Lemon Bay Golf Club
Rebranding a Private Club
In the modern age of golf clubs, members expect more than quality amenities and competitive pricing — they want a connection between their unique needs, interests, style, and the brand.
Our branding approach digs into the history, emotion, vision, and culture that makes your club one-of-a-kind. Just like leaving a dining room, parking lot, or practice facility untouched for decades, a club’s brand can become dated and in need of repair or replacement.
At Sussner, we developed a survey to further understand the perceptions of private club members. From this information, we uncovered 4 key findings:
The majority of members are Promoters of their club… branding is very important to them.
A club’s most valuable asset is its enthusiastic membership base. This research underscores that the majority of members are enthusiastic promoters of their clubs. These promoters see their club not just as a place to golf, but as a part of their identity that they are proud to share.
Websites are key for recruiting the next generation of members.
In the digital age, a club’s website is often the first point of contact for younger potential members. Our findings emphasize the critical role of a website in attracting the next generation of members.
Branding influences young members; whereas fees influence older members.
Generational nuances play a significant role in member behavior and decision-making. Our research underscores that for younger members, brand plays a pivotal role in their club choice. They are attracted to clubs with vibrant, modern brands that resonate with their lifestyles and values.
The private golf club space has significant room for visual differentiation.
Traditional golf clubs have long been characterized by their adherence to certain aesthetics and design elements. However, our research reveals that modern private golf clubs have an opportunity to differentiate themselves visually.
Improving your club’s brand is no small task. Significant changes come from a focus on membership experience, membership expansion, and the club’s financial health.
— Since launching their updated brand, Albion Ridges GC has doubled merchandise sales and increased overall revenues by 20%.
— After the unveiling of Lemon Bay Golf Club’s modernized brand to members, merchandise sales increased ~75% over the prior year.