While on the surface we felt these features were
necessary to define a luxury product, the more we thought
about all of the potential negative situations that could
arise—like non-tech-savvy guests needing tutorials and
constant assistance with simple tasks like turning off
the lights or setting the alarm—we quickly realized the
convenience factor could be compromised. Any time the space attract golfer traffic, but also tennis, fitness,
wellness and spa traffic. This gives us a much better
opportunity to not only cross-promote activities at the
Club but also drive the sale of impulse items. Larger-
scale hotels and resorts will sometimes feature multiple
boutique shops and retail opportunities to entice the
enthusiastic shopper. If your volume does not support
you change a normal pattern or habit for someone—like
grabbing a remote to turn on a TV or walking over to
the thermostat to turn up the heat—you risk making
them feel uncomfortable or frustrated. We realized that
sometimes the most luxurious things are the ones that
are most familiar. Because of that, we are choosing other
ways within the suites to differentiate ourselves and define
luxury as it relates to not only the environment but also
convenience and comfort. multiple locations, however, having one unique, engaging
and energetic store will not only satisfy your customer but
also drive activity throughout your property.
ROBUST RETAIL EXPERIENCES
Luxurious experiences and shopping definitely go hand in
hand. Whether your guest is in need of a personal effect,
looking for a unique memento of their stay or just fell in
love with a special product used in the spa, providing an
engaging retail experience is not only a necessity for the
client but, if done right, a definite boost to your bottom
line. In the country club world, the retail experience has
historically revolved around a golf shop and, sometimes, a
tennis shop. This, however, must evolve as well. As clubs
offer more varied amenities, the need to stock new and
different merchandise to complement those activities is
absolutely necessary.
At the Urbana Country Club, we are in the midst of
transforming our Golf Shop into an all-encompassing
retail experience. Members and their guests can get just
about anything they need related to the amenities the
Club offers. By converting the Golf Shop, we consolidate
all of our offerings into one place. Now, not only will
At the end of the day, these two hospitality segments are
sharing the same clientele. More than likely, the country
club member is booking high-end, luxury hotel and resort
experiences when traveling—whether it be for business or
for pleasure. In the same way, understanding travel habits
and vacation preferences give insight to club managers,
understanding client’s needs and behaviors while at their
club will only serve to help hoteliers better customize
experiences. Identifying the synergies between the two
segments will ultimately drive the consumer to further
entrench a luxury mindset into their everyday lifestyle.
About the author
Scott Szymoniak is the PGA General Manager at the Urbana
Country Club in Urbana, Illinois. A 20-year veteran of the
golf industry, he has held various positions at multiple clubs
across the country and has traveled the world with members
from those clubs. He now specializes in reinventing traditional
country club experiences to be more relevant to today’s luxury
consumer.
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