Club + Resort Business May 2024

Making a Splash with Refreshed Pools

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THE ROB REPORT

Demise of Municipal Golf Is Greatly Exaggerated

GROWING UP IN ASHTABULA,

OHIO, I was blessed with three public golf courses within 15 minutes of my front door. There were three more available if you extended that radius another 5 minutes. That was my Golden Age of Golf.

While two of the six have now shuttered, one has remained a constant favorite to both beginner and experienced players — Village Green Golf Course, which is owned and operated by the Village of North Kingsville.

Closer to where I now live, The City of Cleveland selected Highland Park Golf Foundation to lead the renovation and management of its Highland Park Golf Course as it approaches its 100th year in operation. The nonprofit organization created a group made up of Northeast Ohio leaders to lead the effort to revitalize the 36-hole course and clubhouse in Highland Hills, Ohio, that opened in 1928.

In its proposal — which was one of six — the foundation commits to maintain and expand affordable access to golf for Cleveland residents. Once heavily subsidized, Highland Park Golf Course has rebounded under Cleveland management and came close to breaking even in recent years as golfers returned to courses during the pandemic.

I bring up Village Green and Highland Park Golf Course because the National Golf Foundation recently released a report highlighting a surprising trend in municipal golf courses in the United States over the past two decades. Contrary to expectations, there has been a net increase of more than 140 municipal courses since 2004, despite an overall 13% decline in the country’s golf supply. Municipal golf, which refers to facilities owned or operated by government entities, now comprises 18% of the total golf course supply in the U.S., with 2,939

The municipal golf universe is larger and healthier than ever, serving as an essential component of the sport’s landscape.

courses currently operating, representing an all-time high.

The increase in municipal golf supply has been driven primarily by acquisitions and conversions, with municipalities taking over daily fee facilities or private clubs to provide affordable recreation for community residents. While municipal golf faces challenges and high-profile fights for survival, it is generally in a better economic situation post-pandemic. Many municipalities are looking to reinvest in upgrades at their golf facilities, with some courses now having fund balances they didn’t possess four years ago.

Despite this positive trend, many aging municipal facilities require costly infrastructure improvements or upgrades, and some face intense interest for potential development due to their valuable property close to major population centers.

Also, there is no standardized accounting for municipal golf, making it challenging to define profitability accurately. However, close to 75% of all public-agency golf facilities manage to cover on-site labor and maintenance expenses.

Municipal golf plays a vital role in the game’s history, serving as places where golfers often have their first experiences with the sport. These facilities are essential for the future growth of golf, providing affordable and accessible options for diverse local residents of all ages, genders, and ethnic backgrounds. On average, the cost of an 18-hole round at municipal courses is about 8% less than at non-resort daily fee courses.

We reported in January that national and state NAACP leaders gathered in Austin, Texas to support preservation of the Lions Municipal Golf Course, regarded as the first-ever integrated golf course in the south. The city leases the course from the University of Texas, which has considered developing part or all of the tract in recent decades.

This is some of the strongest evidence for the love of municipal golf — not just for the physical, tangible property, but also for the historical significance so many hold.

Thankfully, reports of the demise of municipal golf are greatly exaggerated, and the municipal golf universe is larger and healthier than ever, serving as an essential component of the sport’s landscape.

Rob Thomas • Editor-In-Chief rthomas@wtwhmedia.com

NOTES

Consumed By Golf

AS THE POPULARITY OF golf has risen, so have the ways in which the game can be consumed. In addition to playing an 18-hole golf course, the game can be enjoyed at a “golfertainment” venue such as Topgolf, at a simulator site, by reading a story about the sport, or by watching a tournament or another golf program on television.

According to the National Golf Foundation, more than 123 million Americans consumed golf in one of the aforementioned manners in 2023. About 108 million people watched golf on TV, 66 million read articles about the game, 50 million followed the sport on social media, and 45 million played golf in oncourse and/or off-course settings. There is an overlap among these categories of golf consumption, and I believe there are few people among the 123 million-plus who only participate in one of the listed activities.

The number of Americans who consumed golf in some form increased by 14% during the past five years, the NGF says. In 2020, there were 101 million Americans who were consumers of golf. Since then, that figure rose to 106.3 million in 2021, 119.7 million in 2022, and 123.3 million last year. There has often been discussion about how the COVID-19 pandemic boosted golf’s participation levels. When examining NGF’s numbers, it appears that the full effect of that COVID bump is seen in the big increase that happened from 2021 to 2022.

NGF also dug into the numbers to see what golfers were planning to do this season. The Foundation surveyed a group it labeled Core golfers — ones who played eight or more rounds in 2023 — to find out what they were planning to do in 2024. The survey found that 95% of these Core golfers intend to play about the same or more

this year compared with 2023. A sizable number — about 40% — plan to tee off more or a lot more in 2024, while just 5% anticipate playing less than they did last year.

This is all great news for country clubs, golf clubs and resorts, many of which are seeing this rising interest in golf play out at their facilities. Clubs will have to figure out ways to sustain the interest and grow it more.

I recently interviewed PGA Golf Professional and TV Host Jimmy Hanlin on our Club + Resort Talks podcast, and he said the heightened interest in golf that started during COVID has continued at the two clubs he owns — Little Mountain Country Club in Painesville, Ohio, and StoneWater Golf Club in Highland Heights, Ohio.

“We have not seen the downturn backwards again to level out at this point right now,” Hanlin says. “It’s actually still growing for us at our clubs.”

Thanks to this growth, Hanlin says bunker renovations are happening at both clubs.

Hanlin observes a lot of young adults are picking up the game and many people who had left the sport for a while have returned to it during these past few years.

“Golf is in a better place from a consumer and a golf course standpoint than the Tiger Era. It’s in the best place it’s ever been since I’ve been there,” says Hanlin, who’s worked in the golf business for more than 40 years.

The NGF report didn’t dig into this aspect, but I think it’s safe to say that

many young people consume golf in many or perhaps all of the areas that I cited earlier. My 18-year-old son is a big fan of Scottie Scheffler, and cheered him on during the Masters in April. He said that watching Scheffler was getting him excited about playing golf. For my son and other young people, I think there is a strong connection between consuming golf on social media and television, and participating in the sport.

One key to maintaining golf’s growth, Hanlin says, is to welcome the large number of young people who are playing golf as a hobby rather than competitively.

“I really hope that golf courses promote that and try to keep these [young golfers playing],” Hanlin says. “If we can continue to make these kids feel comfortable and get them out there and get their friends out there, too, this game’s going to be in a good place for a really, really long time.”

If you’re a director of golf or a head golf professional at a club, has golf continued its COVID-era level of popularity at your facility? Are you also seeing more young adults playing golf? What are you doing to increase participation in the game? Feel free to drop me a line at pkeren@wtwhmedia.com.

Phil Keren • Senior Editor pkeren@wtwhmedia.com

“Ask Max” is a regular feature of C+RB’s monthly Membership + Marketing column, where Max Passino Deboer, Director of Marketing & Membership for The Club at Mediterra in Naples, Fla., answers questions sent in by readers.

The Club at Mediterra is a Distinguished Elite, Platinum Club inside the community of Mediterra, which has been named Community of the Year in Naples 12 times in 16 years.

Ask Max

Max is a veteran hospitality leader with a 15-year hotel career followed by an almost 20-year club career, the last 13 at Mediterra. Max is a proud member of the Membership Directors Association of Southwest Florida, whose program for exchanging ideas and information is unmatched.

Max’s passion is being helpful, so… let’s “Ask Max”!

Dear Max,

I am getting a degree in hospitality but not sure in what direction I should go, hotels or clubs? Which one is best?

#MembersorGuests

Dear Undecided,

I don’t think there is a best choice between hotels and clubs, they are both at the top of the hospitality food chain. The question is, which one makes better sense for you because there are several differences. Let’s break it down. And I want to keep it real for you since I assume you are in college, so I am responding bi-generationally.

Choosing Between Hotels and Clubs / Which Gig Fits You Best?

When considering a career in the hospitality industry, the choice between working in hotels or clubs is a pivotal decision. While both are at the top of the hospitality food chain, deciding which option aligns best with your preferences and career goals requires an understanding of their nuances. Let’s weigh the differences.

So, you’re thinking about jumping into the hospitality game, but you’re not sure if you’re more of a hotel person or a club aficionado. No worries, let’s break it down in plain English so you can figure out where you’ll thrive.

1. Level of Contact / Getting Personal

Hospitality thrives on interpersonal interactions, making the extent of customer engagement a crucial factor. Hotels typically offer limited direct interaction with guests, making them an appealing choice for those who prefer a more reserved approach. Conversely, clubs foster continuous engagement with members, creating a dynamic environment best suited for extroverts.

Alright, so hospitality is all about people, right? If you’re the kind who digs helping folks but prefers a bit of space, hotels might be your jam. You’ll interact with guests, sure, but it’s not a 24/7 deal. Introverts, rejoice!

But if you thrive on constant interaction, clubs are where it’s at. You’ll be in the thick of it, mingling with members and keeping the party going. Extroverts, this is your playground.

2. Work Environment / Work Vibes

In a club setting, where members often have a stake in the establishment, input and expectations can be substantial. This familial environment may present challenges in implementing new ideas. On the other hand, hotels offer more autonomy in decisionmaking, albeit within established corporate frameworks.

In clubs, it’s like one big family. Members have their say, which can be cool for bonding but can also slow down the process of getting stuff done. Hotels offer more structure and freedom to try out new ideas, but it’s a bit more formal.

3. Job Responsibilities / Daily Grind

While roles in both hotels and clubs share similarities, the smaller scale of club operations often translates to a wider range of responsibilities for its staff. This versatility may appeal to those who enjoy diverse tasks but could be overwhelming for those who prefer focused duties, which are more common in larger hotels.

At clubs, you’re a jack of all trades. With a smaller crew, you’ll be doing a bit of everything. Hotels? They’re like well-oiled machines with everyone doing their thing in their own lane.

4. Career Growth / Climbing the Ladder

Career advancement in clubs may be constrained by their private nature and limited exposure beyond their local sphere. In contrast, hotels, especially those part of recognized chains, offer broader prospects for professional development and geographical mobility.

If you’re eyeing the long game, hotels, especially the big chains, offer more opportunities to move up. Clubs are more intimate, which can be great for building tight bonds, but climbing the ladder might mean bouncing around.

5. Schedule and Seasonality / Time Off

Both hotels and clubs demand flexibility in scheduling, with irregular hours and occasional long shifts. However, clubs may experience more pronounced seasonality, leading to fluctuations in work throughout the year.

Forget about the 9-to-5 life in both hotels and clubs and don’t count on weekends off. But clubs can throw more curveballs with unpredictable hours. Hotels are a bit more predictable.

6. Business Culture / Company Culture

Understanding the business culture is crucial for aligning personal values with organizational objectives. Hotels often prioritize branding and marketing efforts, while clubs focus on catering to the needs and preferences of their members.

Hotels are all about their brand, while clubs are all about the members. Take your pick: corporate vibes or a tight-knit crew.

7. Compensation / Payday

Salaries in both vary widely depending on factors such as the scale of operations, demographics, geographical location and budgeting strategies. Rather than a categorical difference in pay scales, compensation is influenced more by the specific characteristics of each hotel or club.

Money matters, right? Pay can vary, but it’s more about the size and style of the place than the industry itself. Are you serving at a high-end club or kicking it at a boutique hotel?

8. Primary Function: Business or Pleasure / Main Gig: Fun or Business?

Hotels primarily serve as lodging accommodations for guests, whereas clubs emphasize recreational experiences for their members. This distinction influences the nature of clientele and the types of services provided.

Hotels hook up travelers with a comfy bed, but they also host big events like weddings and conventions. Clubs? It’s all about giving members a good time, whether they’re golfing or chilling by the pool.

9. Career Legacy: Making an Impact / Making Your Mark

Regardless of the chosen path, hospitality professionals have the opportunity to leave a lasting legacy within their organizations. Whether by fostering social connections in hotels or enhancing professionalism in clubs, each venue offers avenues for personal and organizational growth.

In hotels, you’ve got room to shine without being in everyone’s face. Clubs? It’s about keeping it pro while still making folks feel like VIPs.

In conclusion, the hospitality industry, with its diverse array of opportunities in hotels and clubs, remains a noble profession that thrives on creating positive and memorable experiences for patrons. By understanding the unique characteristics of each sector, individuals can make informed decisions that align with their career goals and personal values.

At the end of the day, hospitality is about bringing people together in a relaxed, friendly vibe. So, trust your instincts and dive into the world of hospitality. It’s gonna be an adventure!

Enjoy the ride,

Max

WELCOME TO THE GOLDEN AGE OF RACQUETS

By Jarrett Chirico • DCA Director of Racquets

Royal Oaks Country Club • Dallas, Texas

THE INAUGURAL DIRECTORS CLUB Retreat will undoubtably be remembered as the moment the racquets industry changed forever. It was about connection. It was about the greatest names in the racquets and hospitality industry coming together to help each other. It was about shared success with the understanding that no one is an expert, but together anything and everything is possible! It was authentic and it was incredible!

On April 7-9, The Directors Club of America welcomed 200 leaders “home,” to The Directors Club Retreat at Boca West. This was promised to be “The Educational Experience of a Lifetime,” and in many ways the bar was set exceptionally high. The vision was to be intentional, the message was clear, and the focus was all about building relationships. “No one succeeds accidently and there is no way to have success without causing it.”

As the racquets industry soars into its “Golden Age,” now more than ever, the future depends on our leaders to navigate the unknown with open eyes and clear direction. If we can be vulnerable enough to ask for help, there are no limits to the amount of success that can be shared. “In the end, it is not about being the star of the story but always striving to be a part of the story,” and that is exactly what happened at The Directors Club Retreat. The greatest names in racquets came together for the first time and became a part of each other’s story … and in doing so took the first step in uniting the industry.

The Directors Club Retreat was a celebration, an experience, a masterclass in leadership and most importantly a glimpse into what is possible. Matthew Linderman, the President/COO and General Manager of Boca West exemplified the highest level of hospitality that proved nothing is impossible. The saying goes,

“ If we can be vulnerable enough to ask for help, there are no limits to the amount of success that can be shared.”

“service is given, and hospitality is felt,” and in every way possible, the level of detail and care provided by Boca West and their incredible staff was deeply felt.

Your greatest success will always be that of someone else. As leaders, it is our responsibility to push each other and always celebrate one another. It is through shared success that we all rise.

The Directors Club Retreat focused on the attendees rather than the speakers. This was a different approach that highlighted the importance of every leader in attendance and their impact to the industry and to each other.

There is so much that can be accomplished through collaboration, being authentic and forming genuine relationships that will last a lifetime.

The Directors Club Retreat was in every way possible, “The Educational Experience of a Lifetime!” It taught us all what is possible when we help each other and, more importantly, it put faces to the names we all know so well. The Directors Club belongs to us all, it is yours, it is ours and together, there is nothing we can’t achieve. In just over a year, The Directors Club has 700 members at more than 200 clubs across the globe and is projected to double in size by the end of 2024. It is a movement, a community, a family and together anything is possible.

As we look toward 2025 one thing is certain, if you thought this year was great, just wait until next year!

See you back in Boca!

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Making a Splash

with Refreshed Pools

Clubs are ready and waiting to welcome members and their guests back to the water.

By Pamela Brill, Contributing Editor

Photo

Asheville, N.C.

“The renovation…began with a comprehensive assessment of the existing facilities, which were outdated and not serving the membership at the level of the other areas of the club.”

- Robert C. Nock, CCM, CCE, General Manager/COO

ON A HOT SUMMER DAY at the club, there’s no better place to be than the pool. It’s the one spot where old and young come together, united by a shared purpose: camaraderie—and to keep cool. As clubs look for ways to integrate their aquatic facilities with outdoor dining and other amenities, these featured spaces are where members head once the mercury rises.

BILTMORE FOREST COUNTRY CLUB

STONEBRIDGE COUNTRY CLUB

Naples, Fla.

“The transformation of this once-underutilized area was intended to expand our casual indoor/outdoor dining experience, with the pool being integrated into the design concept.”

-Tim Jones, CCM, CCE, CAM, General Manager/COO

TREE-RIFIC TRANSFORMATION

Biltmore Forest Country Club in Asheville, N.C., is gearing up for another successful summer, following last year’s opening of its athletic facilities. The two-phase project included a top-floor fitness center that was unveiled in February 2023, followed by tennis facilities, two connected pools and a casual grill that opened three months later.

“The renovation…began with a comprehensive assessment of the existing facilities, which were outdated and not serving the membership at the level of the other areas of the club,” says General Manager/COO Robert C. Nock, CCM, CCE. Now after a full year in operation, the club is more than ready for a new season of fun in the sun.

The centerpieces of the club’s new facility, the two swimming pools—amassing 4,800 sq. ft.—encompass a zero-entry design with an in-water connection to a 25-yard, six-lane lap pool. While serious swimmers can achieve a

full workout in this layout, a diving board and water slide provide additional entertainment for young families. Ample seating options in the surrounding area include lounge chairs, umbrella tables and sturdy chairs, all situated on 1,800 sq. ft. of decking made up of non-slip pavers.

“The new design did include more area for walking around the pool deck as well as the diving board and the lighting for the entire area was improved dramatically,” adds Nock.

Directly adjacent to the pool is a 7,900-sq.-ft. casual grill, with indoor and outdoor dining spaces. Nock describes the exterior covered dining area as offering “picturesque views of the Appalachian Mountains and the golf course, as it is located along the No. 11 fairway.” An outdoor bar provides full beverage service to the pool area, while the grill touts an expanded menu for year-round service.

“For added convenience, mobile ordering is now avail-

able, with delivery directly to each member’s lounge chair for a seamless experience,” he adds.

And Biltmore Forest’s membership has shown their appreciation for these updated amenities; the pool grill’s F&B revenues have surged by 300 percent since 2021. In addition, overall membership increased by 2.5 percent since the 2023 pool re-opening and junior membership, by 12 percent. Nock notes that several new members have specifically pointed out the updated athletic complex as a key factor in their decision to join.

The club has also seen an uptick in attendance for water aerobics, swim teams, summer camps and other pool-related activities, which is expected to continue this year.

“The team is excited to have the inaugural season under its belt and is looking forward to another active season with members and their guests enjoying these facilities,” says Nock.

PLUNGE-WORTHY

Inside the gated golf community at Stonebridge Country Club in Naples, Fla., members are basking in the

sunshine at a renovated pool and new casual dining spot, opened this past March. The $8 million construction project was part of a two-phase, $16 million

Club Insurance FORE

the Unexpected

renovation that included a redesigned golf course. Both updates have maximized residential living in this private North Naples environment.

The 2,341-sq.-ft., resort-style pool is a major upgrade from the previous structure. Nearly double in size, the zero-entry pool now contains two lap lanes and has been relocated to make room for The Bistro at Stonebridge.

“The transformation of this onceunderutilized area was intended to expand our casual indoor/outdoor dining experience, with the pool being integrated into the design concept,” says General Manager/COO Tim Jones, CCM, CCE, CAM.

Inside the complex’s fenced-in area is a smattering of seating options: from chaise lounge chairs positioned poolside, to tables and chairs, bar seating and soft seating clusters. The pool decking area, which also doubles as the outdoor dining space, is outfitted with non-slip brick pavers for safety. The new design boosts occupancy up to 300 within the bistro and pool complex, with collapsible glass walls that can be opened for indoor/outdoor dining. “With poolside service, members and their guests can enjoy lunch, a specialty frozen drink or a selection of milkshakes,” notes Jones of the expanded options.

To further enhance the outdoor experience, the pool complex has been equipped with an integrated sound system for music and special events. Directional speakers have been positioned in multiple zones in order to reduce the noise level for residents, while providing adequate audio for the club’s live entertainment gigs. In addition, a dozen or so television sets are positioned for easy viewing between swims and meals.

Since the pool’s opening, Stonebridge members have been out in full force, enjoying the facility and its surrounding amenities. Jones reports that capacity for weekly water aerobics classes has tripled, and expects that the casual dining will have a tremendous boon in the months ahead.

The 2,341-sq.-ft. resort-style pool at Stonebridge Country Club in Naples, Fla. nearly doubled in size. The zero-entry pool now contains two lap lanes and has been relocated to make room for The Bistro at Stonebridge.

“With utilization far beyond our greatest expectations, it is wonderful to see members, families and guests of all ages enjoying the new amenities,” he says.

HOME AWAY FROM HOME

Eager to kick off the first full season at its new resort-style pool is Riverton Country Club in Cinnaminson, N.J., where members anxiously await the arrival of summer. The pool marks the final stage of a facility master plan that began in 2022 with an expanded patio, followed by a new golf center, pro shop and cigar lounge. “Covered and heated seating was added to enjoy the breathtaking views of the

-Anna McDougall Communications & Marketing Director

course all season long,” explains Anna McDougall, Communications & Marketing Director.

Last June, the club unveiled a 6,000-sq.-ft., zero-entry pool to its membership. A notable increase from the original footprint, the pool will be updated with a splash pad, due to open by Memorial Day weekend. Outfitted with 150 lounge chairs, the pool area provides ample accommodations for serious sunbathers and parents keeping an eye on young swimmers. Also enhancing the space is an open-air café with covered dining for 60, outdoor bar with seats for 12 and 10 soft seats in the fireplace area, where guests can comfortably ward off the post-sunset chill.

While Riverton has not yet completed an entire season using the pool and related facilities, its direct impact on F&B revenue and membership sales growth has not yet been determined. However, McDougall remains optimistic that this season will be a strong one.

“Riverton’s vision is finally almost complete, and it will bring much joy to the membership, as they embrace all that we have to offer,” she adds. C+RB

SUMMING IT UP

> Clubs are enhancing their pool complexes with designs that tie into outdoor dining and other amenities.

> Outdoor dining has been expanded with poolside service, providing added F&B revenue.

> Membership with young families has increased because of pool renovations.

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