Club Management - September/October 2007 - (Page 58) Club Wrap W hat unique holiday-themed events has your club featured that dramatically increased member and family participation while creating a solid revenue stream? The Granite Club picked up on what we learned at a CMAA conference a few years ago in Anaheim. We created a number of “Blockbuster Days” for families. We chose the traditional days: Thanksgiving, Christmas, Easter, and added our own versions of Canada Day (July 1) and our Toronto Civic Holiday. For each day, we include a photo shoot. Restaurant sales have doubled. Club membership is now at an all-time high with a three-year wait list. Family Blockbuster Days have captured the attention of membership, engaged the staff and united the club’s departments. PETER FYVIE GENERAL MANAGER/COO GRANITE CLUB TORONTO Editor’s note: In each issue of Club Management, “Club Wrap” poses a question to randomly selected CMAA members, asking for feedback on a hot industry topic. We’re kicking off the first issue with best practices to help you plan for the holiday season. We offer a gingerbread workshop that attracts a large crowd of families. In addition to paying for the workshop, many families stay at the club for dinner. Furthermore, many people have enjoyed the workshop as a club function, so we now customize workshops for children’s private parties. LUKE O’BOYLE, CCM GENERAL MANAGER CHEVY CHASE CLUB CHEVY CHASE, MARYLAND We do a madrigal event in December that works well for us. We have Santa and Mrs. Claus give gifts to all the kids, and also feature a face painter, balloon maker, and some sort of holiday entertainment. We start with hors d’oeuvres and have a buffet for dinner. I wouldn’t say it’s a strong revenue stream, but we do make money, and the members love it. It is sold out every year. JAN F. HAASE GENERAL MANAGER UNIVERSITY CLUB OF PHOENIX The week prior to Christmas is the Newport Harbor Boat Parade. During those five nights, we serve a themed buffet for nearly 300 people each night. In addition, we serve more than 100 members in our bar, and many members order food to go while having parties on their boats in the marina. Prior to the boat parade week, we host a few other themed events (Goose Night, etc.). This year, I am trying a breakfast with Santa. BRIAN P. CARLSON, CCM GENERAL MANAGER BAHIA CORINTHIAN YACHT CLUB CORONA DEL MAR, CALIFORNIA Our main calling is what we refer to as our “12 Nights of Christmas.” We have 12 nights of buffet dinners with non-stop entertainment. We used to feature a choir or something similar, but everyone would wait for that, and we couldn’t turn the tables. We now feature two groups that play back-to-back so we can turn the tables. Each evening features three different entrees and a carved item. On the slower nights, we try to feature more costly items to get members to come, and on the busy nights, we cut back because we know they’re going to come anyway. This allows repeat visits because the same entrees are never repeated. We’ve structured it so there is something for everyone pricewise, and it promotes table turning and multiple visits. ALLAN LUM, CCM GENERAL MANAGER WAIALAE COUNTRY CLUB HONOLULU 58 • CLUB MANAGEMENT
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