Private country clubs can leverage the “pop-up” concept to enhance member usage and boost club revenue in several ways:
1. Themed Events: Host themed pop-up events like summer beach parties, wine tastings, or seasonal festivals. These limited-time experiences can create excitement and encourage members to visit more frequently.
2. Guest Chefs and Dining Experiences: Collaborate with renowned chefs for pop-up dining events, or create country specific "culinary journey" dinners. Members will be drawn to exclusive dining experiences, potentially leading to increased restaurant reservations.
3. Temporary Sports and Recreation Facilities: Set up temporary facilities for activities like mini-golf, tennis clinics, or outdoor movie nights. This can diversify member offerings and engage a wider audience.
4. Wellness and Fitness Pop-Ups: Introduce pop-up wellness activities like yoga classes, spa treatments, or fitness challenges in cooperation with local talent. Members seeking health and wellness options may become more frequent visitors.
5. Retail Pop-Ups: Partner with high-end brands or local artisans for pop-up shops within the club (trunk shows, fairs, boutiques, artisan shows). This not only adds variety but also offers members exclusive shopping opportunities.
6. Member-Guest Event Promotions: Offer limited-time membership discounts or promotions during member-guest pop-up events to entice new members to join and existing members to upgrade their memberships.
7. Family-Friendly Activities: Create family-focused pop-up events with activities for children and parents (children craft shows, cooking decorating baking classes, pottery painting). This can make the club more appealing to families and drive repeat visits.
8. Community Engagement: Host charity fundraisers or community events as pop-ups, demonstrating the club’s commitment to the local community and attracting a broader audience.
9. Member-Generated Pop-Ups: Encourage members to propose and organize their own ideas for pop-up events, such as themed parties or hobby-based gatherings. This promotes member engagement and diversity in club offerings.
10. Digital Marketing and Social Media: Promote pop-up events vigorously through social media, email campaigns, and the club’s website to reach a wider audience and build anticipation.
11. Feedback and Evaluation: After each pop-up event, gather feedback from members to understand what worked and what didn’t. Use this input to refine future pop-up concepts.
By incorporating these strategies, private country clubs can keep their offerings fresh, engage members more effectively, and potentially increase revenue through higher member usage and with the attraction of member-guests (potential new members).
Pop-up events can be further enhanced with a travel and reward club as member attendance at club pop-ups can be rewarded with travel points which can be redeemed for discounted travel. Or, for example, members who attend a “French Culinary Journey” pop-up club dinner could receive a special invitation to a Paris, France destination vacation at a deeply discounted rate. The options are limitless on how club pop-up events can be tied in with a travel and reward program at your club.
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About the Author: Eric Ruehlmann is a versatile business executive with over 25 years of service in the club management industry. Eric's knowledge and experience is broad having held advisory positions and worked on projects in a variety of fields such as; consumer research, loyalty & rewards, travel & leisure, and lifestyle products & services. Eric is currently focused on sharing his knowledge about travel clubs, and travel loyalty & reward programs. Eric Ruehlmann is the founder of Build A Better Club and a managing partner of Privat-VIP- Travel & Rewards.
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