“Renovate” and “remodel” have emerged as buzzwords in recent years, as golf clubs throughout the United States attempt to do more, operationally, with less. Quite often, however, it’s not just the golf course that needs a little TLC; sometimes, you have to spread the love to the clubhouse.
Think about it. The clubhouse is where public golfers spend up to 25 percent of their time during the total golf experience, but at private courses, this number can be as high as 50 percent. Stands to reason that if you want to create lasting (favorable) impressions that can ultimately lead to incremental revenue, customers need to “connect” with the space.
Long-time clubhouse designer Tom Hoch spells out what works - and doesn’t - when it comes to establishing emotional (and economic) connections with golfers.
Do
- Maximize space. Proper space planning plays a large role in whether a clubhouse will drive or drag revenue opportunities. Experienced-based, “golf smart” space planning allows design teams to properly organize and size interior spaces, thus maximizing operational efficiencies and creating more opportunities for customer enjoyment.
- Match a clubhouse’s style with the membership. By surveying the members, staff and competing clubs in the vicinity, a designer should be able to articulate the club¹s brand and create an emotional connection between it and its members or customers.
- Acknowledge that less can be more. Total overhauls aren’t always necessary; sometimes, a few architectural tweaks and treatments are all that’s needed to make a world of difference. Addressing both indoor and outdoor spaces during a renovation can create a new clubhouse dynamic without dramatically altering the existing structure. This allows club members to retain the familiarity of their club while experiencing exciting and dynamic upgrades.
- Treat renovations as an investment. A remodeling project sends a message to membership that the club is interested in growth and development, while creating a measurable ROI. A new appearance for the golf shop, a revamped dining experience or the addition of a new spa are enhancements that can make the difference between member retention and attrition.
- Renovate to create interaction. From a golfer’s standpoint, good design is memorable, possesses character, creates a sense of place and time, and encourages interaction. From the members’ viewpoint, good design creates an emotional connection that helps them feel at ease, like they were bringing friends and family to a “second home.”
Don’t
- Allow silent revenue killers to go unnoticed. Rooms that are unoccupied and seldom used not only create an unnecessary operational and maintenance expense, but also drain energy from the clubhouse and take up valuable space that may be used in more effective ways.
- Try to be all things to all people. The best-designed 19th holes are efficient spaces that do one thing and do it exceedingly well. Many clubs have attempted to be all things to all people, and they’ve failed. By effectively utilizing the space, a good 19th hole hits the customer emotionally and drives revenue. Focusing on a stand-out food-and-beverage-operation can be an ideal, targeted renovation choice for a club.
- Assume renovations necessitate a closure. For golf courses located in the North, which have a true off-season, the planning, design, building and installation of a full clubhouse interior renovation can take place while the club is closed. Meanwhile, courses that are open year-round can take advantage of shoulder seasons to complete wholesale or spot renovations before the peak season hits.
- Fall victim to the latest fads. “Trendy” is often confused with contemporary, and stodgy with traditional. It’s important to understand that interior architectural elements can be traditional and fashionable, especially when they’re set off with contemporary artwork or accessories that are juxtaposed against a traditional design. That juxtaposition has a popular place in design, and club owners and operators want focal pieces that reflect the traditions and history of the game. Ideally, these pieces will also provide a sense of place tied to the area, or reflect a prevalent architectural motif.
- Ignore the obvious. Dated interior furniture and finishes, and aging equipment, such as HVAC systems, plumbing and kitchen appliances often offer a good indication of when a clubhouse needs a makeover. If an interior finish is more than five years old, it may be time to consider an upgrade.
If it’s beyond seven years (the hotel industry standard), upgrading may be imperative, as mold and other allergens can emerge as health issues.