It wasn’t that long ago when many private clubs were struggling to fill their rosters with new members to enjoy their golf course, dining opportunities and menu of special amenities. However, since the pandemic, not only are many golf facilities at their maximum memberships but there’s actually a list of people hoping to gain membership in the not-too-distant future.
In fact, according to a study of 400 private clubs and real estate buyers conducted by Golf Life Navigators and Club Benchmarking, “44 percent of all clubs had waitlists as of May 2021.” In addition, they found that the percentage of clubs with waitlists increases as the cost to join increases. Here are some numbers:
Of course, in the course of doing business, there’s a fine line between serving your current members and appeasing those who will come next. After all, you want to convert these people into members and take advantage of this unique time in golf. But, what are their expectations while on the waitlist? How are you engaging these individuals and families so they feel valued, excited and optimistic that they will soon be part of your club?
“We let the people on our waitlist play with their sponsor or another member six times per year, and the sponsor is also the primary source of club information for these future members,” says Theron Harvey, PGA, Director of Club Operations at Hudson National Golf Club in Croton-on-Hudson, New York.
“For individuals currently awaiting membership on our waiting list, we have hosted cocktail mixers to foster connections,” says Nolan Halterman, the PGA of America General Manager at Hillcrest Country Club in Boise, Idaho. “We invite the board and other committee members to attend so the prospective members feel valued and special. Additionally, we maintain regular communication with them every quarter to keep them informed and engaged.”
Halterman adds that they offer limited access to club facilities during the peak season, with extended access available during the off-season months. To ensure ongoing involvement, a portion of dues is charged for the limited access they receive, thereby maintaining their interest while waiting for full membership to be available.
With the more prestigious clubs in the U.S. historically being more accustomed to managing a waitlist, not all facilities have a thorough plan in place to offer social opportunities for the people who hope to be members soon. For many clubs, simply “keeping in touch” is sufficient and provides just the right amount of communication.
“We keep them informed on where they are in the process so they don’t feel as though they have been forgotten,” says Michael Heisterkamp, the PGA of America General Manager at Chagrin Valley Country Club in Chagrin Falls, Ohio.
In addition to engagement and communication, implementing a non-refundable deposit helps secure the long-term “patience” of those on your waitlist. Keeping them in the loop and inviting them to enjoy the amenities of the club appeases them until a membership opportunity arises. Clubs are opening their dining rooms, welcoming prospective members to special events and letting these golfers play the course to keep the desire for membership fresh.
In addition, it’s important to engage all family members, including the kids. Help them forge relationships with current members that will create a home away from home that they’ll want to be a part of. After all, once you have the buy-in of the whole family, you have new members eager to experience everything your club has to offer. A waitlist also demonstrates a strong business foundation that is thriving now and with promise for the future. After all, low attrition rates mean your members see the value in their membership dues.
The game of golf is bigger and better than ever, and your facility can ensure a healthy tomorrow by doing the right things today. Filling your waitlist with names is step one - engaging them with opportunities they can’t get anywhere else is then up to you.