When Hannah White came to Sugar Creek Country Club (Sugar Land, Texas) three years ago, her role as Member Experience and Communications Director didn’t exist yet.
It was up to the membership director and catering director to come together and create events for members. Because of this, the options were limited.
With White being younger and stepping into a new role at the club, she decided to fill the gap of member events with something she knows she would have appreciated as a child — a Back 2 School Bash.
Now entering its third season, the event has become a tradition members look forward to and a way to appeal to the younger demographic of members that are becoming more prominent at Sugar Creek Country Club.
Turning a simple idea into a signature event
The Back 2 School Bash is an afternoon of fun for members and their children at the club.
“What started off as a water slide on the back lawn with music and games that I ran myself has turned into something bigger,” says White.
This year, White rented three blow-up water slides, and Kona Ice to serve snow cones, and held a raffle, pool games and a backyard picnic.
“As it progressed each year, I was able to go to my boss and show the growing numbers that prove people want to do this,” she says.
This year, White estimates around 350 to 400 members came out for the free event. Free admission to the event is a big driver behind this participation.
“Members pay to be here, and I want them to feel like their membership is worth it,” she says. “And that’s all part of member retention.”
White believes the biggest thing she brings to the club is a new perspective on what membership is and should be.
She wants membership to be a lifestyle where people keep their club membership because of the amenities and events offered, not just because they paid the initiation fee.
“I am also trying to give people a reason to visit the club other than golf or tennis,” she says. “Especially food and beverage — it can be utilized for more than just a convenience if a member is already here for golf.”
White wants Sugar Creek Country Club to be a destination for members.
“If we say these events are complimentary, members are going to come and use the club and use the food and beverage department and spend more money because we’ve given them a reason to come,” she notes.
White adds that member feedback to the event has been extremely positive, especially as the membership demographic trends younger; this event resonates with them.
The median age at the club is now is around 55 at the club, according to White. Over time, the club has grown more family-oriented than ever before.
A casual way to connect
White believes this event shows the community of the club because of the free admission and the family-friendly vibe.
“It’s also a great way for new members to integrate into the club,” she adds. “New members might be a little less likely to come to something where there’s an entrance fee or where a reservation is needed. This creates a casual and relaxed environment for people to come and interact with one another.”
Because of the event’s success, White is able to expand the event to whatever she believes members would like.
Next year, she wants to organize some kind of school supply drive to fill backpacks and donate them.
She also relies on member surveys to get feedback and ideas.
“I can always get more water slides or snow cone trucks, but I want to see what members think their children will want to see at this event,” she says. “Would it be cool if we brought superheroes out or is that silly to them? Things like that.”
And a Back 2 School Bash isn’t the only thing White has started. After school lets out, there is a similar event to start the summer.
“I am enjoying the fact that members and their children know that the Friday before school starts there is going to be a party, and the Friday after school ends there will be another one,” she says.
