exclusive. We’re the most diverse club in Richmond, without question,” said General Manager Jeff Crabbe. The property’s history dates to 1896 and the club features a Donald Ross-designed golf course.

Lakeside Park Club in Richmond, Va. dropped its country club moniker in the hopes of appealing to a wider audience and playing up its property’s history, which dates back to 1896, Richmond BizSense reported. Formerly Jefferson Lakeside Country Club, the club and its Donald Ross-designed golf course will remain private.

General Manager Jeff Crabbe told Richmond BizSense the idea for a name change was broached last year by Sugarloaf Social Club, a branding company with a focus on golf whose leadership included a Jefferson Lakeside member.

“They met with us and said, ‘This is such a great place and has a neat vibe, but the logo is old and the name is dated and a little tired.’”

The club’s property was originally called Lakeside Park when Richmond businessman Lewis Ginter first developed it, Richmond BizSense reported.

The park, Crabbe said, was home over the years to a bike club and a zoo, and became Lakeside Country Club when its golf course was built by renowned course architect Ross in the early 1920s, Richmond BizSense reported. It opened as a Jewish country club at a time when Jews weren’t welcome at other clubs in town. The Jefferson name was added on through a combination with The Jefferson Club, which was originally downtown and also catered to Richmond’s Jewish community.

While the new name connotes the property’s history, Crabbe said the change is more about looking to the future, Richmond BizSense reported. The club wants to add to its membership base, which he said currently stands at 415.

“Country clubs have certain characteristics that maybe go with them. We want to be inclusive, not exclusive. We’re the most diverse club in Richmond, without question,” Crabbe said. “The make-up of our membership is something that we’re proud of and sets us apart from other places and we feel like the new name is a way to show that even more. We’re trying to grow, attract new members and a younger demographic.”

The name change was unanimously approved by the club’s board and had been planned to be unveiled earlier this year, Richmond BizSense reported.

“We were ready to roll it out before the golf season started and then COVID happened,” Crabbe said. “We were going to have a big member appreciation party.”

Instead, they opted for an e-mail blast and video sent to members and a temporary signage change at the front entrance, Richmond BizSense reported. They’ve also since swapped out Jefferson Lakeside branded merchandise from the pro shop and scorecards and flagsticks on the course for those with the new name on them. Crabbe said they hope to have a new permanent entrance sign in place in the next couple weeks.

The lingering of the coronavirus also means the change at LPC comes at a time when golf is hot—thanks to it being one of the few activities that blends easily with social distancing—while other typical country club activities are scaled back or still on hold, Richmond BizSense reported.

“We’ve seen rounds increase about 25 percent with this being an escape for our members and some who are working from home and can sneak out for three hours to play,” Crabbe said. “Tennis is busier than it’s ever been.”

The club’s restaurant remains closed and its pool is open by appointment only, Richmond BizSense reported. The club has been bringing in caterers and food trucks to keep members fed and the bar is open.

It has waived its $50 a month food-and-beverage minimum in light of COVID disruptions, Richmond BizSense reported. Overall, Crabbe said, the club is in good shape as it embarks on its next chapter.

“Financially, we’re in the best position today than the club has been in some time,” he said.

And the name change has brought a welcome boost in revenue in the form of new LPC merchandise sales, Richmond BizSense reported.

“We’ve sold more merchandise in the past couple of days than since I’ve been here,” said Crabbe, who took over as GM a little over a year ago.