Membership strategy? Go for families

FRIDAY, APR. 20: If the family that plays together, stays together, then Rosewood Tucker’s Point is doing its part.

The golf club does not offer single memberships — just to families (although an individual can buy a membership, but it is still the same price).

Paul Adams, PGA director of golf for Rosewood Tucker’s Point, said: “We’ve just done this in response to the market. What used to happen is the guys would go off and play golf. They would disappear and leave their families behind on a Saturday and Sunday. They might see their family in the evening. We know that’s not the way it works where the husbands can just disappear. The wives wouldn’t put up with that — those days are gone because society has changed.

“What we need to do is be more family-friendly as the husbands won’t go to the golf course at all.

“Our golf course is very family-friendly so it suits players of all standards. I can now go out with my two twin boys and my wife and we can all go play golf and all have fun.”

He said there are still men who go out and play golf but that demographic tends to be older and their children have grown up and they have the time to play golf without worrying about father responsibilities.

Mr Adams said this has been a gradual shift over the years but wives are working and they demand respect as an equal partner and sharing responsibility in the home.

He said long gone are the days of club hosting two-day members tournaments because it would take the people away from their family for the whole weekend.

He said Tucker Point still has one day tournaments but it makes sure that families are invited to the barbecue prizegivings afterwards.

Mr Adams said golf is well-suited to be a family activity. He said it would be difficult to have a proper baseball game with the family “but everyone can go play golf and enjoy it.”

He said one example Tucker’s Point has in catering to that market is its Family Tournament.

He said that tournament involves one parent — mom or dad — and a child. The pair play nine holes in a captain’s choice style. The younger the child is, the closer to the hole they get to tee off.

“So if the kid is six-years-old, they get to tee off from the 100-yard marker on the golf course, but if he’s a 12-year-old, he’ll have to tee off from the ladies tees.”

He said it’s handicapped and everyone comes away with a trophy.

Mr Adams said the Rosewood Tucker’s Point membership is around $8,000 and is good for the entire family (which includes any child under 23-years-old). Families have a choice of paying their joining fee one of two ways. The first is a fully refundable $100,000 or a non-refundable $50,000 which can be paid in installments.

“We have a $15 million clubhouse and a $15 million beach club as well as a $150 million hotel that they can use as part of their membership,” said Mr Adams.

He said some of the benefits of membership are five complimentary nights in the hotel during the year, use of the beach club, tennis courts, golf course, the hotel’s pools and practice facilities. Members also get discounts on food and beverages at the restaurants. There are also special activities for members including one at Easter and July 4.