Take any major city or region in the United States and you can clearly recognize which private club rises above the rest in that area. These clubs are considered the “premier” clubs of their areas. What makes them premier clubs?
We can identify five major elements:
- Financial structure. These clubs have funding plans and reserves that address the three major “uses” of money: operations, asset replacement and debt reduction/planning. When you analyze their financials, you can clearly see specific allocations of dues directed toward each area. In doing so they keep their club financially sustainable.
- Commitment asset replacement management. These clubs are committed to the upkeep of their facilities and equipment maintenance by not only funding the replacement of their assets but by providing the needed resources to keep them in top working condition. They employ quality staff to maintain the facilities daily and provide the money needed to keep things fresh and updated more frequently, such as fitness equipment, mowers, furniture, etc. It’s costly but has a high impact.
- Leadership. Each club holds in regard the club corporate structure, from management to board leadership to committee involvement. These areas work toward a common goal to enhance the club’s value by respecting and appreciating the role each plays and never losing sight of who they benefit – the members.
- Commitment to excellent member service and experience. At these clubs, the answer is always “yes.” This attitude or culture is evident in the staff the clubs employ. They consider their employees their number one asset. They provide the resources to develop and maintain a highly trained professional service staff where garnering positive member experiences is their top priority.
- Member praise. Their best marketing and promotional tool is their membership’s “word-of-mouth.” Members are the best advocates for member dining, participation in member events, new memberships, and equity building. Members recognize that their role in making the club even better is to be active and to maintain a positive attitude to truly enhance membership value. It is so evident you literally feel the shift when something is unsettling.
Duncan Reno, COO/GM at Del Rio Country Club?
How does your club stack up? Are you the premier club in your area? Do you define what it is to be a member of a premier club in the region? Do you define the level of quality service and products offered??Do you define the culture that is needed to benefit your members? Do you define what it takes to fund this type of club? Do other clubs look to you as the example? If not, now is the perfect time to “gain” a stronger position. The private club member is constantly being redefined, and the industry is looking to premier clubs to show how to respond effectively. BR
Duncan Reno, CCM, CCE is chief operating officer/general manager of Del Rio Country Club in Modesto, CA. He can be reached at (209) 341-2401 or via email: [email protected]
