What innovative club membership offers do the Champion Hills have?
It is imperative to understand the recent trends of remote work, golf club usage patterns, and lifestyle changes (e.g. demand for sustainable golf club operations). Pre-pandemic customer preferences are disrupted, transformed, and accelerated.
Champion Hills and other golf clubs must understand the importance of personalization to acquire and retain the most valuable customers.
In the past couple of years, not only did golfers’ number and membership requests grow significantly, but also golfers’ expectations too.
Personalized golf club membership and service experience is a game changer. Golf clubs must prioritize personalization in 2023 or they will begin to lose customers at the beginning of the customer journey.
The concept of flexible golf club membership is a good notion in the right direction. Quite often, golfers can feel powerless or frustrated when they are forced to choose from a certain number of golf club membership options.
In other areas of life, we often see the 1-month free trial option offered by service providers. Take Spotify as an example. You can get a 30-day free trial of Spotify Premium with no obligation to sign up at the end of it.
It is a shrewd concept. Actually, a bold hook, because free trials bring something into your life for just long enough for it to become habitual for the user.
I found something similar among Champion Hills‘ golf club membership offers: The Annual Explorer. According to the Director of Membership and Marketing Heather Myers:
“The vast majority of Annual Explorer Members upgrade to Full Equity Golf Memberships.”
This golf club membership offers a full year of unfettered access to
- golf on Champion Hills‘ Tom Fazio-designed Mountain Masterpiece,
- upscale and casual dining,
- fitness and wellness,
- social events,
- tournaments and more.
The above-mentioned Full Equity Golf Membership is a very attractive membership offer because it enables the family to have a shared family experience.
The other benefit of multigenerational golf club membership for private golf clubs is it increases usage from the existing member because the person will now bring his/her kids and grandkids to the club.
We can see a similar trend in golf resorts worldwide, where more and more are offering multigenerational golf vacation packages to families. This is partially the consequence of the COVID-19 pandemic.
Here at Champion Hills golf club membership includes full access to all club activities and amenities. This includes both vertical family and Troon Privé benefits.
Member-owned and managed by Troon, Champion Hills’ Full Equity Golf members enjoy
- entry to 100+ Troon Privé golf courses,
- preferred rates at more than 150 Troon Golf resorts and daily fee locations,
- access to amenities at participating private clubs, and
- preferred benefits at participating Cliff Drysdale Tennis clubs and resorts
The vertical family membership enables members’ parents, children, and grandchildren to experience all aspects of the club, regardless of age.
Champion Hills – background information
Champion Hills is a private boutique club in the heart of the Blue Ridge Mountains, situated just south of the acclaimed “Main Street Town” of Hendersonville and 45 minutes from burgeoning Asheville.
Its Tom Fazio-designed “Mountain Masterpiece” is ranked among the top private courses in the state and country by numerous media outlets and rating services.