How country clubs are seen by today’s generation of young business people is not the same as the generations before them.  Their interest and lifestyles, on the most part, do not mirror their parent’s or their grandparent’s drive for all things leisure. This is not to say the 25 to 35 year old business person is not interested in joining a country club for the leisure lifestyle.  On the contrary.  More junior executives are interested in private country clubs. Unfortunately the majority of this market is not finding a private country club fitting their mood or interest.

Its Got To Be New

Young upcoming executives, doctors and attorneys ask me frequently what country club would I recommend them to join.  Nearly all state..’we are looking for someplace New and FUN!’.

Recommending a country club meeting those demands is nearly impossible which is more than likely what most country clubs’ owners are challenged with luring this very specific demographic to their clubs.  For an ‘old club’ to offer something ‘New’ is just not something many country club owners are able to do. 

Older Generations Agree

In reality, the older generations are also interested in New and Fun from their country clubs.   However, over the past ten years the loyal (patient) older memberships have not experience anything New or Fun from their clubs.  Many older generation country club members are leaving their club’s due to the club’s owners not facing up to the need to change.

To get something new or fun the members of an old club would have to move to a newer club. This option is not feasible in most areas since not too many country clubs have been built in sometime now.   Older members may have many different points of views with their junior associates have but one thing they have in common is enjoying New joined with Fun. 

Older members are due New…not remodeled…and why not?  The older generation has been paying the club’s bills for sometime now which in most country clubs has been long forgotten.  Could this be the reason why private clubs do not plan well for the future?

Daunting Challenge

Country Clubs will face many challenges in this frail economy.  Exciting the next generation enough to persuade them to join their club will be the first one to meet.  In many cases this challenge can only be met by older country clubs showing signs they are willing to change.  One of those signs for many clubs is to fill part of the parking lots with a fleet of bulldozers wrapped in a banner saying… New Attitude Has Just Arrived!

I’ll be back with more on the problems country clubs and golf clubs face.  Until then…let me know how I can help.