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New Membership Styles GolfBIC 2014 Jerry Kilby, Tony Pennock , Colin Jenkins PowerPoint Presentation
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New Membership Styles GolfBIC 2014 Jerry Kilby, Tony Pennock , Colin Jenkins. Membership marketing is a tough job…. Golf facilities in the UK need members Green fee revenue from ‘nomads’ is unreliable Weather is likely to continue to be a major factor

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Presentation Transcript
slide1

New Membership Styles

GolfBIC 2014

Jerry Kilby, Tony Pennock, Colin Jenkins

slide3
Golf facilities in the UK need members
    • Green fee revenue from ‘nomads’ is unreliable
    • Weather is likely to continue to be a major factor
  • Traditional membership models are not dead
    • They are just not for everyone
    • They should be the best option for the golfer who has the time to play frequently, both competitively and socially
slide4
Golf Club Membership is really a loyalty scheme
  • Tesco Club Card is probably the best loyalty scheme in the world
slide5
Trends in Club Membership:
    • Multiple categories of membership
    • Options to cover different budgets, playing habits and lifestyles
    • Renewal date moved to ‘in-season’ date
    • More social golf than competition golf
    • Priority tee times given to ‘loyal’ members over ‘nomadic’ visitors
    • Restrictions on the same golfer being able to enjoy a ‘member’s guest’ green fee
slide6
Golf Clubs that have embraced ‘Flexible Membership’ as a concept include:
    • China Fleet GC, Cornwall 300
    • Haywards Heath GC, West Sussex 40
    • De Vere Club 13,000
    • Panshanger GC, Hertfordshire
    • Golf at Goodwood 1,800
    • Altonwood Group
    • Crown Golf – Freedom Play
    • Rye Hill, Oxfordshire
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Challenges:
    • Flexible membership is not for all clubs
    • One model does not fit all, so ‘personalisation’ is required to ensure this is successful
    • Do the maths – your customers will !
    • You may have to invest in a decent management software system
    • Now over to Colin Jenkins…..