Today, where you used to find golf handicap computers in the former ladies’ locker room at Denver Country Club (DCC), an enclosed play area has been created for members’ children, complete with bean bags, a crafts space, storage and toys. What was once an empty corner is now an inviting lounge area, with new artwork on the walls, a couch, chair, bench and sitting area with a bulletin board that’s used to market club events. And where unused grooming stations were once positioned, a full-service massage suite now provides a popular new amenity.
“Members had expressed an interest in on-site massage at the club,” says Martine Bennett, Director of Communications at DCC. “In assessing what spaces would best facilitate that request, we decided the former ladies locker room could be redesigned to suit this purpose at a minimal cost.”
|The old ladies’ locker room at DCC had a lot of unused space (above) that was converted into a massage suite, sitting area and Kids Klub (below).|
But why stop with a massage suite? “We have 860 members and a large number of children who come to the club everyday,” Bennett adds. “We thought it would be worthwhile to incorporate a dedicated space
just for them.”
She was right. Wood-paneled screens were bought from a local hardware store and painted ivory, to act as the dividers between the lobby area and what has since become the Kids Klub room. Pictures were hung throughout the space, and new light fixtures now provide a better match with the look and feel of the rest of the club. The hallway leading to the old locker room was repainted and carpeted.
“Ultimately, the redesign of unused space created a new capacity to offer massage, which is a new source of revenue for the club,” says Bennett. “The additional junior programs offer members more free time at the club, too, which boosts dining, golf, tennis, swim, and fitness attendance.
THE GOAL:Redesign unused space of Denver Country Club’s ladies’ locker room to create a new on-site massage suite, enhance junior activities, and establish a lobby and sitting area.THE PLAN:The previously unused space was divided into three areas: an enclosed Kids Klub, a sitting room and lobby, and a massage suite.THE PAYOFF: DCC receives a percentage of each massage; the revenue has quickly offset the initial investment in the massage suite. Additionally, participation in Kids Klub activities has increased, and dining participation and special event numbers have grown.
“Member usage of massage has grown continually since we opened,” she says. “And, because the Kids Klub is so popular with members, we are now developing a daily program to offer childcare and special kid-focused programs, too.”