By working together to develop unique activities with its women’s group, Newport Beach Country Club in California has strengthened its bond with female members through a series of tournaments.
Every other month, the club hosts a women’s member-guest event based around a topical theme. Some events fit naturally on the calendar—Christmas, Valentine’s Day and Halloween. Others require more thought.
A year ago, there was a themed guest day built around the Kentucky Derby. For “A Day at the Races,” employees and participants dressed as if they were attending the Kentucky Derby. The women wore stylish Derby hats, and the staff donned jockey helmets. For “Life’s a Beach,” staff members dressed as lifeguards.
“This creates a lasting impression that could lead to future membership at our club,” says head professional Tony Letendre. “It’s a joint effort. They get the idea, and we run with it. We want to help create their vision and deliver what they’re after.”
According to Letendre, the club’s members are excited to participate in the event and invite their friends to join the fun. The enthusiasm generated makes it easier to promote the other positive aspects of the club. “It keeps them coming back,” Letendre notes. “It encourages them to get involved. It makes it fun.”
The themed events also generate sales of golf merchandise and clothing. Newport Beach offers discounts and features a popular “fire sale” on leftover merchandise at deeply discounted prices, which helps make room for new merchandise that can be sold at full price.
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