You’d be surprised how many prospective club members come to the C+RB website to read our articles and learn how the clubs, and communities, they’re considering are managed and operated. And it appears more are being advised to do so.
“Golf courses and country clubs are no longer required features” of housing communities intended for those ages 55 and older, according to an article I recently came across in a major city newspaper. The article—which was actually a paid placement from a real estate/financial advice website—went on to describe what Baby Boomers should, and should not, look for if they are thinking of moving to communities targeted to their age group.
Even if you’re not a manager at a club that’s part of a community, the points that were made still bear notice, as insights into what you should—and shouldn’t—be thinking about if you’re trying to attract, or keep, members from that demographic.
The 55-and-older market recently got a “big makeover” and is now marked by a much wider selection of amenities, homes and target buyers than in the past, according to the article. Developments featuring hiking and biking trails, big-name entertainment, athletic sports, community gardens, and upscale and solar-powered homes are now “in.”
Big developers like Del Webb, the article continued, are now building “massive projects” for the 55+ market, with “resort-like” features such as BMX “pump tracks” (a continuous loop of dirt berms and smooth dirt mounds that you ride without pedaling, on any kind of bicycle). Smaller developments target niche populations, such as equestrians, small-plane hobbyists, or retirees from specific professions. Private beaches, pickleball, film festivals, RV clubs and serious cooking classes are also popular.
Again, it sounds like these are all things that club members and resort guests of that age (or any age) might also like to have an opportunity to experience, even if the property isn’t part of a community. And indeed, we’ve already covered how clubs and resorts of all types have successfully introduced many of these kinds of activities and amenities.
The article also counseled those looking into “active adult communities” to carefully research how they are managed and operated. Here, too, some relevant questions and points were raised that club and resort managers at every property should be prepared to address from prospective buyers/members, such as:
• What are the rules about non-adults’ use of the facilities? Are facilities designed for families and kids kept separate and isolated from those that are for adults only?
• What are the skills, priorities and budgets of those who manage the facilities and amenities? How are fees, rules and budget priorities determined and changed?
• How do decisions like turning tennis courts into pickleball courts, or restricting cigar smoking, get made, and what are the recourses/appeal processes for those who object to what’s decided?
• What exit plans are available, especially in situations of failing health?
I see a lot of “FAQ” sheets in clubs’ membership packets or on their websites, whether they’re part of communities or not. But few of these take a deep-dive beyond very general questions and answers.
I’m not suggesting a club would need to post answers to these other types of questions. But it might be a good idea to make sure membership directors and others on the management team are all on the same page with the answers you’d want everyone to give, should any like these come up.
You’d be surprised how many prospective club members come to the C+RB website to read our articles and learn more about how the clubs, and communities, they’re considering are managed and operated. And it appears that more of them are being advised to do so.
Joe Barks, Editor
Tell Us What You Think!
You must be logged in to post a comment.