This episode of C+RB’s video series looks at how Lancaster (Pa.) CC only had to press “pause” briefly this year for its comprehensive, $20 million infrastructure and expansion project that it has branded as “A Defining Moment” in the club’s 120-year history. COO/GM Ryan Granruth and Director of Membership Andrea Zimmerman describe how careful planning of contingencies, “off-ramp” options and effective communication strategies helped it quickly restart the project and begin to see immediate benefits, including strong new membership interest, saving $1 million on a 10-year-loan, and accelerating construction to be ready to recapture lost business more quickly.
“The Road Back” video series from Club + Resort Business provides fresh insights into how club and resort properties are meeting the challenges posed by the pandemic and finding new and innovative ways to boost business levels and return to full operation.
This episode looks at how Lancaster (Pa.) Country Club only had to press “pause” briefly this year for its comprehensive, $20 million infrastructure and expansion project that it has branded as “A Defining Moment” in the club’s 120-year history. The club began the planning for the project over three years ago, but then, just as it was set to announce its details and begin implementation, its operations were shut down by the coronavirus outbreak.
Nonetheless, as Chief Operating Officer/General Manager Ryan Granruth, CCM, describes, the club’s careful planning of contingencies, “off-ramp” options and effective communications strategies helped it quickly restart the project and begin to see immediate benefits, not only in terms of strong new membership interest, but also through the prospect of saving $1 million over a 10-year loan period, and by accelerating construction to be in position to recapture lost banquet business more quickly.
“By June, we found we were in a position of strength financially and that things were looking up, despite all of the [pandemic-related] issues,” says Granruth. “We didn’t want to play catchup with the project, as many clubs did after [the recession in] 2008.”
Adds Director of Membership & Communications Andrea Zimmerman: “As we welcomed the summer season, we had 31 new members join in a 45-day period—double what we saw in the previous two years combined. And then when the local newspaper printed a special section about the project in a Sunday edition in September, I came in on Monday and found 20 more new inquiries. All of that has been very encouraging in showing how moving ahead with the project is already bringing strong new interest in our club.”
(Viewing time: 9 minutes)
View episode here:
Previous episodes of The Road Back series can be viewed at https://clubandresortbusiness.com/category/the-road-back/
Upcoming episodes will feature how clubs have successfully pursued golf course renovation projects during the pandemic, highlight effective new communications strategies that were developed out of necessity because of the pandemic’s restrictions, and detail the revival of a struggling club under new ownership.
If you have a great idea or success story you’d like to see featured on a future episode of “The Road Back,” contact firstname.lastname@example.org.