Perspectives from the Other Side
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Member usage, retention and recruitment. “Recruitment needs to become a key board function. (Plus it keeps them away from the operational side!)”
John says clubs should also focus more on enhancing golf program efficiencies.
Increased emphasis on the combination of golf and dining. “More rounds (of golf) translate into additional dining revenue.” Clubs will continue to focus on how to increase the number of rounds played through, for example, shorter courses.
Also on Dan’s list of trends:
• Technology – “embrace it!”
• Renovation – clubs need to stay relevant
• Innovative membership programs
• Professional management
Creativity in promotions: “Clubs will focus on creating distinct promotions that increase member use of the club.” And evaluation: “Clubs will be surveying members more than ever before, asking for their constant (and immediate) feedback on club events and more.”
Also on Kelly’s trend list: enhancing the definition of “family centric” and increased use of social media.