Club management

A phrase that is self-contradictory, containing words that are individually incongruous.

(The word itself means sharp-dull!)

A phrase that is self-contradictory, containing words that are individually incongruous.

(The word itself means sharp-dull!)

1. The Internal Revenue Service

IRS restrictions for non-profit, 501(c)(7)

private social & recreational clubs:

NO off-premise services

NO public advertising

►85% of gross revenue must be from members.

►Revenue must come from “traditional” sources.

2. Club Member Resistance

“If we engage in marketing, my ‘private club’

won’t be private any more!”

– “Private” means we’re exclusive; if we

‘market,’ we’ll lose control and ruin our image.

– People will think we’re desperate.

– The club will get crowded, with less personal

service for our current members.

– We don’t know how to market.

– We don’t want to spend the money.

3. Media Apathy

View of the media:

• Since the public can’t participate in a

private club, any news from a private club

is of no interest to the public.

– Unless, of course, it’s BAD news!

• Since clubs don’t buy advertising, they

have no clout to get the media’s attention.

The Problem is…Club Marketing is now essential for most Clubs because of the radically changing environment.

Environment: . 1.Economic Downturn

THEN:

Lansing was home to state government, GM, and a thriving university, with a seemingly sound and diverse economy.

NOW:

GM moved; downsized state government, funding cuts to MSU, aftermath of The Great Recession.

2. Increase Competition

THEN:

Limited dining and recreational choices; a private club offered the only way to enjoy a quality experience.

NOW:

EXPLOSION of restaurants, golf courses,

fitness facilities, spas, pools, banquet

halls, conference centers, tennis, etc.

3. Societal Changes

THEN:

Clubs were a desired outward sign of affluence, status; a means of avoiding“the masses.”

NOW:

Affluence is not always viewed positively.

Club Traditions Today’s Demands

High Touch High Tech

Formal, Planned Fun/Casual/Drop-in/Graze

Exclusive Inclusive, Community

Composed Customized

Leisurely Time is limited

Rich & Delicious Health & Wellness

Male-Dominated Women Rule!

Status-Driven Value-Driven

The Five P’s of Marketing

• Position

• Product

• Price

• Place

• Promotion

Define

 Your place in the market

 What you want to be known for

 How you will differentiate yourself from the

competition

 Your culture

 Your standards

 Your target market