Trends In Private Clubs - Idaho Falls Country Club...Diverse; yet golf play among non‐Caucasians...
Transcript of Trends In Private Clubs - Idaho Falls Country Club...Diverse; yet golf play among non‐Caucasians...
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Trends In Private Clubs
Idaho Falls Country Club
November 3, 2016
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Even Less Hot: Golf Among Young
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35
30 Down 40%
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20
15
10
5
0
Down +10% 1985
2015
30 to 40 41 to 49 50 to 59 60 to 69
Age Group Source: National Golf Foundation
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Hot: Millennial Households
Not Hot: Millennials & Golf
Diverse; yet golf play among non‐Caucasians about 50% participation rate of Caucasians
More Active: Golfing Millennials participate in up to 10 other activities
Money: More financially burdened than prior 18 – 34‐year‐old generations
Tend to see golf as “damaged brand” • Elitist • Exclusionary • Stuffy social environment
Source: Golf & the Millennial Generation National Golf Foundation, July 2015
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Don’t Forget Boomers
Youngest segment now over age 50 • Still where money is
• Shedding belongings
• Downsizing – often to urban core
• Choosing to spend on experiences
• Catching up on healthy living
• Later life dating
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Big Picture Themes
Big Picture Themes
Health and Wellness
• Serving an aging world
• Exercise and wellness
• Mind‐body
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Offer Multiple Ways to Connect
Full‐Service, Family‐Focused Club
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The Club Environment
Zone for Comfort:
• Casual & Formal
• Sporty & Social
• Adults & Children
Design programs that appeal to women
Really serve children
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So What’s Hot?
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Facilities to Attract Younger Members (Under Age 50)
1. Casual Grill Dining
2. Casual Bars
3. Outdoor Dining and Lounge Areas
4. Modern, Resort‐Style Pool Complex
5. Up‐To‐Date Fitness Facilities and Studio Spaces
6. Youth Activities/Game Rooms
7. Child Watch Services
8. Expanded Short Game Practice Facilities
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Golf
What’s Hot • Practice
• Golf Learning Centers
• Golf Fitness
• Trackman/Technology
• Simulators
• Playability
• Forward tees
• Juniors
• Fun tournaments
• Leagues and Programs
What’s Not • 18 hole rounds
• Difficult courses
• Bunkers
• Competitive events
• Restricting kids from the course
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Dining and Social
What’s Hot
• Pubs
• Club Restaurants
• Outdoor Dining
• Gathering Spaces
• Wine
• Beverages Craft Beer
Bourbon and Whiskey
Handcrafted drinks
What’s Not
• Formal dining
• Bars in the Grill Room
• The Mixed Grill
• Stuffy, traditional rooms
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Food & Beverage
Club dining long associated with formality, even stuffiness
Declining attitude toward formality in contemporary life
Clubs should respond with more relaxed styles and concepts
Desire for casual, fast, easy while excelling in quality
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Hot: Wine Rooms and Resort‐Style Seating Ar
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Hot: Conversational Bars
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Hot: Conversational Bars Hot: Conversational Bars
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Hot: Booths and Community Tables
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Fitness
What’s Hot
• Baby Boomers in “catch up” mode
• Way of life for Gen X and Millennials
• Classes
• Mind/Body Connection
• Staff Expertise
What’s Not
• There’s a fitness center down the street
• Undersized fitness centers
• No space for stretching
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Hot: Exercise Classes
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Hot: Other Games and Recreation
Pickleball Boche
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Modern Pool Complex
Multi‐Purpose Pool • 6‐lane, 25‐yard • 1 Meter Diving • Wet Deck • Zero Entry • Interactive Spray Features • Underwater Bench Seating
Adult Pool • Wet deck • Underwater Bench Seating • Separate Space
Improved Food and Beverage
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Spray and Play
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Resort Pool Features
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Most Effective Methods for Increasing Membership: • New services
• Better facilities
• Relaxed rules
• Appealing to younger members
• Recruiting diverse segments
• Priced for value