Upload
paul-hattimer-ccm-private-club-marketing-social-media
View
491
Download
0
Embed Size (px)
Citation preview
February 7, 2015
Pine Hills Country Club RetreatState of the Industry
“If you build it – they will come” A golf course a day Go – Go 90’s Tiger Phenomena Strong economic times Anticipation of baby boomers retiring
Closings exceed openings Since 2006, course closings have outnumbered openings
after more than 4,500 courses had opened over the previous 15 years.
Golf club memberships and rounds played also declined during the recession.
Closings exceed openings Of the closings in 2013, 66 percent charged less than $40
for greens fees during peak times.
Public courses made up 97 percent (151.5) of the closures, with private courses accounting for 3 percent (6).
Bloomberg Business January 2014
Impact of recession has been significant, but it was an accelerant, not a stimulus. Club industry challenged for 20 years Tax law changes. Country clubs hit by overbuilding, high-end daily fee
competition Lifestyle changes Economic pressure on the middle class
Help People Connect
“‘Programming’ will rise even higher in importance for success in private clubs. Members will be drawn to clubs that provide personal fulfillment.
Connection to others will remain the mainstay of club life and those joining are seeking new ‘friends and a true sense of belonging…”
Further Stratification
“The top country clubs will thrive. The middle and lower tier will continue to be challenged
Those that cut service and value will lose their members to top players who add value instead.
Top 10% will be fine and live long and prosper.
The total number of clubs across all segments will decrease.”
Industry Leaders Predict – National Club Association
Game of golf is losing golfers Need to “grow” more golfers
Retain serious or core golfers Convert casual golfers into serious golfers Involve more women into golf – particular challenge PHCC Increase participation in Junior Golf Make golf more fun or fit
Oversize cups Kick golf Fat tire golf Speed golf
Macro Factors
Economy is improving nationwide and locally Local
More jobs than workers More workers than apartments New growth in insurance, healthcare and hospitality Strong manufacturing base and strong middle class wages
Macro and Micro Factors
High Tech Diverse/Female/Family Perceived Value Year-Round Fun Casual Drop-In Place 24/7 Lifestyle People Want What They Want
Society
Traditional Exclusive/Male Symbol of Affluence Seasonal Reserved Formal Special Occasions Leisure Dictate Standards
Clubs
How to evolve?
What can we learn from Industry Trends? In some ways our market is unique but our market is not
immune to broader trends and influences. One of the reasons some people belong to a private club
is tradition and the absence of change Change will happen it is how we manage that change An evolution not a revolution