Results

Case Study # 1 – River Run Country Club

Background

River Run Country Club is a full-service private club located in Davidson, NC, a northern suburb of Charlotte. The Club’s amenities include an 18-hole championship golf course, 16 tennis courts, a fitness center, swimming pool and clubhouse facilities with multiple dining venues.

 After years of declining membership and revenue trends, and struggles to generate sufficient cash flow for reinvestment to maintain  its position as a relevant, family-friendly club, the Club entered into a management agreement with ClubLife Management in October 2014. 

Tactics

  • Built a strong operating team; tasked team with elevating the membership experience and overhauling the Club’s Food & Beverage operation
  • Implemented ClubLife Management Avendra bulk purchasing program, driving increased savings across all club departments
  • Grew club membership through innovative programming, including the “Golden   Ticket” member referral incentive and the “Spend to Save” new member  enrollment promotion
  • Implemented ClubLife Management Signature Gold reciprocity program, adding additional value to the Club’s membership via extended benefits and privileges  at over 300+ clubs nationwide
  • Leveraged ClubLife Management’s regional support teams, including sales   and marketing, member retention, agronomy and food & beverage to improve   member satisfaction
  • Executed a comprehensive capital improvement plan that included a renovation of the club’s casual and formal dining facilities 

  

Case Study #2 – Crystal Lake Country Club

Background

Crystal Lake Country Club is a full-service private club located in Crystal Lake, IL, a suburb approximately 45 miles northwest of Chicago. The Club’s amenities include an 18-hole championship golf course, five tennis courts, Junior Olympic swimming pool and clubhouse facilities with both casual and fine dining venues. 

After years of declining membership and revenue trends, and struggles to generate sufficient cash flow for reinvestment to maintain its position as a relevant, family-friendly club, the Club entered into a management agreement with ClubLife Management in March 2019. 

Tactics

  • Built a strong operating team that included a new General Manager and Membership Sales Director, tasked with elevating the club experience and growing the Club’s membership
  • Leveraged strong regional support, including agronomy, sales & marketing, food & beverage and operational support to improve product quality
  • Launched the Club’s first comprehensive lead generation marketing campaign to drive awareness in the local market
  • Introduced innovative membership programming initiatives, including the “Golden Ticket” member referral campaign
  • Implemented ClubLife Management Signature Gold reciprocity program, adding additional value to the Club’s membership via extended benefits and privileges at over 300+ clubs nationwide 

    

Case Study # 3 – Lake Toxaway Country Club

Background

ClubLife Management entered into a management agreement with Lake Toxaway Country Club (Lake Toxaway, NC) in 2015. 

Previously regarded as one of the premier, second home clubs in Western North Carolina, the Club had struggled to consistently deliver a high-caliber membership experience, and was unable to fund needed capital improvement projects needed to remain competitive in the local market. 

Tactics

  • Built a strong operating team that included a new General Manager and Head Golf Professional, tasked with elevating the club experience
  • ClubLife Management’s operating team worked directly with the Club’s Ownership to enhance the membership experience while simultaneously implementing needed cost controls to help drive financial performance
  • Collaborated with the local Real Estate brokerage firm to develop a comprehensive Real Estate lead generation marketing plan, driving a 50% YOY increase in property views and over 100 new Real Estate prospects into the sales pipeline.
  • Designed and implemented a comprehensive capital improvement plan, that included a $7mm clubhouse renovation and $3mm pool complex renovation 

    

Case Study # 4 – Client #1 (Non-Resident Membership & Real Estate Marketing)

Background

Client #1 is a premium lake and golf community located in middle Georgia. The community consists primarily of second homes owned by affluent Atlanta residents. Current real estate inventory includes homes ranging from the $400’s - $1.75mm. The Club offers one of the premier golf experiences in the south, including a Coore-Crenshaw designed golf course ranked among the Top-100 Modern Golf Courses in the U.S. by Golfweek. A key component of our engagement was the development of a marketing plan to drive interest and enrollments in the Club’s non-resident golf membership category. After six months of successful collaboration on golf membership marketing, our team was retained to provide real estate marketing support to the development’s Broker-in-Charge. 

Tactics

  • Targeted Facebook/Instagram digital ads aimed at affluent golfers in key feeder markets
  • “Remarketing” ads on Facebook/ Instagram to past website visitors
  • GoogleAds targeting keyword searches indicating membership interest
  • Placement in select regional print publications
  • Rebrand of membership sales collateral
  • Redesign of real estate sales collateral
  • Redesign of real estate section of community website