The Family Membership Conundrum

For many board members, the topic of family memberships has been difficult to tackle.

However, if done correctly, family memberships can provide more satisfaction to members and enhance the club’s operations (and bottom line) without losing the club’s customs and values. So, it might be time to take another look at this option.?

A family membership provides spouses/children all privileges provided to a member in a single membership, which streamlines a club’s membership classes and removes the numerous add-on options for members.?

It is offered in each membership class and can be broken into a “with children” and “without children” dues structure. Of course, if the spouse/children of a married member only wish to use the club as a guest, then that member may maintain a single membership.?

The major concerns with family memberships revolve around potential overcrowding on the golf course, member backlash at higher dues, office-holding rights and voting rights. Thankfully, clubs can manage these concerns with clear communication to the membership and carefully crafted language in the bylaws.?

At country clubs and golf clubs, course use issues are paramount. Interestingly though, most clubs already permit family play under a “spousal golf” or “family golf” membership add-on to a full/golf membership. Thus, adding a family membership should not increase the number of golfers.?

As for weekend morning tee times, those entitled to play could be limited to “primary” members – one person designated by each family membership before the weekend. While this prohibits spouses from playing together on those mornings, it still allows one spouse to play and maximizes the number of members playing during that coveted time. ?

The next issue is the increase in dues. It is a fair point that full/golf members whose spouses/children have all other club privileges but golf might balk at a family membership that provides those spouses/children with golf and comes with an increase in dues.?

Therefore, those members should be allowed to maintain their current membership without moving to a family membership. Though this will mean maintaining differing dues structures for old and new members, it will likely facilitate the acceptance of the family membership option, especially if it doesn’t impact those already in the club. Of course, other members who wish to transfer to a family membership certainly could – and should be encouraged.

While permitting both spouses in a family membership to hold office may seem like it could lessen the club’s traditions and culture (especially in the eyes of older members), clubs can easily remove that misconception. By ensuring board candidates meet specific requirements (club tenure, committee service, etc.) and by ensuring the nominating committee does a thorough review, clubs can have quality candidates brought forward – spouses included. Of course, both spouses should not serve on the board at the same time.

Finally, regarding the right to vote, that privilege does not provide one vote per spouse but one vote per membership (single or family). This preserves the total number of votes in place before a family membership option is introduced and does not dilute the vote of single memberships merely because of marriage.

For most members, the decision to join a club is a family one. As such, having a clear set of privileges for family members allows them to know what they are getting for their dues.?

Also, a family membership can ensure your staff knows what privileges a member has and what fees to charge when the member walks into the club – ensuring swift service and appropriate billing rather than guessing what a member is entitled to receive. ?

No doubt adding a family membership option can only happen after open and frank conversations with your members; for some clubs, it won’t be viable. But adding this option for your new members (and transferring many of your current members into a family membership) might be the best way to improve member satisfaction, club profitability and club growth for years to come. ?BR

Brad D. Steele, JD, started Private Club Consultants to provide in-depth legal and operational answers for America’s top private clubs. For more information about PCC, email Brad at [email protected], call/text him at (703) 395-5463 or connect with him at www.dhirubhai.net/in/BradSteelePCC.?