.When COVID-19 arrived in the United States, it didn’t ignore country clubs (often known as the “CC lifestyle”). Their occupants, who were mostly older citizens, were among the most vulnerable. This essay attempts to present membership experience (MX) perspectives on country club membership life during the pandemic. As well as the influence of the latter on views in this distinct segment of American society.
Pre-pandemic country club living
Addison Reserve, Broken Sound, Woodfield, and Boca West are four historic country clubs between Glades and Linton in Boca Raton/Delray Beach, Florida. Although the exact distance is seven and a half times that, the “country club mile” is a famous moniker. Club governing boards have wasted no time in outdoing each other with multi-million dollar clubhouse and facility improvements that will leave you dumbfounded throughout the years.
Let’s take a look at an example: Addison Reserve.
It’s the newest and smallest of the four, with just 653 acres. The sensation of vastness with thick, tropical, groomed greenery that hides the 717 houses off the main road in 19 independent villages hits you the instant you reach either of the two secured gates. Salvation, Redemption, and Trepidation are the three nine-hole championships. Components of the Arthur Hills-designed golf course that wound their way around twisting lakes.
Everything is based on resort-style living. It all begins with the large health and wellness facilities, which include cutting-edge equipment. That is strategically placed to complement the various studio themes. It also includes the Aquatic Center, which has a large beach entry pool with lap lanes, a whirlpool, and a children’s pool. Finally, there’s a beautiful spa, a tennis facility, and a variety of casual and fine dining restaurants. The latter has eleven Har-Tru hydro-courts, a basketball court, and four pickleball courts. All of which are light-fitted for nighttime play.
Gourmet and pastry chefs, professional personal trainers, educators, and physical therapists are among the people who keep the wheels turning. You might imagine that living in a country club-like Addison comes with a hefty maintenance bill. As a result, yearly Boca beach club membership and HOA fees are exorbitant, as is the six-figure equity membership entrance cost (for golf privileges) when purchasing a home there. Nonetheless, there have been plenty of takers, particularly among the baby boomers.
Overall, it seems to be bliss on earth, if you can afford it. Is it, however, capable of withstanding a disruptive juggernaut like COVID-19?
How well did country clubs deal with the coronavirus?
First, let’s take a look at what was going on around the country clubs. The leisure and hospitality industries took a beating as a result of travel restrictions, and bar closures. And disrupted restaurant standards. Long-standing enterprises were forced to close permanently. While curbside pickups and all-inclusive takeaway services became the standard. Cruise companies have ceased operations and are moving at a snail’s pace.
People living in crowded places such as New York City, Chicago, and other major cities saw familiar sites vanish before their eyes. There will be no more Broadway productions, operas, ballets, movies, museums, conferences, athletic events, or parties. Crowded walkways shrank to a trickle, and even using an elevator up and down became a social distancing problem. In every sector, offices have gone dark in favor of remote working.
There’s little question that the COVID-19 tsunami of illnesses rocked upwardly mobile big-city people to their core. A desire for wide-open areas entered their brains, significantly increasing their desire to join a country club. Was it reasonable to believe that sitting poolside in Miami with an internet connection and speaking on Zoom might alleviate the new pain points? Following that are some eye-opening insights on the CC membership experience.
The golf experience (GX)
Rounds played in the United States at the outset of the health crisis in April 2020 fell by 42 percent year on year as GX absorbed the early shockwaves. Then the once quarantine rules were relaxed. There occurred a rapid reversal. Six months later, activity on the links shattered records with a 56.5 percent increase (against 2019), giving 2020 an overall increase of 14 percent.
The rapid recovery of interest worked in the favor of the country club membership structure, where GX fits like a glove. Due to travel constraints and the notion of resort-style course minutes from one’s house was promote. Diverting monies intended for conventional leisure activities in that manner. Country club safety precautions elevated their standing in the golfing world over public links, where political divisions sometimes undercut CDC recommendations. Club management mandated that golf carts only transport the driver (no passengers) and that members adhere to specific masking and social distancing regulations on the course. Staff cleanliness and hygiene were consistent throughout, providing members with the greatest peace of mind.
The age-group demographic (over 55)
The age of members at many country clubs influenced them to be vaccinated and boosted as soon as possible. Despite being relatively distanced from the CC lifestyle. The terrible tales pouring out of assisted-living care institutions struck a chord. Club management and members quickly agreed that they trusted Dr. Fauci and other medical professionals. Indeed, they led by example, paving a relatively easy road through the uncertainty and discord.
Leveraging membership value to the max
Members of CC expect to get value in exchange for the money that they pay to be members. Regardless of the precautions and inconvenient aspects of the coronavirus environment. Because adjacent competitors are being evaluated. Management makes every effort, despite the difficulties presented. To develop a country club that is superior to MX.
Cash flow pressures
Every day, restaurants, bars, gyms, and hotels compete for tooth and nail for new and returning customers in a fiercely competitive market. COVID-19 reduced the latter’s size to less than half of its normal size. This crisis smacked the hotel industry in the face.
A membership system, on the other hand, covers the same number of families regardless of whether COVID-19 is present. Furthermore, it is based on guaranteed recurring income, which fully eliminates concerns about a dwindling market and increased competition. It’s also usual to impose special assessments from time to time, which members accept as the standard. In other words, it’s a subscription model that caters to a certain number of customers who pay monthly with yearly costs assessed regularly to keep a steady supply of services flowing. Netflix, as well as a CC membership agreement, are wonderful examples.
Businesses hotly contested the benefits and drawbacks of subscription models before the health crisis. However, when the solution greatly improves the customer experience during a pandemic, all the benefits speak for themselves.
Conclusion
In the end, country clubs were able to weather the COVID-19 storm with ease. Country clubs, on the other hand, have developed as a flourishing institutions as a result of the epidemic. As a consequence, CC living is on a development path that appeared improbable before the epidemic. Is it going to last? As the infection diminishes, the member experience may transition to a new stage. He may return to the large city and work in an office. Who can say? But, for the time being, we can state with sure that the health panic has been a boon to this industry. And it doesn’t seem to be going away very soon.