Summer is here. For some regions, that means the clubhouse will be bustling every day. Members are shedding their layers and are eager to enjoy the sun—out on the golf course and tennis court, in the pool and on the boat. Ah, that sounds great!

Meanwhile, the situation is slightly different for clubs in much of Florida where temperatures would skyrocket if they could possibly make their way through an atmosphere thick in humidity. Many members stay around and seem as likely to relish the air conditioning as play a few rounds. The remainder chose to miss the excitement of hurricane season and run for the hills (quite literally when leaving the flat terrain of South Florida).

So, what is a Florida club to do during this time?

That was the question posed to Joshua Lesser, Assistant General Manager of Wildcat Run Country Club in Estero, Florida, during a recent conversation.

If there is one activity on which clubs should focus during the offseason, it is to reflect. “Reflect—on the club, on your staff, on how to take it to the next level,” says Lesser. “Summer is often a time to spruce up the club…Conduct major renovations. We’re doing a major kitchen renovation this year.”

But the renovations are only the result of a deliberate process. Lesser emphasizes a commitment to assessing “the impact you can have for the coming year.” The goal is to enable members to “have the full experience” and the slightly less hectic summertime affords more breathing room for having “open discussions with the staff.” Involving the staff is important as ideas and observations can come from anyone.

 

Lesser “can’t emphasize enough how important it is to pay attention to year-round members [approximately one third of the Wildcat Run membership] and not ignore them just because it’s summer.” Concurrently, clubs should consider seizing an opportunity to reduce expenses during a slower time of year. Wildcat Run, for example, is closing completely on the two least busy days of the week for the offseason. “People spend X dollars on discretionary spending each week. They’ll still spend it during the week and we save on utilities and staff.”

Lesser notes that, while Wildcat Run is closing on Monday and Thursday this year, it is important to reevaluate closures every budget cycle. “We spend two months during the budget cycle evaluating our assumptions before we ever put pen to paper.”

“Every club is unique and different programs will work differently at each, so I can’t say ours will work someplace else. We’re currently doing a ‘Summer Steal’ program on lunch.” The discounted meals attract people in during the week, play a part in the club’s ability to capture 70 percent of reciprocals and help to keep the staff busy. “Whatever the program, we’re big into slogans. Whether the ‘Summer Steals’ or encouraging members to ‘Think Club First’ [program aimed at convincing members to chose the club over outside restaurants and activities] or ‘Experience the Pride’, catch phrases work.”

Wildcat Run has a few other decreases during the summer months. Staff falls from more than 100 to approximately 60 people. The club also moves from a monthly to a bimonthly newsletter schedule, but it continues to distribute emails at least once a week with brief announcements—again with the mindset that year-long members need to feel a year-long commitment.