Recently, Andrew Wood of Legendary Marketing published an article in Golf Operator Magazine entitled “The 12 Most Common Complaints at Private Clubs”. They’re listed below, and while there are many more that regularly occur, Andrew has made a good start.
- Poor Communication: Effective communication is critical to managing member expectations and satisfaction. Poor communication regarding events, schedules, policies, and changes can lead to confusion and frustration among members.
- Slow Play: Slow play can be a significant issue on the golf course. Members expect a certain pace of play to enjoy their rounds without lengthy delays, and slow play can disrupt their experience and lead to complaints.
- Billing Errors: Accurate billing is crucial in maintaining trust and satisfaction. Frequent billing errors can cause significant frustration, leading members to question the club’s professionalism and reliability.
- Slow Service at the Restaurant: One of the most common grievances is the slow service in club restaurants. Members expect prompt and attentive service, and delays can quickly lead to frustration.
- Poor Maintenance of Facilities: The pristine appearance of a golf course and its facilities is paramount. Complaints about poor maintenance can damage a club’s reputation, making it imperative for clubs to invest continuously in upkeep.
- Limited Availability of Amenities: Members often complain about the limited availability of amenities such as tennis courts, swimming pools, and fitness equipment, especially during peak times. This limitation can make it difficult for members to enjoy the full benefits of their membership.
- High Membership Fees: While high fees are expected at private clubs, members still want to feel they are getting value for their money. Excessive fees with corresponding benefits can lead to satisfaction.
- Lack of Member Events: Social events are vital to the private club experience. A lack of engaging member events can lead to a sense of monotony and missed opportunities for socializing.
- Unprofessional Staff: The behavior and professionalism of the staff can significantly impact the member experience. Unprofessional or rude staff members can quickly lead to complaints and a tarnished reputation.
- Crowded Noisy Pool Area: A crowded pool area can be a significant drawback for those seeking relaxation. Members expect a tranquil environment, and overcrowding can detract from their enjoyment.
- Outdated Gym Equipment: Modern fitness facilities are a significant draw for many members. Outdated or poorly maintained gym equipment can lead to dissatisfaction and potential safety issues.
- Dated Clubhouse: A dated clubhouse can cause friction, especially with those who want to bring guests and show off the club to their friends and business associates.
Depending on a club’s culture, these and any of many more complaints can lead to a club’s demise. At many member-owned clubs, members often complain and argue over club politics. Complaints can range from the makeup of the club’s board (“same old crowd”) to whether too much or not enough is spent on maintenance to whether there should be more or fewer trees on the golf course. Some clubs are known for oppressive and unnecessary rules that aren’t always equitably administered. Some people are overlooked for slow play, not replacing a divot or fixing a ball mark, while others get a “letter” or even a suspension. I’ve seen these things happen first hand where my childhood and long time club failed, was sold and ceased operation a few years later in favor of development because of poor and inconsistent leadership, and at another club for a variety of inequitable practices.
It’s interesting to observe that the voicing of complaints at private clubs typically follows the club’s economic fortunes. When clubs are full, cash flowing and there’s a waiting list, members are often reluctant to voice their displeasure for fear of reprisals, especially if club leadership is of the mind to exercise their authority. Conversely, when the club needs members, and is struggling to make ends meet, everybody voices their opinions and club leadership is less likely to act aggressively for fear of losing members. The one significant complaint I think Wood failed to mention here is a lack of transparency. Sometimes, this and even financial irregularities within club leadership and management can threaten club finances, not to mention the specific individuals that may be involved in wrongdoing. This has brought more than one club down.
Some boards, especially those populated by the “same old crowd” for extended periods tend to do their business in secret and anyone who asks questions immediately becomes the enemy. This leads to distrust and the club becomes an “us and them” type of culture between the club leadership and the broader membership. Then, management and staff, knowing “where their bread is buttered” might tend to practice favoritism that further erodes the club culture. This would most certainly fall under Wood’s “Poor Communication” category.
I would be remiss if attention were not focused on Wood’s comment (High Membership Fees) about the value in membership. While (unfortunately) golf and club membership in this country still carry an element of status, increasingly, members demand value over that status and prestige. Value in membership can come in one or more of a variety of forms. Probably the two most prominent forms are access to club facilities and the quality and condition of those facilities. However, the ability to enjoy the facilities and one’s fellow members, through an atmosphere of relaxed, fun and social use of those facilities is becoming more and more of a priority for the modern club member. As Wood says, members complain about access, noise and facilities, but nobody ever joined a club because there were lots of rules and now members are choosing clubs with a minimum of rules.
As the COVID era becomes smaller and smaller in the rear view mirror, I’ll be interested to see if club membership remains as strong as it is now and for how long. If it doesn’t, will some clubs find themselves catering more to members’ desires and adhering less to some of the onerous and arcane rules some clubs are known for. In all likelihood, it’ll be economics as the deciding factor and with many clubs having incurred significant debt in recent years from aggressive renovation projects, membership retention, and the resulting cash flow could take center stage as the impetus of club policies.