• Golfweek special report: Demise of the Jewish club
By BRADLEY S. KLEIN
Senior Writer“Cocooning” very well could be killing private golf clubs.
The
term, which was coined by futurist Faith Popcorn and gained currency in
the wake of the 9/11 tragedy, reflects people’s desire to spend more
time with loved ones. It’s a 180-degree turn from the days when men
escaped their wives and children and dashed to their clubs for male
bonding.
It’s just one of many cultural shifts that define
post-baby boom generation behavior and underscores the principal threat
confronting private facilities in general: Consumers don’t care for, or
at least appreciate less, the same club attributes they once coveted.
Pricey
initiation fees that served as status symbols now are seen as poor
values. The comforting appeal of club life routine has given way to the
promise of adventure in variety. Club formality is no match for relaxed
“casual Fridays.”
In addition, the changing attitudes have been compounded by economic pressures that aren’t limited to the current recession.
“This
generation prepares to send their children to colleges whose tuition
continues to rise, while caring for parents who are living longer and
requiring more costly care,” says Jon Last, president of the Sports and
Leisure Research Group based in White Plains, N.Y.
Add in
other real-world factors such as greater job insecurity, more career
mobility and shrinking financial portfolios, and it’s no wonder
consumers are hesitant.
“The economic stresses make the decision
to join a club less prudent,” Last says. “Those who do join are looking
for more varied experiences (and) are also very price sensitive.”
These changes mean a new reality for private clubs, Last says. Among them:
• Old-line clubs that traditionally have not welcomed women and children will struggle to retain members.
•
Younger prospective members are less inclined to develop an affinity
for a traditional club and are accustomed to switching memberships for
better deals.
• A culture of informality calls for fewer galas and formal dining and more fun, family-oriented events.
•
Families are more “time-starved,” which means activities need to be
shorter and better planned. The immediate value of the experience is
paramount.
Posted: 6/22/2009
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