Retaining and Growing Memberships in Todays World Ed Ormsby - - PowerPoint PPT Presentation

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Retaining and Growing Memberships in Todays World Ed Ormsby - - PowerPoint PPT Presentation

Dec 28, 2022 104 likes •445 views

Or Orland lando o Jan anua uary y 20 20 22 22, , 20 2020 20 Retaining and Growing Memberships in Todays World Ed Ormsby www.retention-strategies.com 90 percent of putts that are short dont go in. Yogi Berra If

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Retaining and Growing Memberships in Today’s World

Ed Ormsby

www.retention-strategies.com

Or Orland lando

  • Jan

anua uary y 20 20 – 22 22, , 20 2020 20

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“90 percent of putts that are short don’t go in.”

Yogi Berra

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“If people don’t want to come out to the ballpark, how are you going to stop them?”

Yogi Berra

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2019 Major Concerns

  • Retain Members
  • Retain Guests
  • Retain Good Employees
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Purpose of this Presentation:

To give golf course owners and management ideas on re-motivating existing members and attracting new ones.

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Club Facts

  • Full service golf and country clubs are on the decline.
  • Golf and country club memberships are on the decline.
  • Attracting new members is a major challenge.
  • Attracting and keeping high-quality personnel is a challenge.
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Why Memberships are Declining

  • Demographics
  • Lifestyles

Generational Changes

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Demographics

  • Today
  • Silent Generation (Born 1925 – 45)
  • Aging out (75 – 95 yrs. old)
  • Baby Boomers (Born 1945 – 65)
  • In or preparing for retirement (55 – 75 yrs. old)
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Demographics

  • Tomorrow
  • Generation X (Born 1965 – 75)
  • Good for 15 – 25 years (45 – 55 yrs. old)
  • Millennials (Born 1975 – 95)
  • Good for 25 – 45 years (25 – 45 yrs. old)
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Demographics

  • THE FUTURE !
  • Generation Z (Born 1995 – Present)
  • (0 - 25 yrs. old)
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Keys to Maintenance and Growth

  • Listen
  • Observe
  • Research
  • Rethink
  • Create
  • Excite
  • Appeal
  • Revamp
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P L A N - - -

FOR THE NEXT 25 + YEARS !

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The vision to identify both short and long-term needs

  • f your club, the discipline to plan for them, and the

courage and patience to put them in effect is critical in retaining and growing members, guests and high- caliber employees.

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Keys to Maintenance and Growth

  • Listen
  • Observe
  • Research
  • Rethink
  • Create
  • Excite
  • Appeal
  • Revamp
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Loyalty vs. Satisfaction

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Loyalty

  • A strong feeling of support or allegiance

Oxford English Dictionary

  • Loyal members are not always satisfied
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Satisfaction

  • Fulfillment of one’s wishes, expectations or needs

Oxford English Dictionary

  • Satisfied members are not always loyal
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Ideas for Maintenance and Growth

Memberships

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Ideas for Maintenance and Growth

  • Subscription Memberships
  • Weekend Memberships
  • Weekday Memberships
  • Age-related Memberships
  • Package Memberships
  • Group Memberships (Corporate, Organization etc.)
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Ideas for Maintenance and Growth

Amenities

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Ideas for Maintenance and Growth

  • Age-related Special Events
  • Business Center
  • Child Sitting
  • Cooking Lessons
  • Free Golf Lessons
  • Game Rooms (Adult & Kids)
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Ideas for Maintenance and Growth

  • Golf Simulators
  • Handicap-based Tournaments
  • Interactive Communications
  • Kid Friendly Environment
  • “Mini-Golf”
  • “Official” Kids Tees
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Ideas for Maintenance and Growth

  • Par 3 Course
  • Park Facilities
  • “Pizza” Pub
  • Pool
  • Relaxed Dress Codes
  • Seasonal Programs
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Ideas for Maintenance and Growth

  • “Short” Course
  • Spa
  • Special Recognition
  • Sports Library
  • Tennis, Croquet, Lawn Bowling, etc.
  • Wellness / Fitness Center
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Ideas for Maintenance and Growth

Service

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“People will forget what you said, people will forget what you did, but people will never forget how you made them feel.”

Maya Angelou

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Exceptional Personal Service

  • Interactive Communications - - - -

and prompt

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Exceptional Personal Service

  • Proper training
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Exceptional Personal Service

  • Proper management
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Exceptional Personal Service

See 2019 Conference Presentation Summary

“ Max

Maximiz imizing ing th the Ex e Expe perie rienc nce: e:

Fac acil ilita itating ting Goo Good Che d Cheer er - - - from beginning to end ” at at ww www.ret eten ention tion-str strate tegies.co gies.com

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Thank y hank you,

  • u, and

and

HAP HAPPY PY NE NEW W YEA YEAR R !

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Ed provides leadership and management development, employee coaching, member and guest customer service, and business and strategic planning workshops, plus service quality audits to golf courses and resorts throughout the

  • country. For more information or to schedule him at your

facilities, contact him at: ed@r @rete tention tion-str strate tegies.com gies.com

  • r

910 910-315 315-6284 6284 www.r .rete etention ntion-str strate tegies.com gies.com