LuLu Country Club

Situation

Designed by the world greatest architect from the “Golden Age” of golf course design - Mr. Donald Ross, LuLu was Ross’ first design in Pennsylvania and opened for play in 1912. Playing at 6,433 yards.

Challenge

The course was on the brink of extinction from troublesome agronomic practices resulting in greens turf loss the previous three seasons, a clubhouse dog eared from differed maintenance, and a membership roll to only 65 remaining Legacy members. Our team was retained by the multi-course lease holder to evaluate the situation and stabilize the property while continuously improving the marketability of the Club.

Solution

Our team created two separate programs to capitalize on the rejuvenated interest in LuLu with the formation of a Member-Fore-a-Day program and a 1912 Centennial Celebration Membership. Each program was designed to introduce LuLu to an entire new generation of golfers in the region and create awareness of the tremendous facilities at the Club to drive cash flow into the Club.

Prospective members were allowed to enjoy the facility up to an established threshold before making a commitment to membership. Working in unison with this program was the introduction of the 1912 Centennial Celebration Program. Celebrating its 100th anniversary in 2012, we developed a new membership classification around this theme and at an affordable value.

Results

By year end, membership levels at LuLu had grown to over 265. The success of LuLu was not solely confined to the golf course and membership offerings – as bride’s began to return to the stately club. With only “three” weddings scheduled in all of 2012 this number grew to almost 25 in a short year and half thereby bolstering Food & Beverage revenue.

The LuLu turnaround resulted in a $600,000 Net Operating Income improvement.