T
he beginning of every new golf season is exciting and full of anticipation, even for the most seasoned of country club members. For those new members on your roster, there’s an extra component of exhilaration and enthusiasm. With such a buzz in golf over the past several years, what are clubs doing to welcome these new individuals and families and help them get acclimated to the facility, its processes, procedures and overall culture? After all, you only get one chance to make a stellar first impression, which often goes a long way in member retention. We surveyed some PGA of America General Managers to get their take and heard a bevy of great ideas.
“Our Director of Membership coordinates new member breakfasts with club managers, and we host periodic new member welcome receptions,” says Cathy Matthews-Kane, PGA of America General Manager at the Country Club of Colorado and the President of the Colorado PGA Section. “This enables us to ensure new members know the key staff members and have a platform to ask any questions about how to better engage at the club. In addition, we are working to identify key member ambassadors to play and dine with new members so they feel welcome in their new community.”
What Matthews is saying is engagement and communication are vital! This means going beyond taking their dues payment and assigning them a locker. Getting to know new members beyond their golf game is a significant early tactic to endear new members to existing ones and to your staff.
“Upon joining, we have new members fill out a form highlighting their intended use of the facility, their interests and family information, and share that information with the management team so everyone knows who’s coming in ahead of time. The key to retaining these new members is getting them on board right away, with information, inclusion and attention,” PGA of America District 2 Director, David Reasoner of Ridgewood Country Club (NJ) explained for a previous story. “New members also provide a photo of their family so club staff is familiar and can address them accordingly upon meeting for the first time. Conversation can immediately address the needs and interests of the new members and their family – programming for their kids, opportunities around the club – in a welcoming environment where new members are greeted with a smile and our staff already knows their names.”
At Chagrin Valley Country Club in Chagrin Falls, Ohio, “Each new member is given an orientation with every manager on the staff. All areas of the club are covered - the chef, F&B manager, golf professional staff, locker room manager, tennis professional, controller, office staff and finally, me,” the club’s PGA of America GM Michael Heisterkamp explains. “This accomplishes many things. It enables new members to meet all of our staff, makes them feel valued and acclimates them to the club more quickly. They learn about activities in all areas of the club from each member of the staff. We feel this is much more beneficial than just reading it off a social calendar. They are set up with the club’s app and login information. While this process does take some time, we feel it is very beneficial.”
Nolan Halterman knows how to treat people and make them feel valued. After several years as GM at another facility, Halterman will celebrate one year at Hillcrest Country Club in Boise, Idaho in May, and how he and his team handle new members is prominent on his agenda. “With me still relatively new to the club, we are undergoing significant revisions to our membership process to improve the transition for newly joined members,” Halterman explains.
He says that before officially joining the club, prospective members receive facility tours, granting them insights into the club and the opportunity to engage with members of the membership committee in a 'meet and greet' environment. Halterman and his team also provide an overview of the club and some general rules during this process.
“Upon approval and admission as new members,” Halterman adds, “an onboarding process takes place, wherein staff members guide them through relevant club areas tailored to their membership category. A checklist helps facilitate this process, covering essential aspects such as golf handicaps, locker and bag storage arrangements, participation in other club programs and making reservations. Additionally, new members will be encouraged to complete a preference list, helping us better understand their needs and preferences from the start.”
In addition, new members receive a welcome gift - items such as wine decanters, personalized member tags, wine glasses or charming family picture frames, etc.
Halterman says they will also leverage membership committee members by appointing sponsors to newly joined members. “These sponsors will play a pivotal role in expediting the assimilation process,” he says, “providing guidance and support as new members acclimate to the club. They could invite them to play tennis, golf or enjoy a casual drink in the clubhouse.”
Halterman referenced welcome gifts; this is an interesting way to welcome new members and thank them for joining your club. Some clubs give logoed apparel, while others, like Hillcrest in Boise, offer glassware or other items for the home. At Boot Ranch, in Fredericksburg, Texas, PGA of America General Manager Emil Hale has continued a long-time tradition of gifting a pair of handmade black alligator boots from M. L. Leddy’s of Fort Worth to new members. Whatever your niche, go all in and members will ask themselves why they didn’t join sooner.