For those of you working in private clubs, I’m afraid I have some bad news: Your days are numbered. At least that’s the opinion of a blog posting I was sent that proclaimed, “Private clubs are missing the mark big-time; they have to come up with new and innovative products to sell, or they are going to eventually die.”
This blogger, “John,” also charged that private clubs “are not on the cutting edge of marketing, having been spoiled in years past when prospective members had to literally beg to get in.” Even with the deals some of the private clubs in his area (New England) are now offering to discount or waive membership fees, he added, they are still pricing themselves into oblivion with greens and locker fees that are too high, and mandatory cart and food expenditures. “Who wants to buy food that’s not as good as most of the local restaurants?” he asked.
After posting this commentary, the blogger got a few supportive responses, with one, “Tom,” chiming in to say “the real crunch is on for clubs and courses that compete for the big slice of golfers in the tiers just below the most exclusive. The old ways won’t work. ”
Interestingly, right after getting this material sent to me, and just as I was starting to think of the many private clubs I know that don’t merit being painted with these brushes, a newspaper article was sent to me. It was a glowing review from a food writer who had gone to eat at a 110-year-old private club “that two months ago turned around its ‘members only’ sign, threw open its culinary doors, and proclaimed itself open to the public.”
The writer went on to rave about the $102 meal he and his companion had enjoyed along with “eye-catching golf course views from the pleasant dining area.” He also said that after he revealed himself to the club’s Executive Chef and Food & Beverage Director, they told him they’ve upgraded the menu “to get a new flavor and identity and be more global.”
This club is still very much private, I’m told, but the Board made a decision (and presumably found a way that will stand up to IRS scrutiny) to open its restaurant for dinner only, Tuesday through Saturday. Interestingly, I also found another article about this club from a few years back, where its management talked about how it was “making changes to relax the atmosphere,” so it could “compete better with the new, upscale public courses sprouting up” in its area.
But in this article, the management and members of the club also made it clear they had no intention of changing their status—or dying.
“I think there’s always going to be a place in society for the private club,” the club’s manager said. “They have a lot more to offer than just golf. They have social activities, and everybody knows everyone. You can’t get that kind of camaraderie anywhere else. We’ve been here over 100 years. I don’t think we’re going anywhere.”
Tell Us What You Think!
You must be logged in to post a comment.