I attended Thursday afternoon at the PGA Merchandise Show in Orlando. It is a sizeable event where the golf industry and most everyone associated with it congregates annually. During the afternoon I had a number of short discussions with various industry contacts about the state of their membership. The conversations cut across most lines, generally higher end private clubs, old and new, and spread across the country. Most clubs face challenges; some reported bucking the trend…as a result of creative marketing and pricing without damaging their brand, some clubs even reported an historically strong financial position!
Without getting into the whys and what fors of each club situation, an event last evening tied into some of these conversations really clarified my perspective on what you need to be successful. Call it the X factor. Simply it is “pride of membership”. Three simple words which is extremely difficult to achieve. Older, historical clubs have the advantage. They enjoy the tradition and legacy which is so much of golf. The list of these clubs is a who’s who of private golf clubs in America. But how does a new club (and by definition more financially vulnerable) achieve a “pride of membership”.
For 15 years I have been fortunate to be a Member of Caves Valley in Owings Mills, MD. The Director of Golf since 1991 when the Club opened has been Dennis Satyshur. Dennis is a former college football quarterback and whenever given the chance at a Club gathering will ALWAYS talk briefly about the virtues of the “Caves experience” and the Members of the Club. Never overdone and always eloquently presented in terms you understand. I will admit that on occasion I have wondered why he was so passionate about this topic. Last evening Dennis was awarded the Bill Strausbaugh Award, one of the highest accolades he can receive from his industry peers. In recognition of that award, approximately 50 members of Caves Valley travelled to Orlando, FL (from throughout the country) for an awards ceremony to witness Dennis receive this recognition. Afterwards, a group of Members generously hosted a reception across the street at the Peabody Hotel for what looked to be 150 people or more. Many of Dennis’s former assistants were in attendance, young men who now are Directors of Golf in their own right at premier clubs. The fact that so many Members found the time in their schedules and had the to desire to attend an awards presentation speaks to the very heart of “pride of membership”. During tough times members will find every reason to remain in a club where they appreciate and genuinely sense a pride of membership. It does not cost anything to implement but everyone, staff and Members must participate in the process.
Hard to define but easy to recognize. Congratulations Dennis. Well deserved.
About the Author: Gordon Dalgleish is the Co-Founding Director of PerryGolf, the leading provider of international golf vacations. You can find him on Google+
