Situation
Prior to Up to Par’s arrival, the club was managed by a different company, losing around $600k per year. Food and beverage satisfaction was at an all time low.
The Client
Active adult 55+ community near Washington, DC. This gated community has over 750 acres of landscaping,
Arthur Hills designed 18-hole golf course, two clubhouses, tennis courts, indoor and outdoor swimming pools,
and wide variety of amenities.
challenges
- Declining golf memberships
- Deteriorating course conditions
- Inneficient utilization of resources
- Revenue deterioration
Solutions
- Reorganize management structure to fit revenue structure
- Added a full-time golf sales manager
- Full evaluation of operational model
- Cost savings in golf maintenance
- Implemented a detailed golf maintenance operating and chemical plans
- Merchandise buying plan to optimize purchases
- Full club marketing plan and implementation
- Reorganized F&B department
- Group food purchasing power
- Higher membership service satisfaction
- New collateral for event sales
- Re-established Regular Member Communications – Emails, Newsletters, Direct Mail
- Fliers, Cart Signs and Table Tents, Website Updates
Results
- $350k improvement over previous year’s financials
- Significantly improved course conditions
- Increased membership level to a five-year high (347)
- Increased tournament outing revenue by $60k