During the American Industrial Revolution, wealthy Americans were accumulating their fortunes through manufacturing and lived where they were making their money—in the city. Having abundant wealth they wanted to enjoy and flaunt, they built extravagant “cottages” out in the country modeled after the British country house. However, there still wasn’t enough land to play cricket, polo or fox hunt, which is how the idea of the country club evolved. A country club was an upscale, exclusive club for the wealthy with plenty of land for multiple sporting activities that their private “cottages” just couldn’t accommodate. In the 1880s, The Country Club was opened by a group of wealthy men in Boston. The concept took off rapidly, and by the late 1880s, the popularity of both golf and country clubs was booming in America.
By the Great Depression, nearly 4,500 country clubs existed across the country. This number dropped to 3,300 by the 1960s but then increased to 5,000 by the 1990s, along with 1,300 yacht clubs. The number of country clubs declined slightly between 2005 and 2015; however, the increased interest in outdoor sports during the pandemic allowed clubs to remain strong despite being part of the hospitality industry. Traditionally, a country club’s image of exclusivity and networking looked like men doing business while lunching at the club or playing a round of golf. Today, this has changed significantly. Professional women and young urban creatives are also looking for a place to socialize, network and relax.
Times have changed, and so have club members’ focus and priorities. Providing top-notch service and amenities is essential to keeping members and their families happy. Clubs have an opportunity to reinvent themselves to fit the modern needs of its members. Today’s memberships are diverse, complex and have different priorities than those from decades past. Because many clubs have several generations of members, it can be challenging for them to successfully cater to such a wide variety of interests and find a balance that appeals to the younger generation along with lifelong members. But many forward-thinking clubs are willing to accept the challenge and provide members the unparalleled experience they are looking for.
A club’s brand is more about how members engage with the club and creating a unique culture with a sense of community. With a great understanding of a club’s past, present and exciting visions for the future, clubs can define or redefine their brand, experience and culture for generations to come.
