Halloween may have come and gone but these are still scary times for most clubs! After the 5-15% drop in memberships most clubs saw at the beginning of this year many are wondering if they are looking at more of the same in January 2010?

Unfortunately based on my informal survey at my own club, another 5% loss is going to be the norm. At my club 14 people I know are going to resign, with another 10-20 at least on the fence.

What is my Troon run club doing about it?

Talking about it, which is what they have been doing for almost a year. My club offers ONE category of “equity” (we have no rights, as the developer controls the majority of the lots) membership, FULL, Family membership, at roughly $12,000 a year, including cart. And while it’s not apples to apples the next highest club in the county is $3,800.

My club offers:

• No single membership for people like me whose wife and kids don’t play.
• No junior executive membership for people under 40.
• No junior memberships for actual juniors in the community.
• No seasonal memberships, 60% of our members reside out of state.
• No five-day memberships, very popular in Europe.
• No sporting memberships to allow no golfers to utilize the fitness center and pool!

I have of course suggested all these ideas to the powers that be, but nothing actually happens. Well not nothing, they passed a new Super Senior Membership category that gives reduced dues to people over 80!!!

Now that’s some forward think guys!!!

In fairness, my club, is no different than thousands of clubs across the country, they are paralyzed by FEAR!

• Fear of change
• Fear of loss
• Fear of upsetting the existing members

So instead they do nothing but talk and grow from weakness, to weakness until one day soon it will be too late to save.

Radical times call for radical thinking and action, the more radical the changes the more chance you have of attracting attention and ultimately success!

Such changes rarely come from with in, nor do they come from monolithic management groups, you must look outside the norm for solutions…

There are solutions, even in this economy.

Or Call Bob Devitz @ 727-424-2434 or me for a chat about quickly improving your club’s situation 352 266 2099.

Regards,

Andrew Wood
Marketing Legend

P.S. It’s getting cold up north let me know if you want to swing by the office for a game at Black Diamond.

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