The Starting Point

St Ives (Hunts) Golf Club moved to a new location on the outskirts of town. They upgraded from their old 9-hole course to a new 18-hole facility, but with relocation came uncertainty, fluctuating membership numbers and general loss of direction within the club.

The club contacted England Golf and the Golf Club Manager’s Association for support and to understand where the club was. It’s taken a few years of hard work, but now the club has a clear identity and a renewed sense of direction.

How the club got back on trackPutting the house in order

The clubs immediate priorities were:

• Making sure the membership database was accurate so they could get an idea of baseline numbers of who they’re communicating with

• Creating an engaging marketing plan to attract new members and create new income streams

• Increasing their community visibility, for example, through links with local businesses

• Committing to a strategic plan to give the club business goals and a strong direction

The review of the membership database took a long time, but now the club has a real understanding of their main income stream.

The members (coordinated by the general manager) supported the development of the strategic plan based on a detailed analysis of the club. That plan is now underway, and the club has already started to see the benefits.

St Ives (Hunts) Golf Club Cambridgeshire

SUCCESS STORY

Turning the tide at St Ives (Hunts) Golf Club

“The club and manager have been a

pleasure to support and the progress they

have made in the past two and a half years

has been phenomenal! They now have a full

understanding of their membership, and with

their six-year strategic plan, I expect them

to become a leading facility in the region. ”

Marc Smith, Club Support Officer, England Golf

“

Making things shipshape The club has gone through a full governance review and management restructure, and are planning to become incorporated.

They consulted members during the key stages of incorporation. Survey specialists’ and England Golf Partners, 59Club,

helped the club get feedback on additional areas such as the bunkers, golf shop, customer service and clubhouse

redevelopment.

While the business was going through changes behind the scenes, the facilities and systems had their own makeover. The

shop has had a rebrand, and PGA professional support is helping the club improve footfall through coaching for members

and schools, and a Get into Golf programme. In addition, staff have received customer service training to improve standards

by being more aware of the customer journey.

Another England Golf partner, Golf Business International, were brought in for consultation on the proposed facility

changes and PlayMoreGolf have been helping with a new flexible membership scheme.

The club also managed to convert some spare land into a 9-hole FootGolf course, bringing in new income

and a new audience.

Reaching out to the community The club highlighted the need for more visibility and is now committed to getting involved in the local community. It’s joined

the St Ives Dementia Friendly Community Initiative, hosted a family fun day for 750 people, and organised a superhero

obstacle run to support the local air ambulance.

They’ve also reached out to local businesses. Four are now corporate members, and there are good links with another

16. Club representatives are involved in chamber of commerce networking events, and have partnered with a local media

company to raise awareness.

WHAT THE CLUB SAID

“The support the club has received from England Golf has been outstanding. ”

St Ives (Hunts) Golf Club Cambridgeshire

SUCCESS STORY

The Results - The proof is in the numbers

Due to new prices and online tee booking for visitors.

Thanks to the development of a joint junior action plan for junior

and secondary schools and with the support of the club volunteers and

the new PGA professional.

Having outsourced social media management, engagement is improving the club’s profile,

with 1200 followers on

Twitter and 800 on Facebook.

20%INCREASE IN GREEN FEE YIELD

143%INCREASE INJUNIORMEMBERSHIP

13,000PEOPLE REACHED WEEKLY ON SOCIAL MEDIA

9% INCREASE IN OVERALL PLAYING MEMBERSHIP