Trends and the Modern Country Club

The best quote on the contemporary country club experience is attributed to legendary country club developer Bill Bone. Here’s his take on the industry: “Club members are looking for a casual, family-friendly, fun and wellness-driven experience, in addition to great golf.”  What a great summary of all the many changes that have taken place in the post-COVID industry. 

If you want your club to excel in the environment described by Mr. Bone, focus on these three key trends: multigenerational appeal, casual dining options, and year-round engagement.

 

Multigenerational Appeal

Today’s clubs are increasingly focusing on creating environments that cater to members of all ages. This shift recognizes the importance of family dynamics and the desire for shared experiences across generations.

• Diverse Amenities and Programs: Clubs are expanding their offerings to include activities and facilities that appeal to different age groups. This might include everything from youth sports and camps and children’s activity rooms to adult fitness classes and senior social events.
• Family-Friendly Environments: There’s a growing emphasis on creating spaces and atmospheres that welcome families. This could involve family-oriented events, kid-friendly areas within the club, or multigenerational activities that bring different age groups together.

 

Casual Dining Options

The dining experience at private clubs is undergoing a significant transformation, moving away from formal, traditional settings to more relaxed and diverse options.

• Relaxed Dining Experiences: Clubs are introducing more casual dining venues alongside their formal restaurants. This might include bistro-style eateries, quick-casual cafes and coffee shops, or even food truck events on the club grounds.
• Farm-to-Table and Health-Conscious Menus: There’s an increasing focus on fresh, locally sourced ingredients and healthier menu options. Many clubs are partnering with local farms or even starting their own gardens to provide farm-to-table dining experiences.
• Diverse Culinary Offerings: Modern clubs are expanding their menus to include a wider range of cuisines and dietary options, catering to various tastes and nutritional needs.

 

 

Year-Round Engagement

Private clubs are no longer just seasonal destinations. They’re working to keep members engaged throughout the year, regardless of weather conditions.

• Expanded Off-Season Programming: Clubs are developing creative programs and events to attract members during traditionally slower periods. This might include winter sports activities, indoor workshops, or holiday-themed events.
• Indoor and All-Weather Facilities: To extend usage beyond fair-weather months, clubs are investing in indoor and all-weather facilities. This could include indoor tennis and pickleball courts, golf simulators, year-round pools, or multi-purpose event spaces.
• Diverse Activity Offerings: By providing a wide range of activities that aren’t weather-dependent, clubs ensure that members have reasons to visit year-round. This might include fitness centers, spa services, educational programs, or social clubs within the club.

 

As private clubs continue to evolve, these trends highlight a shift towards more inclusive, flexible, and engaging environments. By adapting to the changing needs of their members, modern clubs are positioning themselves as year-round destinations for multiple generations, offering diverse experiences that go beyond traditional club offerings.

 

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