Digital Discussions

Bria James, Membership/Marketing Director, Rock Barn Golf & Spa in Conover, N.C., posed this question to the group:

Has anyone sold any “Membership Specials” during the winter months to try and drive up membership during a time when it typically drops off?

“We have had a fall promotion event in early November with any potential members from the past season. During the event, we entertain them with dinner and activities, and provide a special deal of a deep discount on initiation fees (not free) until December 31. We have run this promotion the past two Novembers, and gained 13 new memberships.”
—Ned Graff, General Manager/Director of Golf,
Hershey (Pa.) Country Club

“We have offered a trial membership for the last 5 years from September-April (these months have changed some years, but this period is an average). A trial member pays our social dues but has full golfing privileges during that period. In addition, if they convert after the trial period, half of the dues they paid are applied to the initiation. We have had well over 90% stay on as they get plugged into the club.”
—Michael VanSistine, General Manager,The Mauh-Nah-Tee-See Club, Rockford, Ill.

“The problem all clubs are up against right now is the promotions some of the best clubs in the South are running—where you pay no join fee, but a higher level of monthly dues, and

have to commit to paying dues for a set number of years.Don’t try to fight this program; get on board with your own.The golf industry has changed, and we all need to grow with that change.”
—Andrew Ward, Managing Director,
Currahee Club on Lake Hartwell, Toccoa, Ga.

“The Polo Fields traditionally offers a ‘dues free’ period for anyone joining the club from November through March. By encouraging usage of the club now, new members form ‘social relationships’ that carry over into the golf season, and it results in added participation in tournaments and events, because there is an established comfort level. Plus, the sooner they join, in effect the more they save. They are still obligated to the F&B minimum, any use fees and Promissory Note. This program has worked well for us over the years and works well as a
reintegration for resigned members who are looking to rejoin the club, but might not be familiar with the current staff, membership and services.”
— Diana Kuenzli, Director of Membership & Marketing, The Polo Fields Golf & Country Club, Ann Arbor, Mich.