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Trends In Private Clubs

Idaho Falls Country Club

November 3, 2016

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Even Less Hot: Golf Among Young

40

35

30 Down 40%

25

20

15

10

5

0

Down +10% 1985

2015

30 to 40 41 to 49 50 to 59 60 to 69

Age Group Source: National Golf Foundation

Hot: Millennial Households

Not Hot: Millennials & Golf

Diverse; yet golf play among non‐Caucasians about 50% participation rate of Caucasians

More Active: Golfing Millennials participate in up to 10 other activities

Money: More financially burdened than prior 18 – 34‐year‐old generations

Tend to see golf as “damaged brand” • Elitist • Exclusionary • Stuffy social environment

Source: Golf & the Millennial Generation National Golf Foundation, July 2015

Don’t Forget Boomers

Youngest segment now over age 50 • Still where money is

• Shedding belongings

• Downsizing – often to urban core

• Choosing to spend on experiences

• Catching up on healthy living

• Later life dating

Big Picture Themes

Big Picture Themes

Health and Wellness

• Serving an aging world

• Exercise and wellness

• Mind‐body

Offer Multiple Ways to Connect

Full‐Service, Family‐Focused Club

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The Club Environment

Zone for Comfort:

• Casual & Formal

• Sporty & Social

• Adults & Children

Design programs that appeal to women

Really serve children

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So What’s Hot?

Facilities to Attract Younger Members (Under Age 50)

1. Casual Grill Dining

2. Casual Bars

3. Outdoor Dining and Lounge Areas

4. Modern, Resort‐Style Pool Complex

5. Up‐To‐Date Fitness Facilities and Studio Spaces

6. Youth Activities/Game Rooms

7. Child Watch Services

8. Expanded Short Game Practice Facilities

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Golf

What’s Hot • Practice

• Golf Learning Centers

• Golf Fitness

• Trackman/Technology

• Simulators

• Playability

• Forward tees

• Juniors

• Fun tournaments

• Leagues and Programs

What’s Not • 18 hole rounds

• Difficult courses

• Bunkers

• Competitive events

• Restricting kids from the course

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Dining and Social

What’s Hot

• Pubs

• Club Restaurants

• Outdoor Dining

• Gathering Spaces

• Wine

• Beverages Craft Beer

Bourbon and Whiskey

Handcrafted drinks

What’s Not

• Formal dining

• Bars in the Grill Room

• The Mixed Grill

• Stuffy, traditional rooms

Food & Beverage

Club dining long associated with formality, even stuffiness

Declining attitude toward formality in contemporary life

Clubs should respond with more relaxed styles and concepts

Desire for casual, fast, easy while excelling in quality

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Hot: Wine Rooms and Resort‐Style Seating Ar

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Hot: Conversational Bars

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Hot: Conversational Bars Hot: Conversational Bars

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Hot: Booths and Community Tables

Fitness

What’s Hot

• Baby Boomers in “catch up” mode

• Way of life for Gen X and Millennials

• Classes

• Mind/Body Connection

• Staff Expertise

What’s Not

• There’s a fitness center down the street

• Undersized fitness centers

• No space for stretching

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Hot: Exercise Classes

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Hot: Other Games and Recreation

Pickleball Boche

Modern Pool Complex

Multi‐Purpose Pool • 6‐lane, 25‐yard • 1 Meter Diving • Wet Deck • Zero Entry • Interactive Spray Features • Underwater Bench Seating

Adult Pool • Wet deck • Underwater Bench Seating • Separate Space

Improved Food and Beverage

Spray and Play

Resort Pool Features

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Most Effective Methods for Increasing Membership: • New services

• Better facilities

• Relaxed rules

• Appealing to younger members

• Recruiting diverse segments

• Priced for value