In the past, a huge portion of the private club industry has lived by one cardinal rule: Golf is king. Whenever there is extra money to spend, many clubs naturally assume that the funds should be used on golf course enhancements. But as the old saying goes: “To assume is to be deceived.”
Every year clubs funnel thousands of dollars into resurfacing greens, improving bunkers, altering tee boxes… the list goes on and on. But the world is changing – and so is the club industry. Gone are the days when maintaining a pristine golf course was enough to attract and retain a loyal membership. Member needs and desires are shifting and the club industry is trying its best to keep up with these shifts. While golf is a large part of many club experiences, it no longer reigns supreme – meaning that the industry should begin looking at golf course renovations in a whole different light.