Member Club Spotlight
Two Rivers
Attracting and retaining members after a major renovation
W
women golfers found this out during two
mid-June events, the 2015 VSGA Virginias
Women’s Stroke Play Championship and
the VSGA Senior Women’s Stroke Play
Championship.
They were putting at Stimpmeter speeds of
11 or 12 on the 007 Creeping Bent that the
club installed during its big 2012-13 renovation. That successful project forms a basis for
the new chapter in Two Rivers’ growth, as it
competes to attract and retain members in the
competitive Williamsburg market.
“In the community-club category you
run into a challenge once the developer has
moved on and the members take over,” says
Chris Warring, head golf professional. “The
marketing dollars the developer had been
supplying are suddenly gone.”
In those instances, it doesn’t take long for
the target audience—this club’s is primarily
in the snowbelt Northeast, Northern Virginia
and D.C. area—to lose awareness. And so,
throughout the second half of 2015 and
into next year, Two Rivers will be pursuing
a new marketing effort