The Marlton, N.J. club has been managed under contract since 2012 during a search for a permanent general manager. Average daily revenues are up more than $1,000/day and pro shop and clubhouse improvements have been made. A new name as part of a rebranding is also being considered.
Things are looking up at the Evesham Township-owned Indian Spring Country Club in Marlton, N.J., the South Jersey Local News of Medford, N.J. reported. An update on the state of the club was made to the township council in July by interim marketing manager Sandy Student, a partner in the firm TechCXO, which was initially contracted by the township council in March after the search for a golf club general manager turned up no qualified candidates, the Local News reported. Student’s contract was originally for 90 days but has since been extended to the end of the year, while the township is looks for a permanent general manager, it was noted.
The township and council have been trying to both improve the golfing experience at Indian Spring and increase its revenue since resuming management responsibility for the club in 2012, the Local News reported. Next year will mark the 40th year of the township’s ownership of Indian Spring.
According to Student’s report, a harsh winter put a dent in golf course revenues across New Jersey for 2014, but Indian Spring’s 4 percent decrease in revenue for the year to date is still below the state average of 9 percent, the Local News reported. But despite having 58 days so far this year with zero rounds of golf played, compared to 18 days through the same period the previous year, average daily revenue for Indian Spring in 2014 has been more than $4,800, up by $1,000 over 2013. Further, Student said, revenue from the Indian Spring driving range has increased 28 percent since last year.
One of Student’s first tasks after taking over the marketing of the club was to have a survey conducted of more than 300 course and club customers during the month of April to see what was working well at the facility and what needed to be changed, the Local News reported. Student reported to the council that two major items came out of those interviews: more sand was needed in the bunkers, and the cart paths needed an overhaul. The sand has already been taken care of, and township council has given preliminary approval on going out to bid for the cart paths, the Local News reported, with a public hearing on the motion scheduled to be held at the council’s August meeting.
A master plan for further improvements at the club is also being worked on, Student said in his report. An insufficient pro shop was one of the first areas identified by council members as in need of an overhaul, the Local News reported, and the shop has since been fully stocked and competitively priced. For the first time, it was noted, branded merchandise such as Adidas is now in inventory. In addition, Indian Spring logo-adorned shirts and accessories now line the walls and displays inside a neatly organized shop.
Other improvements that have been made to the Indian Spring clubhouse include a more welcoming foyer, a new chandelier, new carpets and doors, a refurbished terrace, and a tent over the downstairs patio. The driving range and greens have also been spruced up, the Local News reported.
Generating revenue by promoting the club as a venue for public events has also been a focus, Student told the council. “This property has never really been marketed since the township has owned it,” Student said. “We are in the customer-service business, [and] government is not used to that.” Making a better first impression through physical facility improvements will continue to enhance marketing efforts, he stressed.
Noting that golfing fundraisers generate more than $4 billion a year for charities across the country, Student reported that several sports clubs from the local Cherokee High School, as well as Marlton Rec Council, FedEx, the Boys and Girls Clubs, local banks and even the National Association of Women Business Owners will once again be hosting events at the club. In addition, promotional events are being planned for the celebration in 2015 of the township’s 40th anniversary of owning Indian Spring, the Local News reported.
There has also been major discussion around renaming and rebranding the club, Student acknowledged in his report. “You change a name if it doesn’t reflect the times,” he explained. “We are looking to attract new golfers, young professionals, women, even children. A brand is really a promise. We are looking at how we could develop that.”
As for the direction the club is going, Student expressed optimism about its future, the Local News reported. “I feel very encouraged when people notice things and tell us we are on the right path,” he told the council.
Tell Us What You Think!
You must be logged in to post a comment.