Exceeding Reputations

Even one of the most storied and successful clubs never ends its quest to expand golf activities and revenues.

by Pamela Brill (editor@clubandresortbusiness.com)
December 2006
 

Independence Day Pinehurst’s drive to distinguish itself only stands to intensify with the recent change in its ownership, after the sale of ClubCorp to KSL?Capital Partners (C&RB, November 2006, pg. 6). As part of that transaction, the resort will once again become an independent operation. On December 26, Bob Dedman, Jr., son of ClubCorp founder Robert H. Dedman, Sr., will become Pinehurst’s new owner Bob Dedman, Jr., Owner and Managing Partner, Pinehurst Resort and managing partner. Another key step for Pinehurst’s future was the September hiring of Don Sweeting as its new Executive Vice President of Golf and Club Operations. A Pinehurst golf pro in the late 1980s, Sweeting then worked at several other ClubCorp properties, most recently the Golf Club at Indigo Run in Hilton Head, S.C.

A weekly rotation of special events and exciting, exclusive sales are just two of the ways the Pinehurst staff keeps working to make sure things never go stale.

After more than 100 years in operation, Pinehurst Resort knows a thing or two about how to cater to its membership. Established in 1895, the Pinehurst, N.C.-based property began offering formalized golf a few years later. Today, it boasts over 4,800 members and a vast array of programs.

But even with this kind of solid foundation, Pinehurst management never stops looking for new ways to enhance the property’s appeal and build on its great golf reputation. For example, when the staff brainstormed a few years back for ways to fine-tune and enhance the appeal of the club’s activities agenda, a plan was designed to offer a rotation of special events once a week.

“We found the club became alive as our members enjoyed the variety of events,” says Members Club Manager Nancy Sadler. The strategy also involved tailoring more events to the growing number of young families among Pinehurst’s membership, she adds.

For example, this past June, members were treated to an outdoor concert and cookout. “I timed it [to coincide with] our Ladies’ Member/Guest, so it was a great way for [members] to bring a friend,” notes Sadler of the event, which attracted about 350 people.

Prominent tournaments such as the 1999 and 2005 U.S. Opens and the North and South Championships keep Pinehurst’s profile—and member pride—high.

Show Them What You’ve Got
The constant quest for added variety and excitement has been extended to all aspects of Pinehurst operations, including its pro shops. According to Stephen Cryan, Director of Retail, the club now hosts a series of sales events throughout the year that have direct member benefits. Among the most popular are demo days for golf clubs and other equipment.

“Our member base consists of avid golfers who are always looking at new equipment, and drawing the manufacturers here to demonstrate new products and answer questions gives them a feeling of exclusivity and privilege,” Cryan says. Attendance is roughly 50 members per session, and the demos are offered free of charge.

But the most popular event by far, adds Cryan, has become Pinehurst’s holiday sale, held every November. An exclusive, one-day sale, the event offers member discounts up to 65 percent and draws so much attention, members are known to stand in line for up to one hour in advance.

Stephen Cryan, Director of Retail, Pinehurst Resort

In addition to how this event helps to boost revenues in a traditionally slower season, Cryan notes, “It’s the perfect time for gift-giving, and instills a sense of pride in all who can send logo items from Pinehurst to family and friends.”

Pro shop displays are also updated throughout the year to coincide with member events. In July, “team jersey” themes are created for Pinehurst’s corporate team championships, featuring the same apparel in various colors. In October, women’s clothing displays feature pink, in honor of Breast Cancer Awareness Month.

Fixing It Before It’s Broken
Throughout Pinehurst’s departments, events like these have one thing in common: They demonstrate the club’s commitment to always find new ways to keep things interesting for its members.

“In the club business, you can’t rely on the old saying, ‘If it ain’t broke, don’t fix it,’” says Chad Campbell, Pinehurst’s No. 7 Club Manager and Head Golf Professional. “If you don’t change your events, your members will become detached from their loyalty to them.”

What’s the best way to keep priming the pump with new ideas for recurring events? Campbell recommends going directly to the source—the members themselves.

Many events are held on Pinehurst’s expansive veranda. right: The love of golf can provide a great setting for many other passions.

“Establish communication with par-ticipants both during and following the event, by sending pairings and/or results via e-mail,” he suggests. In the process, he says, you’re sure to get a lot of feedback on what’s good about the event—and what could be done better.

He also cites the time-tested value of cocktail parties after golf on a multi-event day, to encourage member interaction and get constructive comments in a relaxed atmosphere.