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New Membership Styles GolfBIC 2014 Jerry Kilby, Tony Pennock , Colin Jenkins

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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New Membership Styles GolfBIC 2014 Jerry Kilby, Tony Pennock , Colin Jenkins

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  1. New Membership Styles GolfBIC 2014 Jerry Kilby, Tony Pennock, Colin Jenkins

  2. Membership marketing is a tough job…..

  3. 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

  4. Golf Club Membership is really a loyalty scheme • Tesco Club Card is probably the best loyalty scheme in the world

  5. 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

  6. 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

  7. 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…..

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