CREATIVITY
# 152
SENIORS DOMINATING
YOUR CLUB?
In the past, many clubs changed their membership categories to give special attention to those "young at heart" individuals that usually are long standing members (see September 1992 issue, "Senior Members, an Asset or Liability?") However, the latest consensus of consultants in the industry indicates the clubs are sort of putting the category "on hold." Seniors tying up the golf course and overloading specific tee times has resulted in new evaluations of this category. While there is a definite trend towards less exceptions/benefits for senior categories, many private club executives are favoring the group on an informal non-structured basis. Rather than giving long term reductions in dues and/or increased privileges without addition charges, they are providing special services catering to the senior’s market. As an example, (see stolen ideas section of this issue) we found one GM that arranges for a town car to pick up members every Thursday from an assisted living condo. Investigation reveals that more and more executives are developing marketing plans to entice those with more time and more money (seniors) to use the club. Some are combining with sister clubs to sponsor a Senior’s Golf Tournament event. Prizes are awarded at these annual events, and a traveling trophy goes to the winning club each year. The unheard of (outside of Florida and Arizona groups) practice of early bird specials is proliferating in clubs and some are giving special discounts, at any time, to those over 65 years of age. Other executives cater to their desire to be recognized by forming investment clubs, travel clubs, etc., Some go so far as to organize transportation and shopping mall group activities for those that want to lighten the chore of buying for the grandchildren at Christmas time.
The private club executive is always looking into ways to cater to the special desires of the members and their motives many times have an altruistic flavor. Yet, more and more they are acknowledging it is good business to cater to the older group. Most clubs that conduct periodic surveys of member usage, find that those over 60 are second only to the stockholders in dollars spent. More spending in the golf shop, the dining rooms, at club events and even in the tennis area. ²