Club + Resort Business’ Second Annual Awards recognize Quail Creek Country Club in Naples, Fla. for opening an $18.5 million, 33,000-sq. ft. Sports Center & Spa, which promotes healthy living by linking the property’s Blue Zones-certified wellness offerings with its sports programs. “Trying to compete with other clubs, you have to make sure you have the amenities to attract and retain members,” says Chad Schultenover, CCM, Quail Creek’s General Manager/COO.
The December 2020 issue of Club + Resort Business features the 2020 Innovation Awards, recognizing club and resort properties that have conceived and implemented concepts that have paid real dividends in the form of enduring member and guest satisfaction and loyalty.
This property was recognized for innovative achievement in the Design + Renovation category:
For some people, sports are a great way to stay in shape. For others, the social aspect is the draw. And for some, competition is the name of the game.
Regardless of its membership’s motivation for participating in physical activities, however, the leadership team at Quail Creek Country Club in Naples, Fla., knew it needed to offer fitness programming that could rival that of other properties in the vicinity.
“Naples is a highly competitive area,” says Chad Schultenover, CCM, Quail Creek’s General Manager/COO, who joined the property in January. “Trying to compete with other clubs, you have to make sure you have the amenities to attract and retain members.”
Quail Creek made a strong commitment to its membership with the December 2019 opening of its new $18.5 million, 33,000-sq.-ft. Sports Center & Spa, which promotes healthy living by linking the property’s Blue Zones-certified wellness offerings with its sports programs. The Blue Zones mission, inspired by the world’s longest-lived cultures, is to help people live longer, better lives in an improved environment by following nine principles for better living.
“Our staff now has the tools at its disposal to create the programs necessary to be competitive in our market and to exceed member expectations,” says Teri Brodie, Membership Coordinator and Quail Creek’s former Fitness Operations Director.
Brodie credits architectural and interior design firm Peacock + Lewis, which created the new facility, with having the vision to build an integrated, state-of-the-art golf, tennis, fitness and spa operation all under one roof. Prior to the construction of the Sports Center & Spa, which is unique to southwest Florida, its various components were scattered throughout Quail Creek’s 100,000-sq. ft. campus.
Accessible from where all sporting activities are positioned on the property, the facility’s Rotunda features a one-stop retail shop that carries clothing and equipment for all of the sports offered at Quail Creek. Rotunda services also include equipment fittings, repairs and demonstrations. In addition, reservations for tee times, court times, physical therapy and personal training sessions are made by the Rotunda staff, and a marketplace sells salads, sandwich wraps and beverages.
The fitness center includes cardiovascular and strength equipment; a Pilates studio; a TRX studio; sports-specific training such as Titleist Performance Institute instruction, RacquetFit, and Play for Life, which was designed by a Quail Creek employee; an extensive schedule of classes; a Doctor of Physical Therapy who focuses on sports medicine and handles billing for Medicare; and certified personal trainers.
An outdoor pool, tennis, pickleball and bocce courts and a driving range are available as well.
The new spa features five treatment rooms, two quiet rooms, lockers, showers, and a steam room. Licensed massage therapists and skincare specialists provide a wide range of services, including a menu of facials, various massage therapies, wraps and other treatments. Merchandise includes a skincare line, a makeup line, and gifts.
“We used to have a couple of massage rooms off the old gym, but now we have a spa experience,” Brodie says. “The membership loves it. They can put on a robe, take a steam, and go to the quiet room. It’s a wonderful benefit for our members.”
Since the opening of the facility, more than 90 new members have joined Quail Creek. In addition, member referrals are on the rise, reflecting the membership’s pride in the new amenity.
And with the state of Florida not yet imposing many COVID-based requirements, the facility has not been subject to capacity restrictions. However, the county has a mask mandate in place, and Quail Creek has been taking extra precautions for the safety and comfort of its membership. Every other piece of cardio equipment in the fitness center is closed off, and the property sanitizes in the morning, evening and throughout the day. Spa services are offered by appointment.
In addition, Schultenover says, “We’re in the process of finalizing our online retail shopping program. It’s almost like a special order.”
Schultenover praises the club’s past leadership and the Quail Creek committee that oversaw the project for identifying the reasons to build the new sports complex. “The past leadership said, ‘If we don’t do this, we’re not going to be competitive in the market to attract and retain members,’” he says. “We took on debt during the project, but the membership realized [the club was] struggling to attract and retain members [because] the amenities we had were tired and dated.
“It was the right thing to do for the club, and the club is reaping the rewards of taking that initiative,” Schultenover adds. “Any time you add something new or do something different, it helps to retain and increase members.”
Brodie agrees. “Since the facility has opened, members have hugged me and said, ‘Thank you; we had no idea what we were missing,’” she says.